London, August 7, 2023 – Kadence International’s UK office is thrilled to announce that their pioneering research paper on the Metaverse has been nominated for not just one but two prestigious awards at the ESOMAR Congress. The paper is in the running for the ESOMAR Congress Best Paper Award and the Peter Cooper Award for Qualitative Excellence.

ESOMAR, the global association for market, opinion, and social research, recognised Kadence International’s cutting-edge work in exploring the potential of the Metaverse and its impact on the research landscape. The research, conducted in partnership with a major US media brand, Dow Jones, involved a comprehensive program of qualitative exercises using Virtual Reality (VR) headsets—an industry-first initiative.

The nominations highlight Kadence International’s commitment to staying at the forefront of research innovation and identifying emerging technologies that enhance the depth and richness of insights delivered to clients.

Commenting on the nominations, Rupert Sinclair, Head of Insight, UK, stated, “We are honoured and excited to receive nominations for not just one but two awards at the prestigious ESOMAR Congress. The Metaverse presents an exciting potential frontier for market research, and our team worked passionately to explore its potential. We look forward to sharing our groundbreaking learnings with the industry during the Congress.”

The ESOMAR Congress Best Paper Award, with a prize of EUR 1,000, and the Peter Cooper Award for Qualitative Excellence, sponsored by QRi Consulting and offering a prize of EUR 1,500, will be presented during the Congress Closing on Wednesday, 13 September.

In recent years, Kadence International has actively partnered with clients to pilot various new methodologies, including Artificial Intelligence in qualitative research with Starbucks, Blockchain survey sampling with Unilever, and Augmented Reality pack-testing with Asahi.

The research on the Metaverse explores opportunities, particularly in the UX space, and seeks to understand whether the developments in this virtual realm present an opportunity for the research industry. By conducting qualitative exercises entirely in the Metaverse, the team tested a range of methodologies, such as co-creation, and examined the quality of interactions between participants.

Through the paper, Kadence International aims to answer critical questions about the potential of harnessing Metaverse infrastructure for qualitative research, its benefits over traditional methods, and the opportunities it presents for the market research industry in the short and medium term.

To learn more about Kadence International’s work in the Metaverse or to arrange interviews with key team members, please contact:

Media Inquiries:

Email: [email protected]

About Kadence International:

Kadence International is a global market research company that strives to stay ahead of industry trends and technology, delivering innovative research solutions to clients worldwide. Their commitment to research excellence has earned them recognition as a leader in the market research industry.

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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.

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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. 

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: Arpan Jhingran

Position: Project Manager

Kadence Office: New Delhi, India

I joined the Kadence India office in February 2010.

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

Client Servicing is a significant part of what I do for the project life cycle, starting from sharing the cost to the invoice raising and updating the client and senior management on a timely basis. Our responsibilities include solving the field operations query by speaking to the client and finding the best solution.

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 had worked with ACC Concrete as a management trainee at their Mumbai location, then moved to Delhi. Kadence is my first company in the Market Research industry. I joined as Operations Executive and was promoted to Senior Field Executive. I have been a project manager for the past five years.

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?*

During my MBA, I was fascinated with the Market Research industry because of its involvement in every possible sector. I was also intrigued by the prospect of using different methodologies for deriving results and presenting those as findings and insights to brands.

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

Live and let live

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

I love the open culture at Kadence, which allows you to work freely and use your experience to guide you in the right direction.

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

Excellent and clear communication is paramount to building trust with the client.

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

There is much enthusiasm for trying new products or giving their opinions on topics we need data and insights on. 

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

Much hard work goes behind every outcome to improve any product or idea.

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

Clear communication is the key in any service industry to building confidence, and I would like to advise anyone inclined to join market research to hone their communication skills. 

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

The expenditure pattern has changed drastically. People are ready to spend on what they want rather than save for the future. 

