Amy Lo explores her personal experiences growing up across two vastly different continents and how these have shaped her insight career. 

When I was 12 my Dad announced I was to leave my home in Taiwan to attend boarding school in England. The resulting 10 years were to shape me in a way neither he, nor I could ever have imagined. 

Growing up across two continents that are so vastly different in terms of culture, climate and consumption meant living in a state of perpetual adaptation, seeking ways to adjust to the environment around me, both at school and then back at home during school holidays. 

I think this constant need to adapt to my surroundings is the reason I first started to closely observe the people around me, their behavior, their motivations, the things that made them similar and the things that made them different.

Skip to the present and as it turns out my fascination with people, their stories, backgrounds and culture has influenced me in my choice of career. As a qualitative market researcher it is my job to investigate the beliefs, perceptions and essential truths behind people’s behavior – and establish patterns amongst them.

I love this career for the opportunity it gives me to gain insight into our respondent’s lives and, of course to deliver Insight Worth Sharing to my clients. 

There is also a lot of variety; during my first role as a Graduate Insight Executive in Taiwan I spent time with a wide variety of respondents from tech-savvy consumers aiming to optimize a mobile-friendly home page for Yahoo to new mums sharing all about their nappy usage. One weekend we would be speaking to HNWIs about luxury holidays and the following weekend, accompanying Chinese teenagers on their hunt for the perfect pair of jeans! 

During a recent project in my current role at Kadence International in London I found myself face to face with my two ‘home’ nations. The study, for a luxury technology brand, involved investigating some of London and Shanghai’s wealthiest individuals and uncovered some vast and fascinating differences in priorities, preferences and behaviors of the Chinese elite against their UK counterparts. 

This study motivated me to understand more about today’s Asian consumer. How can brands adapt their approach to suit this vast and lucrative market? And, how can we as researchers select the best methodologies in order to gather the richest, most valuable insights?

Growing up across two continents that are so vastly different in terms of culture, climate and consumption meant living in a state of perpetual adaptation. I love this career for the opportunity it gives me to gain insight into our respondent’s lives and, of course to deliver Insight Worth Sharing to my clients. With over 700 million Internet users and a little shy of 600 million smartphone users in China (as of 2016), the future of online qual is extremely exciting.

In true millennial style, I started my investigations through my own social network. My friends from Asia were always posting in feeds, reviewing the latest products they have tried. I observed a willingness to share allegiances to particular brands, which doesn’t represent brand loyalty per se, simply that they are not afraid to share their opinions. Many of my female friends have their own blogs, discussing their views on the latest trends in clothes and make up and my feed is regularly inundated with ‘outfit of the day’ posts with links that take you to web shops where you can make a quick purchase from the endorsed brand or seller. 

Surprisingly for China, a country where censorship is widespread, opinions and voices on the Internet are loud and plentiful. Unlike Western countries, there is little trust in traditional media sources such as TV, press or radio. Instead, word of mouth is an increasingly powerful tool, as people use social media platforms to personally share information and opinions with friends and family. 

This trend has been identified by brands in China, who have made it their priority to create intelligent, comprehensive digital campaigns to facilitate the spread of their products or services. This is also why brands are carefully monitoring their e-reputation. Product reviews on the web have a growing influence on people’s decision making. Brands understand the need to nurture advocates within each and every social circle to build credibility and customer proximity. 

Back to my professional experience, working closely with a wide range of Chinese audiences both in Asia and in the UK, I have learnt that I most enjoy using methodologies that give me longer and closer contact with my audience, these allow me to really get to know each and every one of their stories, background and culture. 

Market research online communities offer a highly effective way for UK researchers to gather insight from Chinese audiences. Logistically simple (no working around time differences); methodologically effective (tap into natural online behaviors to provide a truthful engagement with our target audience) and financially efficient (no expensive flights and hotels!). 

Chinese audiences can often be more comfortable providing their opinions via the Internet particularly with certain more sensitive or divisive topics where they can retain a sense of anonymity. With online research methods, there are fewer concerns about their voices or faces being identified – and therefore a greater willingness to share.

With over 700 million Internet users and a little shy of 600 million smartphone users in China (as of 2016), the future of online qual is extremely exciting for me. Mobile devices are the main mode of Internet access and instant messaging is the top online activity in China. Apps such as WeChat are used on a daily basis, just as you and I use WhatsApp to keep in touch with friends and family. WeChat has evolved from a pure instant messaging app to (quoting the FT in April 2016) an app that is a phone, messenger, video conference, ecommerce platform and gaming console, not to mention noodle delivery service, for a nation of people in love with their smartphones. 

Some companies are already using WeChat as a data collection tool for short quantitative surveys, tapping into its mass user base and taking full advantage of its ability to provide instant responses.

And given that the app is already in most people’s pockets means we can largely conduct many of the conventional qualitative methods through WeChat as well. We’re already gaining insights through both interaction and observation, from in-depth interviews to accompanied shopping, to digital diary logging. It’s amazing – but we’re able to follow the steps of Chinese respondents through the lenses of their smartphones from the comfort of their chairs in London. 

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The casual nature, accessibility and users’ familiarity with WeChat helps encourage user interaction, engagement and participation, thereby improving our capability to obtain accurate and honest insights. 

The opportunity to use social media platforms for qualitative research is not completely unique to the Chinese market. We know some have been doing focus groups on WhatsApp, and some are using Facebook as a research tool. There is no reason why something similar cannot become a more prevalent research method in the West, provided we have a similar multifunctioning social media platform and the same abundance of users already familiar with the platform.

Personally, I find the possibility of conducting focus groups and in-depth interviews from my iPhone a very exciting prospect. With social media platforms such as WeChat, in a click of a button, I’m in touch with a group of people 5000 miles away, tapping into every aspect and every minute of their lives and uncovering trends through my very own device. I can do this whilst on the go and, when something I see on the street suddenly inspires me, I no longer have to wait until Monday. I can simply pop a question to my group and wait 5 seconds to see what they have to say. 

Looking back, whilst my 12 year old self may have resented my Dad’s decision to send me away from Taiwan to the UK, in hindsight, it was the best decision he ever made.

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Urban mobility is an increasingly lucrative market, attracting significant investment from major brands such as Audi, Baidu, and Amazon. However, the key to unlocking its full potential extends beyond technological advancements. 

While innovations like autonomous vehicles and ride-sharing platforms are crucial, they must be paired with a deep understanding of cultural nuances and the specific needs of each city.

Recent advancements in urban mobility highlight the need for tailored solutions. A recent study by McKinsey & Company emphasizes the importance of considering local cultural factors, while the International Transport Forum’s report stresses the necessity of city-specific approaches. 

Our comprehensive research with commuters in various global cities further supports these findings, underscoring that technological leadership must go hand-in-hand with cultural understanding.

The Research: Methodology and Findings

Research Overview

Kadence conducted an extensive study involving over 5000 commuters from 13 diverse cities worldwide. The cities included in the research were:

  • London
  • Berlin
  • Singapore
  • Shanghai
  • Jakarta
  • Manila
  • Ho Chi Minh City
  • New York
  • Los Angeles
  • Hong Kong
  • Mumbai
  • Delhi
  • Tokyo

The objective was to capture a wide range of commuter experiences and expectations to ensure the findings were applicable across various urban contexts.

