For our ‘People in Research’ series, we caught up with Harriet Jowett, a seasoned market research professional who recently joined Kadence International’s UK office as Insight Director and Head of People and Culture after a successful tenure at the Football Association (FA).

With her extensive experience and expertise in the industry, we were excited to hear Harriet’s insights on the latest market research trends, the challenges and opportunities facing the industry, and her vision for Kadence’s future growth and success.

Tell us about yourself, your background, and what brought you to your current position at Kadence International.

I started my career in agency roles and worked in several agencies with clients across retail and FMCGs, banking, tech, and automotive. I then moved into a client-side position at The Football Association (FA), leading the internal Insights team. During my three-and-a-half-year tenure at the FA, I supported stakeholders across the business to generate insight that could enable evidence-based decision-making.

At The FA, we promoted the value of insight and supported stakeholders internally to use research to help them achieve their strategic goals. This included driving ticket sales to matches at Wembley Stadium, improving the hospitality experience, and developing or trialling new grassroots football.

It was a fantastic role, but I wanted to return to the agency world and work with new and different clients to help them achieve their strategic objectives and apply what I’d learned client-side —bringing that strategic alignment of insight into the agency setting.

How do you identify research opportunities with clients?

Identifying new research opportunities depends on the relationship we have with our clients. Through our interactions and the work we deliver with existing clients, we build relationships whereby we can have two-way dialogues and conversations. For these clients, we can become a trusted partner, and once we understand their business goals and objectives, we can pre-empt on their behalf where research might offer value.

With new clients, we must identify from the outset what we can offer them as a global market research agency. How can we differentiate ourselves, and how can we offer value? 

Our strength lies in reaching hard-to-reach audiences; we have breadth and coverage across the globe. It’s about demonstrating how this value aligns with the client’s strategic goals and objectives. The first thing is to demonstrate the value of Kadence International and then focus on building and strengthening relationships — that’s where we can become a trusted partner and understand more about our clients and their businesses.

How do you ensure that research findings are communicated effectively to clients?

Having worked in a client-side position, I believe the strategic alignment of insight is critical. We must align our research and findings with a strategic objective or goal so that our clients can directly apply the results. 

It is also imperative to communicate our insights effectively, and there are three principles I tend to use.

The first is ensuring clarity of insight. No matter how complex the problem is, my rule of thumb is if I’m walking into a meeting and my client asks me what we found in our research; I should be able to summarise the findings and recommendations in less than five minutes. As a research partner, it is our job to ensure clarity of insight and how it can be used; otherwise, it will be challenging for our clients to activate internally.

Secondly, it’s very tempting to go off tangents with research and get swayed by what’s new, different, or interesting. It is our job to stay on track and align all that we uncover to the objectives at hand.

This is how we can demonstrate our value — linking the insights back to the objectives to help our clients maintain internal stakeholder engagement and buy-in, reinforce the value of research budgets and provide the evidence needed to make strategic decisions.

The third and final principle is being brave in how we present our insights and the recommendations these generate. At times, what we conclude can challenge internal hypotheses or existing thinking. We must be brave in putting forward our opinions and conclusions based on the research we have undertaken. This is where and how we can build trust.

How do you keep up with all the rapid changes in technology?

Keeping up with the latest technology is one of the biggest challenges in the market research industry. We must regularly attend industry conferences, online webinars, seminars, and events to stay connected to new innovations and best practices as much as possible. 

While embracing new ideas in technology and AI presents a brilliant opportunity in research, it is also essential to be mindful of where and how we apply them. We need to maintain credibility in the industry and the research we conduct for our clients. We must innovate, try new things, experiment, and explore while retaining the best practice foundations and pillars of research. 

We often discuss this with our clients to explore where and how different methodologies can be applied. Sometimes, the client and I will take a leap of faith and see what this can generate.

How do you use data, visualisation, and storytelling in a compelling way with clients?

