India is a diverse country with 29 States and seven Union Territories covering more than 600 districts, roughly 8,000 towns, and more than 0.6 million villages. The villages are spread over 3.2 million square kilometers supporting 65 percent of India’s total population. There is vast heterogeneity in population characteristics due to socio-cultural factors, caste-based divisions, and religious and linguistic diversity. 

Specifically, in the Indian context, ensuring data capturing and research methodologies are amenable to different languages, literacy levels, and differentiated access/familiarity with the internet is critical. 

For the above reasons, research and data collection become a challenging task and call for a robust and representative methodology to mirror India’s diversity.

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Key Challenges in Research & Data Collection

Given India’s cultural and geographical diversity, some of the critical challenges for marketers and researchers in designing a survey for rural India are listed below:

1.   Reach: As per Census 2011, nearly 58 percent of India’s rural population resides in 115,080 villages having a population of 2000+. This effectively means that roughly 80 percent of the total villages in India are small or very small in size, inhabiting less than 2000 people. Tapping rural markets, and last mile connectivity with end consumers is a big challenge for Fast Moving Consumer Goods (FMCG) players. Similarly, reaching the vast network of 33 million retail outlets in rural India is a challenge for companies, given the high distribution costs. Therefore, focused, and targeted reach is a priority in accessing rural markets. The survey design needs to account for this critical consideration when designing the scope of research and sampling methodology.  

2.   Commercial Viability: It is estimated that 85,000 large villages in India account for 40 percent of the total population and 60 percent of the total consumption of FMCG categories. The skewness in demographic profile and purchasing power further limits the scope to cover the whole of Rural India for reasons of commercial viability. 

3.   High degree of heterogeneity: “A one size fits all approach” does not work well when designing a survey or methodology for rural India. For example, poor and backward states like Bihar, Uttar Pradesh, West Bengal, and Madhya Pradesh have more than 75-80 percent of their total population living in rural areas, whereas urbanized States like Tamil Nadu, Maharashtra, and Telangana and more equitable in terms of distribution. Therefore, each state has its unique demographic and socio-cultural profile, which must be kept in mind while designing the sampling methodology in any primary research survey. 

4. Gender Inclusivity: Females are vital consumers and influencers of product categories in Rural India, but men are likely to be key purchasers. Therefore, “whom to interview” becomes a pivotal question to answer while designing a survey. 

5.   Linguistic Diversity: India has 22 official languages besides numerous local languages, dialects, and colloquial words. Therefore, linguistic compatibility becomes essential for survey administration in Rural India. 

 Methodologies for Rural Research 

Some factors merit consideration while designing a methodology representative of the diversity of Rural India and are listed below:

  1. Regional Representation
  2. Adequacy of Sample Size
  3. Defining “Rural” and therefore a selection of villages 
  4. Other Imperatives

1.   Regional Representation 

In a vast and diverse country like India, robustly researching rural consumers requires reflecting heterogeneity and ensuring representativeness. For example, people in the North have attitudes and behaviors that are distinctly different from the population in the South. Similarly, other regions also have socio-cultural nuances that often color their opinions and attitudes, especially on sensitive issues. 

Therefore, selecting Socio-Cultural Regions or SCR-s is often the starting point to decoding rural consumer behavior. The regions make it easier to contextualize people and their behavior for prevalent agrarian practices, social and cultural nuances, and crop-season-driven income and consumption patterns. 

2.   Adequacy of Sample 

The population spread for different States in India varies a lot. For example, the most populous State, Uttar Pradesh, accounts for almost 15 percent of India’s population. On the other hand, the tiny State of Goa accounts for less than 0.5 percent of India’s population. Therefore, in a pan-India or multi-state survey, stratification of a sample by State becomes essential. Generally, states are categorized into different population bands such as high population states, medium population states, and low population states. The sample is then fixed for each band in terms of their population size to ensure adequate representativeness. 

The sample size would also depend on other factors such as the granularity of data required within a state, and heterogeneity of population characteristics within a state.  

3.   Defining Rural 

The Census of India defines a rural village as a settlement that has the following three characteristics:

  • A population of fewer than 5,000 people
  • Less than 75 percent of the male population is employed in non-agricultural activities and 
  • Population density of fewer than 400 people per square kilometer

However, for commercial purposes, this vast area coverage is logistically challenging to cover for any marketing company. Therefore, for practicality and feasibility, different definitions of rural are followed. For most companies, the “hub and spoke model” defines rural coverage as mapped to their distribution channels. They consider villages in the immediate vicinity or within a defined radius of the feeder towns. Last mile connectivity is a challenge for most companies in Rural India. Covering interior or remote parts of rural is not considered to be a viable option. Villages at the periphery of small towns/feeder towns that can be accessed easily become the “immediate” potential for targeting Rural India. This is also called the “Ringing Method” of village selection. 

The above has a profound implication for researchers in terms of designing a suitable methodology and, more importantly, for deciding on an appropriate sampling methodology for the research.  

4.   Other Imperatives: There are a few other imperatives that one must be cognizant of while designing rural research methodologies: 

o  Permissions: Before any fieldwork in villages starts, it is crucial to approach the village head called the “Sarpanch” to apprise them of the survey and its objectives and take approval to conduct fieldwork. This is a formal authorization from the village head that they have been informed about the study and grant their formal permission. 

o   Village Map: You are required to draw a rough map of the village before the start of fieldwork to understand the village’s layout and the critical physical structures —like the hospital, school, panchayat office, temple, or any other place of worship. The team supervisor generally does this exercise with the help of a local person from the village, such as the sarpanch/ schoolteacher or any other elderly person. As the rural dwellings/ households in a village are not structured or follow a pattern (unlike the urban dwellings), the maps also help sample and select clusters/households in that village. 

o   Use of colloquial terms: Given the linguistic diversity of Indian States, specific phrases or words have colloquial interpretations. Therefore, for ease of understanding and comprehension of questions by the respondents, it is generally recommended that local phraseology is inserted into the instrument basis inputs from an informed local person such as the schoolteacher. 

With the focus of multinational companies and marketers now shifting to rural consumers, rural market research in India will likely increase spending in the near future. It augurs well for market research companies to actualize this opportunity to sharpen their research methodologies with rural consumers in mind. At the same time, researchers should be mindful of some of the challenges of rural research, such as low literacy levels, low tech savviness, poor connectivity, and a heterogeneous population, while designing research methodologies for this group. 

