Case Study · Express ad-hoc survey with low-incidence quotas
Questionnaire to dashboard in 48 hours: multicultural grocery shoppers
BrandSpark ran a Canada-wide study of how multicultural Canadians shop for groceries, from questionnaire to a full dashboard in 48 hours. The study reached n=800+ across South Asian (Muslim and non-Muslim), Filipino, Chinese and West African communities, including recent newcomers.
The Challenge
Low-incidence communities and recent newcomers cannot be pre-set as quotas from panel profiles, so they had to be reached by oversampling, within a 48-hour window and with full screening and quota control.
Our Approach
The questionnaire drew on BrandSpark templates and Canadian Shopper Study material. Fieldwork ran on a panel of pre-screened Canadian consumers, oversampling the low-incidence communities to hold every quota.
What the Research Found
- ›Store repertoire and grocery spend across mainstream, mass and specialty banners, read by community.
Outcome
A complete dashboard within 48 hours of the questionnaire.