Concepts Tested

The study explored several forward-thinking urban mobility concepts to assess commuter interest and acceptance. The concepts tested included:

  • Air Taxis: Designed to reduce travel time and alleviate congestion by providing aerial commuting options.
  • Environmentally Friendly Commuting Schemes: Initiatives aimed at rewarding commuters for eco-friendly practices, such as using public transport, cycling, or walking.
  • Premium Car Hire: High-end, on-demand car services offering luxury and convenience for urban travel.
  • Shared Autonomous Vehicles: Self-driving cars that offer shared rides, reducing the number of vehicles on the road and improving traffic flow.
  • Smart Public Transport Systems: Enhanced public transport options featuring real-time tracking, improved connectivity, and seamless payment systems.
  • Micro-mobility Solutions: Personal transport options like electric scooters and bikes designed for short urban trips.
  • Mobility-as-a-Service (MaaS): Integrated platforms providing various transport modes, including public transit, car-sharing, and bike-sharing, through a single subscription.

The study aimed to understand commuters’ preferences, expectations, and concerns by presenting these concepts to them. The findings revealed the importance of considering technological innovation and cultural context in developing effective urban mobility solutions.

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Urban Mobility by Region

USA: New York and Los Angeles

Mobility Challenges and Opportunities: Due to their size, density, and urban sprawl, New York and Los Angeles present unique mobility challenges and opportunities. New York is known for its extensive public transportation system but struggles with congestion and aging infrastructure. Los Angeles, on the other hand, is car-dependent, facing significant traffic and pollution issues.

Commuter Preferences: Commuters in these cities strongly prefer luxury and convenience. A study by Deloitte found that 58% of New Yorkers and 65% of Los Angeles residents would pay extra for premium car hire services that offer comfort and convenience. The focus in these cities is on reducing travel time and enhancing the commuting experience through high-end services.

Supporting Data:

  • New York: The Metropolitan Transportation Authority (MTA) reports that daily subway ridership is around 2.4 million, highlighting the city’s reliance on public transit despite its challenges.
  • Los Angeles: According to the Los Angeles Department of Transportation, the average commuter spends 119 hours per year in traffic, underlining the need for efficient and luxurious alternatives.

UK: London

Unique Infrastructure: London offers a unique blend of historical and modern infrastructure. Its extensive public transportation network includes the Underground, buses, and a growing cycling infrastructure. The city’s commitment to sustainability is evident in its policies promoting green commuting options.

Focus on Sustainability: A report by Transport for London indicates that 36% of Londoners use public transport as their primary mode of travel, and 23% use active modes like walking and cycling. London’s Ultra Low Emission Zone (ULEZ) and congestion charge are key initiatives to reduce pollution and encourage sustainable transport.

Supporting Data:

  • Public Transport Use: TfL data shows that bicycle journeys increased by 22% from 2019 to 2022.
  • Sustainability Initiatives: The UK Department for Transport reports that London’s ULEZ has reduced harmful nitrogen dioxide levels by 44% in central London.

South East Asia: Singapore, Jakarta, Manila, Ho Chi Minh City

Mobility Challenges and Cultural Attitudes: South East Asia presents diverse mobility challenges and cultural attitudes. Cities like Singapore have advanced public transport systems, while Jakarta, Manila, and Ho Chi Minh City face congestion and inadequate infrastructure.

Singapore: Singapore is known for its efficient and orderly public transportation system. A 2023 study by the Singapore Land Transport Authority (LTA) found that 76% of residents use public transport daily, reflecting a cultural preference for efficiency and orderliness.

Jakarta: Jakarta’s traffic congestion is a significant issue. According to the Jakarta Transportation Agency, the average commuter spends 2 hours in traffic daily. A study by the Asian Development Bank highlights the need for practical and scalable solutions in such environments.

Manila: Manila faces challenges with overcrowded and unreliable public transport. The World Bank reports that only 20% of residents can access reliable public transit. Due to economic constraints, Commuters prefer affordable solutions.

Ho Chi Minh City: Ho Chi Minh City is rapidly urbanizing, and mobility solutions must adapt to these changes. The Vietnam Ministry of Transport report indicates a growing preference for motorbikes and a need for better public transport options.

Supporting Data:

  • Public Transport Use in Singapore: LTA data shows a 15% increase in public transport ridership from 2020 to 2023.
  • Traffic in Jakarta: The Asian Development Bank report highlights that improving public transport could reduce traffic congestion by 30%.
  • Manila’s Transit Issues: The World Bank suggests that investments in infrastructure could improve accessibility for 10 million residents.
  • Urbanization in Ho Chi Minh City: The Vietnam Ministry of Transport reports a 10% annual increase in motorbike usage, emphasizing the need for diversified transport solutions.

These findings underscore the importance of tailoring urban mobility solutions to each city’s specific cultural and infrastructural context. Brands must consider these nuances to develop effective and appealing mobility options.

Eastern vs. Western Perspectives

Premium Car Hire Preferences: The research indicates significant differences in the acceptance of premium car hire services between Eastern and Western markets. In Western cities like New York and Los Angeles, there is a higher acceptance and demand for luxury commuting options. This preference aligns with cultural values that emphasize convenience and personal status. A survey by PwC found that 62% of commuters in the United States are willing to pay a premium for enhanced comfort and convenience during their commutes.

In contrast, Eastern cities like Tokyo and Singapore favor premium car hire services more conservatively. Cultural values in these regions prioritize practicality and efficiency over luxury. According to a 2023 study by the Singapore Management University, only 25% of commuters in Singapore are interested in premium car hire services, with the majority preferring reliable and efficient public transportation options.

Cultural Influences:

  • Western Markets: Cultural values such as individualism and status play a significant role in commuter preferences. The desire for convenience and the ability to make a statement through one’s choice of transport are prominent. This is reflected in the higher demand for premium services.
  • Eastern Markets: Cultural values such as collectivism and practicality influence commuter choices. There is a stronger emphasis on community welfare and efficient resource use, which translates to a preference for public transportation and cost-effective commuting solutions.

Global Trends and Statistics

Urban Mobility Trends: Global urban mobility is evolving, with significant trends emerging worldwide. The International Transport Forum (ITF) reports a steady increase in adopting various urban mobility solutions to address congestion, sustainability, and efficiency.

Latest Statistics:

  • Electric Vehicles (EVs): The International Energy Agency (IEA) states that the global stock of electric cars surpassed 10 million units in 2022, with China, Europe, and the United States leading the market. This trend indicates a growing shift towards more sustainable urban mobility solutions.
  • Shared Mobility: According to a report by Frost & Sullivan, the global car-sharing market is expected to grow at a CAGR of 16.4% from 2021 to 2026, driven by increasing urbanization and changing consumer attitudes towards car ownership.
  • Public Transport Use: The World Bank highlights that cities with well-developed public transportation systems, such as Tokyo, Singapore, and New York, continue to see high ridership levels. For instance, Tokyo’s public transport system serves over 40 million passengers daily, reflecting the importance of efficient and reliable transit options.

Environmental Concerns: A recent study by the World Resources Institute underscores the importance of integrating environmentally friendly practices in urban mobility. Cities like Copenhagen and Amsterdam lead by example with extensive cycling infrastructure and policies promoting green commuting.

Technological Advancements: Autonomous vehicles and smart public transport systems are at the forefront of urban mobility innovation. A report by McKinsey & Company projects that by 2030, autonomous vehicles could account for up to 15% of all new cars sold, driven by advancements in technology and consumer demand for safer, more efficient transport options.

These statistics and trends underscore the dynamic nature of urban mobility and the critical role of cultural understanding in shaping effective solutions. Brands must navigate these cultural differences and leverage global trends to create urban mobility solutions that resonate with diverse commuter preferences.

