Gen Z Social Commerce Behavior in Brazil via Mobile-First CAWI

Project Overview :

A mobile-first CAWI study with Brazilian Gen Z consumers aged 18–27 who purchase products through social platforms, exploring discovery pathways, creator influence, and in-app checkout behavior.

Challenge :

Brazilian Gen Z is a highly engaged but notoriously hard-to-retain online audience: short attention spans, high fraud exposure, and Portuguese-language questionnaire requirements. The client needed 400 completes within 8 days with strict quality standards.

Solution :

We redesigned the study experience around the audience:

• Mobile-Only Design : Thumb-friendly survey layout, visual scales, and 12-minute LOI optimized for smartphone completion.
• Native Language Programming : Questionnaire authored and reviewed by native Brazilian Portuguese researchers, not translated.
• Enhanced Fraud Screening : Fingerprinting and behavioral checks calibrated for high-volume social-sample traffic.
• Engagement Pacing : Short question blocks with progress feedback to maintain completion quality.

Project Results :

Target: Brazil, Gen Z aged 18–27, social commerce purchasers.

N Size: 400 completed interviews.

Incidence Rate (IR): 35%.

Length of Interview (LOI): 12 minutes.

Field Time: 8 days.

Completion rates exceeded expectations with low drop-off. The client gained a clear picture of discovery-to-purchase triggers and creator attribution dynamics in Brazil's fast-moving social commerce market.