Kadence International helps leading brands make game-changing decisions. If you are looking for a research partner to help better understand your customers, we would love to help. Simply fill out our Request for a Proposal here.

At Kadence International, market researchers are at the heart of our team. In this series, we honor some of our colleagues, asking them about their experience working within the market research industry and what the future holds for the industry.

Name: Arpan Jhingran

Position: Project Manager

Kadence Office: New Delhi, India

I joined the Kadence India office in February, 2010.

What does a typical day or week look like for you in your current role? Or what are your primary responsibilities/duties?*

Client Servicing is a significant part of what I do for the project life cycle, starting from sharing the cost to the invoice raising and updating the client and senior management on a timely basis. Our responsibilities include solving the field operations query by speaking to the client and finding the best solution.

Tell us a little about your career so far. What was your first job or role? How did you get started with market research? What other roles (in market research) have you had?*

I had worked with ACC Concrete as a management trainee at their Mumbai location, then moved to Delhi. Kadence is my first company in the Market Research industry. I joined as Operations Executive and was promoted to Senior Field Executive. I have been a project manager for the past five years.

Did you always know that you were destined for a career in market research? Why? If not, what did you actually think your career would be, or what did you say you wanted to do “when you grew up” as a child?*

During my MBA, I was fascinated with the Market Research industry because of its involvement in every possible sector. I was also intrigued by the prospect of using different methodologies for deriving results and presenting those as findings and insights to brands.

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What is your favorite quote or the motto you live by?*

Live and let live

What is the best thing about the culture at Kadence?*

I love the open culture at Kadence, which allows you to work freely and use your experience to guide you in the right direction.

What essential skills are required to excel as a Market Researcher?*

Excellent and clear communication is paramount to building trust with the client.

What is unique about the market research field / and or consumers in your country/ region?*

There is much enthusiasm for trying new products or giving their opinions on topics we need data and insights on. 

What is it about the field of market research you wish everyone knew?*

Much hard work goes behind every outcome to improve any product or idea.

What piece of advice would you give someone looking to start a career in market research?*

Clear communication is the key in any service industry to building confidence, and I would like to advise anyone inclined to join market research to hone their communication skills. 

How have you seen consumer behavior change in the past 2 – 3 years as a result of the pandemic? If so, what are your main observations?*

The expenditure pattern has changed drastically. People are ready to spend on what they want rather than save for the future. 

For one of our projects in the healthcare field, we had to visit government hospitals and understand the conditions and processes by speaking to doctors, medical staff, and patients. Also, we had to talk to doctors without medical degrees and use medication based on their experience. That was great learning of my career.

If you could time travel into the future ten years, how would market research evolve?*

I see market research moving online compared to the current scenario of being an offline-dominated industry.

What do you like to do in your free time when you are not working?  *

I enjoy spending time with my family or sometimes going out with my friends.

What is something you have accomplished in work or life that you are particularly proud of?*

A beautiful family.

What is your all-time favorite food or cuisine?

South Indian Food (particularly Dosas).

What is your all-time favorite travel or vacation spot, and why?

I love hill stations because of the drive up there and the weather. 

How has Kadence’s remote work opportunity allowed you to achieve a work/life balance? We would love an example.

It gives me some more time to spend with my family.

From one of the world’s poorest and most isolated nations, Vietnam has emerged as a force to reckon with for international investors. Now a middle-income country with a young population, Vietnam provides a wealth of opportunities for brands entering the country.

Owing to a rising middle class and a boost in manufacturing and exports, an increasing number of brands are eager to make an entry into Vietnam. 

It was announced yesterday that Apple is in the process of relocating Apple Watch and Mac production to Vietnam as part of a broader push to diversify its supply chain.

In recent years, Vietnam has shown immense resilience. At the peak of the pandemic in 2020,  when most other countries were derailed economically, Vietnam was one of the few countries to post GDP growth. In 2021, the country had a rough year, but the economy is expected to rebound to 5.5 percent in 2022.

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The government provides various incentives to attract international companies looking to establish local production and distribution of their products. 

This rapid growth and a consumer-driven modern lifestyle have set the stage for foreign investment. There have been shifts in consumer spending and behaviors, and an understanding of these changes and the cultural nuances of the local population are critical to successful market entry in Vietnam. 

So how can international investors and brands tap into this lucrative market?

Brands can conduct thorough market research to understand the market, culture, consumer behavior, and economic and socio-political conditions to map out a successful market entry roadmap and strategy. 

Setting up and registering a company in Vietnam.

Setting up a company in Vietnam is a straightforward process, but knowing the options available and the specific guidelines and rules for foreign organizations is critical to success. The two most common forms of foreign-owned companies or legal entities are a Limited Liability Company (LLC) and a Join-stock Company (JSC).

Vietnam is easy to enter and carry out business in as it also offers 100 percent ownership of a company in most industries. Industries that have restrictions on foreign ownership require companies to enter into a joint venture with a local Vietnamese company.

As long as the business covers the expenses and can sustain itself, there are no minimum capital requirements for investing in most businesses and industries. All companies in Vietnam need a physical office address and at least one resident director with a local residential address. 

In some cases, you don’t need to set up a company in Vietnam as there are alternative ways, such as having a representative office or having an employer of record —a third-party service provider that recruits and manages employees on behalf of your company. 

Vietnam’s stable political climate and socio-economic conditions

A country’s political climate is an important consideration when weighing the opportunities and challenges of entering an international market. 

Vietnam is a unitary single-party state, which means there is only one political party; and the formation of other political parties is forbidden. This makes the political environment stable. 

Political stability is one of the most critical considerations in entering a new market. Protests and civil unrest are rare, with occasional demonstrations.

On the 2022 economic freedom index, with a financial freedom score is 60, and out of 39 countries, Vietnam is ranked 18th in the Asia Pacific region.

Hiring in Vietnam

Another important aspect of setting up a company in an international market is understanding the labor market —its laws, guidelines, and policies. 

Vietnam provides a labor force at a relatively lower cost. The Mekong Region, which includes Laos, Thailand, Myanmar, Cambodia, and some Chinese provinces provides, puts foreign brands in front of a vast, affluent population. 

Organizations that ensure equity and fair compensation and benefits attract high-quality talent. Brands should understand legal compliance and H.R. policies and even partner with local H.R. consultants to handle hiring, payroll, and other such functions. 

The role of Foreign Direct Investment in the growth of Vietnam

Foreign direct investment has played a pivotal role in transforming Vietnam from one of the poorest countries in East Asia to one of the fastest growing with a rising middle class. Vietnam’s massive untapped potential, a relatively cheap workforce, and abundant natural resources draw foreign investors to the country. 

