Knowledge hub.

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 […]

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 […]

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, […]

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 […]

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 […]

As marketers, we live and breathe data. The more insights we can gather about our audiences, the more effective our strategies become. We’ve become masters at navigating the broad swaths of the population, but what about those elusive targets at the corners of our market maps? The high net worth individuals, whose motivations may differ […]

Imagine this scenario: you’re the Product Marketing Manager at Stellar Sneakers, a thriving company known for its innovative and stylish footwear. Your team is poised to launch a new line of eco-friendly shoes, but before you do, you want to gather valuable insights to ensure the product’s success. There’s a budget set aside for market […]

When conducting market research, asking the right questions is crucial. The magic happens when you dig deeper than the traditional ‘yes’ or ‘no’ responses. This is where open-ended questions come in. These questions allow respondents to express their thoughts in their own words, providing richer, more meaningful insights.  This blog will guide you on effectively […]

As we navigate the fast-paced highway of the automotive industry, it’s critical to understand the changing landscape and shifting consumer trends driving this multi-billion dollar market.  In 2022, the global automotive industry demonstrated its resilience by bouncing back from the shock of the COVID-19 pandemic. According to Statista, worldwide vehicle sales reached an estimated 85 […]

In partnership with TikTok, Kadence International conducted a survey across nine Southeast Asian (SEA) markets to explore the platform’s impact in the region. The study involved over 3,400 TikTok users and 25 non-profit organizations and utilized a mixed methodology of online surveys and offline interviews. The findings highlight TikTok’s role in connecting people, expanding income, […]