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Market research in Dallas – our capabilities

Market Research Agency Dallas

Kadence is a trusted market research agency supporting organizations in Dallas with insight that drives confident decisions. As the commercial center of the Dallas-Fort Worth metroplex, the fourth-largest metropolitan area in the United States, Dallas offers scale, diversity and economic dynamism that few American markets can match.

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With offices across Asia, Europe and the Americas, Kadence brings over 30 years of global research expertise to a city where corporate headquarters, entrepreneurial energy and rapid population growth converge. Our work in Dallas spans industries from financial services and healthcare to technology and consumer goods.

Dallas' position in the US market

The Dallas-Fort Worth metroplex is home to over 7.5 million people and continues to grow rapidly, fueled by corporate relocations, a business-friendly environment and a relatively affordable cost of living compared to coastal metros. The region hosts the headquarters of more Fortune 500 companies than any US metropolitan area except New York, including AT&T, ExxonMobil, American Airlines, Texas Instruments and McKesson.

Dallas's economy is exceptionally broad. Financial services, telecommunications, energy, healthcare, technology and defense contracting all contribute to a diverse economic base that creates multiple consumer segments with distinct needs and behaviors.

The metroplex's demographic transformation has been significant. The Hispanic and Latino community now represents a substantial share of the population, particularly in areas across West Dallas, Oak Cliff and much of Fort Worth. Asian communities have grown rapidly in suburbs like Plano, Frisco and Allen. African American communities in South Dallas and DeSoto represent another major consumer segment.

Suburban sprawl defines the Dallas experience. The differences between Uptown, Park Cities, North Dallas, Frisco, McKinney, Arlington and Fort Worth are substantial. Each area presents distinct consumer profiles, competitive dynamics and brand relationships. Research that treats DFW as a single market misses critical segmentation opportunities.

Our US Offices

Kadence operates from offices across Asia, Europe and the Americas, with our US presence anchored by teams in New York and San Francisco. Our global network spans London, Tokyo, Singapore, Shanghai, Jakarta, Mumbai, Bangalore and beyond.

For Dallas-based organizations expanding internationally, our network provides seamless coordination and genuine local expertise in each market. For global brands establishing a US presence through Texas, our team provides the market understanding needed to connect with the metroplex's diverse consumer base.

We’re consistently recognised as a leading market research agency across multiple markets.

Innovation of the Year

Finalist
— The AURAs, 2021

Market Research Agency of the Year

Winner – Gold
— Agency of the Year Awards, 2021

Marketing Interactive Agency of the Year, Winner - Gold, 2021

Consultant of the Year

Winner – Gold
— Agency of the Year Awards, 2021

Kadence team collecting Agency of the Year award

Consultant of the Year

Winner
— Agency of the Year Awards, 2020

Market Research Agency of the Year

Finalist
— Agency of the Year Awards, 2020

Quirks Supplier of the Year Kadence International

Market Research Supplier of the Year

Winner
— Marketing Research & Insight Excellence Awards – 2019

Kadence International Market Research Agency of the Year Singapore

Market Research Agency of the Year

Winner
— Agency of the Year Awards, 2019

Kadence International is Highly Commended for Global Agency of The Year

Global Agency of the Year

Highly Commended
— Market Research Society Awards, 2019

Market Research Society's Operations Awards, 2019

Best Data Collection (face-to-face)

Finalist
— Market Research Society's Operations Awards – 2019

Best Data Collection, Finalist — Market Research Society's Operations Awards, 2019

Best Data Collection (telephone)

Finalist
— Market Research Society's Operations Awards, 2019

Best Training and Development

Highly Commended
— Market Research Society's Operations Awards, 2019

MRS Young Researcher of the Year

Finalist
— MRS, 2023

ESOMAR Best Congress Paper

Winner
— ESOMAR, 2023

FAQs

How diverse is Asia Pacific culturally?