Implications for Brands

Strategic Importance of Cultural Understanding

Nuanced Approach: Understanding cultural nuances is paramount for brands entering the urban mobility market. A one-size-fits-all strategy is unlikely to succeed due to commuters’ diverse needs and preferences across cities and regions. Brands must adopt a tailored approach, considering local cultural values, commuting behaviors, and infrastructural challenges.

Conduct Localized Research:

  • Invest in market research to gather insights into commuters’ specific needs and preferences in each target city. This involves understanding the local cultural context, existing transportation infrastructure and common pain points commuters face.
  • Example: Kadence International’s study revealed that Tokyo commuters prioritize efficiency and practicality, while New Yorkers value luxury and convenience.

Collaborate with Local Stakeholders:

  • Partner with local governments, transportation authorities, and community organizations to develop solutions that align with regional policies and commuter needs. This collaboration can help in navigating regulatory challenges and gaining local support.
  • Example: Uber worked closely with city officials in London to comply with local regulations and enhance its ride-sharing services to meet the city’s sustainability goals.

Customize Offerings:

  • Develop mobility solutions that cater to each market’s unique cultural and infrastructural context. This may involve offering a range of services, from premium car hire in Western cities to efficient public transport integrations in Eastern cities.
  • Example: Didi Chuxing in China offers various services, from ride-hailing to bike-sharing, tailored to the diverse transportation needs of Chinese commuters.

Leverage Technology:

  • Utilize advanced technologies like AI and big data to analyze commuter patterns and preferences. This data-driven approach enables brands to continuously adapt and refine their offerings to better serve different markets.
  • Example: Google Maps leverages AI to provide real-time traffic updates and optimized routes, enhancing the commuting experience for users worldwide.

Case Examples in Urban Mobility

Uber:

  • Location: Global
  • Strategy: Uber tailors its services to meet local needs. In India, UberAUTO was introduced, allowing commuters to book auto-rickshaws through its app and addressing the demand for affordable and convenient transportation. In the United States, UberBLACK caters to users seeking premium travel experiences.
  • Outcome: Uber has maintained a strong presence in diverse markets by adapting its offerings to local preferences.

Grab:

  • Location: Southeast Asia
  • Strategy: Grab has successfully localized its services across Southeast Asia. In Singapore, it emphasizes efficiency and integrates with the city’s public transport system. In Jakarta, it offers motorbike taxis to navigate heavy traffic.
  • Outcome: Grab’s culturally informed approach has made it a leading mobility service provider in Southeast Asia, with a strong user base and high market penetration.

Lime:

  • Location: United States, Europe
  • Strategy: Lime provides micro-mobility solutions like e-scooters and bikes tailored to the urban landscapes of cities such as Paris, Berlin, and San Francisco. Lime has resonated well with environmentally conscious commuters by addressing the last-mile connectivity issue and promoting eco-friendly transportation.
  • Outcome: Lime’s focus on sustainability and convenience has led to widespread adoption in cities prioritizing green transportation options.

By understanding and addressing the cultural nuances of each market, brands can develop effective urban mobility solutions that resonate with local commuters. This culturally informed approach enhances user satisfaction and fosters long-term success in the competitive urban mobility landscape.

Embracing Diversity: The Path to Urban Mobility Success

Cultural Understanding is Crucial: Urban mobility solutions must go beyond technological advancements. Brands must incorporate a deep understanding of cultural nuances to meet the unique needs and preferences of commuters in different cities. This approach is essential for developing successful and sustainable urban mobility strategies.

City-Specific, Culturally Informed Approach: The findings from Kadence’s study and supporting research highlight that a one-size-fits-all approach is ineffective. Instead, brands must adopt a tailored strategy that considers each market’s distinct cultural and infrastructural contexts. By doing so, they can create solutions that resonate with local commuters and address their specific challenges.

Brands must leverage comprehensive insights and tailored strategies to unlock the full potential of urban mobility opportunities. Kadence International is here to help you navigate this complex landscape. Our detailed research and expertise can guide you in developing culturally informed mobility solutions that truly connect with your target markets.

Commuting is a universal experience that many of us share. Whether it’s the daily drive to work, catching the bus, or riding a bike, we all have our stories and complaints about our commutes. But have you ever wondered how your commute compares to other parts of the world?

This article compares global commuting patterns and reveals new opportunities for brands. Our findings are based on Kadence International’s latest research, which surveyed over 5,000 commuters across 13 global cities.

The Study

Kadence International conducted a comprehensive study involving over 5,000 commuters from 13 diverse cities worldwide. The cities included in the research were London, Singapore, Shanghai, Jakarta, Manila, Ho Chi Minh City, New York, Los Angeles, Hong Kong, Mumbai, Delhi, Tokyo, and Berlin.

Understanding these commuting patterns is crucial for brands looking to innovate in the urban mobility space. By examining how people commute in different parts of the world, we can uncover valuable insights and opportunities for developing better, more efficient transportation solutions.

Research Methodology

Scope and Sample

To understand global commuting patterns comprehensively, Kadence conducted an extensive survey involving over 5,000 commuters from 13 major cities worldwide. These cities were carefully selected to represent diverse cultural, economic, and infrastructural contexts. The cities included in the study were:

  • London
  • Singapore
  • Shanghai
  • Jakarta
  • Manila
  • Ho Chi Minh City
  • New York
  • Los Angeles
  • Hong Kong
  • Mumbai
  • Delhi
  • Tokyo
  • Berlin

This broad scope allowed us to capture a wide variety of commuting experiences and preferences, ensuring that our findings are relevant and insightful for a global audience.

Data Collection

The data collection process was designed to gather detailed insights into the commuting behaviors, preferences, and challenges commuters face in each city. The methodology included:

  1. Surveys:
    We conducted structured surveys with a diverse sample of commuters in each city. The surveys included questions about their daily commuting habits, preferred modes of transport, average commute times, and any specific challenges they faced.
  2. Interviews:
    In addition to surveys, we conducted in-depth interviews with a subset of commuters to gain deeper qualitative insights. These interviews helped us understand the personal experiences and attitudes that drive commuting behaviors.
  3. Observational Studies:
    Researchers also carried out observational studies in various transportation hubs within each city. This helped us validate survey responses and get a real-time view of commuting patterns.
  4. Secondary Data:
    We supplemented our primary research with secondary data from reputable sources, such as government transportation reports, academic studies, and industry publications. This provided additional context and helped triangulate our findings.

By combining these data collection methods, we were able to build a comprehensive picture of commuting across different cities. This robust methodology ensures that our insights are accurate, reliable, and valuable for brands looking to innovate in the urban mobility space.

Commute Duration

Shortest and Longest Commutes:

Our research reveals significant differences in commute durations across the 13 global cities. According to the latest data from the INRIX Global Traffic Scorecard, the average commute times vary widely:

  • Los Angeles: Commuters in Los Angeles enjoy one of the shortest average commutes, clocking in at approximately 31 minutes each way. This is partly due to the extensive freeway network and the prevalence of car ownership, allowing for relatively faster travel times despite the city’s notorious traffic.
  • Mumbai: On the other end of the spectrum, commuters in Mumbai face the longest average commute times, with journeys taking around 49 minutes each way. The city’s dense population and heavy traffic congestion contribute to these prolonged travel times, making daily commutes particularly challenging for residents.

Variations in commute times underscore the importance of context-specific solutions in urban mobility planning. Brands aiming to innovate in this space must consider these local differences to effectively address the unique challenges and needs of commuters in each city.

