Knowledge hub

Every brand is akin to a ship navigating the ever-changing waves of the market. The captain of this ship, the brand leader, needs a reliable compass to ensure the journey is smooth and successful. This compass? Market research.  Now, you might argue that your intuition or experience is enough, and sometimes, it might be. But […]

It’s not every day that a nation undergoes an evolution as profound and meteoric as China has over the last few decades. The Middle Kingdom, once renowned for its ancient silk routes and intoxicating teas, has transformed into a powerhouse of modern commerce, technology, and consumerism, making the world sit up and take notice. Rewind […]

The adage “the customer is king” isn’t just a phrase—it’s an operational blueprint. Brands that succeed are often those that truly understand their customers. They not only know what their customers are doing, but crucially, they understand why. Delving into the psyche of your clientele isn’t a mere academic endeavor; it’s a strategic necessity. It’s […]

In the bustling heart of Mumbai, a revolutionary, old-world system thrives, mirroring the precision of today’s top technological giants like Uber. Yet, it operates without an ounce of digital intervention. This marvel is the Mumbai Dabbawalas, an intricate network of lunchbox delivery men. For over 125 years, these dabbawalas have flawlessly delivered home-cooked meals to […]

Healthcare, at its core, revolves around people. From intricate surgeries to innovative health tech, the ultimate goal remains constant: improving patient outcomes. Understanding the myriad perspectives of patients and providers is central to achieving this.  Enter focus groups. More than mere conversation circles, focus groups in healthcare have become essential feedback tools that drive change. […]

With many research methodologies available, a particular technique is as intriguing as its name suggests: snowball sampling. This method holds serious clout when navigating specific research situations.  But what is snowball sampling, and when is it the best choice for researchers? Understanding Snowball Sampling Snowball sampling, sometimes called chain referral sampling, is a non-probability sampling […]

With retail shelves brimming with products promising plumper lips, fewer wrinkles, and flawless skin, the global health, beauty, and wellness market is on track to reach an estimated seven trillion dollars. And beauty consumers are not holding back. Consumers worldwide are scouring retail and digital shelves to find legacy brands and start-ups. Everything has changed, […]

Qualitative research, unlike its quantitative counterpart, is not a mere collection of numbers. It is a deep dive into the uncharted waters of human behavior, experiences, and perceptions. It peels back the layers, seeking to understand the ‘why’ and ‘how’ behind actions and beliefs.  However, its richness is not automatically derived from merely interviewing a […]

From his early days at the BBC to high-profile work with the UK Government at the National Centre for Social Research and eventually thriving in commercial research at YouGov, Rupert’s journey is both diverse and enlightening. With a decade under his belt at Kadence, he has become an instrumental figure in the company’s efforts to […]