The short answer is that Asia is incredibly rich and nuanced from a cultural standpoint: the multitude of religious beliefs, histories, languages, and other cultural markers means that each market is more different than similar. This can make Asia Pacific market research challenging without the right partner to help you understand the intricacies of each country. That said, though, the ‘urban Asia’ experience is similar to some extent, and popular culture does form the basis to link up a couple of the Asian markets, so there can be ways to seek out common threads amidst the vibrancy of difference.

Do I need to do all my market research in Asia in local / vernacular languages?

As a rule yes. By conducting research in the local language, consumers will have the capability and confidence to express their thoughts and feelings toward the brands, products or services in question. Unlike some market research agencies in Asia, Kadence has a range of languages in-house thanks to our network of Asian offices, so local language moderation is a service we can provide. That said, it is possible to carry out research in English in some markets (e.g. Singapore, India, Philippines), depending on the subject matter and education level of the respondents you want to reach.

For large Asian markets like China and India, how many cities do we need to cover with our research?

We recommend at least a combination of 1^st tier and 2^nd tier cities, as well as 3^rd tier and rural locations, if possible. On top of getting a read on geographic and demographic differences in the reactions to your products and services, lifestyle / intra-market attitudinal variations exist, so the wider you are able to carry out your research, the more comprehensive your resulting understanding of the market will be.

Are there certain research approaches or methodologies that work better in one Asian market, compared to another?

Yes. Cultural differences between Asian markets mean that you need to carefully consider your methodology. For instance, we find that in-depth interviews, rather than group-based discussions, can work better for some topics in markets like Japan, where there can be a tendency to ‘self-censor’. In contrast, the one-on-one format lends itself better to building trust and establishing bonds between interviewer and respondent, often leading to more productive conversations.

You’ll also need to consider the technological infrastructure of the markets you’re researching. In India, for instance, you’ll need to take a mobile first approach for reaching those outside metros and tier 1 cities. This is also true of mobile-first markets like Indonesia and China. Whilst cultural considerations can be diverse and numerous, we’re on hand to help, based on our long history of conducting market research in Asia.

Does the sequence of which markets I do my research first in Asia matter?

Unless there are specific roll-out plans that have strategic importance for your product or service across markets, our experience has taught us that any order comes back down to organizational preference. Your internal stakeholders may want to start the research in a market that is a stronghold for the brand to establish ground understanding, then venture into unfamiliar grounds to gather ‘new news’, or vice versa. Ultimately, Kadence is flexible in terms of how / when / where to start a piece of research, and in the absence of real preference, is willing to provide our suggestions and justifications for any arrangements.

Our Customers

View all case studies

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Developing a future-focused digital product strategy for Wall Street Journal

A mixed methodology approach helped Wall Street Journal understand how to position the brand for success in a rapidly changing world.

Find out more

Creating an education and career exploration tool to wow teens with American Student Assistance

Kadence partnered with American Student Assistance (ASA) to create a research program to inform the development of their exploration tool, Futurescape.

Find out more

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Harnessing blockchain technology in market research with Unilever Food Solutions

We took part in a first of its kind pilot to test the technology and assess what it could bring to market research.

Find out more

FAQs

Why is Dallas-Fort Worth strategically important for consumer research?

The DFW metroplex's combination of scale, demographic diversity, economic breadth and rapid growth makes it one of the most important US markets for consumer research. The region's mix of established Texan identity and growing cosmopolitan influence creates a consumer landscape that reflects many of the trends shaping the broader American market.

What industries does Kadence research in Dallas?

We work with organizations across the metroplex's key sectors, including financial services, telecommunications, energy, healthcare, technology, defense contracting and consumer goods. Our researchers understand the competitive dynamics and consumer behavior patterns specific to the DFW market.

How should research account for the differences between Dallas and Fort Worth?

Dallas and Fort Worth are distinct cities with different economic bases, cultural identities and consumer profiles. Dallas tends to be more corporate and cosmopolitan, while Fort Worth maintains a stronger Western heritage and independent identity. Effective research in the metroplex accounts for these differences rather than treating DFW as a single homogeneous market.