Preferences for Driving and Public Transport

Driving in Los Angeles and New York:

In cities like Los Angeles and New York, driving remains the dominant mode of transport. According to the American Community Survey, a significant majority of commuters in these cities rely on their cars for daily travel:

  • Los Angeles: Approximately 83% of commuters use their own cars at least three times a week. The city’s car-centric culture and extensive freeway system support this high reliance on personal vehicles.
  • New York: While public transport is more prevalent in New York than in Los Angeles, around 45% of New Yorkers still commute by car. This preference is partly due to the convenience and flexibility that driving offers despite the city’s extensive subway network.

Jakarta’s Preference for Motorbikes:

In contrast, Jakarta sees a different commuting trend, with a strong preference for motorbikes. Recent data from the Jakarta Transportation Agency indicates that:

  • Motorbikes: 61% of Jakarta’s commuters regularly use motorbikes for their daily travel. This preference is driven by the city’s severe traffic congestion, where motorbikes provide a faster and more flexible way to navigate the gridlock.

Public Transport in Tokyo:

Tokyo stands out for its high usage of public transport. The latest data from the Tokyo Metropolitan Government shows that:

  • Trains and Subways: 65% of Tokyo’s commuters use the train system, renowned for its efficiency, punctuality, and coverage. The extensive network allows for quick and reliable travel across the city.
  • Car Usage: Only 13% of Tokyo residents use their own cars for commuting, significantly lower than the global average of 48%. High parking costs, traffic congestion, and excellent public transportation options influence this low car usage rate.
travel-trends

Commuting as “Me Time”

Many commuters worldwide view commuting time as “me time.” However, this time varies significantly across cities, reflecting local cultures, infrastructure, and personal habits. Updated research from Statista and various local surveys provide insights into these trends.

Working During Commutes:

  • London and Mumbai: Commuters in London and Mumbai are more likely to use their commute time for work-related activities. According to a recent Statista survey, 29% of London commuters and 34% of Mumbai commuters use this time to catch up on emails or prepare for meetings. Reliable internet connectivity on trains and buses in these cities facilitates this productivity.
  • Hong Kong: In contrast, as per a local transport survey, only 5% of Hong Kong commuters report working during their commute. This lower percentage may be attributed to cultural differences and the preference for separating work and personal time.

Online Shopping:

  • Mumbai, Singapore, and London: Online shopping during commutes is a notable trend in these cities. The Statista survey indicates that 24% of Mumbai commuters, 21% of Singapore commuters, and 15% of London commuters shop online while traveling. This behavior is driven by the convenience of mobile shopping and the desire to maximize free time.
  • Jakarta: According to the latest data from the Jakarta Transportation Agency, only 5% of Jakarta commuters shop online during their commute. Commuters in Jakarta focus more on navigating through heavy traffic rather than engaging in online activities.

Internet Browsing and Social Media:

  • Hong Kong: According to the Hong Kong Transport Department, 68% of commuters in Hong Kong browse the internet or check social media during their commute. This high percentage reflects the city’s advanced mobile infrastructure and high smartphone penetration.
  • London: Transport for London reported that 41% of London commuters engage in similar activities. While still substantial, this lower figure compared to Hong Kong may be due to varying levels of internet accessibility and personal preferences.

These findings show that commuting time is valued differently across the globe. Brands can leverage these insights to tailor their services and marketing strategies, catering to commuters’ unique behaviors and preferences in each market. Understanding these patterns can lead to more effective engagement and innovative solutions that enhance the commuting experience.

Infrastructure and Technology Use

Internet and social media use during commutes varies significantly between cities, reflecting differences in infrastructure, cultural habits, and technological adoption.

Hong Kong:

Hong Kong commuters are among the most active internet and social media users during their commutes. According to the We Are Social and Hootsuite Digital Report, 68% of Hong Kong commuters browse the internet or check social media on their way to work. This high level of activity is supported by Hong Kong’s advanced mobile infrastructure, which offers widespread high-speed internet access and reliable connectivity even in transit.

  • Mobile Penetration: Hong Kong’s mobile penetration rate is over 92%, one of the highest in the world, which facilitates easy access to online content during commutes.
  • Internet Speed: The average mobile internet speed in Hong Kong is around 54 Mbps, ensuring that commuters can stream, browse, and interact without significant delays.

London:

In London, the percentage of commuters using the internet or social media during travel is lower than in Hong Kong but still significant. Transport for London (TfL) and the Digital 2023 report by We Are Social and Hootsuite indicate that 41% of London commuters engage in internet browsing or social media activities during their commutes.

  • Mobile Penetration: London also boasts a high mobile penetration rate, with about 88% of the population owning smartphones, facilitating access to online activities during commutes.
  • Internet Speed: London’s average mobile internet speed is around 44 Mbps, sufficient for browsing and social media use, although it is slightly lower than in Hong Kong.

Implications for Brands:

These differences in internet and social media usage during commutes present unique opportunities for brands. In cities like Hong Kong, where a high percentage of commuters are online, brands can leverage digital advertising, social media campaigns, and mobile-friendly content to effectively engage with commuters. In London, while the engagement is slightly lower, a substantial audience can still be reached through targeted online initiatives.

Understanding these patterns allows brands to tailor their marketing strategies to the specific behaviors and preferences of commuters in each city, enhancing engagement and creating more impactful campaigns.

Emerging Trends

The commuting landscape has evolved significantly since the original study, driven by factors such as the COVID-19 pandemic and the rise of remote work. Recent studies and reports provide updated insights into these changes and highlight new trends in global commuting behaviors.

Impact of Remote Work:

The COVID-19 pandemic has fundamentally altered commuting patterns worldwide. With many companies adopting remote or hybrid work models, the frequency and nature of commuting have changed. According to a 2023 report by Global Workplace Analytics, about 25-30% of the workforce in advanced economies now works remotely multiple days a week, significantly reducing the daily commute.

  • Reduced Commuting Frequency: The reduction in daily commuting has led to decreased traffic congestion and lower demand for public transportation in many cities. For instance, the Global Traffic Report by TomTom indicates a 15% reduction in peak traffic congestion levels in major cities like New York and London compared to pre-pandemic levels.

Shift in Commuting Times:

  • Flexible Hours: With flexible working hours becoming more common, traditional peak commuting times have become less pronounced. A study by the University of California, Berkeley found that commuters increasingly travel outside the traditional rush hours, leading to a more even distribution of traffic throughout the day.

Increased Use of Micro-Mobility:

  • Rise of Biking and Scooters: There has been a notable increase in the use of micro-mobility options, such as bicycles and electric scooters. According to a report by the International Transport Forum, cities like Paris, Berlin, and San Francisco have seen a 20-30% increase in bike and scooter usage as commuters seek alternative, socially-distanced modes of transport.

Public Transport Adaptations:

  • Health and Safety Measures: Public transportation systems worldwide have implemented enhanced health and safety measures to address commuters’ concerns. A survey by the International Association of Public Transport found that 70% of transit agencies have introduced increased cleaning protocols, contactless payment options, and social distancing measures to restore commuter confidence.

These emerging trends underscore the dynamic nature of commuting behaviors and highlight the need for brands to stay informed and adaptable. By understanding these shifts, brands can develop innovative mobility solutions that cater to commuters’ evolving needs and preferences in a post-pandemic world.

Engaging with Commuters

Contactless and Mobile Payments:

  • The adoption of contactless and mobile payment systems in public transportation has surged. Global contactless transaction values are expected to reach $6 trillion by 2024. Brands can capitalize on this trend by integrating seamless payment solutions into their services.

Smart Mobility Hubs:

  • Mobility hubs integrating various modes of transport (bikes, scooters, buses, and trains) are gaining traction. These hubs provide a seamless transition between different transportation modes. A recent McKinsey & Company study indicates that smart mobility hubs can reduce commuting time by up to 20%.

