Market research in Europe – our capabilities.

From Amsterdam to Zagreb, we are the go-to market research agency  in Europe

 

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We help brands conduct market research in Europe so they can stand out and succeed across multiple markets in this competitive region. We partner with brands on full-service European market research projects to help them get closer to customers and launch standout products and communications strategies that will see them thrive across multiple markets. We can also work with organisations as a fieldwork partner, helping to reach the right respondents in any European market.

Kadence is one of the top market research firms in Europe. From our base in London, we conduct market research across the region, helping clients to understand the nuances of each market and how best to accelerate growth in their target countries. We’ve helped Mitsubishi understand how its vehicles are being used in the UK and worked with Unilever Food Solutions to launch a range of multi-market products.

We carry out fieldwork across Europe ourselves wherever possible, leveraging our team’s diverse language skills. With extensive experience across industries, we conduct thousands of interviews and recruit participants for qualitative and quantitative studies. This enables us to run projects with B2B and consumer audiences for your brand, in all corners of Europe.

15

WI_languages Languages in the UK office alone

9

WI_cup Award nominations and wins in the past 2 years

30+

location-1 Years of European experience

25+

WI_global Years of global experience

7000+

chat Interviews per year

35,000

WI_team Participants for qualitative studies

900+

WI_project projects globally each year

1,000+

WI_green-user-27x27 employees globally

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 1st tier and 2nd tier cities, as well as 3rd 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.

FAQs

Which European countries do you serve?
As one of the leading market research companies in Europe, we can conduct market research in every country in Europe. We regularly help clients understand core European markets including Spain, France, Germany and Italy, but over the years, we’ve conducted research in every corner of the continent. We’ve interviewed tree surgeons in Poland, spoken to beauticians in Lithuania and explored the needs of vets in Norway.
What European languages to do you speak?
We’re proud of the international nature of our team. Between us, we speak over 15 European languages. We find having native speakers in house to be a valuable asset as it means we can ensure cultural nuances are accounted at every stage of the project – from questionnaire design to analysis.
Do you conduct fieldwork yourselves across different European markets?
Thanks to our multi-lingual team and in-house call center, we can carry out qualitative and quantitative interviews ourselves across a wide range of different European markets. This means our team are as close as they can be to your target audience and the emerging insights, helping to identify market trends.
When you’re conducting multi-market studies, how do you maintain consistencies in approach?
We regularly help clients with projects across multiple European markets, all centrally managed and controlled from our UK office. This means we can run consistent briefings for all moderators and collate progress. We acknowledge the rich nuances of each market and how vital it is not to generalize for your brand, visiting every market to add a contextual layer to the findings where possible. What’s more, we are committed to ensuring data quality and integrity across markets, having achieved the ISO 20252 accreditation. 
Do you have experience with consumers and B2B audiences?
We can help you reach both consumers and B2B audiences – and often both together within the same project. Our UK call center have a wealth of experience spanning senior stakeholders through to rural farmers and understand the intricacies of tailoring the research to each audience type.

We’ve helped clients solve some of their toughest business challenges through European market research

Our work in this area helps clients answer critical questions such as:

  • Which European markets represent the best growth opportunity for my brand?
  • How should I adapt my product or service to ensure it’s a hit with consumers in my key target market?
  • How should I price our offering to set it up for success in Europe?
  • What are competitors offering in this market and where is the whitespace for innovation?
  • How can I reach my target customers in this market? What should my marketing strategy look like?

Our Customers

View all case studies
Samsung
Panasonic
Mitsubishi
Mars
Arla
Discovery Networks Asia Pacific
Free guide

How to run workshops that turn insight into action

How do you ensure that the research you commission moves your company to action, creating competitive advantage and growth for your business? In our free guide we share our top tips for preparing and running an effective workshop, as well as practical workshop exercises that you can take away, apply to your business and use to ensure that your research really does drive business change.

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