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: Corina Chan

Position: Senior Insight Executive

Kadence Office:  Singapore

When did you join Kadence?  

I joined the Kadence UK team in September 2018 before transitioning to the Kadence Singapore team in October 2020.

What does your role as Senior Insight Executive entail?

As a Senior Insight Executive, the main bulk of my role involves ensuring project deadlines are met, planning, and leading the development of quality deliverables, whether that’s from a screener, a discussion guide, or stimulus to the final report. It’s a lot about having a voice in front of the client and pre-empting and solving their problems.

What does a typical day look like for you?

Cliché, I know, but there really isn’t a ‘typical day’ in Kadence! Every day is different, and no one day is the same! That’s the beauty of market research; it could go from moderating or talking with Art Gurus in Singapore, facilitating a workshop on how to bring forward market research insights, to coming up with the report structure or storyboard with the team!

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

I interned at Time Out Hong Kong! It was a great stepping stone into the world of moderating and research, whether that was doing desk research on the latest food trends and writing an article about it or interviewing shop owners on their passion and background. It really formed the basis of my fascination with the ‘whys’ and ‘hows’ in the society that we live in!

Did you earn any experience before joining Kadence that helped your MR career?

I worked up a Qualitative research study/dissertation during University, mainly about the experiences of Chinese students’ social integration on a multicultural, international University campus. Genuinely understanding the multiple facades and reasons stemming from their challenges in integrating was fascinating – it was about decoding what was said but also what was unsaid. That kickstarted my interest in the world of MR, which led to where I am today!

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

Definitely the dynamic nature of it! There’s no ‘one size fits all’ approach – every client brief/problem requires a different approach. I personally really enjoy the process of joining the dots between a client’s objectives, analyzing market trends, and consumers’ needs/wants. There’s something really satisfying about delivering insights/recommendations that add value to their business!  

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

The collaborative nature! Not just within the team but across the different offices! Everyone’s always willing to help each other out, which is something I really appreciate 🙂

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

I was always a foodie growing up, so I envisioned myself a food blogger of some sort. Fast forward to today, I would’ve never imagined myself working with FMCG clients amongst other global brands in the Media, Tech, Lifestyle, and Automotive space!

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

Be curious! Having that innate ‘why’ instilled within will help you understand consumers’ unmet needs on a much deeper level. Look for the true hidden gems, especially those not anticipated! Of course, putting ourselves in the clients’ shoes and developing different points of view from the brief is also key!

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

Again, curiosity and hunger to learn are key! Because we work across various categories and sectors, spanning from Animal Healthcare, Media, Tech, FMCG, Automotive to Finance (the list goes on!), it’s important to understand key evolving trends around us. Having that curiosity to cut through superficial insights and uncover insights relevant to the client’s business/industry is a valuable trait for someone keen on giving market research a go. Regardless of whether you’re more interested in Qual or Quant, having that hunger to learn more about the client’s industry will benefit you in the long run as well!

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

There is increasing importance towards storytelling and communicating ideas in a simple yet compelling way. It’s not just about presenting data and insights but being creative about framing the story and convincing stakeholders of the power of the insights developed.

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

It’s not just about surveys and interviews – it’s a whole lot more creative than you could imagine! It is creative in terms of the different methods used like eye tracking or Augmented Reality for product testing. It is also creative in how we think about a deliverable, not just a standard report, but perhaps a vox pop, or country guide book. Market Research can also tap into your creativity in terms of the way you could go about reporting and presenting your slide in a visually effective yet pleasing manner.  

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

Not really into superheroes but more of a chick flick, rom-com, reality show, K-Drama kind of gal. White Chicks is my absolute all-time favorite – I could recite every line from the movie!

What is your favorite quote, motto or favorite phrase?

Be yourself; everyone else is already taken.

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

With mixed reality technologies and AI gaining traction in the MR world, it’s no doubt that it’ll broaden our horizons to new methodologies and more efficient ways of managing a project.
I’m a huge believer in the value of understanding emotional intellect and digging deeper into the ‘whys’. If tech advancements can assist research professionals in decoding the complexities, sentiment, and nuances, that would be amazing! I’m aware we’re moving towards AI (facial coding, eye tracking, voice AI, etc.) at the moment, but I’m hopeful that we’ll get to a point in the future where there’s an even greater synergy between AI and humans!

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

I love exploring hidden gems in the city and trying out new restaurants or coffee shops dotted around my neighborhood! 

Follow Corina via her LinkedIn Profile: https://www.linkedin.com/in/corina-chan-8726b310

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

Name: Anastasia Wulan Gracia

Position: Head of Qualitative

Kadence Office:  Indonesia

When did you join Kadence?  

I joined Kadence in April 2016.

What are you responsible for at Kadence?

I lead the Qualitative team to ensure high-quality delivery, people development, project management, and revenue generation.  

What does a typical day look like for you as Kadence – Indonesia’s Head of Qualitative?

I wake up around 6 am and join some early workout classes, like pilates, yoga, or meditation for one hour, or a quick 30 minutes of cardio exercise like jump rope or the treadmill.

At 7 am, I check my emails and my to-do list while cooling down from my workout. Then I get showered and dressed for my workday.

At 8 am, I make sure my kids have started online school and then continue making plans or scheduling internal team discussions. 

From 9 am to 7 pm, these hours are allocated for meetings and discussions, reviewing proposals and reports, while I check my kids’ tasks in between.

7 pm onwards is usually dedicated family time, but I might occasionally review or discuss reports. 

Around 9 pm, I might watch movies or a TV series that I’ve watched before, so I don’t need to overthink and to help me close out the day with happy thoughts. 

Is there anything different or unique about conducting research in your country?

I don’t think there would be much difference with other countries because most of the qualitative research is currently conducted online, and we use freelance moderators for a few offline projects. 

Interestingly, we can have more projects and jump into meetings and discussions quicker since there’s no travel time.  

Tell us more about your experience before joining Kadence?

I did an internship right before my last year of college at an advertising agency. They offered me a part-time position while finishing college and then full-time employment once I graduated. I worked there for around two and half years, working in the consumer insight and strategic planning division.

I worked in advertising agencies for around five years before switching to a research agency. It built a good foundation for understanding brand and communication and helped me make more actionable steps later in my career in research agencies. 

Before joining Kadence International, I’ve also worked with big multinational companies that helped me build a foundation in global research and experience in different industries. It also broadened my experience with different studies and clients, which has proven very useful for my current role. 

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

The overall creative process in doing proposals, analysis, and report writing, and the fast pace for qual studies, won’t let you get bored. You are constantly jumping from one project to another.  

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

During the pandemic, Kadence put employees’ health and safety as their top priority, making us feel protected and cared for by the company. Unlike other companies, we’re still doing WFH and having assurance while working at home. 

Kadence Indonesia also has a flexible work schedule that works well for moms like me and encourages us to give our best for the company. 

During WFH, Kadence Indonesia also allowed us to work from other cities. I spent almost two months working from Bali, doing meetings and group discussions had a different vibe 🙂  

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

Hmm, I wanted to be a professional dancer since it was my passion during my teens, but the channels available to really pursue it as a career were not much back then.  

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

Having a ‘natural interest’ towards consumers and issues and having ‘high curiosity’ to move forward and dig further and find fascinating insight are some of the must-have qualities for anyone interested in market research. 