Sustainable Mobility Solutions:

  • There is a growing demand for sustainable commuting options. Electric vehicle (EV) adoption is increasing, with BloombergNEF predicting EVs will constitute 58% of new passenger car sales by 2040. Brands can invest in EV infrastructure and promote green commuting initiatives.

Personalized Commuting Services:

  • Using AI and big data, brands can offer personalized commuting services catering to individual preferences. For instance, predictive analytics can optimize travel routes and schedules, enhancing the commuting experience.

Regional Analysis

USA (New York and Los Angeles):

  • Driving Habits: The American Community Survey reports that 83% of Los Angeles commuters use their own cars regularly, while 45% of New Yorkers commute by car. Despite a reduction in peak congestion due to remote work, personal vehicle use remains high.
  • Public Transport Usage: In New York, public transport usage has slightly declined, with 55% of commuters now using it regularly, down from 62% pre-pandemic. Los Angeles continues to struggle with low public transport adoption, with only 25% of commuters using it frequently.
  • New Commuting Trends: The rise of remote work has led to a more distributed commuting pattern, reducing peak hour congestion. There is also increased interest in micro-mobility options, with bike and scooter usage growing by 15% in both cities.

UK (London):

  • Sustainable Transport Initiatives: London has implemented several sustainable transport initiatives, including the Ultra Low Emission Zone (ULEZ) and expanded cycling infrastructure. Transport for London says these measures have reduced vehicle emissions by 44% and increased cycling by 22%.
  • Commuter Behaviors: A recent survey by the UK Department for Transport shows that 36% of Londoners primarily use public transport, while 23% walk or cycle. There is a growing trend towards active commuting, with more Londoners opting for bikes and e-scooters.

South East Asia (Singapore, Jakarta, Manila, Ho Chi Minh City):

  • Singapore:
    Efficient Public Transport: Singapore’s public transport system is highly efficient, with 76% of commuters using it daily (Singapore Land Transport Authority). The government’s investment in smart technology and seamless payment systems has enhanced the commuting experience.
  • Jakarta:
    Motorbike Dominance: Due to severe traffic congestion, 61% of Jakartan commuters use motorbikes. The Jakarta Transportation Agency reports that recent infrastructure projects aim to improve public transport usage.
  • Manila:
    Overcrowded Public Transport: Only 20% of Manila commuters can access reliable public transport. Brands have a significant opportunity to develop affordable and efficient mobility solutions.
  • Ho Chi Minh City:
    Rapid Urbanization: Ho Chi Minh City is experiencing rapid urbanization, with a 10% annual increase in motorbike usage (Vietnam Ministry of Transport). There is a growing need for integrated and sustainable transport options.

Summary of Key Takeaways

Understanding Global Commuting Patterns: The findings from Kadence International’s comprehensive study and recent insights highlight the significant differences in commuting behaviors across various global cities. From the shortest commutes in Los Angeles to the longest in Mumbai and from the high car usage in the US to the dominant motorbike culture in Jakarta, these patterns reveal crucial information about regional preferences and challenges.

Importance for Brands: Understanding these global commuting patterns is essential for brands looking to innovate in the urban mobility space. It allows them to develop tailored solutions that resonate with local commuters’ unique needs and preferences. The shift towards remote work, increased adoption of micro-mobility options, and the growing demand for sustainable transport solutions underscore the need for a culturally informed approach to urban mobility.

To harness the full potential of these insights, we encourage brands to engage with Kadence International. Our team offers detailed research findings and tailored recommendations to help you navigate the complex urban mobility landscape.

Introduction

Have you ever been in a meeting where you felt everyone was on the same page, only to discover later that each person had a completely different vision of the idea? This common issue stems from the fact that we all have unique mental images and interpretations. A powerful solution to this problem is displayed thinking.

Displayed thinking, a concept popularized by Mike Vance from Disney, involves capturing and sharing ideas visually during discussions. This approach can significantly enhance communication and idea generation. In market research, clarity and collaboration are crucial; displayed thinking can transform how teams develop and refine ideas. By making thoughts visible and accessible to everyone, displayed thinking ensures that all participants have a shared understanding, leading to more effective and innovative solutions.

The Problem with Individual Mental Images

Diverging Perceptions

Imagine the word “chair.” For some, this might conjure an image of a plush, padded armchair, perfect for relaxing with a book. For others, it might bring to mind a sleek, modern office chair with wheels and adjustable height. Someone else might think of a simple wooden dining chair. This variation arises from our individual experiences and contexts. Our personal history, preferences, and environments shape how we visualize even the most straightforward concepts.

This divergence becomes even more pronounced with complex ideas. For example, when thinking about a “shop,” one person might imagine a small, cozy boutique, while another pictures a large, bustling supermarket. These different mental images can lead to significant misunderstandings when discussing ideas or projects.

Communication Breakdown

These differing mental images can cause communication breakdowns in meetings. When everyone assumes that others share their vision, the results can be frustrating and counterproductive. For instance, during a project discussion, one team member might propose a “modern design” for a product, envisioning sleek lines and minimalistic features. However, another team member might interpret “modern design” as something entirely different, perhaps focusing on futuristic elements and bold colors.

This misalignment can lead to wasted time and resources as the team struggles to reconcile their differing visions. According to a study by the International Journal of Project Management, miscommunication is one of the leading causes of project failure, contributing to 56% of projects not meeting their original goals. This highlights the critical need for clear and shared understanding in collaborative work.

Displayed thinking addresses this issue by making ideas visible and concrete. Everyone can see the same thing when ideas are drawn out or otherwise visually represented. This reduces the chances of misinterpretation and ensures that all team members are aligned in their understanding.

The Concept of Displayed Thinking

How It Works

Displayed thinking involves capturing and sharing ideas visually during discussions. This method utilizes visual aids like whiteboards, flipcharts, and digital tools to make ideas visible to everyone involved. Here’s how it works:

  1. Visual Aids: In a meeting, participants use whiteboards, flipcharts, or digital screens to write down or draw their ideas. This can include sketches, diagrams, bullet points, and flowcharts.
  2. Interactive Discussion: As ideas are presented, others can add their thoughts, make modifications, or connect related concepts directly on the visual aid. This creates a dynamic, interactive discussion where everyone can see the development of ideas in real-time.
  3. Digital Tools: With technological advancements, digital tools like interactive whiteboards and tablet apps facilitate displayed thinking. These tools allow for easy saving, sharing, and editing of visual notes, making them accessible even in remote or hybrid meetings.

For example, in a brainstorming session about a new product design, one team member might draw an initial sketch on a whiteboard. Others can then suggest changes or additions visually represented on the same board. This collaborative approach ensures that everyone’s ideas are visible and can be built upon collectively.

Transition from Remote to Direct Memory

Psychologists refer to our individual memories and mental images as “remote memories” because they are private and inaccessible to others. Displayed thinking transforms these remote memories into “direct memory,” which is shared and accessible to all participants in a discussion.

Here’s how this transition happens:

  1. Making Ideas Visible: When ideas are visually displayed, they move from being private thoughts to shared, concrete visuals. This allows everyone to see and understand the same information.
  2. Shared Understanding: As participants contribute to the visual representation of ideas, a collective understanding is built. This shared direct memory ensures that all team members are on the same page.
  3. Enhanced Communication: By making thoughts and ideas visible, displayed thinking reduces misunderstandings and ensures more transparent communication. This is particularly important in complex projects where precise understanding is crucial.