For me, storytelling in research and how we communicate insight is key. Ahead of any presentation, I always ask myself and my team: ‘If your laptop breaks during the presentation and you no longer have the slides to back up what you need to say, can you tell the story of the research and take your client on a journey to unfold the insights and recommendations?’ If not, let’s look again and ensure we know the story inside out.

Storytelling has been a huge focus area for me, and I have spoken at conferences about using it in research. 

So often, we can get lost in detail and need to lift our heads and see the bigger picture. We need to unravel the story, unravel what we’re trying to understand, and be able to tell our clients the story from start to finish.

Do you have a preference for a particular research methodology?

In my early years, I leaned more toward qualitative research specialising in running focus groups, moderating workshops, conducting in-depth interviews, and conducting ethnographic research. When I moved into my client-side role, I switched to quantitative research as we did many quantitative studies in-house with internally owned samples. We used analytical tools internally and only worked with partner agencies on more complex studies requiring advanced analytics.

As a result, I’m a mixed-method researcher now, and, truthfully, I don’t have a preference. What’s important to me is identifying the correct method to answer the client’s objectives and budget. There are times when the perfect methodology isn’t feasible from a timing or a budget point of view. So, what can we do within the time frame and budget to deliver the best possible results for our client? This is my golden rule when determining appropriate methodologies and recommending these to clients (while also ensuring best practices, of course).  

What unique approaches do you take to designing and implementing a research project that delivers the necessary data and information?

I always propose upfront kick-off meetings and stakeholder engagement opportunities through workshops or one-to-one interviews throughout the project. Not only does this ensure we have buy-in on the project from the outset, but it also allows us to establish any existing hypotheses/questions to incorporate into the project and crucially understand how the research will be used. Having this clarity up-front is key to ensuring that our outputs will be what the client needs. 

In your previous roles, you have worked with research agencies like Kadence. What important lessons did you learn from that experience?

The biggest lesson was that proper planning and time up-front for considered design is essential – you only get out of research what you put into it. 

The other lesson I learned is that it requires further investigation if the data feels intuitively wrong or doesn’t make sense. So often on projects, some of the most insightful ‘a-ha’ moments come from when something doesn’t feel right, and you keep digging to understand what is at play under the surface. Don’t be afraid to challenge the data and make it work harder!

The third lesson is the importance of clarity, as I mentioned before. Clarity of message allows us to demonstrate the value of our design, analysis, and thinking. It’s the main thing that will keep clients engaged in the value of research. 

How do you engage stakeholders to ensure their voices are incorporated into the research process?

It helps to engage with the stakeholders upfront and, if time permits, to take the opportunity to keep them on the journey with you, especially with longer projects that might take multiple months to deliver. It is critical to reengage with them at different points to keep the project top of their mind as things constantly change in clients’ businesses.

What makes your new role at Kadence exciting?

I am excited to have returned to the agency world and am able to apply what I learned in a client-side setting to help a diverse range of clients achieve their strategic objectives.

The other part of my role is heading up People and Culture. This is a new area for me but one I’m very passionate about. I’ve always enjoyed managing and leading teams. I strongly believe developing others by providing opportunities to expand their skill sets and knowledge in a safe and collaborative environment is critical.

At Kadence International, we have five core values of the culture we aim to live and breathe daily. Since joining the team, I have run 1:1 interviews with all team members to understand if we are doing this and, if we’re not, why and what we can be doing differently. Following these 1:1s, I’m currently working with the senior leadership team to put some working groups in place and develop action plans for key initiatives aligned with each of our pillars. We already have an incredibly positive, supportive, and inclusive culture, and I’m excited to build on this further and create more opportunities for our teams to grow and develop. 

Do you have any advice for someone entering the market research field? 

The fascinating thing about market research is that it’s always changing. It’s constantly evolving and becoming more innovative over time. I would advise anyone entering the field to explore and try different methodologies and work with clients across a variety of sectors and in various roles (marketing, commercial, product, design, etc.) It’s the only way you can truly understand the value of market research and how to apply it strategically and commercially. You can also learn a lot if you take the time to listen and build relationships with your clients, and be open to new ideas. Building great networks with people working in other agencies is also a brilliant thing to try and do – it can be a small world in research, and there is so much we can learn and share with each other!