Other than that, for me as a qualitative researcher, ‘being creative’ is also essential. It helps you train your thought processes, your way of thinking, and how you map your mind, helping you come up with better ideas, interesting insights, and solutions.  

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

Find a company that gives you every opportunity to work on various projects and studies with a variety of clients. The company should trust you and challenge you to stretch your capabilities. You need to be pushed before you can push yourself.  

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

I think the essence and fundamentals of market research remain the same. Some changes are quite apparent around the technology used and moving towards digital and internet-based research and the infusion of neuroscience in market research. 

Other than that, I also see higher expectations towards consultancy service as part of research delivery. 

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

It is not only about collecting and delivering data but also about finding relevance and building context to deliver an interesting story of insights with actionable solutions for our clients.  

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

I’m a typical Avengers fan. I love that they highlight the superiority of each member yet showcase how teamwork makes the dream work!  

What is your favorite quote, motto or favorite phrase?

Some of favorite quotes that I often share with my team: 

  • Finding happiness is your own responsibility, and it’s important to keep in mind that you can’t make everybody happy!
  • Be well prepared, hands-on, and control what you can control, and don’t stress out on things you cannot control!
  • Stay calm when facing an unpredictable or uncontrollable situation — Focus on the solution, not the problem!

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

The future will be about technological advancements and digital development in market research. To create differentiation in the future, market research should at least have personal touches and engagement.

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

Joining a dance class, watching Netflix and K-Drama, playing at the beach with my family, scrolling Instagram, and sometimes TikTok to keep up with my teenage daughter’s life.  

Follow Anastacia via her LinkedIn Profile: https://www.linkedin.com/in/anastasia-gerungan-3b14985/

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: Ana I Pahler-Villaverde

Position: Sr Graphics Specialist

Kadence Office: USA

When did you join Kadence International?  

I joined the Kadence Americas team in October 2021.

What are your role responsibilities?

I am responsible for creating marketing materials and supporting all teams with any graphics needs. I spend my days creating compelling marketing materials, creating visually attractive presentations while creating a compelling story. 

What is unique about market research in the USA?  

The USA is a melting pot. As MR helps us understand consumers, identify issues and solve problems, the variety of the “panel” makes the studies applicable to international markets, helping to avoid expansion mistakes and identify international business opportunities.

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

My first job was during my last year of university. I tutored high school students in Math, Physics, and Spanish. What was interesting is that I was majoring in Communications and Advertising.  

Is there anything about your experience before joining Kadence that you feel worth mentioning?

I came to the world of Marketing Research 15 years ago completely by accident. I was lucky to start my journey working for P&G in their Brand and Communications department, working on global programs and taking some time to grasp all areas of research working as a Jr. Analyst. Since then, understanding and positioning brands in consumers’ minds has been my passion. Nothing is more gratifying to me than making complex information clear, engaging, and efficient.  

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

Design is a lot more than making things pretty. I see myself as a creative person with an analytical mind. I love to apply a WHY and a WHAT FOR to everything I do.

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

Kadence allows people to shine. There is always an opportunity to get out of your comfort zone and learn from other departments.  

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

Not related to what I do at all. I always wanted to be a veterinarian. Unfortunately, I faint when I see blood 🙂  

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

Empathy. I think it is essential to empathize with the consumers/users. And see problems and experiences through the eyes of users. Be open to learning from others and have excellent communication skills.

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

Be ready to do many things outside your work description; you will be working long hours, expect a lot of bumps on the way, and be open to criticism. You will learn and grow from it, and the end result will make the experience worth it.  

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

Market Research is way more graphic these days. When I started, reports were data-heavy and not very easy to understand or even interesting for those outside the analytics teams. These days, reports are easy enough to understand and present to marketing departments, creatives, and end-users.  

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

I would love people to understand that graphics and design are not just making things pretty. It involves KNOWLEDGE. There is always a WHY behind a good chart, attractive packaging, or exciting marketing collateral. Researchers give us that information, and marketers convert that information into compelling content.

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

I’m not too fond of superheroes movies. I am more of a drama queen 😉  

The Notebook and Out of Africa are my favorite movies. Love slow descriptive stories, with beautiful photography and a memorable soundtrack!  

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

Life is as good as your mindset.  

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

Consumers/users are constantly changing, and because of this, Market research will continue changing with them. I think the future will see more and more observational research using wearables and technology.

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

I love to paint, hike and spend time with my kids.  

Follow Ana via her LinkedIn Profile: https://www.linkedin.com/in/anapvillaverde/

Writing an international market research report is often an enormous undertaking for companies, but it’s also a beneficial and valuable exercise when done right. If you’re considering launching your brand or a product in a new, overseas market, a comprehensive and accurate market research report is essential.

Creating an effective international market research report requires skill and knowledge, and it’s easy to get wrong. In this article, we’ll dive into what an international market research report is, why you might need one, and how to go about writing one.

What is an international market research report?

An international market research report is an in-depth exploration of a new market, collecting as much information as possible and sharing it within the company. There are lots of reasons to write one, such as:

  • Inform new market entry efforts, allowing your team to launch your brand in a new foreign market armed with all the information and context necessary to avoid any setbacks and maximize their chances of success
  • Provide the data and insights needed to fuel new marketing campaigns (which will often require a very different approach to marketing in your home country)
  • Allow you to launch specific ranges of products in overseas markets most successfully and efficiently as possible.

Why is an international market research report important?

Anyone who has ever tried to launch their brand in an overseas market knows that it’s an incredibly complex and challenging task. Think of how difficult this activity is in your domestic market, and then multiply that many times.

Here are some reasons why a well-written international market research report is so important.

  • Understand a new market and launch a successful entry. The market you’ll be entering will be different from your domestic market — perhaps radically different. Without a comprehensively written market research report, you’ll be unprepared to enter.
  • Become familiar with different cultures, politics, economics, geography. A good market research report covers all these areas in detail, allowing you to build a multi-faceted picture of your new market.
  • Understand the competition. When you enter a new foreign market, you’re unlikely to be the first business ever to go there. That means there will be competitors already on the ground and serving your prospective customers. International market research allows you to understand your competition, learn from their success, and find out how to challenge them.
  • Identify new opportunities for products and marketing. Conducting international market research in advance allows you to understand the demand in your target market, helping you generate new ideas for product ranges and marketing campaigns.

The challenges of writing an international market research report

Writing any market research report is difficult, but doing this for a foreign market comes with a unique set of challenges.

  • You’re working with an entirely new culture, and the people you’re researching may not respond well to the methods that work at home.
  • The infrastructure of your target market may make it difficult to carry out the research using your preferred methods. For example, a country with poor mobile coverage will be challenging to conduct mobile text messaging or telephone surveys. In developing regions, expect things to run more slowly in terms of infrastructure and build in the possibility of delays.
  • Consider the legal environment of your target market. For example, Europe’s GDPR means researchers have to take extra care when handling personal data or risk hefty penalties.
  • Your target market may use a different language to the one in your domestic market, which means you’ll have to hire translators on the ground and expect additional challenges.
  • International markets can be highly diverse. It’s important to remember that what is true in one region may not be the case in another.
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How to write an effective international market research report

Writing an effective international market research report is a challenge, but it becomes achievable with the proper preparation and knowledge. Here are some of the steps you’ll need to follow to create an international market research report that hits all your goals.

