by How Wedel Meets Gen Z Expectations Through Consumer Research
A Qual360 EU Speaker Interview with Marta Tkaczyk, Market Research Coordinator at LOTTE Wedel
Marta Tkaczyk is an accomplished market research professional with over 15 years of experience.
Since 2007, she has been actively involved in market research, initially working at research agencies specializing in quantitative ad-hoc studies within the FMCG sector, as well as a consultant in the GfK Household Panel. Currently, she leads the market research and insights team at LOTTE Wedel, a leading company in the chocolate confectionery industry. In this role, she supports Marketing, Trade Marketing, Media, and R&D. At the latest Insummit Youth 2024 conference, her presentation was recognized as one of the top 10 best evaluated. She is a member of the Polish Society of Market and Opinion Research (PTBRiO).
QUAL360: Without giving too much away – what is the core message of your talk, and what would you like delegates to remember?
Marta: Gen Z is the generation every producer wants to connect with. Growing up immersed in constant communication and advertising, they are highly sensitive to messaging tone and product personalization. Traditional approaches often fail to meet their expectations.
Wedel, as a brand with deep traditions, faced the challenge of authentically engaging Gen Z. My presentation will outline the research process that led to the creation of Wedel Snack, a sub-brand designed specifically for this audience. By leveraging consumer insights and collaborating with Gen Z themselves, we created a product, identity, and communication strategy that resonated with their unique preferences.
The session will highlight the importance of tailoring every aspect—product, visuals, and media strategy—to the audience’s needs while avoiding the pitfalls of appearing inauthentic or “cringe.”
QUAL360: What motivates you to join the Qual360 Europe conference, and what are your expectations?
Marta: As someone who started in quantitative research, I’ve always appreciated the depth qualitative research brings to understanding human behavior. Now, working in FMCG, I enjoy blending these methodologies to create impactful insights.
Speaking at Qual360 is an incredible opportunity to share experiences and learn from industry leaders. I’m particularly excited about gaining new methodological perspectives that I can apply to my work and engaging in meaningful discussions with experts across industries.
QUAL360: What is the place of qualitative market research today, and where do you see the industry heading?
Marta: Qualitative research remains essential for understanding the “why” behind consumer behavior. While quantitative data provides breadth, qualitative insights bring the depth needed to capture motivations and emotions. It’s like having a conversation rather than just analyzing numbers.
The industry is evolving, with technology playing a larger role. AI and digital tools are enhancing the efficiency and scalability of qualitative research, but the human element remains irreplaceable. As we embrace innovation, qualitative research will continue to adapt, offering flexible and insightful solutions for businesses.
QUAL360: Tell us one qualitative research stereotype you’d like to reinforce and one you’d like to overcome.
Marta: I’d like to reinforce the idea that qualitative research is vital for understanding emotions and motivations in ways big data cannot. A stereotype I’d like to overcome is that qualitative research is outdated or slow. The pandemic accelerated online methodologies, and now we can conduct dynamic, cost-effective studies with diverse participants using tools like online communities.
QUAL360: How are you responding to the availability of big data and AI tools in qualitative research?
Marta: At Wedel, we embrace new technologies to enhance our research processes. AI tools help us efficiently analyze preliminary data and verify concepts, but human input remains crucial for interpretation. AI complements the research process, especially in the early stages, helping us refine ideas before conducting deeper studies. Striking a balance between technological innovation and human expertise ensures robust insights.
QUAL360: Apart from work, what should delegates talk to you about at Qual360 Europe?
Marta: I’m always eager to discuss the latest trends in research and marketing, especially topics like workshop facilitation and engaging Gen Z consumers. Outside of work, I’m a big football fan—especially the Champions League and La Liga—thanks to my 8-year-old son. I also share my home with two Shetland sheepdogs who keep me busy!
QUAL360: Thank you so much, Marta! We look forward to welcoming you to the event!
Favourite recommendations for industry colleagues:
- Must-read book: Decoded: The Science Behind Why We Buy by Phil Barden.
- Working mode or inspiring song recommendation: Houdini by Dua Lipa.
🚨 Final Call! Ticket sales for QUAL360 EU are closing soon! ⏳
Join us in Berlin on January 29-30, 2025, to connect with leading industry professionals and explore how qualitative research is shaping the future. Don’t miss out on Marta’s session and networking opportunities with leading brands like Lego, Nestlé, Philips, and more.
🔗 Secure your spot here: https://eu.qual360.com/?utm_source=blog&utm_medium=blog&utm_campaign=blog#registration