For one of our projects in the healthcare field, we had to visit government hospitals and understand the conditions and processes by speaking to doctors, medical staff, and patients. Also, we had to talk to doctors without medical degrees and use medication based on their experience. That was great learning of my career.

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

I see market research moving online compared to the current scenario of being an offline-dominated industry.

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

I enjoy spending time with my family or sometimes going out with my friends.

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

A beautiful family.

What is your all-time favourite food or cuisine?

South Indian Food (particularly Dosas).

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

I love hill stations because of the drive up there and the weather. 

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

It gives me some more time to spend with my family.

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.

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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.

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.

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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.

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.

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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.

Kadence Indonesian office has launched an innovative online survey platform called K-OINS (Kadence Online Insight System). With an increasing number of people moving online, there has been a need for a high-quality online survey, and K-OINS is the solution.

The K-OINS Platform can be used free by registering through its website or by downloading the app on Google Play Store. Currently, K-OINS is still under development for iOS users.

K-OINS rewards users for participating in market research surveys on their platform using “Koins,” which can be transferred to the user’s bank account or any preferred e-wallet with a minimum balance of IDR 50,000 free of any administration fee. The incentive doesn’t end here. Every registered K-OINS user also gets a referral code to be shared with new users for more “Koins.”

“With the current digital technology, innovations are carried out by almost all lines of business, and market research is no exception,” Febri Nugraha, Managing Director of Kadence International, said. “While there are many online survey platforms in the market, we continue to focus on providing the best service to our clients through our in-house online survey platform.”

According to Nugraha, K-OINS will allow the Kadence Indonesia market research team to monitor the survey results, support them in providing recommendations to clients, and help them adjust survey results in real-time.

“Additionally, we also complement the K-OINS platform with efficient UI and UX, eye-catching visuals, so that all our users can enjoy K-OINS,” he added.

According to Sebastian Mulia, Quantitative Director of Kadence Indonesia, the company released the K-OINS platform to positively impact the community and help people earn additional income.

“Launched in 2022, we have gone through various processes and research since we first started developing the K-OINS platform in 2019. We have collaborated with third parties, like agencies, to help media placement and boost awareness,” he said.

As the newest entrant in the online survey platform market, K-OINS has already conducted many studies with companies in Indonesia from various industries such as FMCGs, education, finance, automotive, and healthcare.

In the future, K-OINS will continue to innovate in the digital surveys space and will not be limited to online surveys. “Currently, we are doing some development to cover the needs from two perspectives —both from our clients as the party receiving input and the community as the party providing input,” Benediktus Timothy, Senior Manager of Operations, said.

For more information about K-OINS, please check K-OINS Instagram @koins_id or visit the website at https://k-oins.com

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Global manufacturing leaders are carefully considering the pros and cons of both.

China still leads the world in manufacturing, with close to 30% of the country’s economic output coming from this sector. Many industry experts and leading economists believe that China will no longer be the manufacturing powerhouse it once was within the next five years.

How the pandemic changed the manufacturing industry

The global pandemic caused a notable decrease in manufacturing production in 2020 due to containment strategies in economic and social lockdowns. Both had a significant impact on both supply and demand. 

Consumer demand declined overall due to uncertainties triggered by travel restrictions, remote working, business cessations, and job losses. At the same time, the production of many goods came to a halt worldwide for many months. 

A shift away from Made in China

For some major manufacturing companies, the pandemic spurred a sea-change in where they manufactured their product. The American Chamber of Commerce in Shenzhen, China, surveyed its manufacturing membership and learned that over 30 per cent were in the process of moving some of its manufacturing out of China.

In July 2020, Apple announced it was shifting the assembly of its iPhone 11, the most advanced model in its product line, from China to India.

A couple of weeks later, Samsung and several other Apple suppliers applied for the Indian government’s incentive program targeted towards large-scale manufacturers of electronic products, which would see a significant part of these companies’ manufacturing transferred to India.