Displayed thinking bridges the gap between individual perceptions and collective understanding. Making mental images visible and tangible enhances collaboration and helps teams develop more coherent and aligned ideas. As a result, projects are more likely to succeed, and communication becomes more effective and efficient.

The 7 Benefits of Displayed Thinking

Contextual

Displayed thinking provides context and clarity by visually arranging ideas. When ideas are laid out on a whiteboard or flipchart, their relationships and hierarchies become apparent. This visual context helps participants understand how concepts fit together and their relative importance. For example, a project timeline on a whiteboard allows everyone to see the sequence of tasks and deadlines, making it easier to grasp the project’s flow and dependencies.

Inspirational

Seeing ideas visually can spark new thoughts and enhance creativity. Visual representations can trigger associations and connections that might not emerge through verbal discussion alone. For instance, a mind map on a flipchart can reveal connections between concepts, inspiring team members to build on each other’s ideas. A study published in the Journal of Business Research states that visual brainstorming techniques can significantly boost creativity and idea generation.

Editable

One significant advantage of displayed thinking is the ease of refining and editing ideas. Visual aids like whiteboards and flipcharts allow for quick modifications. A line can be redrawn, an idea can be moved, or new information can be added seamlessly. This flexibility ensures that ideas can evolve dynamically during discussions, leading to more precise and polished outcomes.

Referential

Visual ideas make referencing and discussing concepts more intuitive. Instead of relying on memory or lengthy descriptions, participants can simply point to specific elements on a whiteboard or screen. This ease of reference allows for more detailed and focused discussions. For example, during a product design meeting, pointing to a specific feature on a sketch facilitates a clear and concise conversation about that feature.

Constructive

Visual representation leads to more specific and constructive conversations. Concrete visuals eliminate ambiguity, enabling participants to address particular aspects of an idea. This specificity fosters deeper analysis and more productive discussions. As noted in a study by the Harvard Business Review, teams using visual tools for problem-solving generated more actionable solutions compared to those relying solely on verbal communication.

Collaborative

Displayed thinking promotes collaboration. When ideas are visually represented, participants are encouraged to engage more actively. Writing or drawing on a shared surface fosters eye contact and interaction, reducing distractions from personal devices like notebooks or laptops. This collaborative environment enhances mutual understanding and team cohesion.

Concrete

Finally, visual ideas are concrete and permanent. Once captured on a whiteboard, flipchart, or digital tool, they do not need to be remembered and can be easily referred to later. This permanence not only aids in reducing cognitive load but also serves as a valuable reference for future discussions. According to research by the Cognitive Science Society, visual memory is more robust than verbal memory, making displayed thinking a powerful tool for retaining and recalling information (Johnson-Laird, 2013).

By leveraging these seven benefits, market researchers and professionals can enhance their communication, idea generation, and collaborative efforts, leading to more effective and innovative outcomes.

Practical Applications in Market Research

Internal Meetings

Displayed thinking can transform internal team meetings by enhancing idea generation and problem-solving. Here’s how to implement it effectively:

  1. Set Up Visual Aids: Ensure every meeting space has visual aids like whiteboards, flipcharts, or digital screens. These tools should be easily accessible and ready for use at any time.
  2. Encourage Participation: Invite all team members to contribute visually. Everyone should feel encouraged to participate actively, whether it’s writing down ideas, drawing diagrams, or mapping out processes.
  3. Structure Discussions Visually: Begin meetings by outlining the agenda visually. This could be as simple as writing the key topics on a whiteboard. As the discussion progresses, add notes, diagrams, and other visual elements to capture the flow of ideas.
  4. Facilitate Real-Time Editing: Use the visual aids to refine and edit ideas in real-time. For example, if a team member suggests a change to a process, illustrate the change immediately. This ensures that everyone can see and understand the modifications instantly.
  5. Summarize Visually: At the end of the meeting, summarize the key points visually. This helps reinforce the discussion and provides a clear reference for future actions.

Example: During a brainstorming session for a new marketing campaign, the team can use a whiteboard to list potential ideas, draw connections between related concepts, and outline a preliminary plan. This visual approach ensures that everyone’s ideas are visible and can be built upon collaboratively.

Client Meetings

Using displayed thinking tools in client meetings can significantly enhance understanding and collaboration. Here’s how to make the most of these tools:

  1. Prepare Visual Materials: Before the meeting, prepare visual materials that outline crucial points, data, and proposed solutions. This could include charts, graphs, and diagrams that clearly present your research findings and recommendations.
  2. Engage Clients Visually: During the meeting, use these visual aids to guide the discussion. For instance, point to a relevant graph or chart as you explain a market trend. This helps clients visualize the data and grasp the information more effectively.
  3. Interactive Discussion: Encourage clients to interact with the visual materials. If they have questions or suggestions, invite them to annotate the visuals or add their own ideas. This interactive approach fosters a sense of collaboration and ownership.
  4. Clarify Complex Concepts: Use displayed thinking to break down complex concepts into more understandable visual elements. For example, if explaining a complicated market segmentation, use diagrams to show the different segments and their characteristics.
  5. Leave Behind Visual Summaries: Provide clients with visual summaries of the meeting. These can be printed handouts or digital files that capture the key points discussed. This ensures that clients have a clear and concrete reference to review later.

Example: In a meeting to discuss a new product launch, the research team can use a digital whiteboard to present survey results, highlight consumer preferences, and sketch out potential marketing strategies. Clients can see the data in context and participate in refining the proposed strategies, leading to more effective and mutually agreed-upon solutions.

By implementing displayed thinking in internal and client meetings, market researchers can improve communication, foster collaboration, and ensure a clear and shared understanding of ideas and strategies. This approach enhances the effectiveness of meetings and leads to more innovative and successful outcomes.

The Green Brand Sustainability Study

Tools for Displayed Thinking

Physical Tools

  • Whiteboards:
    • Description: Whiteboards are versatile, reusable writing surfaces commonly found in meeting rooms. They allow for easy writing, drawing, and erasing, making them ideal for dynamic discussions.
    • Benefits: They encourage participation, are easy to update in real-time, and provide a large surface for collaborative brainstorming.
  • Flipcharts:
    • Description: Flipcharts consist of large pads of paper mounted on an easel. Pages can be flipped over as needed, allowing for a sequential presentation of ideas.
    • Benefits: They are portable, provide a permanent record of discussions, and help create structured lists and diagrams that can be referenced throughout the meeting.
  • Corkboards:
    • Description: Corkboards are bulletin boards made of cork material, allowing users to pin up papers, notes, and other visual aids.
    • Benefits: They are excellent for displaying and rearranging ideas, visual aids, and other documents. Corkboards provide a tactile way to organize information and encourage hands-on interaction.
  • Markers and Sticky Notes:
    • Description: These are essential accessories for whiteboards and flipcharts. Markers allow for colorful writing and drawing, while sticky notes can be used to jot down individual ideas and move them around easily.
    • Benefits: They enhance the visual appeal of the discussion and make it easy to categorize and reorganize ideas.

