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Case studyAdvertisingUsability researchB2Bwith IPSOS, for Meta
Ads Manager, tested
50 advertisers, 15 tasks, seven weeks, and a method Meta Brazil adopted.
- For
- Meta · via IPSOS
- Role
- Lead researcher, team of 3
- When
- 2024 · 7 weeks
- Reach
- 10M+ advertisers
Fifty sessions usually means weeks of reconciling everyone's notes while the product team waits. I wanted the answers ready when the fieldwork ended.
Step 1 · Pre-field → field → post-field
Three phases. No dropped handoffs.
- {{st.t}}
{{st.d}}
Step 2 · The coding framework
Count the decisions. Name the errors.
Tap a moment in this sample session to code it.
{{codeSummary}}
Sample moments, written to illustrate the method.
Agree how to score friction before session one, and synthesis stops being a bottleneck.
The impact
~35%
faster synthesis
~50%
better reporting consistency
~80%
full-session completion
BR
method adopted by Meta Brazil