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Globalization has profoundly transformed the business landscape, bringing unprecedented opportunities and challenges for brands. As markets become increasingly interconnected, brand identity has emerged as a critical factor in establishing and maintaining a competitive edge. Brands must navigate the delicate balance between maintaining their core identity and adapting to diverse cultural contexts to resonate with local […]

What are the current local trends in beauty and food in Thailand and Vietnam? In consumer marketing, it is essential to know the latest trend. Hide (Kadence Thailand) and Kengo (Kadence Vietnam) interviewed four Thai/Vietnamese women who can speak in Japan to reveal the current local trend in beauty and food. The participants prepared the videos to introduce their daily cosmetics/inside refrigerators too. Let’s catch up by watching the recordings below! *Only Japanese available (No English dub/subtitles)

In the fast-paced business world, marketing leaders in large organizations face unprecedented challenges. We live in an information-saturated world, with abundant information on techniques, facts, and figures to assist decision-making. However, without a proper way to harness and analyze this vast amount of information, marketers can quickly become overwhelmed by the constant influx of reports […]

Definition of Fieldwork Fieldwork in market research refers to the process of collecting primary data directly from the source. This means going beyond desk research or analytics to engage with individuals in real-world settings. Fieldwork typically involves methods like surveys, interviews, observations, and controlled experiments, each designed to gather firsthand data from targeted groups. The […]

Establishing a strong brand presence is paramount for success. However, simply creating a brand is not enough. To ensure its longevity and effectiveness, constant monitoring and evaluation are essential. This is where brand tracking comes into play.  Brand tracking is the systematic process of measuring and analyzing a brand’s performance, perception, and impact in the […]

Desk research is a hugely valuable tool in any researcher’s toolbox. It can provide invaluable context to support primary research by giving nuance and, often, new directions that hadn’t been initially considered. However, when poorly conducted, desk research can give unwieldy and unstructured insight that overwhelms clients with irrelevant information. As a separate discipline to […]

In 2022, the global space tourism market size was estimated at USD 695.1 million and was expected to reach USD 815.7 million in 2023. The term “NewSpace” pertains to the rise of the private spaceflight sector, encompassing domains like private launch companies, constellations of small satellites, sub-orbital tourism, and innovative initiatives aimed at redefining the […]

Market research surveys are essential tools businesses can use to gain valuable insights into consumer behavior, preferences, and opinions. This information can help brands make informed decisions that boost their bottom line. In this article, we’ll explore the benefits of market research surveys, the different types of surveys available, and six key steps to conducting […]

The world of commerce is constantly evolving, and as technology advances at breakneck speed, so too does the purchasing journey. From awareness to consideration to purchase, what was once a linear process has now become a complex web of interconnected touchpoints and channels. In fact, according to a study by Google, the average shopper interacts […]

In today’s rapidly evolving market landscape, understanding consumer attitudes and experiences is crucial for brands to stay competitive. Traditional surveys provide valuable insights but often capture only a snapshot in time, limiting our understanding of how consumer opinions change and evolve. That’s where panel surveys step in, offering a more dynamic and comprehensive approach to […]