The government’s strategy is to attract high-tech companies to the country, with a focus on four primary sectors, namely, manufacturing, agriculture, travel, and services. 

Furthermore, the government’s efforts to boost trade and investment through free-trade agreements make Vietnam an attractive market for foreign investors. 

Challenges and competition from other ASEAN countries

Second, only to Singapore, Vietnam was the most attractive destination for foreign investors among ASEAN nations in 2016 —a significant uptick in its rankings in World Bank’s 2018 “Ease of Doing Business” report from 82 to 68 out of 190 from just one year ago. 

Vietnam lags behind Singapore in most aspects, reflecting the need for more progress to become the region’s most attractive foreign investment destination. 

Some other risks associated with doing business in Vietnam include a weak banking sector and the boom in private sector investments.

The economy is poised to grow at a faster pace next year. According to a World Bank economic update from August 2022, Vietnam’s economic recovery sped up over the last six months. The strong rebound in services and manufacturing is driving this growth. GDP growth is forecast to surge from an estimated 2.6 percent in 2021 to 7.5 percent in 2022, which is even better news for International brands that have an eye on the ASEAN market. 

At Kadence International, market researchers are at the heart of our team. In this series, we honor some of our colleagues, asking them about their experience working within the market research industry and what the future holds for the industry.

Name: Mary Ann Tarnate-Lamigo

Position: Senior Project Manager

Kadence Office: Philippines

When did you join Kadence?

I joined Kadence’s Indonesia office in February 2019.

What does a typical day or week look like for you in your current role? 

My primary responsibilities include:

  • Acquiring new business for the company.
  • Establishing good client relationships.
  • Building excellent partnerships with our clients.  

Tell us a little about your career so far. What was your first job or role? 

I started in Market Research as an Administrative Assistant and then joined Field Operations and eventually moved to the Client Service team.

Did you always know that you were destined for a career in market research? Why? If not, what did you actually think your career would be, or what did you say you wanted to do “when you grew up” as a child?

I dreamed of being a stewardess when I was a kid, as traveling to multiple countries fascinated me. But I don’t qualify because of my height.

What is your favorite quote or the motto you live by?

God always has a purpose and plan for you. He will not allow things to happen if they are not suitable for you and others.

What is the best thing about the culture at Kadence?

We work as a TEAM. We grow as a TEAM. No boundaries. No discrimination. Company opportunities are open to everyone.

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What are essential skills required to excel as a Market Researcher?

You need advanced analytical and presentation skills for a career in market research. 

What is unique about the market research field / and or consumers in your country/ region?

You learn so much from market research. This knowledge allows room for innovation from time to time as the market grows and improves.

What is it about the field of market research you wish everyone knew?

I want people to know that being in Market Research is a massive advantage for anyone who wants to understand and know how things work. 

What piece of advice would you give someone looking to start a career in market research?

Market research is not an easy journey. You will have to invest time and effort. You also need patience, which eventually will compensate you and help you to grow as a person.  

How have you seen consumer behavior change in the past 2 – 3 years due to the pandemic? If so, what are your main observations?

Yes, I have observed a significant shift in consumer behavior over the past few years. Remote work is one such shift. Pre pandemic, companies were not entirely open to remote work; but now, an increasing number of organizations are embracing the new culture.

Tell us about a project you worked on (in market research) that you found particularly rewarding, exciting, or enlightening and why?

We did a study on launching a new product in the market, a Customer Satisfaction study, and a Consumer Tracking study; all were exciting and rewarding. However, I enjoyed the Consumer Tracking study the most because you continuously discover how and why consumer behaves. 

How would market research evolve if you could time travel ten years?

Market research will probably provide a more stable or reliable profile of the consumers in the Philippines – aligned across all Market Research companies. It will utilize more innovative approaches to market research methodologies, and everything will likely be online.

What do you like to do in your free time when you are not working?

I enjoy pampering myself by going to a spa, grabbing a coffee, and connecting with friends. And, of course, bonding with my parents and family.

What is something you have accomplished in work or life that you are particularly proud of?

My daughter graduated from school. I consider this a significant accomplishment, and I am proud of it.

How has Kadence’s remote work opportunity allowed you to achieve a work/life balance? We would love an example.

Remote work has made me more productive. I do not have to spend time traveling to and from the office. Owing to the boost in productivity, I can now spend my weekends with the family.

You’ve likely heard the term “agile decision making” in the business world, but what does it mean with reference to market research?

Agile market research is gathering consumer feedback quickly by utilizing technology at any point so you can discover, experiment, understand, and make decisions with more reliable and quick data. 

An agile market research methodology is a strategic approach that aims to address the continuous change in consumer behavior and market trends as quickly as possible to deliver fast growth and improve Return On Investment (ROI). 

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Agile research is an approach to market research where feedback is collected continuously and quickly. This allows brands to test, iterate, and adapt their concepts using data and facilitates innovation. 

Brands leverage agile market research methodology to create products and messaging that resonate with consumers and have a customer-centric approach. 

Traditional Market Research vs. Agile Market Research

Traditional market research includes stages such as project kickoff, design, review, analysis, and reporting. Every step in the process has a time limit before moving on to the next phase.

On the other hand, agile market research starts small and proceeds in steps that build on the previous one. With agile market research, researchers gain more insightful consumer experience (CX) feedback faster and at a lower cost. 

Moreover, the research tasks are not time-bound, and consumers are free to respond as they like and on their own time. The seamless integration makes agile market research a shorter process, improving overall CX.

While traditional research methodology has its place in assessing customer feedback, agile market research helps move teams faster because they receive responses quickly across design stages. It also allows brands to pivot rapidly and will enable teams to act upon the data and insights quickly. That way, teams are not wasting time and effort on something that will fail when released. 

How to get the best out of your agile market research

For brands to get the most out of your agile market research, they need to be mindful of a few points detailed below:

  1. It is critical to always begin with strategy and first understand the objectives of your agile market research methodology. This will help you utilize consumer feedback and insights more effectively. 
  1. Ensure your team has the skill set for the agile research tasks that need to be done. 
  1. Utilize an efficient, fast, and user-friendly software that empowers you to conduct, analyze, and report data that supports your agile market research methodology effortlessly.

Three Ways Agile Market Research is helping brands obtain the rich insights they need

Faster Insights

The number one advantage of using agile market research is speed. Agile market research removes the friction that can slow traditional research studies to provide quick, helpful feedback that allows iterative improvement. 