Digital Tools

  • Tablets with Stylus Support:
    • Examples: Apple iPad with Apple Pencil and the Microsoft Surface with Surface Pen.
    • Description: Tablets with stylus support allow for digital drawing and note-taking, simulating the experience of writing on paper.
    • Benefits: They are portable, provide a paperless option for displayed thinking, and make it easy to save, share, and edit visual notes.
  • Digital Whiteboards:
    • Example: Google Jamboard, Microsoft Whiteboard.
    • Description: Digital whiteboards are interactive screens that can be used for drawing, writing, and collaborating in real-time, both in-person and remotely.
    • Benefits: They facilitate collaboration among geographically dispersed teams, allow for easy integration of multimedia elements, and provide a permanent digital record of the session.
  • Drawing and Note-Taking Apps:
    • Example: Procreate, Notability, OneNote.
    • Description: These apps provide platforms for digital drawing and note-taking, offering a variety of tools for creating visual aids.
    • Benefits: They offer advanced features like layers, text integration, and export options, making it easy to create professional and shareable visuals.
  • Mind Mapping Software:
    • Example: MindMeister, XMind.
    • Description: Mind mapping software helps create visual representations of ideas, showing the relationships between different concepts.
    • Benefits: They are handy for brainstorming sessions, enabling users to quickly organize thoughts and see connections that might not be immediately obvious.
  • Project Management Tools:
    • Example: Trello, Asana.
    • Description: While primarily used for project management, these tools often include features for visualizing tasks and workflows, such as boards and cards.
    • Benefits: They help teams track progress visually, assign tasks, and ensure everyone is aligned on project goals and timelines.

By integrating these physical and digital tools into their workflows, market researchers can leverage the benefits of displayed thinking to enhance communication, collaboration, and creativity. These tools provide various options to suit different meeting styles and needs, ensuring that ideas are effectively captured and shared.

Final Thoughts

Displayed thinking isn’t just a proper technique; it’s a game-changer for market researchers and professionals. If you’ve ever felt the frustration of misaligned visions in meetings, adopting displayed thinking can transform those experiences. Industry experiences back this up. According to a study published in the Harvard Business Review, teams that used visual tools for problem-solving reported higher levels of creativity and efficiency—by making ideas visible, displayed thinking bridges the gap between individual perceptions and collective understanding, fostering a more collaborative and innovative environment.

Consider integrating displayed thinking into your workflows. Start by equipping your meeting spaces with essential physical tools like whiteboards and flipcharts. Explore digital tools that offer flexibility and accessibility, such as tablets with stylus support and interactive whiteboards. Embrace the power of visual communication to enhance your meetings, making them more engaging and productive.

By adopting displayed thinking, you will improve communication and idea generation and create a shared vision that aligns team efforts and drives success. Take the first step today and transform how you and your team brainstorm, discuss, and implement ideas. The benefits are clear, and the impact on your projects will be profound.

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We live in a “post-factual” world, where facts often take a back seat to emotions and personal beliefs. Ralph Keyes introduced this concept, known as the “post-truth era,” highlighting how emotional appeal can overshadow factual accuracy. Social media and alternative news sources have accelerated this shift, making it a significant force in society today.

This shift poses a unique challenge for market research. The industry relies on data and facts, but in a post-factual world, simply presenting the truth isn’t enough. Researchers must find ways to blend facts with emotional and contextual delivery to communicate their findings effectively.

Understanding the Post-Factual Era

The term “post-truth era” describes a time when emotional appeal and personal beliefs overshadow factual accuracy. In this era, people often value what feels true over what can be proven true. The rise of social media, alternative media, and satirical news sites like The Onion has significantly contributed to this phenomenon. These platforms spread information quickly, often prioritizing sensationalism over accuracy, which shapes public perception and reinforces the post-factual mindset.

Key Examples

The UK’s Leave campaign and the 2016 US Presidential Election are prominent examples of post-factual politics.

  1. UK’s Leave Campaign: During the 2016 Brexit referendum, the Leave campaign claimed that the UK sent £350 million a week to the EU, suggesting that this money could fund the National Health Service (NHS) instead. Despite being debunked, this message resonated with voters and played a crucial role in the campaign’s success. The emotional appeal of reclaiming control and funding the NHS overshadowed the factual inaccuracies.
  2. 2016 US Presidential Election: The US election saw an unprecedented level of misinformation. Donald Trump’s campaign frequently made statements that were later proven false. According to Politifact, 80% of Trump’s remarks were false, half-true, or outright lies. Despite this, he won the election, illustrating how emotional resonance and strong messaging can prevail over factual accuracy in a post-factual world.

These examples highlight the growing trend where facts are secondary to compelling narratives, a shift researchers must understand and adapt to in their work.

The Role of Emotion Over Facts

Emotional appeal and personal beliefs often overshadow factual accuracy. This shift is evident in various public and political arenas. For instance, during the 2016 Republican National Convention, actor Antonio Sabato Jr. insisted that President Obama was a Muslim, despite being proven wrong. Sabato’s defense was, “I have the right to believe that [he is], and you have the right to go against that.” This incident underscores how deeply held personal beliefs can persist even in the face of contrary evidence. People increasingly prioritize what aligns with their emotions and preconceptions over verified facts.

Impact on Politics and Society

This shift has profound implications, particularly in politics. Figures like Donald Trump and Nigel Farage have capitalized on the emotional appeal, using strong, often misleading messages to garner support. Trump’s campaign resonated with many voters, and it was marked by frequent falsehoods.

Similarly, Nigel Farage’s role in the Brexit campaign leveraged emotional appeals about national sovereignty and immigration, overshadowing factual debates. The Leave campaign’s misleading claim about EU contributions swayed many voters, demonstrating the power of emotion over fact.

This trend extends beyond politics, affecting broader society. When emotional appeal trumps factual accuracy, public discourse shifts and extreme views gain traction. Relying on emotionally resonant but factually weak narratives undermines informed decision-making and fuels polarization. For market research, this means presenting data in emotionally resonating ways, ensuring the truth is heard and understood.

Implications for Market Research

The post-factual era poses significant challenges for the market research industry, which is built on the foundation of factual accuracy. Researchers must contend with an environment where clients may prioritize their personal beliefs and emotional responses over objective data. This shift can lead to skepticism, as clients might question or dismiss findings that conflict with their preconceived notions.

For instance, researchers might face resistance when presenting research results that contradict a client’s internal narrative or business strategy. This resistance is not necessarily based on the validity of the data but on the emotional discomfort it causes. Convincing clients to accept and act on data-driven insights becomes more complex in this context.

Need for Edutainment

To navigate these challenges, market researchers need to adopt the concept of “edutainment,” blending education with entertainment to engage and inform their audiences effectively. Edutainment transforms the presentation of facts into a compelling narrative that captures attention and resonates emotionally.

Steve Jobs was a master of edutainment. When introducing the iPod, he didn’t just talk about its technical specifications, like “1GB of memory.” Instead, he framed it as “1,000 songs in your pocket,” creating an emotional and memorable impact. This approach made the information more relatable and exciting, ensuring the audience remembered and valued the message.

Market researchers can learn from Jobs’ example by dressing their stats to appeal to logic and emotion. Instead of merely presenting cold data, researchers should weave in stories, analogies, and visual aids that connect with the audience’s existing knowledge and emotional landscape. This approach can help bridge the gap between factual accuracy and emotional resonance, making the data more compelling and persuasive.

By adopting edutainment strategies, market researchers can ensure their insights are understood, appreciated, and acted upon, even in a post-factual world.

Strategies for Dressing the Stats

Connecting facts with a client’s existing knowledge and business context is crucial in the post-factual world. Here are some strategies to build these emotional connections:

  1. Understand Your Audience: Before presenting data, understand the client’s priorities, challenges, and goals. Tailor your presentation to align with their business context and address their specific needs.
  2. Relate to Their Experiences: Use examples and analogies that resonate with the client’s experiences. Relating data to familiar situations can make the information more accessible and engaging.
  3. Visual Aids: Incorporate visuals such as infographics, charts, and images that evoke emotions. Visuals can simplify complex data and make it more appealing.
  4. Use Testimonials and Case Studies: Highlight real-life examples and success stories demonstrating the data’s practical impact. Testimonials from other clients can add credibility and emotional weight.

