The Company Background
A multinational consumer goods company wanted to understand how women engage with laundry detergents in their daily routines. With innovation rooted in real-life use, the company needed in-depth insights across different cultural contexts.
The Brief
The study was to take place in Brazil, Argentina, and Spain, with 20 participants per country. Each respondent had to be the primary buyer and user of laundry products, doing laundry at least four times a week. The study included a 10-day Home Use Test via OBB, a 30-minute TDI, and a session with a cultural scout. Recruitment and fieldwork were to be completed in two weeks.
Working through its Market Research Agency partner, the company appointed Q2Q Global to lead the operational execution of the project.
The Solution
Q2Q Global brought its signature “global research through a local lens” philosophy to life—immersing itself in the rhythm of household routines across three distinct cultures. With an average of 16 years’ experience in running global market research among its core team, Q2Q managed recruitment through a combination of database outreach, community referrals, and real-world validation. Participants were onboarded with clarity and guided through the 10-day journey, supported by responsive, local project teams. In-depth interviews were moderated with emotional intelligence and cultural fluency, while cultural scouts provided context-rich insights beyond surface behaviors. As a fully integrated partner, Q2Q delivered more than just data—it delivered a textured understanding of product use, wrapped in localized nuance and strategic clarity, all within tight timelines and with minimal client oversight.