In recent years, China has attempted to replace the term “Made in China” with “Engineered in China”: the country would no longer be known as the world’s factory, a cheap place for countries to outsource manufacturing. Chinese manufacturers have increased automation and switched to using robots instead. In these instances, up to 80 per cent of workers were sent home and replaced with specialized production line workers — typically experts in machine maintenance and machine learning. Mechanised factories boast much higher output with fewer errors and accidents, and a higher dependence on technology and automation meant wage costs were no longer critical.

With these changes, China is slowly losing its foothold in the global manufacturing sector for reasons with nothing to do with costs and output.

Other factors affecting this shift also include; trade tensions between China and the US (along with its western allies), the realization by global manufacturers during the pandemic of the flaw in the supply chain delivery due to over-reliance on one country for production, increased costs, and tariffs, and consumer sentiment of products made in China.

Even so, manufacturing in China is expected to recover in 2021, growing by 9 per cent.

The growth in manufacturing in India

By comparison, India is expected to grow by 10 per cent, recovering from significant economic strain during the pandemic.

The average age of a citizen in India is 28 years versus 38 years in China. This country has a massive population, and the demand for technology is high. Manufacturing overseas is not always about importing; it is also about global supply. If you have a product that appeals to 20 somethings or 30 somethings, manufacturing locally in India makes sense.

India is a lot less controversial geopolitically, and the Indian government is poised to capitalize on that notion.  

The government of India has launched several policies over the past few years to create a favourable environment and attract investment in manufacturing, with a focus on electronics manufacturing, including mobile phones, industrial electronics, consumer electronics, electronic components, computer hardware, and LED products.

Due to these commercially favourable initiatives, India’s electronics production has more than doubled in the last five years (2015-2020). According to the Indian Ministry of Electronics and Information technology, India’s electronics market is expected to reach US$132 billion by the end of 2021.

In China, manufacturing labour wages by location (in USD per hour) is $3.80 compared to India’s 0.70. Even with China’s focus on automation and robotics, labour in India is five times less than in China.

While the shift from solely or wholly manufacturing in China has seemingly begun, China will still be a global manufacturing hub. 

Perception of manufacturing locale 

Supply is synonymous with manufacturing. In economics, the rule of supply and demand states that if all other factors remain equal, the higher the price of a good, the fewer people will demand that good. For most, regardless of generation, price and availability are essential, if not the most important, in buying decisions. 

However, in economics, “movements” and “shifts” represent different market phenomena concerning supply and demand. 

In the past, companies chose to manufacture from an outside country due to price. Now other factors could negatively affect demand and brand perception.

Price, or cost of goods sold, is an easy measurement to evaluate in manufacturing. However, more and more companies see that consumer sentiment is a factor contributing to growth and demand.

Consumer sentiment is becoming an essential factor in manufacturing. After all, it does not matter how cheaply you can manufacture a product, whether that is in China or India, if the demand is not there or if consumers will choose a different, competitively priced product based on the manufacturer’s location.

A key question a company should ask is whether consumers would feel differently and ultimately decide to buy a product based on a “Made in India” label versus “Made in China.” 

For Gen Z and millennials, these two generations are much more brand conscious. In one study, 62% of millennials surveyed said buying from brands that support their own political and social beliefs is essential. In another study, Gen Z consumers are more likely to switch brands that meet specific values like sustainability. 

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The role of research in manufacturing 

Moving the manufacture of parts or components to multiple countries is a huge undertaking. Deciding to enter a new market, along with evaluating manufacturers, can be incredibly daunting if “on the ground” knowledge is limited or non-existent. Commissioning a research agency to find out where to direct your attention is a crucial first step. Selecting a research company with direct market knowledge can save time and capital investment.

Understanding how your target audience perceives where your product is manufactured, alongside any impacts on demand, should be researched and evaluated. 

Read case studies from the Manufacturing sector here

Kadence International is proud to be announced a finalist for the 2021 Marketing Research and Insight Excellence Awards.