With agile intelligence, brands can anticipate consumer behaviors faster and more accurately. This allows the data team to focus on more innovative efforts that help grow the organization.

All the time spent creating a questionnaire is reduced, sampling is automated, and fieldwork is done quickly. The analysis is presented rapidly, and the process is efficient and seamless. 

Smarter Insights

Artificial Intelligence helps provide smarter insights in a fraction of the time taken by traditional research. 

Since it provides immediate data sets, agile intelligence offers brands powerful insights, answering critical questions like how to segment buyers, which products are likely to perform best, and which locations to open or close physical stores.

Greater accessibility

Another benefit of agile market research is how it makes insights more accessible. Agile market research allows results from a series of similar projects to be shared with your teams worldwide. Other team members can learn what was done and worked, which helps inform future brand decision-making. 

It democratizes data and helps create seamless connections to various organizational functions, allowing for collaboration so each department can achieve its individual and overall business goals.

For example, for physical stores, marketing teams can work with real estate teams to identify areas where they should decrease or increase their presence based on store performance and other factors. 

With agile market research, brands can test concepts with a target audience, generate a prototype and get feedback, or gauge consumer response to an ad campaign much faster than if they followed the traditional research process.

Agile market research seamlessly integrates various data collection tools, offering a shorter response process and improving the overall experience. 

Agile market research helps brands invest in the right tools for decision-making to adapt quickly to market changes. It allows brands to transform data into an actual business asset. When armed with the correct data faster, brands can keep up with the speed of change.

Why do people camp outside Apple stores to be the first to access newly launched iPhones? Why do consumers pay more for branded products than for non-branded ones?

It has everything to do with consumer perception or brand equity. When consumers favor your brand over a competitor’s brand and show loyalty to your brand over time, they are contributing to your brand equity. Brand equity is defined as the measure of the perceived value of a branded product over time. Brands need to measure brand equity because boosting it can help them improve their market share and profit margins. 

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Brand equity is different from brand value

With an estimated brand value of about USD 355.1 billion, Apple has established itself as the world’s most valuable brand for 2022, followed by Amazon in second place with a brand value of approximately USD 254.2 billion.

So, what is brand value, and how is it different from brand equity?

Brand value is the price someone will pay for your brand if you were to sell it. There are many ways of measuring brand value and they include the costs associated with building the brand. The investment made in creating a brand, its identity, logo, graphics, brochures, and other assets is used in the brand valuation process. 

Brand equity is not the same as brand value but can positively raise the worth of a brand because as you build your brand equity, you achieve greater brand recognition and positive brand associations, which can boost revenue and brand loyalty. 

It should be noted that a brand can have value even if it has no equity. For example, a company may invest in developing a product and brand, so it will have a value attached to it even before it enters the market. Brand equity helps enhance and increase brand value. 

What drives brand equity, and how can you measure it? 

While brand value is easy to measure, brand equity can be vague and more difficult to calculate because it is influenced by opinions, perceptions, and behaviors, and not just financial metrics.

Let’s divide these drivers into three categories —namely, financial metrics, brand awareness metrics, and consumer sentiment. 

Financial metrics 

Although not the only factors responsible for brand equity, financial drivers like healthy profits help validate a brand’s equity to a great extent.

Metrics such as sales, average transaction value, customer lifetime value, profitability, growth rate, and the cost of doing business are essential data sets to measure overall brand equity. It is also important to calculate the competitive performance of a brand against other brands in the same space by measuring market share and customer acquisition rate.

These competitive metrics also help your brand identify gaps in customer service, product features, pricing, marketing messaging, positioning, social media engagement and following, and distribution channels.

No matter how well or poorly your competition performs, it will directly impact your brand. Conducting a thorough competitive analysis to evaluate how your brand measures up is essential.

When these financial metrics increase, so does your brand value. 

Brand awareness metrics

A strong brand with a high level of recall and awareness will likely boost your brand equity. This is what sets successful brands apart as they endure even the most difficult economic conditions. 


Customer awareness of a brand and its products and services is essential to brand equity. Brands should aim for consumer advocacy and, more importantly, for their consumers to actively engage with and talk positively about their brand.

Conversation share, measured by the number of times a brand comes up in conversations about the brand’s offerings, is a massive indicator of how aware consumers are of your brand.

Market research helps evaluate brand awareness through various methodologies online and offline. Commonly used methodologies in market research include:

  • Surveys and focus groups
  • Local store traffic
  • Traditional media mentions
  • Online search volume
  • Customer reviews
  • Social media mentions 

Emotional metrics 

Knowing how your consumers perceive your brand is critical—the more positive their perceptions, the higher your brand equity.

Market research helps track consumer behavior and sentiment to obtain reliable information about brand perception. This type of metric is much more challenging to measure. Market research using qualitative surveys and the right text analytics software (link) to interpret open text is beneficial in data collection and analysis. 

Consumer preference and consumer perception of a brand are good indicators of brand equity. The former pitches the brand against its competition and gauges how consumers view it in relation to competing brands. The latter provides insights into the emotions and feelings associated with a particular brand. For instance, market research using qualitative methods can reveal how consumers react to a particular brand name. 

Consumer preference influences purchase decisions, like paying a higher price for a brand name or going the extra mile to access the brand. A case in point is the annual beeline outside Apple stores when it releases its newest iPhone.

Quantitative methods like sales data are an excellent way to gauge customer preference; however, they should be used alongside qualitative methodologies such as surveys to identify to what extent your customers agree your brand is superior to the competition and how much they are willing to pay for your brand name.

These surveys are also used to measure how emotionally invested your consumers are in your brand and the emotions associated with it. 

While a nebulous concept, brand equity provides the actual value of a brand beyond financial metrics.

Knowing how consumers feel toward a brand can open new opportunities for understanding key demographics within target audiences.

With a deeper understanding of the target audience, products and campaigns can be tailored to specific groups to improve ROI.

Utilizing quantitative methods, brands measure brand equity based on financial data, like sales, revenue, profit, and loss. Qualitative methods of measuring brand equity, on the other hand, include brand awareness, brand recognition, customer satisfaction, customer loyalty, and brand perception. 

Brands like Apple, Amazon, and Microsoft did not build their brand value overnight, but we know they have devoted many years to creating memorable brands that resonate with their target audience, and they continue to tirelessly do so even today. 

While tracking many of these metrics may be challenging, it is not impossible. Market research provides invaluable tools to etch out brands that stand out and shine using data, market intelligence, insights, and breakthrough technology. 

