Kadence International is an agency with a lot of talent from all around the world. In this series, we honor some of our female colleagues leading up to International Women’s Day, asking them about their experience working within the market research industry and what the future holds for the industry.
Name: Anastasia Wulan Gracia
Position: Head of Qualitative
Kadence Office: Indonesia
When did you join Kadence?
I joined Kadence in April 2016.
What are you responsible for at Kadence?
I lead the Qualitative team to ensure high-quality delivery, people development, project management, and revenue generation.
What does a typical day look like for you as Kadence – Indonesia’s Head of Qualitative?
I wake up around 6 am and join some early workout classes, like pilates, yoga, or meditation for one hour, or a quick 30 minutes of cardio exercise like jump rope or the treadmill.
At 7 am, I check my emails and my to-do list while cooling down from my workout. Then I get showered and dressed for my workday.
At 8 am, I make sure my kids have started online school and then continue making plans or scheduling internal team discussions.
From 9 am to 7 pm, these hours are allocated for meetings and discussions, reviewing proposals and reports, while I check my kids’ tasks in between.
7 pm onwards is usually dedicated family time, but I might occasionally review or discuss reports.
Around 9 pm, I might watch movies or a TV series that I’ve watched before, so I don’t need to overthink and to help me close out the day with happy thoughts.
Is there anything different or unique about conducting research in your country?
I don’t think there would be much difference with other countries because most of the qualitative research is currently conducted online, and we use freelance moderators for a few offline projects.
Interestingly, we can have more projects and jump into meetings and discussions quicker since there’s no travel time.
Tell us more about your experience before joining Kadence?
I did an internship right before my last year of college at an advertising agency. They offered me a part-time position while finishing college and then full-time employment once I graduated. I worked there for around two and half years, working in the consumer insight and strategic planning division.
I worked in advertising agencies for around five years before switching to a research agency. It built a good foundation for understanding brand and communication and helped me make more actionable steps later in my career in research agencies.
Before joining Kadence International, I’ve also worked with big multinational companies that helped me build a foundation in global research and experience in different industries. It also broadened my experience with different studies and clients, which has proven very useful for my current role.
What is it about market research that excites you the most?
The overall creative process in doing proposals, analysis, and report writing, and the fast pace for qual studies, won’t let you get bored. You are constantly jumping from one project to another.
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What is it about Kadence’s company culture that you like the most?
During the pandemic, Kadence put employees’ health and safety as their top priority, making us feel protected and cared for by the company. Unlike other companies, we’re still doing WFH and having assurance while working at home.
Kadence Indonesia also has a flexible work schedule that works well for moms like me and encourages us to give our best for the company.
During WFH, Kadence Indonesia also allowed us to work from other cities. I spent almost two months working from Bali, doing meetings and group discussions had a different vibe 🙂
When you were a child, what did you want to be when you grew up?
Hmm, I wanted to be a professional dancer since it was my passion during my teens, but the channels available to really pursue it as a career were not much back then.
What qualities do you feel are “a must” for anyone exploring a career in market research?
Having a ‘natural interest’ towards consumers and issues and having ‘high curiosity’ to move forward and dig further and find fascinating insight are some of the must-have qualities for anyone interested in market research.
Other than that, for me as a qualitative researcher, ‘being creative’ is also essential. It helps you train your thought processes, your way of thinking, and how you map your mind, helping you come up with better ideas, interesting insights, and solutions.
What piece of advice would you give someone looking to start a career in market research?
Find a company that gives you every opportunity to work on various projects and studies with a variety of clients. The company should trust you and challenge you to stretch your capabilities. You need to be pushed before you can push yourself.
How have you seen the field of market research change since you started your market research career?
I think the essence and fundamentals of market research remain the same. Some changes are quite apparent around the technology used and moving towards digital and internet-based research and the infusion of neuroscience in market research.
Other than that, I also see higher expectations towards consultancy service as part of research delivery.
What is it about the field of market research you wish everyone knew?
It is not only about collecting and delivering data but also about finding relevance and building context to deliver an interesting story of insights with actionable solutions for our clients.
What is your favorite hero or movie of all time, and why?
I’m a typical Avengers fan. I love that they highlight the superiority of each member yet showcase how teamwork makes the dream work!
What is your favorite quote, motto or favorite phrase?
Some of favorite quotes that I often share with my team:
- Finding happiness is your own responsibility, and it’s important to keep in mind that you can’t make everybody happy!
- Be well prepared, hands-on, and control what you can control, and don’t stress out on things you cannot control!
- Stay calm when facing an unpredictable or uncontrollable situation — Focus on the solution, not the problem!
If you could time travel into the future 10 years, how will market research evolve?
The future will be about technological advancements and digital development in market research. To create differentiation in the future, market research should at least have personal touches and engagement.
What do you like to do in your free time, when you are not working?
Joining a dance class, watching Netflix and K-Drama, playing at the beach with my family, scrolling Instagram, and sometimes TikTok to keep up with my teenage daughter’s life.
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