Storytelling Techniques

Storytelling can transform raw data into compelling narratives that engage and persuade. Here are some techniques to make data more relatable:

  1. Create a Narrative Arc: Structure your presentation like a story with a beginning, middle, and end. Introduce the problem, present the data as the solution, and conclude with the impact or outcome.
  2. Use Characters: Introduce characters in your story, such as customers or employees, to humanize the data. Describe how the data affects these characters, making the information more relatable.
  3. Highlight Conflicts and Resolutions: Identify conflicts or challenges and show how the data provides resolutions. This technique can create a more engaging and dynamic presentation.
  4. Incorporate Emotions: Use language that evokes emotions. Describe how the data can alleviate pain points, create opportunities, or drive success. Emotional language can make the data more memorable and impactful.

Examples of Transforming Raw Data into Compelling Narratives

  • Customer Satisfaction Survey Results:
    • Raw Data: “85% of customers are satisfied with our product.”
    • Narrative: “Imagine Sarah, a long-time customer, who recently shared how our product has improved her daily routine, saving her time and effort. Sarah’s story is just one of many, with 85% of our customers reporting similar satisfaction. This overwhelmingly positive feedback underscores our product’s impact on users’ lives.”
  • Market Trends Analysis:
    • Raw Data: “The market for eco-friendly products has grown by 20% in the last year.”
    • Narrative: “Picture a young family making a conscious decision to switch to eco-friendly products, driven by their desire to contribute to a healthier planet for their children. This sentiment is becoming increasingly common, as evidenced by a 20% growth in the market for eco-friendly products over the past year. This trend highlights a significant shift towards sustainability that your business can capitalize on.”
  • Employee Engagement Survey:
    • Raw Data: “70% of employees feel engaged at work.”
    • Narrative: “Meet John, an employee who once felt disconnected at work but now finds purpose and motivation in his role. John’s transformation mirrors the experiences of many others in our company, with 70% of employees reporting high levels of engagement. This positive shift in engagement is driving productivity and fostering a more vibrant workplace culture.”

By integrating these strategies, market researchers can present data in a way that informs, captivates, and persuades their audience, ensuring the insights are understood and valued.

Practical Applications

Case Study 1: Tech Product Launch

Situation: A tech company was preparing to launch a new smartphone and needed to present market research findings to stakeholders.

Approach: The research team combined quantitative data with user stories. They highlighted key statistics, such as “90% of beta testers reported increased productivity,” and paired this with user testimonials explaining how the new features helped them in their daily lives. Visual aids, including graphs and videos of user experiences, were used to make the data more relatable.

Outcome: The presentation was well-received, leading to increased buy-in from stakeholders. The emotional connection made through user stories and visual aids helped convey the product’s value beyond raw numbers.

Lessons Learned: Integrating personal stories and visuals with data makes presentations more engaging and persuasive.

Case Study 2: Retail Customer Insights

Situation: A retail company needed insights into customer preferences to refine its marketing strategy.

Approach: The researchers presented their findings using a narrative arc, starting with the problem of declining customer loyalty. They then showed survey results indicating that personalized experiences could boost loyalty. The team included case studies of other retailers who successfully implemented personalization strategies, using customer quotes and sales data to support their points.

Outcome: The company adopted the recommended strategies, leading to a 15% increase in customer retention over six months. The narrative approach made the research findings more compelling and actionable.

Lessons Learned: A well-structured narrative helps stakeholders understand and act on research insights.

Best Practices

By following these best practices, market researchers can effectively communicate their findings, making them more engaging and impactful in a post-factual world. This approach ensures that data is presented, appreciated, and acted upon by clients and stakeholders.

  1. Know Your Audience: Tailor your presentation to your audience’s specific interests and needs. Understand their priorities and concerns to make your data relevant.
  2. Combine Facts with Stories: Blend quantitative data with qualitative stories to create a compelling narrative. Use real-life examples, testimonials, and case studies to humanize your data.
  3. Use Visual Aids: Incorporate charts, infographics, and videos to make data more engaging. Visual aids can help simplify complex information and make it more memorable.
  4. Create a Narrative Arc: Structure your presentation with a clear beginning, middle, and end. Introduce the problem, present the data as the solution, and conclude with the impact or outcome.
  5. Highlight Emotional Impact: Use language that evokes emotions and connects with the audience’s values and beliefs. Describe how the data can solve problems, create opportunities, or drive success.
  6. Engage Your Audience: Encourage interaction by asking questions and inviting feedback. Make your presentation a dialogue rather than a monologue.
  7. Simplify Complex Data: Break down complex data into simple, digestible insights. Avoid overwhelming your audience with too much information at once.
  8. Practice and Refine: Rehearse your presentation multiple times to ensure clarity and confidence. Seek feedback from colleagues to refine your approach.

Final Thoughts

In a world where emotion often trumps facts, market researchers must rise to the challenge of making data resonate on a deeper level. It’s not enough to present the truth; we must craft it into compelling narratives that engage and persuade. This requires a shift in how we approach our work, emphasizing the integration of emotional appeal with factual accuracy.

Market researchers are critical in bridging the gap between raw data and meaningful insights. By adopting techniques that connect with clients’ emotions and contextual realities, we can ensure our findings are heard, felt, and acted upon. Continuous innovation in our presentation methods is essential. We must be storytellers as much as we are statisticians, blending hard facts with engaging delivery to maintain relevance and impact.

The call to action is clear: evolve or risk becoming obsolete. Embrace edutainment, master the art of storytelling, and always seek new ways to make your data come alive. In doing so, we can thrive in this post-factual era, delivering insights that truly matter.

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The pace at which consumers are adopting EVs varies in different countries.
This time, our local team members from across our Southeast Asia offices(Thailand, Indonesia, Philippines, and Vietnam) introduced the latest situation. Let’s catch up by watching the recordings below!

Watch the session in English

Watch the session in Japanese

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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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Kadence International is an agency with a lot of talent from all around the world. In this series, we honor some of our female colleagues leading up to International Women’s Day, asking them about their experience working within the market research industry and what the future holds for the industry.

Name: Pragya Parmita Singh

Position: Senior Executive – Quantitative Research

Kadence Office: India

When did you join Kadence International?  

I joined the Kadence India team in September 2021.

What are your role responsibilities?

I am responsible for Quantitative and social research.

What was the first job you had (during school, college or university)?

After college, I worked in the Market Research industry got I3 Research Consultants in India. I have also worked in the healthcare sector.

What is it about market research that excites you the most?

Market research helps in understanding consumers’ needs and preferences. It exposes market trends and allows companies to target their consumers more effectively.

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What is it about Kadence’s company culture that you like the most?

I like the teamwork, and how senior management engages with projects.

When you were a child, what did you want to be when you grew up?

I wanted to be a doctor.

What qualities do you feel are “a must” for anyone exploring a career in market research?

Being a quick learner, having good knowledge of MS office, having good interpersonal and communication skills.

How have you seen the field of market research change since you started your market research career?

Pen and Paper Interviews (PAPI) are now predominately Computer Aided Personal Interviews (CAPI) or Computer Assisted Telephone Interviewing (CATI). Technology is causing drastic changes in the industry.

Who is your favorite hero, or what is your movie of all time and why? 

Bajirao Mastani (it was the first movie watched with my spouse).

What is your favorite quote, motto, or favorite phrase?

“Do good and good will come to you”

If you could time travel into the future 10 years, how will market research evolve?

Technology will continue to be spur change in market research.

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

Spending time with family, traveling.

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