Doing good doesn’t have to be at odds with profit. Organizations focused on their triple line in today’s marketplace will outperform their less socially conscious competitors. 

So what is the triple line? And what does Corporate Social Responsibility (CSR) entail?

In economics, the triple bottom line (TBL) explains how organizations should commit to focusing on social and environmental welfare as much as they do on profits. 

The triple bottom line theory asserts there should be three bottom lines: profit, people, and the planet. A TBL measures a corporation’s commitment to Corporate Social Responsibility (CSR), a self-regulating business model aimed at helping a brand become socially accountable to itself, its stakeholders, the public, and its environmental impact over time.

Reducing carbon footprints to avert the climate crisis, improving labor policies, adding employee welfare programs, embracing fair trade, and incorporating charitable giving are examples of ways brands can support CSR initiatives.

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Why is CSR important in your brand strategy?

The idea behind social responsibility is based on the concept of businesses doing good and balancing their profit goals with initiatives that benefit society and the environment. 

Social responsibility is also good for business. Many brands focus on local, national, and even global philanthropic initiatives to attract consumers, making social responsibility a means of growing the brand. 

Customers like to do business with socially responsible organizations and enhance brand equity by boosting their sales, profits, and goodwill. CSR activities allow companies to improve their reputation, positively impacting brand equity and value.

CSR also helps an organization internally. Research led by Verizon and the Campbell Soup Company quantified the advantages of being socially responsible. The study showed how CSR lowers turnover by up to 50 percent, boosts team productivity by up to 13 percent, and enhances employee satisfaction by up to 7.5 percent. 

Millennials and Gen Zers demand social responsibility from the brands they interact with

A survey of 30,000 consumers in 60 countries found that 66 percent of consumers were willing to pay more for brands with CSR initiatives that resonated with them or aligned with their values and beliefs. 

Another study revealed that 87 percent of Americans would purchase a product based on the advocacy of an issue that resonates with them. 

This is especially true of the younger generations, including millennials and Gen Z. In our recent report on Gen Z —the definitive guide, there are several examples of brands demonstrating social responsibility to attract this cohort of consumers who demand social and environmental responsibility from brands. 

Why does this matter?

In 2020, there were 1.8 billion millennials worldwide, making them the largest generation cohort in recent times. Furthermore, with most of them employed, their spending power has dramatically increased over the past few years. 

In 2021, overall spending by Millenials had also considerably increased because most wanted to make up for the time lost during the pandemic. This cohort is a self-indulgent group that also cares deeply about society and the environment. 

According to a Deloitte survey in 2020, 60 percent of Millennials said they would be willing to support a business that takes care of its employees and positively impacts society. 

It’s not just societal impact but also an organization’s impact on the environment that matters to the younger Millennial and Gen Z cohorts.

Another critical factor is how brands lead diversity and inclusion. As detailed in our exhaustive Gen Z report on emerging beauty trends, today’s consumers, especially younger generations, demand brands to be diverse and inclusive. 

It is worth noting that brands cannot mislead consumers and send out a social message that is not executed because these discerning consumers also expect authenticity. 

Greenwashing, for instance, is a term that has gained prominence in recent times. The term refers to brands and organizations that say they are environmentally friendly, but in practice, they do nothing to protect the environment or actually harm the environment. 

Marrying profits with purpose

Gone are the days when profit and doing good were mutually exclusive. Today, corporations are increasingly incorporating purpose into their brand strategy. Having a cause attached to an organization is not just nice to have but a necessity. Governments worldwide have established mandates to ensure that big corporations are socially responsible. 

In Asia, CSR-related investment is conspicuous in the major economies. While we see a global trend with businesses taking a more significant share of responsibility for social and environmental good, different nations approach CSR with varying levels of vigor and pace.

Let’s look at the American, European, and Asia Pacific countries where we have a presence to see how they approach CSR and corporate citizenship. 

CSR initiatives are part of company law in China

A worldwide survey on millennials revealed that 83 percent wanted businesses to address social issues. In China, this percentage was higher at 92 percent. 

Typically, CSR is considered a voluntary initiative; yet in the past few decades, we have seen the rise of CSR mandates worldwide that explicitly target corporations to include CSR programs. 

One such country is China, where CSR initiatives are in Article 5 of the 2006 Chinese Company Law and explicitly require all Chinese companies to be socially responsible. 

The Chinese government incentivizes companies to incorporate social responsibility into their business practices. 

In 2014, Coca-Cola launched a socially conscious bottled water brand called Ice Dew “Chun Yue,” or Pure Joy in China. This was the company’s first socially conscious brand. Although priced slightly higher than competing brands, this bottled water targeted Millennials who care about social issues and are more likely to pay more for an environmentally conscious brand.

With the fitting tagline, “Drink Good, Do Good, Feel Good,” the brand claimed it would set aside funds to develop safe drinking water sources for schoolchildren in rural provinces such as Yunnan and Sichuan.

Japanese brands face pressure to get involved in CSR activities.

Japanese culture is all about relationships, and giving money to unknown people or charity has never been common practice. Until recent years, the Japanese considered social responsibility mainly the government’s job.

However, this has changed recently as issues such as the climate crisis, human rights, women’s equality, and poverty have come into the forefront of mass consciousness. 

The Japanese understand the adverse impact of poverty, social injustice, well-being, and the environment on society and realize the extent to which individual companies and people can help promote a better community. 

As a result, Japanese corporations face pressure to do more “good” and be responsible for their actions.

CSR in a net zero U.K.

One of the world’s largest automotive companies, Japanese automaker Toyota now faces increased international scrutiny as its growth continues.

In 1989, the company set up its Corporate Citizenship Activity Committee, and in 1995 it established the Basic Principles of Social Contribution Activities. In 2006, the company launched the Corporate Citizenship Division to consolidate all its social responsibility functions globally and become more strategic. In 2009, it opened the Toyomori Institute of Sustainable Living. 

Balancing the amount of greenhouse gases we put into the atmosphere with the amount we remove to tackle the climate crisis is called ‘net zero.’

The U.K. government has urged more businesses to pledge to this net zero target by 2050. In an industrialized world, reaching this goal is challenging and requires massive efforts from governments, corporations, and societies worldwide. 

Various countries and organizations have now adopted the target of ‘net-zero emissions by 2050,’ and about one-third of the largest U.K. businesses, representing a £650 billion market capital, have pledged to eliminate their carbon emissions by 2050. 