How do you keep the company culture alive in a remote environment? 

We’ve got several events in our UK office. We use Slack as the primary tool for connecting our team members when working remotely. There’s always something going on, and we have organised in-person socials. This helps encourage people to get into the office when and where they can. We also have many systems for recognising and rewarding our team members, including shout-outs in our monthly meetings for the small and big things people do on a day-to-day basis. At the core, it’s about ensuring we’re creating a positive, inclusive, and supportive culture where our team members feel they can be themselves and contribute to the company (and the clients we work with). 

Your thoughts on what a successful leader should be like.

Leaders need to develop empathy and understanding of their team members. What environments are optimal for their growth?  How do we facilitate people’s personal lives alongside their working environments and ensure they have the right balance? How do we ensure we have happy clients and that our employees feel recognised and rewarded for the work they do for our clients?

Great leaders lead by example and demonstrate a commitment and investment in their people and want them to succeed, not because it looks good for their organisation but because it’s good for their teams. 

Stay ahead

Get regular insights

Keep up to date with the latest insights from our research as well as all our company news in our free monthly newsletter.

• First Name*
• Last Name*
• Business Email*

Share

Data visualisation analysts are crucial in helping organisations use and interpret data effectively. Using their technical and visual design skills, they can effectively transform complex data sets into easy-to-understand visuals that tell a powerful story. 

Data visualisation specialists use graphs, charts, maps, and diagrams to communicate insights and provide decision-makers with the actionable information they need, positively impacting their bottom line. 

Hassen Morad leads the data team at our Americas office, and his primary focus is to build and maintain our data infrastructure. Hassen is passionate about helping brands deliver innovative products, services, and solutions through informed decision-making. 

During a recent interview, he led us into the world of data visualisation to give us an inside view of what it looks like to decode complex data sets, the tools he uses, how he ensures precision and accuracy, and what keeps him ticking. 

Tell us about your Senior Data Visualisation Analyst role at Kadence Americas.

I lead the data team at our Americas office, and my main focus is to build and maintain our data infrastructure. I work with various tools, including Google Sheets/Excel, AWS, Outsystems, Tableau, and others. Most of my day-to-day is focused on supporting active projects, while a portion is devoted to longer-term developments. I especially enjoy working on the latter with my co-workers in the data team – Bridgette and Vinny – as we seek to develop innovative client offerings in areas like data science and app development.

What inspired you to pursue a career in data visualisation?

I entered the data space almost six years ago and was immediately drawn to the impact of the visual medium. Not only can visualisation be an effective tool for relaying data insights- it can also create them. Merging technical and aesthetic considerations can be a fascinating balance when visualisation extends beyond more basic tried and tested forms like bar charts and histograms- though those require expertise to be effective as well! One visualisation series that was especially inspiring to me was a series by Nadieh Bremer on the relocation of homeless across the US for the Guardian newspaper. I was mesmerised by how beautifully she told this story through her visualisations, and I still am blown away by it when I see it today. She’s one of many incredibly talented data viz professionals I look up to for inspiration.

Describe a challenging project you have worked on involving data visualisation.

When building my portfolio of personal projects years back, one project that was a little tricky to get off the ground was an analysis of mail theft data in my neighbourhood. I submitted a FOIA request to the USPS on mail theft in Irvine, CA, and they sent me printed pages of the data I requested and refused to send a digital file. So I had to do quite a bit of work digitising all those records myself by scanning these pages, and thankfully I was successful in the end. This experience taught me that cleaning data could extend beyond the digital world. I produced a map in Mapbox where users could zoom into a particular area and view the number and type of mail-related thefts over five years.

How do you ensure accuracy and precision in data visualisation? What strategies have you employed to increase data analysis and visualisation efficiency?

