Client Segment:
A leading technology company specializing in digital communication platforms.

Method:
A mixed-methods approach was employed, integrating both quantitative and qualitative research methodologies to gather insights into user needs and the decision-making processes in each target country.

Data Collection
Quantitative Data Collection:
Surveys: A structured online survey was administered to a sample of 6,000 users in each country. The survey focused on gathering data related to: User engagement with digital communication tools for business purposes
Features and functionalities that users find most valuable
Barriers to usage and areas for improvement

Qualitative Data Collection:
In-depth Interviews: Close to 50 qualitative interviews were conducted in each country to delve deeper into user experiences, motivations, and challenges.
This included: Open-ended questions to explore personal stories and insights related to the use of digital communication for business probes to identify specific needs and expectations from the platform.

Analysis:
Quantitative Analysis: Statistical analysis was utilized to identify trends, patterns, and correlations in user behavior and preferences across the different countries. Advanced techniques were used to identify significant patterns and responses, including Descriptive statistics to summarize user engagement and feature preferences
Comparative analysis to assess differences in usage patterns across regions

Qualitative Analysis: Thematic analysis was conducted on the qualitative data from interviews. This process involved: Identifying recurring themes and insights related to user needs and experiences
Coding responses to organize qualitative data effectively extracting key quotes that illustrated user sentiments and suggestions

Findings:
The research enabled a comprehensive understanding of user needs, and the customer decision journey associated with the digital communication model across Brazil, India, Mexico, and Indonesia. Insights included: Identification of key features that enhance user satisfaction and engagement
Common barriers faced by users in utilizing digital communication tools for business, highlighting areas for potential enhancement
Differentiated user preferences and expectations across the four countries, allowing for tailored strategies to optimize the user experience