Known as the Quirk’s Awards, Kadence learned that placed as finalists under the Best New Product/Service Innovation category. The category honors a research product, tool or service making an impact on the marketing research industry.

The award nominations are open to all researchers worldwide. All attempts are made to ensure the judging is blind so that the judges do not know the name or company they are evaluating.

“Being named a finalist for a Quirk’s award is a huge accomplishment in itself” said Darren Lewis, Kadence International’s UK Country Manager.

“To be judged by your peers in the research industry, who know firsthand what “best in show” research truly looks like, means to be named a finalist is a badge of honor,” he said.

Even so, Lewis and the entire Kadence International team are hopeful of a win. Winners will be announced at a virtual awards ceremony held on November 9, 2021.

“Being a finalist in an award category that acknowledges an impact in the industry is humbling,” said Ramsey Yomen, who leads the Kadence International brand through the 10 countries it operates.

“Kadence has always been about pushing the boundaries in the research data and insight industry. Being named a finalist, and hopefully a winner, will prove we continue to be on the right track and forefront of innovation in research.”

Kadence International has won multiple industry awards in recent years including winning Gold as Consultant of the Year – Agency of the Year Awards, 2021 and Market Research Agency of the Year, Agency of the Year Awards, 2021. The international agency last won a Quirk’s Award in 2019 for Market Research Supplier of the Year.

Kadence International prides itself as a being a boutique, yet global marketing research agency. Whether it be strictly for delivering well-sourced data for company’s research divisions or conducting end to end full data research and insight reporting, Kadence delivers it all. With offices in 10 countries (USA, UK, India, Malaysia, Sinapore, Phillipines, Japan, Thailand, Indonesia and China), Kadence is provides research expertise across the globe.

We are delighted to share our recent successes at the Agency of the Year Awards in Singapore, winning 2 golds and 1 bronze. We took home Market Research Company of the Year Singapore as well as Consultant of the Year, marking the first time a market research company has ever won two awards in one year. Managing Director of Kadence Singapore, Phil Steggals, was also recognised with a bronze in the category of Agency Leader of the Year.

Commenting on the award successes, Phil said:

“Whilst the last year has presented more of challenge than many of us have faced previously, it also provided us with opportunities. We were able to maintain strong business performance through our existing partnerships with clients and were able to showcase the impact that research can have with new clients. I am extremely proud of all the team at Kadence for their energy, team spirit and resourcefulness in continuing to provide genuine openness and innovation to our clients.”

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About the Agency of the Year awards

The Agency of the Year awards are organised by MARKETING-INTERACTIVE and seek to recognise Singapore’s top performing agencies. Finalists are assessed by a panel of esteemed client-side marketers to determine the standout agencies.

Our award wins:

Market Research Agency of the Year Singapore – GOLD

We are absolutely thrilled to have been named Singapore’s Market Research Agency of the Year for 2021! This is the second time that Kadence has won this award. We were also recognised as Market Research Agency of the Year (Singapore) in 2019. The judges commented on the concerted effort that Kadence took to help promote the impact that research can have, its flexibility to transition strategic projects from a real world to a digital setting and its focus on educating clients, helping them to minimise the challenge of operating with reduced research budgets.

Market Research Agency of the Year (Gold) - Kadence International

Consultant of the Year – GOLD

This is the second year in a row that Kadence has been recognised as Consultant of the Year, also taking home the gong in 2020. The judges recognised the pivot made to help clients minimise the changes brought about by the pandemic and the company’s commitment to being a thinking partner focused on innovation and resourcefulness.

Agency Leader of the Year – BRONZE

Managing Director of Kadence Singapore, Phil Steggals also picked up a bronze for Agency Leader of the Year, recognising his success in navigating the agency through the challenges of Covid-19. Phil was able to embody a community spirit amongst the team ensuring that help was available when needed during the uncertain times. He also oversaw a major pivot to digital methods and a consultative approach to understanding clients ever changing requirements.

Agency Leader of the Year (Bronze) - Philip Steggals