While the presenter’s perspective will likely shape any presentation of data, it’s crucial to abide by basic common sense design principles to ensure an honest representation of data. It is embarrassing to present a visualisation of data with clear errors. I critically examine the data I work with to avoid falling into this trap, though it’s always helpful to have a second pair of eyes if possible. In terms of efficiency, I’ll use some of the more user-friendly visualisation tools (like DataWrapper) to create a visualisation quickly.

Stay ahead

Get regular insights

Keep up to date with the latest insights from our research as well as all our company news in our free monthly newsletter.

• First Name*
• Last Name*
• Business Email*

How do you balance technology and design skills when creating data visualisations?

I don’t consider myself the artistic type, so I let the practical objective of a project guide my design choices. Often I’ll seek inspiration from other works that present data effectively and excitingly. An aesthetically appealing design plays a role in a visualisation’s effectiveness, so I consciously work to produce works pleasing to the eye- though not every visualisation can or should be an artistic masterpiece!

What tools and programs are you most comfortable with in data visualisation?

I’ve used several visualisation tools throughout the years, spanning a range of customisation. Initially, I started with Python visualisation libraries like Matplotlib and Altair, which require coding and are sufficient for producing most charts. I then shifted to more ‘plug and play’ tools like DataWrapper and Tableau, where I could import a properly structured dataset and create visualisations using that UI. Tableau was especially useful given the amount of community adoption since I could learn from others’ work and ask questions to active users if I was stuck creating a chart feature.

Describe when you identified an insight or pattern in data analysis or visualisation.

My first personal data visualisation project was analyzing a dataset of US birth names over the last 100 years. It was fascinating to dig through that and discover patterns of how specific names gained popularity. I enjoyed the discovery process as I created these visualisations and the additional inquiries and questions this process sparked. I hope to revisit this project in the future.

What techniques do you use to interpret complex data sets?

Thankfully the datasets I work with most days are simple. However, if tasked with investigating a complex data set, I break down the data cleaning process into manageable sections to make it digestible. That might involve removing records with critical data missing or collecting data from another source to merge with the original file. I enjoy the in-depth data detective work that’s required occasionally. Remember that the grunt work needed to clean complex data sets is critical to extracting real benefit, as insights are only as solid as the data they’re based upon.

How do you stay current with the changing trends and data visualisation techniques?

It’s essential to keep one’s finger on the pulse of this field as tools and techniques are advancing rapidly. I’m on several email lists of individuals and organisations that share interesting visualisation content, such as the Data Visualisation Society. I also follow leaders on social media and occasionally attend data viz conferences.

How do you develop data visualisations that effectively convey a message?

I view the visualisation I’m creating through the lens of my target audience during the design process, which is a more difficult task than some might imagine. I’ll usually share a preview of a visualisation I’m working on to get feedback on certain design elements or to check if the message I’m relaying is instantly clear. Frequently, the feedback I receive results in meaningful changes to the final output.

What have you found to be the most rewarding aspect of data visualisation?

In my opinion, the most rewarding part is seeing that visualisation is understood easily and allows the viewer to form a clear understanding of the topic.

What do you like to do in your free time?

I play soccer regularly and am a major fan of Arsenal. I also like to cook for my family, and when I have the time, I enjoy diving into classical academic works in the social sciences.

How has Kadence International helped shape your career?

Kadence was my first full-time job in the data space. I’m grateful to work with leadership and a team that trusts me greatly, and I recommend this company to anyone looking for a career in the market research field. 

Share

At Kadence International, market researchers are at the heart of our team. In this series, we honour some of our colleagues, asking them about their experience working within the market research industry and what the future holds for the industry.

Name: Shiraz Haider

Position: Associate Project Director

Kadence Office: New Delhi, India

I joined the Kadence India office in April 2021.

What does a typical day or week look like for you in your current role? Or what are your primary responsibilities/duties?

A typical day consists of discussing aspects of briefs, research documents, and reports with clients, coordinating with our field teams, and Internal team discussions.

