The Company Background
A multinational technology leader with a wide portfolio of digital services, the company is constantly evolving its UX design to meet global user needs. With a heavy emphasis on usability and behavior-driven iteration, it routinely conducts research to optimize digital touchpoints across age groups and markets.
The Brief
The company asked its Market Research Agency partner to conduct 24 one-on-one UX interviews across four countries, with a mix of ages and socioeconomic backgrounds. The brief required a fast turnaround—5 days for recruitment and 1 day of fieldwork in each country. Participants needed to be frequent users of social media platforms, segmented by age bracket and SEL (Social and Emotional) attributes. The Market Research Agency, brought in Q2Q Global to operationalise the project on the ground level.
The Solution
Q2Q Global utilized its proprietary respondent database, augmented by snowball sampling and community outreach, to ensure balanced representation across age groups and socioeconomic levels. Local teams in each market managed logistics, accounting for regional platform preferences and user behaviors. Moderators fluent in both language and platform UX terminology conducted the sessions, adapting probes to each demographic segment. Drawing from previous UX studies in similar markets, Q2Q Global tailored screeners and discussion flows to reflect local media usage and tech fluency. Country-level summary reports were submitted within 2 days, and a fully integrated report with English-translated recordings followed within 8 days, delivering market-ready insights to the client’s global UX and product teams.