Clarify your objectives first

What do you want to achieve with your market research report? There are probably several answers to this question, like gaining a better understanding of your target customers, identifying any roadblocks and challenges, becoming familiar with the legal landscape of your target market, and many more.

It’s essential to set out clear goals in advance before you begin writing the report. This will provide a framework for your research, allowing you to decide on the methods you’ll use, who you will talk to, and how you’ll allocate your budget, among many other things.

Clarifying your goals in advance also helps you set more meaningful benchmarks for success and makes it easier to gain buy-in from company stakeholders by presenting a clear and organized plan for your research. It helps to compile a research brief at this stage, outlining your key goals in one place.

Decide on the methods you will use

Before your research begins, you’ll need to have a good idea of what methods you will use. There are multiple options to consider here, such as

  • Online surveys
  • In-person interviews and focus groups
  • Experimental research
  • Telephone interviews
  • SMS surveys
  • Postal surveys

There are pros and cons to every international market research method, and you’ll probably want to use a combination of several. Part of your preliminary research will involve working out which research methods work best in your target market.

Every country is different — for example, postal surveys work well in countries with a highly developed postal infrastructure but are much less effective in developing regions. Similarly, internet-based methods like email surveys are unlikely to perform well in areas with poor connectivity.

There are also cultural issues to consider here — some cultures are less willing to disagree with a group consensus, which can create accuracy problems with research methods like focus groups.

Clearly understand your competition

Understanding your competitors should be a core goal of your international market research report. In your desired new market, these established companies may understand the culture better than you do, and they have legions of devoted customers you want to attract.

To understand your competition, you need to ask the right questions in your market research, such as:

  • Who are your key competitors?
  • Why are these companies popular?
  • What marketing techniques are they using?
  • What are they doing successfully that you can emulate?
  • What weaknesses do they have that you can capitalize on?

Answering these questions will give you valuable insight into what is currently working in your target market and what your target customers are familiar with. This gives you a helpful benchmark for success and a good starting point for your eventual launch.

Make your report easy to read and understand

There are many reasons to write an international market research report, and most of them require a clear and easily understandable end result. 

For example, you may be using your report to convince stakeholders and decision-makers to support a planned market entry attempt. These professionals are busy people with packed schedules — and they don’t have much time to review your report.

Make sure your research report is clear and easy to navigate with all the key points emphasized. Use plenty of charts and graphics, and summarize all your findings to make things easier to skim and gain a quick overview.

At the same time, make sure not to omit any key information. The best international market research reports take all the important and relevant findings and condense them into one well-written, concise, and digestible document.

Conduct a post-project review

The work isn’t over once your report is complete! After you’ve finished the report and published it, it’s time to meet with your research team to review the project and assess how you performed and what you could improve on in the future.

Think about any challenges you encountered, where you succeeded, where you could have done better, and what you would change next time. This review helps you identify any actions you can take to make future reports even better. It can also be an excellent way to round off the project and congratulate you on a job well done.

Work with a professional market research team

Writing a strong international market research report is a demanding and complex task, and for best results, you should work with experienced professionals. Working with a veteran market research team helps you avoid common pitfalls, make the most of your resources, and maximize your chances of hitting your goals.

At Kadence, market research is what we do. We’ve helped brands worldwide create effective market research reports in a wide range of industries, and we can help you do the same. Contact us to find out more.

You probably won’t read this article word for word—and you’re not alone. Humans typically respond to visual stimuli by paying attention to some things more than others. They skim over some words, re-read others, and skip entire sections.

How a person’s eye moves around a page, design, or space reveals a lot about what does—and doesn’t—capture their attention. That’s why cutting-edge eye tracking technology is growing in demand among market research professionals.

Eye tracking is a powerful tool for gathering, analyzing, and utilizing data about what goes on in consumers’ minds. Those insights can be used to optimize brand performance and improve marketing ROI.

Read on to learn more about the fundamentals of eye tracking technology and its uses in market research.

What is eye tracking?

Eye tracking is a research methodology for measuring where a person looks, providing insight into their thinking.

Using machine learning and advanced image processing, it’s possible to record almost everything about how the eye interacts with something in front of it.

This real-time data can be helpful in market research. It allows for a deeper understanding of consumer reactions to almost any visual stimulus, from a website or technology platform to product packaging or an in-store display.

Eye tracking unlocks the unconscious decision-making process. It gives marketers quantifiable data about user intention, where their interest lies, what they overlook, and how they respond to different stimuli.

This data humanizes technology, creating intuitive solutions that meet consumers’ actual needs and desires.

How does eye tracking work?

Eye tracking technology uses near-infrared light and high-resolution cameras to track how the eye moves in response to stimuli.

  1. Light is directed toward the center of the eye to create reflections in the pupil and cornea. Infrared light is invisible; it doesn’t distract or harm the eyes.
  2. A camera records the reflections (called pupil center corneal reflection or PCCR), tracking the person’s exact point of focus.
  3. Advanced mathematical algorithms calculate various data points, such as eye position, gaze or focus point, duration of attention, eye openness, blink rate, and changes in pupil diameter.
  4. The data processed by eye tracking software helps researchers understand where, when, and what people viewed.

The exact data a researcher collects depends on the hardware and software they select from the many companies that offer the technology. 

Some tools also integrate biometric data, like heart rate and galvanic skin response, to add depth to findings. Also, a similar head tracking technology monitors the position and movements of the head. It can be combined with eye tracking to uncover more meaningful data.

There are two main types of eye tracking technology: 

Screen-based devices

● Participants sit in front of and interact with a computer screen that has a stationary unit mounted below or nearby. Movement is limited within the static area.

● Recommended for controlled environments. Webcam options can be used in a participants’ home, but proper calibration isn’t guaranteed and can negatively affect results.

● Ideal for screen-based materials (pictures, videos, and websites) or static offline stimuli (packaging, magazines, books).

Head-mounted devices

● Wearable devices are integrated into eyeglass frames or inside a virtual reality headset, allowing users to move freely around a space.

● A large amount of movement, as with sports, could cause glasses to shift during recording and negatively affect results.

● Ideal for performing tasks in a real-life or virtual environment (shopping, usability studies, product testing).

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What does eye tracking measure?

This advanced technology can measure almost anything about the eye, but what does the information tell us?

Gaze Point

Discover where a user’s eyes look at a rate of up to 60 points per second. This tells you exactly how long the eye fixates on an object or area or what actually generates visual attention.

Scan Patterns

Plotting out where the eye fixates in chronological order creates a visual path that reveals how consumers tend to scan something. This can help determine whether the information is logically and efficiently organized.

Heat Map

Aggregate data showing the distribution of users’ focus points to understand what consumers are most and least likely to notice. The larger your sample pool, the more you can determine differences in how various populations view the same object or space.

Areas of Interest (AOI)

Measure specific areas of a video, website, package, or display to determine how long it takes a user to notice something, how many people notice an AOI, how long they view the area, and how often they return to an AOI. You can also compare the performance of separate areas.

Using eye tracking in market research

The eye tracking market is exploding, expected to reach nearly $1.1 billion by 2025, up from $368 million in 2020. Clearly, the data this technology generates is valuable.

Let’s explore exactly how to use this information in marketing research.