Critical duties involve:

• Being a key point of contact for all clients.
• Troubleshooting their problems.
• Ensuring quality output and insights are shared with them.

Tell us a little about your career so far. What was your first job or role? How did you get started with market research? What other roles (in market research) have you had?*

Market research was an elective in my MBA program, and Mr. Anirban Chaudhury, VP of FCB ULKA, took the course. The idea of understanding consumers and their issues being core to a brand’s success first registered with me there. Doing well in the class set up the foundation for my interest in Qualitative Research.

Stay ahead

Get regular insights

Keep up to date with the latest insights from our research as well as all our company news in our free monthly newsletter.

• First Name*
• Last Name*
• Business Email*

Did you always know that you were destined for a career in market research? Why? If not, what did you actually think your career would be, or what did you say you wanted to do “when you grew up” as a child?*

Marketing and brands were the subjects that I was always excited about. Keeping a tab on recent launches in the field of technology and automobile was also a hobby for me, and after my graduation, I wanted to pursue a career in a marketing-related field, so I joined an MBA course. While market research came into my dictionary quite later, the broad idea of doing something related to brands was always evident.

What is your favourite quote or the motto you live by?*

Life consists of two types of days —one for you and one against you, so when things are going well for you, don’t be reckless, and when things are against you, be patient.

What is the best thing about the culture at Kadence?*

Openness to new ideas and genuine empathy for employees.

What essential skills are required to excel as a Market Researcher?*

Being a good observer and listener are the most important skills because only then can you notice even the most minor behavioural insights.

What is unique about the market research field / and or consumers in your country/ region?*

In a diverse country like India, purchase habits vary a lot, even within one geographical area, and to understand such minute nuances getting to the right target that fits the brand/product is crucial.

What is it about the field of market research you wish everyone knew?*

Multitasking is the keyword in market research. I didn’t know how important that was when I first started. ‘

What piece of advice would you give someone looking to start a career in market research?*

If you are open to new challenges, genuinely like to get in the thick of things while interacting with actual consumers, and enjoy travelling the world, this is the job for you.

How have you seen consumer behaviour change in the past 2 – 3 years due to the pandemic? If so, what are your main observations?*

Consumers are now far more digitally savvy; before every purchase, they want to see reviews and vlogs regarding products to check if they fit into their lifestyle, and therefore, organic marketing is doing wonders for brands as compared to conventional advertising.

Tell us about a project that you worked on (in market research) that you found particularly rewarding, interesting, or enlightening and why?*

The project was about a premier Motorcycle brand that wanted to change its brand perception from being ultra macho to a stylish yet VFM brand. However, after our Pan-India research with actual bikes, we realised its brand identity was non-negotiable with consumers, so the brand decided not to compromise its DNA and perception. I found it interesting that consumers don’t just buy a product; they want the brand to add to their projected selves, and that aspect is the critical factor where premium pricing can come in.

If you could time travel into the future ten years, how would market research evolve?*

In the next ten years, UI/UX research will be a crucial enabler for brands, AI-enabled data capturing will be the order of the day, and connecting with a diverse set of consumers will be far easier than today. Moreover, online research would be a preferred medium of research by clients.

What do you like to do in your free time when you are not working?  

I like to travel, read books, and cook for my family and friends.

What is something you have accomplished in work or life that you are particularly proud of?*

I have become a more well-rounded person due to the nature of the job, as we interact with a diverse set of people every day, from common people to top industry experts/diplomats, and all of them help you to imbibe subtle changes in your life subconsciously.

What is your all-time favourite food or cuisine?

Mughlai and Chinese.

What is your all-time favourite travel or vacation spot, and why?

Turkey. I like the mix of Asia and Europe.

How has Kadence’s remote work opportunity allowed you to achieve a work/life balance? We would love an example.

Immensely: Being a father with a six-month-old, I appreciate that I’m not missing out on the joy of my child growing up while ensuring my work doesn’t suffer either. 

Share

At Kadence International, market researchers are at the heart of our team. In this series, we honour some of our colleagues, asking them about their experience working within the market research industry and what the future holds for the industry.

