Food, Comfort & Brand Perception (Gen Z)
Hello! I’m Viktoria, a student in Advertising at New Bulgarian University (NBU). This short survey is part of a university research project exploring food habits, comfort, and brand perception among Gen Z across Europe.The survey is anonymous and takes 5-7 minutes. There are no right or wrong answers - we’re interested in your honest opinion.Thank you for participating
Which country do you currently live in?
What is your age range?
18-20
21-23
24-26
How would you describe your current lifestyle?
Student
Studying & working
Working full-time
Working part-time
How often do you cook at home?
Every day
Several times a week
Occasionally
Rarely
Never
What do you usually eat during busy or low-energy days?
Pasta
Pizza
Sandwiches
Ready meals
Fast food
Homemade comfort food
Snacks instead of meals
What matters most to you when choosing food on a regular day?
Taste
Convenience / speed
Price
Health / nutrition
Comfort / familiarity
Sustainability
Mood / emotional state
When you feel stressed, tired or overwhelmed, what role does food play for you?
It comforts me
It helps me relax
I eat mindlessly
I lose appetite
I don’t notice a connection
Which of the following best describes your relationship with food?
Food is fuel
Food is comfort
Food is a social experience
Food is a form of self-care
It depends on the day
What makes you trust a food brand?
Quality ingredients
Fair pricing
Taste consistency
Sustainability efforts
Honest / transparent communication
Emotional connection / nostalgia
I don’t really trust food brands
What pushes you away from a brand?
Feels fake or “trying too hard”
Overpriced for what it is
Overly corporate tone
Low quality
Lack of values
Too much hype, little substance
How often do you use sauces or condiments (ketchup, mayo, sauces)?
Very often
Sometimes
Rarely
Never
In what situations do you usually use ketchup or similar sauces?
With pasta
With pizza
With fast food
With homemade meals
As a comfort food addition
I don’t really use them
Which brands of sauces or condiments do you usually buy?
What does Heinz represent to you?
Quality & taste
Nostalgia
Comfort
Just another brand
Old-fashioned
I don’t have an opinion
What kind of brand communication catches your attention?
Humor
Emotional storytelling
Authentic / imperfect tone
Creative or unexpected ideas
Social or cultural relevance
Ads rarely catch my attention
Do you feel most brands understand people your age?
Yes
No
Sometimes
Would you like to take part in a short follow-up interview? (If yes, please leave your email address below. The interview will be short and conducted online.)
Submit
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