●     In-Store: Head-mounted eye tracking is highly effective for evaluating store navigation, signage, and product displays. Rather than using unreliable recall methods, customers walk around a store (or a VR simulation). At the same time, the technology captures the path they take, what draws their attention, and what they ignore.

●     Packaging design: Before releasing a product, eye tracking can test how well users respond to the various elements. This type of testing is particularly well-suited to A/B testing that compares two or several options to see which generates the most fixations on key AOIs. 

●     Website: To deliver the best user experience on a website, it helps get inside the consumer’s mind. Eye tracking is the most effective way to test what elements of a site capture attention (or cause someone to click away), and what influences desired actions. Initial and follow-up retesting can determine what messages, fonts, colors, and placements best attract and retain leads, dramatically increasing marketing ROI.

●     Advertising: Eye tracking can help assess the success of print or digital advertising communication—what does and does not draw attention. It’s also an effective tool for testing changes to see what improves results.

Regardless of the visual stimulus tested, eye tracking can help determine which elements attract immediate attention or above-average attention and in which order they’re viewed, as well as what is ignored or, perhaps, misunderstood.

Market researchers can propose changes that improve usability, effectiveness, and overall customer experience with this data. Best of all, the technology can be used to retest new iterations to determine how successful they are at improving desired results.

It’s important to note that eye tracking falls short in determining the psychology behind a user’s actions. It can provide accurate data about what, where, and for how long a person looks, but understanding motivation requires other market research methodologies, such as surveys and interviews.

What industries can use eye tracking?

As eye tracking technology continues to become more affordable and more widely understood, it’s not surprising it’s attracting more users.

While applicable to many industries, the technology is commonly used for market research on various commercial sectors. Bank branches, car dealerships, groceries, malls, and other retail environments frequently employ the technology to better understand and improve the customer experience.

Eye tracking is also vital in technology, becoming a more frequent interface method for computers, phones, video games, and televisions.

Finally, the methodology contributes to advancements in automotive safety, workplace safety, medical diagnoses, and accessibility for people with disabilities.

What are the pros and cons of eye tracking for market research?

Modern eye tracking technology has been used for market research since the 1980s. It endures because it of three key benefits:

●     Unique: Eye tracking reveals what other data collection methods cannot. It shows what a user actually looks at and ignores and how they scan an object or a space.

●     Reliable: Very little market research is 100% accurate, but eye tracking precisely captures eye movements down to milliseconds. It provides an accurate history of the what, where, and how of viewing patterns (interpretation of the why is a different story).

●     Easy Testing: You can immediately test a hypothesis about what might improve the visual performance of a website, package, or display. Make the change, then see if it had the expected effect on the user’s view.

Despite the many benefits, there remain a few challenges with using eye tracking technology in marketing research.

●     Cost: Eye tracking studies require money, time, and labor. The equipment and training can be pricey. Plus, each device can record only one person at a time, so it takes a great deal of time to get a meaningful sample size.

(For researchers with budget constraints, tools like Hotjar’s Heatmaps and Mouseflow may be an affordable alternative. They show where a mouse hovers. While not perfect, there’s some correlation between where a person points the mouse and where their eyes move.)

●     Limitations: Eye tracking technology can be less effective for participants who wear contacts or glasses or squint. Also, incorrectly calibrated trackers or head-mounted devices that shift can invalidate results.

●     Bias: The Hawthorne Effect, or a person changing their behavior when they know they’re being observed, may create some degree of error with results. Likewise, there is always some bias in data interpretation or deciding the “why” behind the eye movements.

Best practices for eye tracking in market research

Eye tracking technology is not a one-size-fits-all solution. It’s also not the best and only option for market research.

In truth, eye tracking is best combined with other research methodologies, such as interviews and surveys. Using eye tracking in conjunction with other tools is the best way to ensure more accurate results.

Many researchers prefer to use eye tracking in the latter stages of market research as a diagnostic tool. It can be used to test a few solutions to perceived problems. For example, if people aren’t clicking through a website as desired, eye tracking can be used to test whether a button in a different color or location improves results.

Summary

According to research from Harvard Business School, 95 percent of purchase decision-making occurs in the subconscious mind. That’s why many market researchers rely on eye tracking. It’s a powerful tool for understanding what goes on in consumers’ minds. 

While not failproof, eye tracking provides reliable data about how a person views the world in front of them. Those insights can be valuable in optimizing websites, product packaging, store displays, and most importantly, improving marketing ROI.

The overriding purpose of market research is simple: The better a brand understands its customers and position in the marketplace, the stronger equipped it is to seize advantage of future growth opportunities. 

In most cases, market research starts with a macro understanding of consumer trends and behaviors before zooming in on the nuances within the desired target audience. The process incorporates data from various sources—consumers, industry experts, and additional research materials. The objective is to combine broad contextual insights with targeted findings, resulting in information that brands can act upon when it comes to future sales, potential expansion, new product launches, and so on. 

This research can be broken down into two broad categories—primary and secondary research. When conducted properly, primary and secondary research enables companies to:

  • Acquire a deeper understanding of why customers use their products or services
  • Design strategies to set themselves apart from the pack
  • Set the foundation for successful product or service innovations
  • Identify new opportunities for growth

Effective market research paves the way for brands to stay agile and strategic in an ever-changing marketplace. The key is knowing where to find the data supporting this process and how to go about collecting it.

Primary data in market research

Actionable market research must start with primary sources. And, as we have noted before, the ideal time to conduct primary research is “before crucial decisions are made about a brand or product,” meaning “it is essential to speak directly with members of that targeted audience” before making a significant change in business operations.

Conducting primary research can involve significant costs and the use of resources. The process encompasses a broad period to identify potential respondents, conduct interviews, and analyze results. But in general, the cost and use of resources are well worth it. Primary research offers deep value in answering specific questions about a brand and offering businesses the opportunity to hear first-hand what consumers have to say. 

This type of first-hand research can be conducted in a variety of ways, including:

Telephone depth interviews. Telephone interviews with individual customers enable researchers to get closer to the target audience. They can “dig deep” to better understand customers’ needs and pain points, as well as discuss their views and experiences of a brand, its products, or services. 

Face-to-face interviews. There’s nothing better than interacting with customers face-to-face, depending on the situation. Researchers can get direct, real-time answers and have the option to follow up immediately on crucial points. They can also glean insights from survey participants’ body language and other “quirks in communications” that might otherwise go unnoticed. The main advantage of the interview approach is gaining first-hand knowledge of what’s most important to the targeted audience. 

Surveys. Distributing surveys is another valuable method for gaining insights into target customer behaviors. Surveys are conducted using several different methods, including: 

  • Email. Email surveys are designed to reach many individuals at an affordable cost. At the same time, researchers understand that email survey respondents may be wary about clicking on a link for something they are unfamiliar with and initial email survey requests can sometimes end up in a Spam folder. 
  • Telephone. Phone surveys can be beneficial for acquiring feedback from targeted demographics, such as older customers who may not regularly use online tools.
  • Post. These days, conducting surveys via mail is rarely a researcher’s first choice, simply because of the length of time involved to get responses and because this method is more costly to deploy than others.

Surveys work best when the questions asked are relevant, engaging, and open-ended. The results are used to predict, with reasonable accuracy, how customers are likely to act in future purchasing activities.