Name: Mary Ann Tarnate-Lamigo

Position: Senior Project Manager

Kadence Office: Philippines

When did you join Kadence?

I joined Kadence’s Indonesia office in February 2019.

What does a typical day or week look like for you in your current role? 

My primary responsibilities include:

• Acquiring new business for the company.
• Establishing good client relationships.
• Building excellent partnerships with our clients.  

Tell us a little about your career so far. What was your first job or role? 

I started in Market Research as an Administrative Assistant and then joined Field Operations and eventually moved to the Client Service team.

Did you always know that you were destined for a career in market research? Why? If not, what did you actually think your career would be, or what did you say you wanted to do “when you grew up” as a child?

I dreamed of being a stewardess when I was a kid, as travelling to multiple countries fascinated me. But I don’t qualify because of my height.

What is your favourite quote or the motto you live by?

God always has a purpose and plan for you. He will not allow things to happen if they are not suitable for you and others.

What is the best thing about the culture at Kadence?

We work as a TEAM. We grow as a TEAM. No boundaries. No discrimination. Company opportunities are open to everyone.

Stay ahead

Get regular insights

Keep up to date with the latest insights from our research as well as all our company news in our free monthly newsletter.

• First Name*
• Last Name*
• Business Email*

What are essential skills required to excel as a Market Researcher?

You need advanced analytical and presentation skills for a career in market research. 

What is unique about the market research field / and or consumers in your country/ region?

You learn so much from market research. This knowledge allows room for innovation from time to time as the market grows and improves.

What is it about the field of market research you wish everyone knew?

I want people to know that being in Market Research is a massive advantage for anyone who wants to understand and know how things work. 

What piece of advice would you give someone looking to start a career in market research?

Market research is not an easy journey. You will have to invest time and effort. You also need patience, which eventually will compensate you and help you to grow as a person.  

How have you seen consumer behaviour change in the past 2 – 3 years due to the pandemic? If so, what are your main observations?

Yes, I have observed a significant shift in consumer behaviour over the past few years. Remote work is one such shift. Pre pandemic, companies were not entirely open to remote work; but now, an increasing number of organizations are embracing the new culture.

Tell us about a project you worked on (in market research) that you found particularly rewarding, exciting, or enlightening and why?

We did a study on launching a new product in the market, a Customer Satisfaction study, and a Consumer Tracking study; all were exciting and rewarding. However, I enjoyed the Consumer Tracking study the most because you continuously discover how and why consumer behaves. 

How would market research evolve if you could time travel ten years?

Market research will probably provide a more stable or reliable profile of the consumers in the Philippines – aligned across all Market Research companies. It will utilise more innovative approaches to market research methodologies, and everything will likely be online.

What do you like to do in your free time when you are not working?

I enjoy pampering myself by going to a spa, grabbing a coffee, and connecting with friends. And, of course, bonding with my parents and family.

What is something you have accomplished in work or life that you are particularly proud of?

My daughter graduated from school. I consider this a significant accomplishment, and I am proud of it.

How has Kadence’s remote work opportunity allowed you to achieve a work/life balance? We would love an example.

Remote work has made me more productive. I do not have to spend time traveling to and from the office. Owing to the boost in productivity, I can now spend my weekends with the family.

Share

At Kadence International, market researchers are at the heart of our team. In this series, we honour some of our colleagues, asking them about their experience working within the market research industry and what the future holds for the industry.

Name: Priscilla Yuliani Sasmita

Position: Quantitative Research Manager

Kadence Office: Indonesia

When did you join Kadence?

I joined Kadence’s Indonesia office on March 20th, 2013.

What does a typical day or week look like for you in your current role? 

I typically start my day at 9 am and check WhatsApp messages and emails. Then, create a task list for the day, check my team’s to-do list, and assign/remind them of any task that needs to be done by that day. Sometimes, the schedule has to be shifted due to sudden requests or new projects that need our attention. Unless there is a meeting in the evening, I spare a couple of hours to review the next day’s to-do list or review my team members’ work.

