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Market research in Europe – our capabilities

Market research in Europe – our capabilities.

From Amsterdam to Zagreb, we are the go-to market research agency in Europe

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We help brands conduct market research in Europe so they can stand out and succeed across multiple markets in this competitive region. We partner with brands on full-service European market research projects to help them get closer to customers and launch standout products and communications strategies that will see them thrive across multiple markets. We can also work with organisations as a fieldwork partner, helping to reach the right respondents in any European market.

Kadence is one of the top market research firms in Europe. From our base in London, we conduct market research across the region, helping clients to understand the nuances of each market and how best to accelerate growth in their target countries. We’ve helped Mitsubishi understand how its vehicles are being used in the UK and worked with Unilever Food Solutions to launch a range of multi-market products.

We carry out fieldwork across Europe ourselves wherever possible, leveraging our team’s diverse language skills. With extensive experience across industries, we conduct thousands of interviews and recruit participants for qualitative and quantitative studies. This enables us to run projects with B2B and consumer audiences for your brand, in all corners of Europe.

15

Languages in the UK office alone

9

Award nominations and wins in the past 2 years

30+

Years of European experience

25+

Years of global experience

7000+

Interviews per year

35,000

Participants for qualitative studies

900+

projects globally each year

1,000+

employees globally

FAQs

How diverse is Asia Pacific culturally?

The short answer is that Asia is incredibly rich and nuanced from a cultural standpoint: the multitude of religious beliefs, histories, languages, and other cultural markers means that each market is more different than similar. This can make Asia Pacific market research challenging without the right partner to help you understand the intricacies of each country. That said, though, the ‘urban Asia’ experience is similar to some extent, and popular culture does form the basis to link up a couple of the Asian markets, so there can be ways to seek out common threads amidst the vibrancy of difference.

Do I need to do all my market research in Asia in local / vernacular languages?

As a rule yes. By conducting research in the local language, consumers will have the capability and confidence to express their thoughts and feelings toward the brands, products or services in question. Unlike some market research agencies in Asia, Kadence has a range of languages in-house thanks to our network of Asian offices, so local language moderation is a service we can provide. That said, it is possible to carry out research in English in some markets (e.g. Singapore, India, Philippines), depending on the subject matter and education level of the respondents you want to reach.

For large Asian markets like China and India, how many cities do we need to cover with our research?

We recommend at least a combination of 1^st tier and 2^nd tier cities, as well as 3^rd tier and rural locations, if possible. On top of getting a read on geographic and demographic differences in the reactions to your products and services, lifestyle / intra-market attitudinal variations exist, so the wider you are able to carry out your research, the more comprehensive your resulting understanding of the market will be.

Are there certain research approaches or methodologies that work better in one Asian market, compared to another?

Yes. Cultural differences between Asian markets mean that you need to carefully consider your methodology. For instance, we find that in-depth interviews, rather than group-based discussions, can work better for some topics in markets like Japan, where there can be a tendency to ‘self-censor’. In contrast, the one-on-one format lends itself better to building trust and establishing bonds between interviewer and respondent, often leading to more productive conversations.

You’ll also need to consider the technological infrastructure of the markets you’re researching. In India, for instance, you’ll need to take a mobile first approach for reaching those outside metros and tier 1 cities. This is also true of mobile-first markets like Indonesia and China. Whilst cultural considerations can be diverse and numerous, we’re on hand to help, based on our long history of conducting market research in Asia.

Does the sequence of which markets I do my research first in Asia matter?

Unless there are specific roll-out plans that have strategic importance for your product or service across markets, our experience has taught us that any order comes back down to organizational preference. Your internal stakeholders may want to start the research in a market that is a stronghold for the brand to establish ground understanding, then venture into unfamiliar grounds to gather ‘new news’, or vice versa. Ultimately, Kadence is flexible in terms of how / when / where to start a piece of research, and in the absence of real preference, is willing to provide our suggestions and justifications for any arrangements.

FAQs

Which European countries do you serve?

As one of the leading market research companies in Europe, we can conduct market research in every country in Europe. We regularly help clients understand core European markets including Spain, France, Germany and Italy, but over the years, we’ve conducted research in every corner of the continent. We’ve interviewed tree surgeons in Poland, spoken to beauticians in Lithuania and explored the needs of vets in Norway.

What European languages to do you speak?