Focus groups. Groups of consumers participate in a discussion guided by the group moderator. This approach is practical when exploring niche markets, introducing a new product, embarking upon a marketing campaign, etc. When a trained moderator leads the discussion, there is great potential for gaining valuable knowledge about how consumers think and act. 

Online polls and social media. Online polls have become the “method of choice” for collecting quantitative data in recent times. The wording and format of online surveys can be tailored for existing customers or designed for groups of people identified as potential customers. Online polls often lead to highly accurate representative samples and data needed to extrapolate the findings to a broader population. 

Social media monitoring (also called “social listening”) is an increasingly beneficial method for gauging customer sentiment about a wide range of topics.

On social media, consumers offer direct, unfiltered feedback about what they like, don’t like, need, don’t need, and what they want to make their lives and businesses better in the future. Social media platforms provide a relatively easy and inexpensive way to share surveys and questionnaires and recruit participants for upcoming focus groups. 

Field studies. This methodology, also known as “contextual interviews,” focuses on observations and interactions that demonstrate how users behave in their home or work environment. The results compiled through field studies often supplement data gained through face-to-face interviews and focus groups. Brands benefit when they fully grasp how their products or services are used in these environments. 

The desired outcome of these efforts “is a closer alignment between what a brand has to offer and the needs and expectations of its targeted customers.”

Secondary Research Delivers Solid Contextual Foundation 

The treasure trove of information gained from primary research is only part of the overall market research process. Interpreting this data becomes more effective when supplemented by secondary research. These sources—widespread and diverse—broaden the context of research and amplify what was uncovered via primary research methods. 

A large part of the value of secondary research lies in its depth, variety, and availability. Chances are, your brand has already compiled a significant amount of secondary research simply by just “doing business.” 

Start investigating the depth of your brand’s secondary research by looking at your internal sources:

  • Year-to-year financial statements
  • Sales analyses produced by your sales team
  • Corporate annual reports describing institutional values and culture
  • Findings from past focus groups
  • Consumer surveys and feedback
  • Website analytics, user patterns, etc.
  • Customer call logs and other stored information concerning customer behaviors. A trip through your business archives can uncover additional valuable information. 

External sources are also abundant in terms of secondary research: 

Books and magazines about general business trends can deepen your understanding of primary research data.

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Many relevant government statistics can be accessed online instead of time-consuming requests for information in the past and waiting around for government approval to review this data. Of course, it takes time to research and compile information regarding trade activities, the formation of new businesses, economic trends, etc. But the insights to be gained from reviewing government statistics are well worth the effort.

Industry associations are another valuable source for secondary research. In addition to trade publications and industry reports, researchers can also comb through press releases, technical data, and industry-specific news stories for a “big picture” view of where specific brands fit in. 

On business websites, there’s often a wealth of information regarding a company’s products and services, in the case of public companies, investor presentations, and other data concerning organizational structure, sales trends, marketing campaigns, new product launches, and more. 

According to Square, secondary research is “a better option if you have a limited budget or already have a good idea of what your target market is.” It’s often a good idea to “try doing secondary research [before primary research] to understand what areas you need to focus on” to get the most out of your research budget.

Square suggests looking into these low-cost or free secondary research sources:

  • Census bureaus for information about the economy and population
  • Government sites for statistical data culled from several agencies, with information on trends in education, small businesses, etc. 
  • Small Business Associations for information about small business trends, as well as demographic, employment, and income statistics
  • Commerce departments for data on industries, services, and products
  • Associations and Trade Groups for information on specific industries and relevant trade publications

When embarking upon secondary research, keep these action steps in mind:

  1. Define your goals. Strive to understand what you want out of the research process. This helps focus the search on data that’s genuinely relevant and useful.
  2. Pinpoint existing trends. To better grasp the state of the industry, set up a Google alert to notify you of what’s happening in the marketplace right now.
  3. Subscribe to business publications. Look into general business publications and websites, then burrow down to those with the highest relevance to your brand. Subscribe to key publications and follow research sites on social media platforms.
  4. Finally, know when to stop! As with any research effort, it’s always possible to overdo it. That can lead to “data burnout” and the possibility you’ll overlook important statistical information. As the research process unfolds, work on narrowing your inquiries and avoid wasting time on irrelevant data.  

Research Leads to Future Growth

Conducting primary and secondary research requires patience, time, the application of resources, and a willingness to confront hard facts about the growth potential. But when a brand has completed this type of comprehensive research, it is far better equipped to customize its sales and marketing efforts. This helps boost growth and presents numerous opportunities to increase that brand’s return on investment. 

For many brands, it’s often more efficient and cost-effective to enlist the services of a professional market research firm. Skilled professional researchers draw upon an extensive toolkit of methodologies to better understand potential target audiences. 

The process results in more informed marketing strategies and an impressive level of success in identifying—and connecting with—untapped consumer populations. 

Businesses strive daily to provide what customers want. Their success depends mainly on how well they understand the needs and motivations of their target audience. 

In the past, this frequently translated into a scattershot approach to meeting customer demands—build more products, design more features, and so on—with, at best, a goal of growing sales. 

But this slapdash strategy occasionally resulted in overspending, overcommitment of resources, and other strains on business operations that could threaten the business’s existence. 

The organized process of data collection in market research has changed all that. Now the focus is on collecting and analyzing high-quality data—information relevant to meeting customer demands—and how this data is obtained. The goal is the “systematic method of collecting and measuring data gathered from different sources of information,” as Medium notes, adding that an “accurate evaluation of collected data can help researchers predict future phenomenon and trends.”

Broadly speaking, there are two chief forms of data:

  • Primary data refers to first-hand information gathered straight from a primary source. 
  • Secondary data encompasses information found in public records, trend reports, market statistics, etc. 

Armed with high-quality data, businesses can better understand their prospective customers—what they want, what they already like, where they conduct their research, and much more. Companies come away with a deeper grasp of their markets, how their products will benefit that market, and the potential challenges they may face later. 

At its best, market research offers a blueprint of how a brand can move forward while avoiding the pitfalls it might otherwise encounter (without the benefit of high-quality data). 

It’s helpful to remember that a wealth of relevant data may already exist in your company. Information gleaned from business analytics and customer service scores offer vital insights into why consumers act the way they do. It’s an excellent place to begin research and avoid any duplication in data mining. 

What sources of data collection work best? What should brands know about the methodologies employed to acquire and measure such data?

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The Value of Quantitative and Qualitative Data

Within the broader scope of primary and secondary data, there are other aspects of data collection worth noting:

  • Quantitative research relies on hard facts and numerical data to gain an objective view of consumer opinion. In general, this approach focuses on uncovering insights about large groups of consumers or the population as a whole. It enables brands to easily compare purchasing and other behaviors of different groups (age, gender, market) and to identify potential buying trends on the horizon. 
  • Qualitative research is less concerned with statistics and trends and more focused on the “human” aspect of buying. This research digs deep into the more intangible and subjective reasons why customers behave the way they do. 

As we have noted before, “People are complex and often unpredictable,” so qualitative research “means getting to know your customers and their motivations better.” As a result, brands can more effectively study customer pain points and barriers to consumer use while also guiding the way to a more personalized approach to marketing.