Tell us a little about your career so far. What was your first job or role?

Kadence was my first job after graduating. Initially, I didn’t apply for a researcher position ( I applied for a Finance position), and I had no idea what market research was. During the recruitment process, the Human Resources department suggested I apply for the Quantitative research position. That’s how I ended up on my journey as a market researcher. I learned all about Market Research in Kadence, starting from the position of Research Executive.

What did you think your career would be, or what did you say you wanted to do “when you grew up”?

I had never planned to be in the market research field. During my university days, since I was a Finance Major, I always thought I would end up working in a bank.

What is your favourite quote or the motto you live by?

The past is past; you can’t change it. Focus on the future.

What is the best thing about the culture at Kadence?

The culture at Kadence is a friendly and helpful one, where there is no barrier between senior and junior team members or various divisions and offices. Everyone is treated the same; you could ask anyone for help.

Stay ahead

Get regular insights

Keep up to date with the latest insights from our research as well as all our company news in our free monthly newsletter.

• First Name*
• Last Name*
• Business Email*

What are essential skills required to excel as a Market Researcher?

Perseverance, curiosity, humility, and a genuine interest in gaining knowledge are the prerequisites in the market research industry. And as in any other field, you should also not take complaints personally and use them as constructive feedback to improve. 

What is unique about the market research field / and or consumers in your country/ region?

Culturally, Indonesians are incredibly polite and have difficulty saying “no.” They are also sometimes reluctant to express an honest opinion.  

What is it about the field of market research you wish everyone knew?

I wish more people knew about the market research field in general. 

What piece of advice would you give someone looking to start a career in market research?

I would say that having sound knowledge of basic Excel skills and basic statistics skills is very useful when dealing with Quantitative Data.

However, the most important quality is a willingness to learn.

How have you seen consumer behaviour change in the past 2 – 3 years due to the pandemic? If so, what are your main observations?

In the past 2-3 years, owing to the pandemic, online-based activities have increased, and the at-home market has gained momentum for several products. Remote work has given people the flexibility to work from anywhere (often in a cafe or shared working space), and there is a longing for travel which has increased the number of staycations.

Tell us about a project you worked on (in market research) that you found particularly rewarding, exciting, or enlightening and why?

We had carried out a pricing study for a Coffee Shop chain. The study included three types of pricing methods: PSM, Gabor Granger, and Conjoint Analysis, and asked for several variants sold in the coffee shop, separated into different price tier levels and drinks (like, espresso, tea, blends, etc.). This project was interesting as we analyzed the pricing using three methods to find the stretch of price increase acceptable by each variant or tier level, drink type, and detailed further by each city.

How would market research evolve if you could time travel ten years?

I see market research shifting to online research.

What do you like to do in your free time when you are not working? 

I enjoy reading in my free time. 

What is something you have accomplished in work or life that you are particularly proud of?

Some of the most rewarding moments of my career have been when any team member I mentor becomes more independent.

What is your all-time favourite food or cuisine?

My all-time favourite food is my mother’s home cooking. Currywurst is another dish I enjoy. Besides that, I also like Indonesian food in general.

How has Kadence’s remote work opportunity allowed you to achieve a work/life balance? We would love an example.

It’s tough for me to strike a balance with remote work. Cutting down on commuting is a plus point. However, sometimes, there is no separation between working and non-working hours. So when your client or your teammates are online and need you, you have to return to work even if it’s already past your nine hours of work time for the day.

Share

At Kadence International, market researchers are at the heart of our team. In this series, we honour some of our colleagues, asking them about their experience working within the market research industry and what the future holds for the industry.

Name: Ksatria Dharma Wisesa

Position: Assistant Research Manager

Kadence Office: Indonesia

When did you join Kadence?

March 2019

What does a typical day or week look like for you in your current role? Or what are your primary responsibilities/duties?

