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

Jun 10

Request

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.

Solution

Zintro managed the entire recruitment and logistics process. Zintro used its “Expert Network” approach to running the survey, focusing on people verified within the network and those that had done relevant work before. After fielding the survey over a week, the client then hand-selected 40 respondents to invite to the focus groups. 34 of them agreed to participate, and despite some timezone and availability challenges, Zintro successfully filled all four groups with 6 participants each (24 participants total), hitting full capacity with highly relevant contributors.

“I say this because I love you. We honestly doubted you'd be able to get people that took the survey into the groups. We're very impressed and shared our excitement and the results with our executive leadership team.”
— Director, Customer Insights

By the Numbers