Where Qualitative Data Comes From

So, what are the sources of data collection? Here’s a quick rundown:

Focus groups. A group consisting of a small number of customers (usually no more than 15) meets to discuss a specific issue. Information derived from this approach often leads to rich insights around consumer attitudes and behaviors, underlying motivations, and perceptions about a brand. 

One-to-one, in-depth interviews. Researchers talk to consumers directly, seeking to understand participant opinions better. This method can be in the form of face-to-face interviews and phone or online interviews. 

Expert interviews. Industry experts are another rich source of data collection. Leveraging their knowledge through expert interviews can help brands explore the impact of emerging trends, thus helping to “future-proof” their business. 

Ethnography. In this realm, researchers immerse themselves in customers’ worlds to learn more about the role brands and products play in their daily lives. This can entail visiting consumers and accompanying them as they go about their day or through self-ethnography, where consumers take on video tasks to show us how they live. 

Online communities. Through an online platform, consumers undertake individual or group tasks that enable researchers to explore potentially sensitive issues and better grasp the attitudes and values that lead to that all-important decision to purchase a product or service. 

The personalized focus of qualitative research goes hand-in-hand with more quantitative research methods, adding context and depth to more numerical and data-based metrics.  

Survey Research Plays a Key Role

Sending out surveys is another key method for drawing insights to understand target customers or explore a new market. Surveys can be conducted in a variety of ways, including:

  • Email. This approach offers the benefit of reaching many people at an affordable cost.
  • Phone. Phone surveys are helpful for researchers seeking feedback from a particular demographic, i.e., older consumers who may not use online resources. 
  • Post. Postal surveys are another option, though of increasingly limited use. Prohibitive costs and a long time lag for responses often rule out this approach.
  • In-person. This method is useful when researchers want to know more about how consumers physically interact with a product or a similar situation. Again, the costs and logistics of this approach make it a less appealing process in general.  

These days, online surveys are often the primary method for collecting quantitative data. Existing customers can complete online surveys or respondents sourced from online panels (groups of people matching a brand’s target market who agree to participate in online research). Based on the results, brands can build accurate representative samples and extrapolate findings to the broader population. 

When it comes to quantitative research, survey questions usually include closed rather than open questions. For example, a survey participant being asked, “How satisfied are you with our delivery policy?” would be restricted to answers such as “Very satisfied/Satisfied/Don’t Know/Dissatisfied/Very Dissatisfied.” This method generates data that can be categorized and analyzed in a quantitative, numbers-driven way. 

How Technology Facilitates Data Collection  

Social media has emerged as a valuable source for insights into consumer perceptions and behaviors. Platforms like Facebook, Twitter, Instagram, and others have potentially vast data reservoirs on a target audience. 

On social media, consumers provide direct, unfiltered feedback about their needs, emotions, pain points, and hopes for the future. These platforms offer a relatively easy and inexpensive way to share surveys and questionnaires and enlist participants for upcoming focus groups.

In this respect, “social listening” offers an expedient method of gauging customer sentiment—what they like and don’t like about the buying experiences, preferences regarding how a purchase is made, and so on. 

Technology also makes it possible for researchers to dramatically expand their horizons, connecting with audiences in far-flung areas of a brand’s home country and around the world. Researchers can conduct real-time interviews and focus groups with consumers in multiple time zones using tools like Zoom and Skype. In this way, data collection for international research often yields a more powerful and richer understanding of consumer behavior. 

Working with a Research Partner

It’s crucial to remember that every customer group is different. Some brands have a strong command of their markets and may conduct research on their own.

For many other brands, partnering with a professional research firm is the best approach to broad-based marketing research. At Kadence, we draw upon our extensive toolkit of qualitative and quantitative methodologies for a deep understanding of the needs of these under-served communities. The result is:

  • More productive research
  • Valuable insights into different demographics
  • Gaining a step on the competition 

By bringing companies closer to their customers, a third-party research firm can embed rich understanding across your organization and promote more effective, customer-centric decision-making. This understanding often leads to more informed marketing strategies and greater success with untapped consumer populations.

Market research would be a lot easier to pull off if we all lived in a homogenous society. Things would be simpler if we were all hailed from the same background, with the same cultural, ethnic, religious, and social touchstones.

Of course, that’s not the case in most parts of the world.

Attempting a “one-size-fits-all” approach to market research means the effort is likely doomed from the start. As demographics continue to change around the world, researchers must better grasp the diverse needs and circumstances of their target audiences. If your research project lacks diversity, it will fall short of being comprehensive and inclusive.

To demonstrate the importance of diversity in market research, consider these statistics compiled by Nexus A.I.:

  • Almost 60% of consumers have stopped supporting a brand because of a lack of LGBTQ+ representation in ads.
  • More than 40% of Americans would like to see more racial diversity in advertising.
  • Almost 40% of consumers say they are more inclined to trust brands that display diversity in their advertising efforts. 
  • More than 80% of consumers state that visible LGBTQ+ representation is proof a business seeks to offer products and services for all types of consumers. 

These statistics demonstrate that it’s ineffective to look at all consumers in the same light. Brands committed to diversity in marketing are likely to see a more significant ROI for their efforts than competitors who aren’t engaged in inclusive research.

Problems Arising from a Lack of Diversity in Research

If the projected cost and use of resources lead some businesses to avoid diversity research altogether, inevitable consequences may follow. 

For one thing, there’s no benefit in becoming known as a brand that doesn’t value diversity. Market research that doesn’t tap into diverse perspectives means a brand can easily stumble with broad-based marketing campaigns that inadvertently offend a particular group of people. 

And what about unforeseen situations where a crisis brings media attention to the brand, exposing a widespread lack of diverse perspectives within the organization? The public relations fallout in such cases can be devastating.

As we have noted before, “Only by rooting out the nuances of different geographical areas, cultures, and consumers can you get an accurate picture of what people value and whether your products and services might succeed.”

“Diversity marketing is accepting the reality that consumer bases are no longer as homogenous as they once seemed,” notes Business.com. When consumers seek out brands that resonate with them, “brands that are slow to adapt their marketing to this reality can seem out of touch and dated.”

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What “Diversity” Means

What exactly is meant by “diversity”? Generally speaking, this involves assessing factors such as age, ethnicity, gender preferences, disabilities, and religious affiliation. 

Diversity in marketing and research “doesn’t necessarily mean trying to cater to every single possible demographic,” notes Stackla, a visual content engine. Instead, it means “knowing who is drawn to your brand and making sure those groups are represented” in marketing and market research efforts.

It’s also worth looking at the term “culture” in this context. Psychologists define culture as referring to “a set of ideas and beliefs which give people a sense of shared history,” says Psychologist World. Culture is found “in our language, art, daily routines, religion and sense of morality … and is passed down from generation to generation.”

There are many tangible benefits resulting from market research that emphasizes diversity. These include:

  • Making sure a brand identifies all possible demographics, ranging from age and gender to cultural and socioeconomic backgrounds.
  • Enabling brands to align diversity-based marketing efforts and a brand’s broader strategy.
  • Boosting awareness among diverse communities of a brand’s commitment to reaching out. 
  • Reducing the likelihood of bad will and bad press around a lack of understanding of the needs of varied target audiences.

When armed with the correct data, marketing and research teams can unveil new marketing campaigns or product launches with confidence, knowing the right message is delivered appropriately to a broad range of consumers.  

