The challenge

With over 2,700 journalists and analysts across 120 countries, Bloomberg is one of the world’s largest news organisations, providing global business leaders with the information and analysis required to win in today’s complex marketplace. In the wake of unprecedented global uncertainty, Bloomberg wanted to help its readers navigate the path ahead, by shedding light on how their peers were responding to the pandemic.

What we did

We spoke to over 700 business decision makers in 6 markets (Singapore, Thailand, Malaysia, Hong Kong, Japan and Australia) to understand the shift in their priorities, exploring everything from top concerns and challenges right through to attitudes towards business travel and expectations from brands.

To bring this to life for Bloomberg and its readers, we produced an engaging infographic highlighting the key findings with the help of our in-house design and data visualisation team.

The impact of the research

The research has allowed Bloomberg to provide valuable insight to its readers about how business decision makers priorities are evolving at this critical time. As the first of 3 waves of research on this topic, we’ll be able to track changes in attitudes and behaviours over time to help business leaders understand and react to the changing situation.

We have been engaged with Kadence since 2016. Since our first partnership, Kadence has been instrumental in supporting our business efforts and have continuously proven their value in research, insights and analysis that have helped us to gain many wins. Kadence consistently pushes the boundaries and offer inspirations that provide deep business insights and drive business strategies.

Head of Research
Bloomberg

The challenge

Wall Street Journal is one of the most respected newspaper brands globally. But like many other sectors, media is undergoing rapid digital transformation. The Wall Street Journal wanted to understand how its digital experience was perceived and how it could be optimized going forwards.

What we did

We embarked on the Wall Street Journal’s biggest ever piece of consumer research at the time, engaging over 5,000 respondents, spanning current, lapsed and prospective customers. To understand perceptions of and attitudes towards the Wall Street Journal and its digital products, we used a range of methodologies, including surveys, focus groups and in-depth interviews. By combining this with passive tracking, and UX testing, we were able to go beyond what consumers say, and understand how they really interact with Wall Street Journal’s digital portfolio.

The impact of the research

As a result of the research, Wall Street Journal has been able to better understand the role and interplay of its products and identify opportunities for further development to drive retention and acquisition. This has been translated into a new digital product strategy, that has shaped decisions on everything from the products and formats the Wall Street Journal produces, right through to the user experience.

We have been engaged with Kadence since 2016. Since our first partnership, Kadence has been instrumental in supporting our business efforts and have continuously proven their value in research, insights and analysis that have helped us to gain many wins. Kadence consistently pushes the boundaries and offer inspirations that provide deep business insights and drive business strategies.

Head of Research
Bloomberg

The challenge

With over 2,700 journalists and analysts across 120 countries, Bloomberg is one of the world’s largest news organizations, providing global business leaders with the information and analysis required to win in today’s complex marketplace. As a media owner, Bloomberg doesn’t just generate its own news stories, it executes and runs media campaigns for clients too. We wanted to understand the impact of advertising through Bloomberg to demonstrate its role as a leading advertising platform.

What we did

Bloomberg is a subscription-based premium publisher that provides high quality business journalism. Our hypothesis was that that this status would rub off on the brands that advertise on the platform, specifically, on the key brand metrics for Bloomberg advertisers. To explore this, we ran a comprehensive neuro study with international news consumers in Hong Kong and Singapore, measuring in-the-moment neuro-responses to adverts embedded across range of platforms – including Bloomberg and different social media sites. This was followed by a survey focused on the brands they had just been exposed to capture immediate brand recall and the overall impact of the platform on call-to-action metrics.

The impact of the research

Our study busted the myth that all impressions leave the same impression. We were able to establish that when the exact same advert is shown on Bloomberg versus social media sites – there is a significant increase in the memory coding and call to action metrics. This means that viewers will remember the advert and the message much longer if they see it on a Bloomberg site. These findings have been invaluable for Bloomberg, enabling it to demonstrate the value of the media campaigns it runs on its site and positioning it as the advertising platform of choice.

We have been engaged with Kadence since 2016. Since our first partnership, Kadence has been instrumental in supporting our business efforts and have continuously proven their value in research, insights and analysis that have helped us to gain many wins. Kadence consistently pushes the boundaries and offer inspirations that provide deep business insights and drive business strategies.

Head of Research
Bloomberg