UX Research

Carrying out market research, studies with users and understanding the competitive context is essential in innovation processes, experience design or in the projection of an e-commerce.

At FREED we support you with quantitative and qualitative studies, to design products and services based on data and insights.

What do we do?

Remote and field investigation

Our interventions may include:

• UX / CX Research: We approach people to identify the user / customer profiles with which your brand interacts through different points of contact. We go to the field, we put ourselves in the user's shoes and map their journey with your product, service or brand; By living their experience, we can identify obstacles, difficulties and opportunities, in order to co-design a better experience.
• Benchmarks: From the broad perspective of experience, as well as from the specific vision of SEO, we help you understand how your brand is positioned. Who are your competition in a specific market? Who are the referents of the users? What are people looking for in relation to your product or service and your brand?
• Market research for e-commerce. By understanding what people are looking for on the Internet, we can also know how competitive the market is and which are the main channels in which your brand could be. We discover what opportunities your business has in a specific market before launching a product or service.
• Search for niches to identify new opportunities for your business. How to position a brand in a hypercompetitive product category? We investigate where it is best to compete with your solution to reach more people.
• Trend studies to guide the design and development of new products and product categories for e-commerce: What are people looking for on the Internet and how much are they willing to pay? What are the new trends that shape consumer behavior and how to innovate based on those trends?
• Research of new markets in which to position your products. We investigate where there are people looking for a solution like yours to expand your e-commerce.

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How do we do it

Custom methodology

We do not have a standard methodology, we design the methodological framework according to the needs of each client. In general, in our research we use:

• Quantitative Research: We do keyword research from secondary sources such as Google searches or internal marketplaces searches, when available.
• Qualitative research: We use qualitative field research methods such as interviews and observation, and also netnography and analysis of application comments or free questions from VOC and NPS satisfaction surveys.
• Research of primary sources (data that comes from your company) and secondary sources (data from other sources).
• On-site, remote or desktop research, or a mix of methods, according to the context of the project and the methodological framework that we design.

How do we apply research in experience design and innovation processes?

How we investigate

• Defining the problem and the research questions first, before proposing a methodological framework.
• Selecting the appropriate methods to answer the research questions.
• Triangulating data, that is, using two or more sources in an articulated way to address the problem we are trying to understand.
• Converting research results into working artifacts for our clients.

What makes us different

Methodological rigor, beyond the fashion of investigating with users

Many studies with people oversimplify the process of collecting qualitative data, systematizing and searching for insights.

From planning to data collection, analysis and reporting, our research approach relies on scientific rigor to answer complex questions.

We know how to respond to the business need to act quickly, without losing the rigor of the investigation and taking care of the agility factor in projects.

Deep understanding of human factors

At FREED, we understand that developing sensitivity around human factors is critical. Putting people at the center of the design process goes beyond the practice of empathy and requires a holistic vision and deep understanding of how we function as people:

• Individual factors such as memory, attention, motivation, mental references, goals and frustrations.
• The person as part of their family, social and work environment: their tasks, their role, their expectations, their projection.

What are human factors?
... "the understanding of the interactions between humans and other elements of a system, and the profession that applies theoretical principles, data and methods to design in order to optimize human well-being and the overall performance of the system."
Source: International Ergonomics Association.

Digital DNA

We have been designing and optimizing digital experiences for more than 17 years, which gives us a solid experience of the reality of technological projects. On the one hand, we understand the possibilities that technology brings us in terms of the research process, in order to enhance data collection, for example, and go beyond what people say and say they do to understand what they really do.

On the other hand, our digital DNA allows us to propose creative solutions to capture research findings and transform them into new products and services, or devise improvements to existing experiences.

Systemic vision of the business

Systemic thinking, that is, the ability to understand the relationships that exist between the different components of the organizational system (people, processes, technology) and their environment (clients, competitors, strategic partners and other relevant actors), allows reaching results and solutions that respond to complex problems considering the “whole” and not only each one of the parts.

In all stages of a project, from the analysis to the ideation of solutions, the systemic approach is integrative and seeks to visualize the interrelationships between the parties as well as the change processes. As researchers, using systems thinking allows us to see the big picture and not lose perspective.

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