# Fieldwork Executive Summary: Project Global Seasoning Brand Seoul
Project Title: On-Site Chef/Owner Interviews (Quantitative Phase - Final N=90+) Fieldwork Period: May – June 2026 Agency: Direct Research Korea (DRK)
1. Overview & Sample Optimization
The fieldwork for the Global Seasoning Brand Quantitative Phase has been successfully completed with a final sample size of N=90+. While the project initially targeted N=90, the field reality revealed an extreme market saturation of the brand in Japanese restaurants, making the strict "Non-User" quota practically unattainable. Through data-driven consultation with the client, the sample size was strategically optimized to achieve the final N=90+ segment successfully.
2. Key Challenges & Fieldwork Realities
During the fieldwork, our team encountered clear structural barriers in the Seoul F&B market:
Overwhelming Market Penetration: Out of targeted Japanese restaurants directly visited and screened, a vast majority were already loyal users of the global seasoning brand. Finding pure non-users was structurally limited as the brand stands as the market standard. Operational Time Constraints: The viable window for conducting on-site interviews with chefs and owners was strictly limited to 2:00 PM – 6:00 PM (the afternoon break-time), leaving only a concentrated 4-hour window per day. * Snowballing Limitations: Referral-based recruitment was ineffective for this competitive segment, requiring a 90% cold-visit approach.
3. Core Strategies for Successful Fieldwork Delivery
To overcome these barriers and ensure a reliable data delivery, DRK executed the following structured fieldwork strategies:
Target-Oriented Route Planning: We identified and mapped out commercial areas with a high density of restaurants serving dishes that require rich savory bases (soups, sauces, dashi). This allowed the field team to prioritize high-potential leads from day one. Implementation of Visit Optimization Iterations: DRK built and deployed a real-time iterative optimization solution to streamline our field routes. By constantly updating the target list based on live field feedback, we minimized wasted visits and significantly boosted recruitment efficiency. * Strategic Resource Allocation & Daily Protocol: Over the 3-week fieldwork period, two dedicated researchers maintained a rigorous daily protocol. They focused heavily on new recruitment and screening during the morning hours, and dedicated their afternoons to conducting pre-scheduled, on-site interviews during the restaurants' afternoon break times.
4. Key Fieldwork Observations & Insights
During our extensive field interactions, the DRK team observed several critical structural shifts in the Seoul F&B landscape:
Economic Stagnation in Traditional Korean Dining: Driven by inflation and rising ingredient costs, traditional Korean restaurants desperately need to raise menu prices but find it difficult to do so due to local consumer resistance. Furthermore, this segment suffers from a lack of new menu innovation and a rapidly aging owner/chef demographic. Rise of Globalized Concepts among Young Entrepreneurs: In stark contrast, younger entrepreneurs in their 20s and 30s are actively choosing to open diverse, globalized concepts—such as Japanese, Japanese-styled, Chinese, Vietnamese, and Thai restaurants. Among these choices, Japanese-themed concepts represent the fastest-growing segment in the new startup market.