One such brand is luxury automaker Rolls-Royce, which is committed to net zero greenhouse gas emissions associated with its operations and facilities by 2030. 

U.K. pharmaceutical brand AstraZeneca has also committed to achieving zero carbon emissions by 2025 and becoming carbon negative across its value chain by 2030. 

Not mandatory in The U.S., but consumers expect brands to incorporate CSR.

From how we grow our food and how we deal with the climate crisis to how we treat our labor force, consumers in the U.S. are increasingly demanding accountability from corporations and organizations.

While CSR is not required by U.S. statute or regulations, it is somewhat soft law as consumers demand social responsibility from the brands they use.

In recent years, there has been a growth in CSR initiatives in the U.S., and major corporations have made massive strides in improving their environmental disclosure through annual sustainability reports.

Driven by its mission, Tom shoes is top-of-the-mind for social responsibility in the U.S. 

Toms shoes are likely the first brand that comes to mind when discussing corporate social responsibility. And for good reason —the brand’s CSR initiative is intertwined with its mission statement. 

In 2006, TOMS launched with the mission “to match every pair of shoes purchased with a pair of new shoes for a child in need.” During its first year, TOMS sold 10,000 pairs of shoes, and today, it has partnered with social organizations in more than 50 countries worldwide. 

The company’s social efforts focus on improving environmental and social issues and are seen globally in every aspect of its operations. The brand is an excellent example of authentic social responsibility.

CSR focuses on labor welfare and environmental consciousness in Indonesia.

Indonesian company law states that “companies with an impact on natural resources must implement CSR, and the same must be budgeted as a cost.” 

Recently, issues concerning worker abuse, severe climate, and environmental concerns have heightened interest in CSR. 

For example, Indonesia Eximbank’s Corporate Social Responsibility (CSR) encompasses four areas: environmental responsibility, responsibility towards social and community development, labor and workplace health and safety responsibilities, and responsibility to their customers. 

CSR is a complementary approach to doing business in Singapore

Singapore is among the world’s fastest-growing economies and is in tune with the sustainability trend. 

The climate crisis and societal issues have propelled social responsibility and sustainable business practices to the forefront. A growing population demanding brand corporate responsibility has turned “doing good” into a winning business strategy. 

In Singapore, most CSR initiatives are handled by the state in partnership with employers and labor unions, making the government a key driver of CSR in the island state. 

The Singaporean code of governance urges domestic companies to follow high standards, and while the code is not mandatory, listed companies are required to disclose their corporate governance practices and explain any deviations from the code in their annual reports.  

In Singapore, Yakult, a probiotic beverage brand, stopped using plastic straws in its efforts to be environmentally conscious. 

Additionally, Yakult has partnered with many non-profit organizations in the health arena, sponsoring public projects and health-related events in Singapore. 

CSR is part and parcel of doing business in Thailand

The fundamental concepts of the Thai way of life and religious beliefs are centered around doing good deeds for others without any selfish motives. This thought process has seeped into business life, and Thai businesses accept their social responsibility.

During the 1997-1998 financial crisis in Thailand, His Majesty King Bhumiphol Adulyadej recommended the “Sufficiency Economy” philosophy to guide the Thai people towards a balanced way of life. 

Wonderland products, a manufacturer of wooden toys in Thailand, enforces CSR initiatives internally by ensuring the quality of life and humane labor practices and externally by supporting environmental protection. Its plants reuse and recycle waste for environmental reasons. 

What the world can learn from India about CSR implementation

Corporate social responsibility is a practice in which businesses voluntarily contribute positively to social and environmental projects. However, in the Indian context, the phrase takes on a different meaning. 

While organizations voluntarily participate in CSR in the rest of the world, it is not the case in India. As the world’s fastest-growing economy, India requires companies to have a CSR policy. 

In 2014, with the implementation of the new company law on April 1, India became the only country in the world with legislated corporate social responsibility (CSR) and a spending threshold of up to INR 15,000 crore (USD 2.5 billion). 

The new law mandates that “all companies, including foreign firms, with a minimum net worth of Rs 500 crore, turnover of Rs. 1,000 crores, and net profit of at least Rs 5 crore, spend at least two percent of their profit on CSR.”

In India, CSR is approached with a stringency not found anywhere else in the world. 

The law requires three Board directors to form a CSR committee to enforce the organization’s CSR policy. The law also dictates that the CSR policy be elaborate and the money spent audited. Organizations must also detail their CSR policy in their annual reports and websites. 

For example, Coca-Cola’s 2015 “Support My School” campaign was one of India’s most extensive CSR campaigns ever undertaken. The viral campaign earned Coca-Cola media exposure to an extent even the most planned marketing campaigns cannot replicate.

It is well established worldwide that businesses cannot progress at the cost of society or the environment. Most nations are on board with Corporate Social Responsibility initiatives that are good for the employees, consumers, businesses, and society. Brands are integrating societal and environmental goals into their operations to help reduce waste, enhance reputation and identity, attract top talent, and increase their bottom line. 

For international brands entering new markets, CSR provides a remarkable branding opportunity and helps them build their reputation locally as socially responsible brands.

The phrase “Never judge a book by its cover” does not apply to product packaging design. When package design is the only reference a consumer has, he is bound to go for the most appealing option. Years of market research have established that what’s outside the package is as important as what’s inside it. How else will a product stand out in a sea of competing brands? Yes, brand loyalty, ingredients, and other factors can make a difference, but in the end, most of it comes down to consumer psychology. 

In a store, the package design is the gateway to the product. Successful brands use psychology in their product design and packaging, driving sales and brand loyalty. Consumers often perceive a product’s function and worth based on its packaging and design.

Product packaging is primarily dictated by the target audience and what they want. For brands targeting a younger demographic, for instance, it is essential to add personalization and brighter colors and fonts that appeal to the youth. 

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This can change when catering to the same demographic in different countries. For instance, the environmental impact of packaging is a relatively less critical purchase factor for Japanese consumers, yet 80 percent of the respondents in India factor the environmental impact of packaging into their purchase decisions.

Understanding Consumer Psychology

Any buying decision involves consumers going through several cognitive stages when looking for a product actively. Their perceptions and opinions are based on what they see during this stage. After they select and purchase a product, they continue to evaluate their decision based on the product’s performance and experience. 

When a product’s perceived value is high, consumers are less impulsive than when the value is lower. This explains why over 70 percent of supermarket purchases are not planned. Shoppers in supermarkets and grocery stores rely primarily on the instinctive cues they get from package design as they browse stores. These help them make quick judgments about the product’s quality and value and can be why they add it to their carts (or not). 