We’re proud of the international nature of our team. Between us, we speak over 15 European languages. We find having native speakers in house to be a valuable asset as it means we can ensure cultural nuances are accounted at every stage of the project – from questionnaire design to analysis.

Do you conduct fieldwork yourselves across different European markets?

Thanks to our multi-lingual team, we can conduct qualitative and quantitative interviews across a wide range of European markets. This keeps our team close to your target audience and emerging insights, helping to identify key market trends.

When you’re conducting multi-market studies, how do you maintain consistencies in approach?

We regularly help clients with projects across multiple European markets, all centrally managed and controlled from our UK office. This means we can run consistent briefings for all moderators and collate progress. We acknowledge the rich nuances of each market and how vital it is not to generalise for your brand, visiting every market to add a contextual layer to the findings where possible. What’s more, we are committed to ensuring data quality and integrity across markets, having achieved the ISO 20252 accreditation.

Do you have experience with consumers and B2B audiences?

We can help you reach both consumers and B2B audiences – and often both within the same project. Our team has extensive experience engaging senior stakeholders to rural farmers, tailoring research to each audience's unique needs.

We’ve helped clients solve some of their toughest business challenges through European market research

Our work in this area helps clients answer critical questions such as:

Which European markets represent the best growth opportunity for my brand?
How should I adapt my product or service to ensure it’s a hit with consumers in my key target market?
How should I price our offering to set it up for success in Europe?
What are competitors offering in this market and where is the whitespace for innovation?
How can I reach my target customers in this market? What should my marketing strategy look like?

Our Customers

View all case studies

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Harnessing blockchain technology in market research with Unilever Food Solutions

We took part in a first of its kind pilot to test the technology and assess what it could bring to market research.

Find out more

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Developing a future-focused digital product strategy for Wall Street Journal

A mixed methodology approach helped Wall Street Journal understand how to position the brand for success in a rapidly changing world.

Find out more

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Harnessing augmented reality to power innovation in pack testing for Asahi

We ran an industry-leading pilot to test the role of augmented reality in research and its applications to pack testing.

Find out more

Understanding usage and perceptions of plug-in hybrid electric vehicles to shape future comms for Mitsubishi

A quantitative survey helped Mitsubishi Motors to understand how its vehicles were being used in the real world, informing how best to position communications about the role and value of PHEVs.

Find out more

Discovering future growth opportunities for Treatwell

An extensive programme of research has helped Treatwell deepen its valued B2B relationships and shape its strategy around their needs.

Find out more

Sectors we serve

With over 30 years in the business of market research, we have extensive experience and a depth of knowledge across a range of sectors.

We bring this to bear to design the very best approach to meet your objectives.

Free guide

How to conduct online market research in Asia: The Go-To Guide

What online methodologies work best in India? How do you get the most out of respondents through digital methodologies in China? Experts across our global boutique share best practice tips and techniques for conducting online market research in Asia.

Helping brands uncover valuable insights

Get In Touch

Market research in Europe – our capabilities.

15

9

30+

25+

7000+

35,000

900+

1,000+

Market research services

Customer and market understanding

New product development research

Brand and advertising research

Online and offline fieldwork services

Insight activation

FAQs

How diverse is Asia Pacific culturally?

Do I need to do all my market research in Asia in local / vernacular languages?

For large Asian markets like China and India, how many cities do we need to cover with our research?

Are there certain research approaches or methodologies that work better in one Asian market, compared to another?

Does the sequence of which markets I do my research first in Asia matter?

FAQs

Which European countries do you serve?

What European languages to do you speak?

Do you conduct fieldwork yourselves across different European markets?

When you’re conducting multi-market studies, how do you maintain consistencies in approach?

Do you have experience with consumers and B2B audiences?

What methodologies do you offer companies looking to conduct market research in Europe?

Our Customers

Harnessing blockchain technology in market research with Unilever Food Solutions

Developing a future-focused digital product strategy for Wall Street Journal

Harnessing augmented reality to power innovation in pack testing for Asahi

Understanding usage and perceptions of plug-in hybrid electric vehicles to shape future comms for Mitsubishi

Discovering future growth opportunities for Treatwell

Sectors we serve

Other regions we operate in

Market research in China – our capabilities

Market research in Asia – our capabilities

Market research in Japan – our capabilities

Market research in India – our capabilities

Market research in the US – our capabilities

How to conduct online market research in Asia: The Go-To Guide

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