Knowledge hub

The United Kingdom, often depicted as a homogenized tapestry of afternoon tea and red buses, is a labyrinth of complexities that can confound even the most seasoned marketers. To the uninitiated, it’s easy to fall into the trap of seeing the UK as a monolithic entity, particularly when so many international perceptions are shaped by […]

London, August 7, 2023 – Kadence International’s UK office is thrilled to announce that their pioneering research paper on the Metaverse has been nominated for not just one but two prestigious awards at the ESOMAR Congress. The paper is in the running for the ESOMAR Congress Best Paper Award and the Peter Cooper Award for […]

There’s a significant problem in the product testing industry: the lack of diversity in skin tone among test subjects. This problem isn’t confined to one area; it’s seen in everything from cosmetics to healthcare. Many products are tested primarily on a narrow range of skin tones, leaving others potentially underserved or overlooked. But this issue […]

In an era of Big Data, where every click, every preference, and every voice is supposedly captured and analyzed, there exists a curious paradox—a silent majority that neither clicks nor voices its preferences in the ways marketers and pollsters expect. As we stand on the precipice of yet another presidential election, the airwaves are filled […]

Surveys are the cornerstone of market research. They offer unmatched insights into consumer behavior and market trends when executed correctly. But designing a survey that keeps respondents engaged and provides valid results is no small feat. In fact, with attention spans reportedly dropping to just 8 seconds, the task has become even more challenging and […]

In the game of global expansion, one economic behemoth stands above all – China. With a staggering GDP growth rate that averaged 9.52% from 1989 until 2021, the Middle Kingdom has transformed itself into a labyrinth of opportunity. The sheer scale of China’s market has made it a tempting prospect for brands worldwide. Recent success […]

Connecting with your audience isn’t a game of guesswork; rather, it’s a science that requires precision and innovation. The quality of market research is heavily dependent on the sampling techniques employed, techniques that form the underpinning of insightful, actionable, and reliable data. Yet, as vital as it may be, the field of sampling is often […]

According to a recent survey, a profound understanding of customer behavior and attitudes can increase customer satisfaction by up to 20%, subsequently boosting revenue by 15% and lowering the cost of serving customers by as much as 20%. This apparent correlation between customer satisfaction and bottom-line growth underscores the significance of market research. But how […]

The success of any market research endeavor is contingent upon the design of its most elemental building block – the questions asked. Yet, it’s a factor often underestimated in its potential to unlock unparalleled insights into the ever-evolving market landscape. When wielded with skill and precision, this vital tool can lead to a deeper, more […]

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, […]