Choosing the right colors

Research shows that color is one of the first things our brains see when they come across a brand and is often the first thing that pulls consumers in. 

Do you feel calm in a blue room, and does yellow make you anxious?

Pablo Picasso once said, “Colors like features, follow the changes of the emotions.” Colour is known to change emotions, moods, and feelings dramatically. Colors can have different meanings from culture to culture, as the idea of color is deeply rooted in our experiences. 

Color psychology is a hot topic in marketing, branding, and graphic design because colors play a huge role in brand perception and image. 

When selecting colors, it is imperative to look into the cultural significance of each color. This becomes necessary for brands planning international market entry, as different cultures have different connotations and emotions attached to specific colors. For instance, while green is a color of prosperity in many Muslim nations, it is a color associated with illness and death in some South American cultures. 

It is also essential to consider how your brand colors align with your brand and its identity. Other considerations are whether these colors stand out in a crowded marketplace and how they would work for those who are colorblind. 

Format and materials

The format or shape of the packaging is often based on whether the package will be used or discarded. In case it’s part of the product, like a milk carton, the quality, materials, and function are important considerations. For instance, a square or rectangular base is better so it can fit in the refrigerator more efficiently, and an easy-to-pour spout enhances convenience and functionality.

Packaging design depends on many other factors as well. For instance, a luxury product needs to be packaged in a way that reflects the high price of the product. In recent years, sustainability has also become a huge factor in selecting packaging materials, and an exciting product design may encourage consumers to post the packaging or unboxing online.

Typography and labels 

Typography is the art of placing text to make the copy clear, legible, and visually attractive. It utilizes font style, size, and structure to evoke feelings and emotions and convey a message. It also helps balance the graphics on a package. 

The font styles and sizes you use on your packaging play a huge role in the overall design and how consumers perceive your brand. The logo, typography, and fonts allow your brand to stand out from the competition. The typography helps catch your target audience’s attention and conveys the brand’s message. It also helps establish consistency, a vital aspect of brand identity. 

For a successful packaging design that quickly moves the product off the shelves, brands need to know their target audience and stay abreast with the latest trends. The typesetting, fonts, and styles you use, just like the graphic and color choices, are based on your target market —factors such as age, gender, language, culture, and preferences influence the typography of a product’s package design. 

By providing invaluable information regarding current market trends and the unique wants and needs of a brand’s consumer base, market research helps a brand develop its business and marketing strategy. Market research benefits many different facets of business, including product design and packaging. 

Brands need to have complete knowledge of consumer desires and the effect of specific product packaging on purchasing patterns and preferences. In market research, there are many different means for gathering this data, each with its own set of advantages. In most cases, it is best to use a combination of methodologies to understand the effectiveness of your packaging design and labels. 

Market research allows brands to tap into the psyche of their target markets to gain a deeper understanding of how a package design impacts purchasing decisions. 

This can be done in many ways by gathering data, each method with distinct advantages. 

Some common forms of gathering data:

1. Focus groups 

Market researchers often use focus groups and show them labels and packages to gauge their first reactions to the design, colors, typography, offers, and form. The focus group participants sample the product and look at the packaging and label to provide insights into what part of the packaging would influence their purchase decision. 

2. Interviews and discussions

Many brands conduct interviews with consumers as they browse competing products in a store setting. Questions like, “what made you add a product to your cart?” can uncover purchase decisions and the effectiveness of your product packaging. You may also interview employees from different departments who know the product well.

3. Surveys

Online surveys are a quick and easy way to conduct a survey. These can be carried out for in-store and online purchases on eCommerce sites and allow for anonymity, providing information and insights into purchase decisions and behavior. A well-designed survey employs a rating scale and asks open-ended questions. 

4. Observation 

Market researchers often use direct observation by visiting the store and observing how the products on the shelf move. In this manner, it is possible to see how the placement of items in a store affects sales. It also allows brands to look closely at the competition to see what graphics, colors, and other visual elements affect purchase decisions. How would your product look in comparison to competing brands? Does it blend in or stand out? Does it stand out in a good way? Making frequent visits to stores can provide a window of opportunity and is a powerful way to conduct market research. 

Market research provides invaluable insights into market trends, consumer psychology, and behavior. It can help formulate the right business and marketing strategy for businesses, including package design. 

Package design research is more critical now than ever. In many cases, the retail package design is the only advertisement for the brand. The brand’s packaging has a few seconds to draw consumers to the product and evoke purchase intent. 

While brands use many quantitative and tried and tested package designs, they often tend to overlook the subjective side of research, which requires qualitative research methods and tools—knowing the “why” behind purchase decisions and consumer motivations can provide the essential piece in understanding the effectiveness of a new package design or redesign. 

At Kadence International, market researchers are at the heart of our team. In this series, we honor some of our colleagues, asking them about their experience working within the market research industry and what the future holds for the industry.

Name: Priscilla Yuliani Sasmita, Indonesia

Position: Quantitative Research Manager

Kadence Office: Indonesia

When did you join Kadence?

I joined Kadence’s Indonesia office on March 20th, 2013.

What does a typical day or week look like for you in your current role? 

I typically start my day at 9 am and check WhatsApp messages and emails. Then, create a task list for the day, check my team’s to-do list, and assign/remind them of any task that needs to be done by that day. Sometimes, the schedule has to be shifted due to sudden requests or new projects that need our attention. Unless there is a meeting in the evening, I spare a couple of hours to review the next day’s to-do list or review my team members’ work.

Tell us a little about your career so far. What was your first job or role?

Kadence was my first job after graduating. Initially, I didn’t apply for a researcher position ( I applied for a Finance position), and I had no idea what market research was. During the recruitment process, the Human Resources department suggested I apply for the Quantitative research position. That’s how I ended up on my journey as a market researcher. I learned all about Market Research in Kadence, starting from the position of Research Executive.

What did you think your career would be, or what did you say you wanted to do “when you grew up”?

I had never planned to be in the market research field. During my university days, since I was a Finance Major, I always thought I would end up working in a bank.

What is your favorite quote or the motto you live by?

The past is past; you can’t change it. Focus on the future.

What is the best thing about the culture at Kadence?

The culture at Kadence is a friendly and helpful one, where there is no barrier between senior and junior team members or various divisions and offices. Everyone is treated the same; you could ask anyone for help.

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What are essential skills required to excel as a Market Researcher?

