SK Telecom · Consulting-led customer research
Bringing customer and UX research into a more integrated workflow.
QuestionPunk's research consulting team has been working with SK Telecom (SKT), a South Korean telecommunications company, and its Customer Insight Team to explore an integrated, AI-enabled research process.
This story describes a consulting-led collaboration. It is distinct from the illustrative product walkthrough and does not publish private SKT participant data.
The work brought together three research approaches.
01
App-based usability testing
Customer and UX research that included app-based usability testing. Specific tasks, sample sizes and participant materials are not disclosed in this account.
02
AI-powered survey research
AI-enabled surveys formed part of the research process, alongside the consulting team's study design and support.
03
Quantitative + qualitative methods
Traditionally separate research methods were brought into a single, compressed workflow rather than treated as disconnected projects.
What the Customer Insight Team reported
“Work that previously required specialized equipment and long lead times was designed, fielded, and analyzed in a matter of days. The combination of quantitative and qualitative methods gave us measurable insights our traditional research couldn’t... and above all, the team was exceptionally responsive.”
Customer-team statement shared by QuestionPunk. The timing and outcomes are reported by the customer, not an independently measured comparison with another vendor.
What this story does—and does not—establish
The collaboration illustrates a consulting-supported approach to combined customer and UX research. “A matter of days” is specific customer feedback, not a guaranteed self-service delivery time. The statement does not establish a universal productivity gain or a measured causal business impact.
Raw transcripts, participant counts, study budgets and underlying result tables are not published here. Discuss your own recruitment, governance, cost and evidence-review requirements before planning a similar study.
Choose the support your research needs.
Discuss a consulting-supported project with our team, or start a self-service study. Confirm scope, pricing, recruitment and deliverables for your project; they are not implied by this customer story.