Q2Q Global | Effixion Labs

Case Study

Repositioning Q2Q Global as a Global Market Research Player

The Background

From Regional Expertise to Global Vision

Founded in 2016, Q2Q Global began as a boutique agency delivering market research fieldwork excellence in Spain, Italy, and Latin America. Over time, the company grew organically, expanding its work across EMEA, APAC, and North America. Yet despite its global reach and growing client base, its brand positioning remained regional—rooted in its origins rather than reflecting its true international capabilities.

Today, Q2Q Global’s strength lies in delivering international market research with on-the-ground execution across more than 60 countries. By immersing themselves in local cultures and navigating the real-world complexities of research execution, the team uncovers the insights that matter most—enabling clients to connect authentically with their audiences and develop strategies that drive meaningful growth. To stay true to its evolution, the company needed to realign its positioning and ensure its website conveyed its identity as a globally capable, culturally immersed research partner with a uniquely personal touch.

The Challenge

Market Perception Stuck in the Past

By 2023, Q2Q Global had completed over 250 projects across 60+ markets. Yet, externally it was still perceived as focused on Southern Europe and LATAM. Effixion Labs identified the following core challenges:

A perception gap between Q2Q’s operations and its brand identity.
A website that failed to communicate global scale or service sophistication.
Lack of digital storytelling to reflect Q2Q’s cultural fluency and human approach.
Underutilized social channels with low engagement and unclear positioning.

The mandate for Effixion Labs was: reposition Q2Q Global as a boutique yet truly global player in the market research space, while staying true to its personal, client-first ethos and white-glove service delivery.

The Solution

Rebalancing the Brand: Story First, Then Systems

Before the website redesign began, Effixion Labs built the strategic foundation:

Defined Ideal Customer Profiles (ICPs) for different commercial objectives across the client spectrum.
Created two Buyer Personas focused on different commercial objectives.
Developed a full Messaging Framework including Purpose, Mission, Vision, Values, Brand Proposition, Service Portfolio and Key Differentiators.
Designed a Visual Identity Uplift document aligned with Q2Q’s future strategy and company values.

These efforts grounded every design, content, and user experience decision that followed.

Website Experience & Architecture:

Effixion Labs completely reimagined the Q2Q website to reflect global credibility and cultural intelligence:

Custom-Illustrated Hero Image: A vibrant, full-colour artwork showing a multicultural village—representing Q2Q’s philosophy of “Global insights through a local lens.” This image anchors the home page and introduces users to the brand’s narrative in a memorable, human way.

Hover Points with Facts: Interactive hotspots on the hero image offer cultural nuggets from different regions, reinforcing Q2Q’s ethos of deep local understanding.

Interactive Global Projects Map: Powered by MapBox, this dynamic feature highlights Q2Q’s project work in over 60 countries—visually dismantling outdated regional perceptions.

Service Navigation by Type, Audience, and Geography: Designed for usability and clarity, it reflects Q2Q’s flexibility and deep market knowledge.

Integrated Culture Section: Highlights Q2Q’s values—like “Walk in the customer’s shoes” and “Think big, think bold”—with real team stories and Instagram visuals.

Brand Story Integration:

Inspired by Q2Q’s brand story—"Imagine stepping into a new city… the streets are alive with different cultures, voices, and experiences"—the new website and messaging strategy bring this metaphor to life. Q2Q positions itself as a guide, helping clients uncover untold stories and hidden cultural insights that drive real business impact. This emotional narrative is central to the design, content, and visual choices made throughout the site and marketing materials.

Digital Content & Social Media Strategy:

Effixion Labs launched a new era of Q2Q's social presence with:

A fresh LinkedIn content strategy featuring branded videos, team highlights, and industry insights.

"Did You Know?" video shorts featuring team members sharing cultural insights from global cities they visit—blending education with engagement and showcasing Q2Q’s internationalism.

Branded templates and visual consistency across platforms.

Testing and Market Alignment:

Post-launch, the website has continued to perform well following extensive pre-release testing with persona-based prospects and potential customers. These sessions were designed to assess how effectively the refreshed brand story and narrative resonate with key audiences. The results revealed strong emotional and strategic alignment—confirming that the site successfully communicates Q2Q’s evolution from a regional vendor to a global market research partner.

Extending the Brand into GTM Strategy:

The value proposition “Your Global Market Research Explorers” is now shaping how the Q2Q team operates and engages in the real world. It is being integrated into:

Go-to-market strategies and pitch narratives
Presence at global events and trade shows
Sales enablement and customer onboarding experiences

This cohesive storytelling—from web to real-world interactions—ensures that Q2Q’s evolution is not just seen, but also felt by the people who matter most: their clients.

The Results

A Unified Brand, Ready for Go-to-Market

The site is already delivering clear strategic value, reinforcing Q2Q Global’s evolved positioning in the market:

The website launch was timed to coincide with a major market research industry event in New York, where Q2Q Global brought its new proposition to life through booth design and a refreshed prospect engagement strategy.
The updated positioning showcased on the website contributed to significantly higher interest in Q2Q’s services—driving a marked uplift in leads compared to the same event the previous year.
Targeted qualitative research with selected customers confirmed that external stakeholders now recognize Q2Q as a truly global agency.
Usability scores improved during beta testing, with strong feedback on clarity, navigation, and overall brand perception.
LinkedIn engagement has grown steadily, with increases in follower growth and brand interactions.
Conversations at industry events are now led with updated positioning, refined collateral, and stronger PR messaging.

Effixion Labs Approach

Putting Philosophy into Practice

For Q2Q Global, Effixion Labs applied its core principle of balancing efficiency and experience in marketing. On the website, this meant leading with brand storytelling—prioritizing narrative first, then presenting services in a way that builds trust and sets the stage for meaningful, lead-generating conversations.

By uniting strategic thinking with creative storytelling, Effixion Labs:

Repositioned the company as a global market research services provider
Evolved its brand around the Q2Q Global team—not just its services
Prioritized cultural immersion over corporate polish
Anchored the brand narrative in Q2Q’s founding values and future ambitions

The result is more than a website or a brand refresh—it’s a repositioning story that now lives across every touchpoint.

Q2Q Global’s transformation proves that when strategy, design, and authenticity align, real impact follows. With a stronger digital foundation, a richer brand narrative, and carefully crafted messaging, Q2Q Global is now ready to expand its global footprint even further.