Perhaps just as importantly, diversity in market research ensures different voices are represented and heard, and differing perspectives are respected. This can make all the difference between brands poised to grow (based on what they have learned about diverse sets of consumers) and brands that eschew this approach. 

Diversity in Research Methodologies

Situations may vary, but in general, research methodologies translate into special consideration given to how to assemble a focus group that represents a truly diverse audience. Methods can also involve selecting a focus group moderator from a similar background to participants to help participants in the focus group feel comfortable about expressing their opinions.

It’s also customary to undertake diverse market research early, well ahead of unveiling a new campaign or product launch. Data gained through these efforts bring a higher degree of credibility to any sales or marketing campaigns that follow.

The same “diversity requirements” apply to others participating in market research. Look at the individuals who screen potential focus group participants. Do they represent a broad range of people with different backgrounds? It’s also a good idea to review the wording of the proposed survey to make sure no offensive cultural elements are featured.

Other market research factors to keep in mind:

  • Be realistic about the challenges involved. It’s impractical—and generally far too expensive—to move forward without applying any limits to the scope of the research. While it’s vital to understand which markets to investigate, a sharper focus on diversity can help estimate potential costs and the availability of funds and resources. 
  • Look at previous research activities undertaken by the organization. Do these documented efforts reflect a diverse range of opinions, or are certain cultural “blind spots” obvious? 
  • Throw out cultural, racial, religious, and gender biases. Assuming that researchers know what’s best for communities other than their own is probably the biggest mistake a brand can make.
  • Language plays a key role. Whether the activity is moderating a focus group or drawing up a survey for participants, language must be considered. Tip: Relying on machine translation services like Google Translate is not the most effective approach. As we have noted before, “Machine translation is slowly improving in quality, but it lacks subtlety, it struggles with idioms, and it misses the emotional salience that’s important to be qualitative and even quantitative research.” 

By incorporating these and similar methodologies, brands gain insights into customer behaviors that help them design the most effective marketing strategies and campaigns.

Enlist the Skills and Knowledge of a Research Partner

By now, it’s clear that market research must operate on the principle that every customer group is different. A skilled market research firm can assist brands by developing a tailored approach that works for the right target audience. 

Drawing upon a toolkit of qualitative and quantitative methodologies, professional market researchers can: 

  • Help identify the right research objectives for a brand, whether those entail understanding how a product is used in the home via an online community or exploring how consumers perceive a brand through telephone depth interviews.
  • Embed a rich understanding of diverse communities across the organization, facilitating quicker and more customer-centric decision-making.
  • Enable brands to avoid mistakes arising from a lack of understanding about diversity in research. 

Market research agencies also explore the broader market dynamics, identifying trends and anticipating a target audience’s changing needs. This strategy often leads to a competitive advantage through more informed customer knowledge and exciting new marketing messages.

Insights gained through diversity in research can result in fresh ways of thinking about a product or service—how they are used and valued by different communities. The broader a business’s understanding of those differences, the better equipped it is to develop fresh ways of thinking about potential new markets. The result? A win-win for everyone involved.

Back in the day, market research consisted mainly of tapping into as big a consumer pool as possible, with little thought given to culturally diverse demographics. In the past few years, as the struggle to achieve social justice and equality has gained prominence, market research experts have begun changing research methodology to more accurately reflect the vast array of consumers, some of who may have been excluded in the past.

This strategy is crucial for companies seeking to expand into international markets. As we have noted before, brands sometimes “fail to appreciate the diversity within a region or indeed a country.” Only by determining the nuances of different geographical areas, cultures, and consumers “can you get an accurate picture of what people value and whether your products and services might succeed.” 

The goal of this form of research is to achieve genuinely inclusive results. It involves reaching out to typically underrepresented minorities, irrespective of gender, age, race, sexual preference, religion, or disability status. 

By casting an increasingly wide net, market research methods can potentially lead to new demand for products or services and the opportunity to break into new markets. At the very least, the process can result in a deeper understanding of customers’ diverse perspectives and needs, which most experts deem crucial for business growth.

What happens if a brand chooses not to adopt an inclusive approach to surveying customers? This will: 

  • Engender resentment among potential survey participants who don’t see their interests represented in the questions.
  • Result in desired participants choosing to opt-out of the survey.
  • Engender a negative association with the brand sponsoring the survey

There is a huge untapped market for a brand’s products and services among under-served communities. It’s up to businesses to shift their focus and take a more inclusive approach to market research.

Engaging with Underrepresented Audiences

Is there any significant difference between “diversity” and “inclusivity” concepts? 

Yes, says Forbes, noting that diversity reflects “a variety of perspectives or customers.” At the same time, an inclusive focus “goes one step further, engaging those perspectives to improve product satisfaction and use, workplace culture and productivity, new product launches and marketing campaigns.”

To benefit from inclusive market research, brands must first acknowledge that all consumers do not view and use their products in the same fashion. It’s a big first step since marketing strategies often focus on tapping into as large a target audience as possible rather than complicate the process by focusing on one or another historically excluded population.

Inclusive research and design “invite more perspectives and uncovers previously unseen consequences of exclusion,” notes Medium. This approach “provides the opportunity to equalize, protect, uplift, connect, foster equity, promote truth, mitigate bias, instill dignity, empower and democratize.”

That may seem like a tall order, but inclusive research with people outside the mainstream can open the floodgates to new growth opportunities—a strategy no brand can afford to ignore.

Benefits of an Inclusive Approach

The more an organization learns about various target audiences, the more it can tailor its products or services to meet those differing needs. Benefits of inclusive research include:

  • Boosting profits. As Medium notes, “Inclusive product development will help to build products that more people can use,” which paves the way towards new sales and revenue.
  • Avoiding legal entanglements. In our litigious era, it’s not unusual for under-represented communities to seek legal redress when they feel their needs are not considered or met. Also, a brand that neglects specific built-in components of inclusive research (such as providing accessibility for disabled customers) runs the risk of being drawn into legal battles that are both costly and time-consuming.
  • Matching a brand’s mission with its actions. Most international brands hold themselves to high standards for “walking the walk” of their mission and value statements. Committing to an inclusive approach to marketing and design can help support those values by broadening the scope and impact of serving previously under-served communities.

Adopting an inclusive approach to market research will likely mean higher costs and use of resources, at least initially. But the potential for breaking into new markets (and reaping the financial rewards of that break-through) is more than justifying the expenses involved.

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Guiding the Way to Genuine Inclusivity

Adopting certain fundamental principles can help make inclusive market research efforts more informative and successful. Here are guides to foster research with a more significant pay-off:

  • Make a personal commitment to inclusivity. Business leaders who publicly advocate an inclusive approach to market research should make sure they reflect that commitment on a personal level. Educating yourself about the benefits of inclusive marketing research makes it easier to understand what these differing demographics hold essential. 
  • Watch your language. When was the last time you and your team looked hard at your marketing materials to determine if non-offensive language is employed? One option: Assign an internal “inclusivity czar” (with at least some rudimentary knowledge of under-represented communities) to closely review all the content on your website and in your marketing materials. If language exists that some communities find offensive or demeaning, chances are they will go elsewhere for their business needs.
  • Be on the lookout for “survey bias.” Be scrupulous in making sure that those individuals charged with creating a market research survey are as “bias-free” as humanly possible. A diverse team of researchers is probably the best way to avoid unintentional biases.
  • Get expert guidance. While there may be a handful of executives who “get” inclusivity right away, it’s likely true that the majority have a lot to learn on the subject. At the outset of an inclusive market research project, consider enlisting the services of experts in the field. This includes experts with knowledge of specific underrepresented communities, experts on the language and terminology popular within those communities, and others who are prominent within these groups of potential consumers who can speak with authority on their needs and challenges. 

