Quant to Qual: Running a Survey with UX/UI Professionals Followed By Focus Groups

A global leader in digital design software wanted to understand how UX/UI professionals perceive the brand landscape for creative tools like Adobe XD, Canva, Figma, Visme, Snappa, and others. Their goal was to conduct a two-part research project: first, a quantitative brand perception survey of 400 UX/UI designers across the US, UK, and Canada; second, a series of four qualitative focus groups made up of 5-6 participants actively using the tools, but specifically using respondents from the survey.

The study targeted UX/UI professionals from entry-level to manager roles, with the intention of identifying and selecting top survey respondents to invite to the follow-up discussions. Our client was initially skeptical and they didn’t believe it would be possible to get more than 10 participants from the survey into live focus groups based on past experiences with sample providers.