I start work at 8 am and finish by 10 pm on a busy day. But on a more relaxed week, I can minimise my working hours to 4-6 hours a day. My primary duty is to make sure we deliver reports to clients within the agreed timeline. Most of the time, I review proposals and reports from RE. Sometimes I do deep analysis by myself to suit the clients’ needs.

Tell us a little about your career so far. What was your first job or role? How did you get started with market research? What other roles (in market research) have you had?

I was an engineering graduate and started my career in the oil and gas industry. In 2019, the conditions were not favourable in the industry, so I started looking for a career shift. I joined Kadence Indonesia in early 2019 on Kezia’s Team. So far, Kadence and I have aligned vision, and Kadence has accommodated me to grow and develop within the organisation. It has been three years, and currently, I manage my own team.

Did you always know that you were destined for a career in market research? Why? If not, what did you think your career would be, or what did you say you wanted to do “when you grew up” as a child?

I’m not sure. Since my university years, I have always wanted to be an engineer, but three years ago, I took a leap of faith and pivoted to the market research industry. I didn’t know what this would lead to back then, but eventually, Kadence worked well and helped me grow.

What is your favourite quote or the motto you live by?

The present is the key to the past.

Stay ahead

Get regular insights

Keep up to date with the latest insights from our research as well as all our company news in our free monthly newsletter.

• First Name*
• Last Name*
• Business Email*

What is the best thing about the culture at Kadence?

You can always learn or ask for knowledge from other employees, whoever they are. The knowledge-sharing culture is delightful in this organisation.

What are essential skills required to excel as a Market Researcher?

You need to know how to create a story based on data patterns, which is necessary for quantitative research. Understanding clients’ needs are also crucial to excelling in this industry.

What is unique about the market research field and consumers in your country/ region?

Halal products (whether essential or just an image) are critical in Indonesia. Most FMCG products have put the “halal” logo or are promoting the “halal” image since most consumers in Indonesia associate this image with clean, hygienic, and faithful.

What is it about the field of market research you wish everyone knew?

The importance of being an expert in market entry, helping brands that want to enter the Indonesian / ASEAN market increase promotion and product awareness.

What advice would you give someone looking to start a career in market research?

I would say to them: Take a leap of faith. You never know where you might end up.

How have you seen consumer behaviour change in the past 2 – 3 years due to the pandemic? If so, what are your main observations?

Consumers were forced to adopt digital purchase behaviours during the pandemic. It is a non-reversible trend as more consumers rely on e-commerce than before. The same is true for our office as we have gone remote. We can work from anywhere, and now we can cut the commuting time and accomplish more in a day.

Tell us about a project you worked on (in market research) that you found particularly rewarding, interesting, or enlightening and why?

Helping personal care brands from Malaysia that want to excel in Indonesia is challenging. We had extensive requests and put a few strategic recommendations that helped these brands expand their business in Indonesia.

How will market research evolve if you could time travel into the future ten years?

From the current trends of Telco’s big data usage and digital surveys, digital research methods will surely evolve unimaginably. But, I’m pretty sure conventional methods are still essential.

What do you like to do in your free time when you are not working? 

Movies and eating out are things I do apart from running or hitting the gym. I also love going to the beach and hiking since the current Kadence Indonesia remote work policy allows me to work from Bali.

What is something you have accomplished in work or life that you are particularly proud of?

My career progress in Kadence has allowed me to support my family and let my parent relax as retirees.

What is your all-time favourite food or cuisine?

I always enjoy Indonesian cuisine, especially Aceh, Medan, Sundanese, Javanese, and Balinese cooking. I am a foodie and won’t’ eat anything that is not delicious.

How has Kadence’s remote work opportunity allowed you to achieve a work/life balance? We would love an example.

Kadence’s remote work policy sure helps me manage my leisure time. For instance, remote working allows me to cut commute time, and I can do many things in the morning before working hours begin. These conditions also allow me to work from Bali; I can go to the beach or go on a road trip on weekends and find a new hobby. I also get to escape Jakarta’s daily hustle.

Share