RSA recommends that brands “include a diverse perspective at all stages of the research process and product/software/talent life cycle evaluation by incorporating inclusive testing parameters to ensure results are reflective of all users.”

Getting things right at the outset can help when it comes to reaping the rewards of comprehensive, inclusive market research. 

Build a More Inclusive Team

It stands to reason that if a brand seeks to broaden its appeal through inclusive market research, at least some of the people involved represent a diverse range of perspectives. This principle further justifies efforts to take a more inclusive approach to recruiting for the organization. 

As Inc. notes, “If representation only matters in your marketing, and not in your team building, then consumers get the signal that diversity, inclusion, and belonging aren’t as important to you as you would have them believe.” People can sense that brands “are only being representative in their marketing just to get diverse and niche consumers to spend money with them.”

A diverse team is more likely to understand differences in demographics and approach research with respect and sensitivity the process requires.

What Customers Want

Within the past few years, diverse communities have seen themselves reflected in brand marketing strategies. Their response to this change has been overwhelmingly positive, yet another compelling reason to commit time and resources to inclusive market research. 

According to Savy, a digital marketing agency, “a recent study conducted by Accenture found that 42% of ethnically diverse shoppers are more likely to switch to a brand committed to inclusion and diversity.” What’s more, “41% of LGBTQ shoppers would switch to a business dedicated to inclusivity and diversity.”

In other words, committing to inclusive market research paves the way to identifying—and then reaching out to—communities that have waited for generations to see themselves reflected in advertising and marketing. The likelihood of those communities flocking to a brand that emphasizes inclusive marketing is strong and can foster accelerated growth as a result. 

Every customer group is different. In many cases, a third-party research firm can partner with a brand to develop the best approach to inclusive marketing research. At Kadence, we draw upon our extensive toolkit of qualitative and quantitative methodologies to understand the needs of these under-served communities. The result is:

  • More productive research
  • Valuable insights into different demographics
  • Gaining a step on the competition 

By bringing companies closer to their customers, a third-party research firm can embed rich understanding across your organization and promote more effective, customer-centric decision-making. 

This summary of the report, “The Asian Consumer: 4 Key Trends for the Next Normal,” examines the purchasing trends, consumer characteristics, and brand preferences of major Asian markets that embody a unique national and cultural identity.

If you want to grow your company’s presence in Asia, make sure you read the full report here. 

This report is based on the analysis of local experts across Kadence International’s eight Asian offices: China, India, Singapore, Thailand, Vietnam, Indonesia, the Philippines, and Japan.

In this summary, let’s look at how four driving forces are changing the consumer landscape in major Asian markets.

Read the full report to determine what drives consumer interest and engagement in individual countries in the region. 

Trend One: Changes in food and shopping patterns

Since the beginning of 2020, wet markets have taken a hit in popularity and accessibility throughout the Asia Pacific region, just like the rest of the world. This trend is unlikely to change substantially in the coming years, and therefore, Asian consumers are starting to look for food and grocery alternatives.

Read the full report to learn more about the impact of COVID19 on wet markets across major South Asian countries, including China, India, the Philippines, Vietnam, Singapore, and Indonesia. 

There is a burgeoning demand for meal kits and prepared foods. Asian consumers are lured toward meal kits not only due to their convenience and simplicity but also the healthy food options and the high-quality food products included in these popular “Next Gen TV Dinners.”

Read the full report to discover the key players in the Meal Kits market in China. 

While most industry experts don’t predict the demise of wet markets and wildlife trade any time soon, changes in Asian consumer behaviors and preferences in what food they eat and how they purchase it continue to evolve.

Adopt a Cow, a new entrant in dairy within China, capitalized on these changes to capture the dairy market that two leading Chinese dairy brands previously dominated. Adopt a Cow connected with China’s consumers in a way that spoke to their evolving tastes and behaviors. 

Read this intriguing case study to discover how this new dairy brand broke into the market and faced its competition head-on, ultimately becoming the leading dairy company in China. 

Trend Two:  In the age of Zoom, work from home has altered how we work and live at home. 

The WFH employment trend is destined to stay in some form well into 2022 and beyond. Even after the pandemic, the Asian workforce will continue working 80% from home in some hybrid form. For Asian consumers, this translates into not just the way they work, but even more so, a new relationship with the space in which they now both live and work.

Unlike workers in both China and Japan, employees in India prefer video conferences rather than in-person meetings. It is also interesting that companies in Asia do not embrace remote working options for their employees as readily as businesses in the West.

Japan has some of the lowest WFH employees in all of Asia. Like many households throughout the region, Japanese remote workers deal with small, overcrowded home environments and cramped spaces that are less conducive to productivity. In many parts of Japan, space has always been tight and comes at a premium. 

Savvy homebuilders in Japan knew it was time to rethink the Tiny House model into Tiny Home Office structures.

Read the case study to learn how a real estate company found a market among those struggling to work in tight spaces at home with Tiny Home Office. 

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Trend Three: Gen Z and the demand for customizable consumer goods.

Gen Z is poised to set market trends for many years to come.

According to McKinsey & Company, Asia’s consumerism is rapidly growing and expected to reach 3 billion by 2030, a 50 percent increase from today’s consuming class.

Discover how the convergence of personalization and social media influencers drives consumer engagement for Gen Z Asian consumers in the full report here.

To build a personal brand on TikTok, Gen Z Asian consumers feel the need to create a unique personal online identity. This is why they gravitate toward products that allow room for personalization, customization, and exclusivity.

While many major luxury brands have jumped on the customization trend, the best example of the popularity of personalization comes from a rubber shoe company.

Learn how Crocs exploded in the Asian Marketplace through customization and celebrity influencers.

India is among the top five nations globally in beauty and cosmetics manufacturing and distribution. Mass beauty in India possesses a market value of more than $11 billion, with an additional $3 billion if you add hair care and personal hygiene products. There is also a growing market for customizable beauty products.

Discover the exceptional opportunities for industry innovators entering the Indian beauty market in the case study when you download the full report here.

Trend Four: The rise of Electric Vehicles. 

China is the global leader in electromobility, with a 5.75 percent market share of electric cars in the Asia Pacific region.

Even though September 2021 car sales in China took a 17 percent dip year over year, electric automobile sales in the country trended up with a jaw-dropping 355,000 registered electric vehicles that month. The year-over-year growth rate was more than 170 percent, and these Chinese consumer buying trends are expected to continue to grow well into the future. 

Japan is lagging in this category with a 0.64% market share. India follows Japan occupying the seventh position with a relatively low 0.06% market share.

On the other hand, Singaporean consumers welcome the onset of the age of electric cars. 

Sales of Teslas in Singapore have also substantially increased throughout 2021, rising from just 30 cars sold in the first six months of the year to nearly 500 in Q3 alone, even though these cars cost more than three times the cost of the US sticker price.

Read the full report to discover EV trends and consumer demand in all major countries in the region.