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gender-stereotypes
Blog

Gender stereotyping still exists, and how brands can break free from it.

Gender equality has been a hotly debated issue for years, and brands have been front and center in helping drive meaningful change. And although there has been much progress in dismantling gender stereotypes in advertisements and media, much work still remains to be done.  Notable examples of progressive campaigns include Heineken’s commercial promoting gender inclusivity, […]

Guide

From West to East: Unraveling the Secrets of Market Entry into Asia.

For Western brands, the allure of tapping into Asia’s vibrant and diverse markets has never been stronger. Rapid urbanization, the rise of a burgeoning middle class, and the relentless adoption of digital technologies have transformed this continent into an economic powerhouse characterized by boundless opportunities and untapped potential.  And with its staggering population of over […]

consumer-psychology
Blog

The Psychology Behind Consumerism.

Have you ever wondered why we, as consumers, make certain choices and decisions? Why do we feel compelled to buy that new gadget or indulge in a luxurious experience? It’s fascinating how our behavior as consumers is driven by a complex interplay of factors deeply rooted in the intricate workings of our minds. Understanding the […]

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Blog

The A to Z’s of Market Research.

From understanding audience segmentation to harnessing the power of viral marketing, market research is often at the start and heart of every successful marketing campaign. Miss this crucial step, and you risk alienating your audience and wasting your marketing investment.  Here are just some market research terms and methods from A through to Z. A […]

woke-brands
Blog

Brands and the Delicate Balance of Wokeism.

Bud Light recently found itself embroiled in controversy, demonstrating the potential pitfalls brands may encounter when they strive to align with an array of progressive causes, from gender identity to climate change. The contention surrounding Bud Light underscores the precarious position companies can find themselves in when they strive to resonate with ‘woke’ culture.  It […]

Blog

From Obscurity to Clarity: How Transparency Revolutionizes Sustainability Reporting.

In a world increasingly marked by consumers’ call for authenticity, businesses must respond by significantly emphasizing one fundamental aspect — transparency. This focus on transparent operations, especially concerning environmental sustainability, is no longer an option but a necessity for businesses striving to stay relevant in the modern marketplace. Transparency in business, particularly regarding corporate sustainability, […]

Blog

People in Research —Randy Fajrian.

We recently had an insightful conversation with Randy Fajrian, Associate Research Director at Kadence International’s Indonesia office. With a decade of experience in consumer and market research, he shares his professional journey, provides insight into his role, and discusses the fascinating world of market research. Randy, can you tell us more about the background of […]

asian-consumers
Blog

Decoding Consumer Habits Across Diverse Asian Markets.

Understanding cross-cultural variances in consumer behaviors and preferences becomes paramount for brands looking to establish and expand their presence across national boundaries. With its unprecedented economic growth and burgeoning middle class, Asia presents an exciting landscape for businesses.  From Japan’s high-tech, automation-driven consumer markets to India’s increasingly digital but diverse retail ecosystem, from China’s robust […]