Perseverance, curiosity, humility, and a genuine interest in gaining knowledge are the prerequisites in the market research industry. And as in any other field, you should also not take complaints personally and use them as constructive feedback to improve. 

What is unique about the market research field / and or consumers in your country/ region?

Culturally, Indonesians are incredibly polite and have difficulty saying “no.” They are also sometimes reluctant to express an honest opinion.  

What is it about the field of market research you wish everyone knew?

I wish more people knew about the market research field in general. 

What piece of advice would you give someone looking to start a career in market research?

I would say that having sound knowledge of basic Excel skills and basic statistics skills is very useful when dealing with Quantitative Data.

However, the most important quality is a willingness to learn.

How have you seen consumer behavior change in the past 2 – 3 years due to the pandemic? If so, what are your main observations?

In the past 2-3 years, owing to the pandemic, online-based activities have increased, and the at-home market has gained momentum for several products. Remote work has given people the flexibility to work from anywhere (often in a cafe or shared working space), and there is a longing for travel which has increased the number of staycations.

Tell us about a project you worked on (in market research) that you found particularly rewarding, exciting, or enlightening and why?

We had carried out a pricing study for a Coffee Shop chain. The study included three types of pricing methods: PSM, Gabor Granger, and Conjoint Analysis, and asked for several variants sold in the coffee shop, separated into different price tier levels and drinks (like, espresso, tea, blends, etc.). This project was interesting as we analyzed the pricing using three methods to find the stretch of price increase acceptable by each variant or tier level, drink type, and detailed further by each city.

How would market research evolve if you could time travel ten years?

I see market research shifting to online research.

What do you like to do in your free time when you are not working? 

I enjoy reading in my free time. 

What is something you have accomplished in work or life that you are particularly proud of?

Some of the most rewarding moments of my career have been when any team member I mentor becomes more independent.

What is your all-time favorite food or cuisine?

My all-time favorite food is my mother’s home cooking. Currywurst is another dish I enjoy. Besides that, I also like Indonesian food in general.

How has Kadence’s remote work opportunity allowed you to achieve a work/life balance? We would love an example.

It’s tough for me to strike a balance with remote work. Cutting down on commuting is a plus point. However, sometimes, there is no separation between working and non-working hours. So when your client or your teammates are online and need you, you have to return to work even if it’s already past your nine hours of work time for the day.

At Kadence International, market researchers are at the heart of our team. In this series, we honor some of our colleagues, asking them about their experience working within the market research industry and what the future holds for the industry.

Name: Ksatria Dharma Wisesa

Position: Assistant Research Manager

Kadence Office: Indonesia

When did you join Kadence?

March 2019

What does a typical day or week look like for you in your current role? Or what are your primary responsibilities/duties?

I start work at 8 am and finish by 10 pm on a busy day. But on a more relaxed week, I can minimize my working hours to 4-6 hours a day. My primary duty is to make sure we deliver reports to clients within the agreed timeline. Most of the time, I review proposals and reports from RE. Sometimes I do deep analysis by myself to suit the clients’ needs.

Tell us a little about your career so far. What was your first job or role? How did you get started with market research? What other roles (in market research) have you had?

I was an engineering graduate and started my career in the oil and gas industry. In 2019, the conditions were not favorable in the industry, so I started looking for a career shift. I joined Kadence Indonesia in early 2019 on Kezia’s Team. So far, Kadence and I have aligned vision, and Kadence has accommodated me to grow and develop within the organization. It has been three years, and currently, I manage my own team.

Did you always know that you were destined for a career in market research? Why? If not, what did you think your career would be, or what did you say you wanted to do “when you grew up” as a child?

I’m not sure. Since my university years, I have always wanted to be an engineer, but three years ago, I took a leap of faith and pivoted to the market research industry. I didn’t know what this would lead to back then, but eventually, Kadence worked well and helped me grow.

What is your favorite quote or the motto you live by?

The present is the key to the past.

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What is the best thing about the culture at Kadence?

You can always learn or ask for knowledge from other employees, whoever they are. The knowledge-sharing culture is delightful in this organization.

What are essential skills required to excel as a Market Researcher?

You need to know how to create a story based on data patterns, which is necessary for quantitative research. Understanding clients’ needs are also crucial to excelling in this industry.

What is unique about the market research field and consumers in your country/ region?

Halal products (whether essential or just an image) are critical in Indonesia. Most FMCG products have put the “halal” logo or are promoting the “halal” image since most consumers in Indonesia associate this image with clean, hygienic, and faithful.

What is it about the field of market research you wish everyone knew?

The importance of being an expert in market entry, helping brands that want to enter the Indonesian / ASEAN market increase promotion and product awareness.

What advice would you give someone looking to start a career in market research?

I would say to them: Take a leap of faith. You never know where you might end up.

How have you seen consumer behavior change in the past 2 – 3 years due to the pandemic? If so, what are your main observations?

Consumers were forced to adopt digital purchase behaviors during the pandemic. It is a non-reversible trend as more consumers rely on e-commerce than before. The same is true for our office as we have gone remote. We can work from anywhere, and now we can cut the commuting time and accomplish more in a day.

Tell us about a project you worked on (in market research) that you found particularly rewarding, interesting, or enlightening and why?

Helping personal care brands from Malaysia that want to excel in Indonesia is challenging. We had extensive requests and put a few strategic recommendations that helped these brands expand their business in Indonesia.

How will market research evolve if you could time travel into the future ten years?

From the current trends of Telco’s big data usage and digital surveys, digital research methods will surely evolve unimaginably. But, I’m pretty sure conventional methods are still essential.

What do you like to do in your free time when you are not working? 

Movies and eating out are things I do apart from running or hitting the gym. I also love going to the beach and hiking since the current Kadence Indonesia remote work policy allows me to work from Bali.

What is something you have accomplished in work or life that you are particularly proud of?

My career progress in Kadence has allowed me to support my family and let my parent relax as retirees.

What is your all-time favorite food or cuisine?

I always enjoy Indonesian cuisine, especially Aceh, Medan, Sundanese, Javanese, and Balinese cooking. I am a foodie and won’t’ eat anything that is not delicious.

How has Kadence’s remote work opportunity allowed you to achieve a work/life balance? We would love an example.

Kadence’s remote work policy sure helps me manage my leisure time. For instance, remote working allows me to cut commute time, and I can do many things in the morning before working hours begin. These conditions also allow me to work from Bali; I can go to the beach or go on a road trip on weekends and find a new hobby. I also get to escape Jakarta’s daily hustle.