Scope and conduct a piece of international research on a digital music app, for a global telephone communications provider.
In-depth lab-based research sessions were carried out across in the USA, South America and Europe, in order to obtain feedback on the app's price-point, key features and usability. These lab sessions were supported by guerrilla research conducted on the street. This helped benchmark our findings in the real world, and validate insights identified in the lab. Working across different countries provided a clear picture of trends across different emerging markets, and helped build a strong rationale for any proposed changes.
The research took place in a total of ten countries across three continents, which required a huge amount of planning and preparation. Adaptability, team work and composure were essential traits for delivering a seamless piece of international research.
Pairing lab-based sessions and guerrilla research across markets presented the client with a detailed cross-cultural view of perception of their app. These findings enabled them to create a marketing strategy including price points and highlighted features based upon validated research across global markets.