Kadence International is an agency with a lot of talent from all around the world. In this series, we honor some of our female colleagues leading up to International Women’s Day, asking them about their experience working within the market research industry and what the future holds for the industry.

Name: Pragya Parmita Singh

Position: Senior Executive – Quantitative Research

Kadence Office: India

When did you join Kadence International?  

I joined the Kadence India team in September 2021.

What are your role responsibilities?

I am responsible for Quantitative and social research.

What was the first job you had (during school, college or university)?

After college, I worked in the Market Research industry got I3 Research Consultants in India. I have also worked in the healthcare sector.

What is it about market research that excites you the most?

Market research helps in understanding consumers’ needs and preferences. It exposes market trends and allows companies to target their consumers more effectively.

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What is it about Kadence’s company culture that you like the most?

I like the teamwork, and how senior management engages with projects.

When you were a child, what did you want to be when you grew up?

I wanted to be a doctor.

What qualities do you feel are “a must” for anyone exploring a career in market research?

Being a quick learner, having good knowledge of MS office, having good interpersonal and communication skills.

How have you seen the field of market research change since you started your market research career?

Pen and Paper Interviews (PAPI) are now predominately Computer Aided Personal Interviews (CAPI) or Computer Assisted Telephone Interviewing (CATI). Technology is causing drastic changes in the industry.

Who is your favorite hero, or what is your movie of all time and why? 

Bajirao Mastani (it was the first movie watched with my spouse).

What is your favorite quote, motto, or favorite phrase?

“Do good and good will come to you”

If you could time travel into the future 10 years, how will market research evolve?

Technology will continue to be spur change in market research.

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

Spending time with family, traveling.

Follow Pragya via her LinkedIn Profile: https://www.linkedin.com/in/pragya-singh-47947159

Kadence International is an agency with a lot of talent from all around the world. In this series, we honor some of our female colleagues leading up to International Women’s Day, asking them about their experience working within the market research industry and what the future holds for the industry.

Name: Cheryl Houng

Position: Senior Insight Executive

Kadence Office: Singapore

When did you join Kadence International?  

I joined the Kadence team in February 2021.

What are your role responsibilities?

I lead and execute quantitative and qualitative research studies across a variety of industries ranging from FMCG, Government, Education, Property related fields. I manage project timelines and ensure key milestones in the project are met – anticipating problems and acting to prevent them from affecting delivery.

What does a typical work day look like for you?  

On a typical day, I will be at analysis meetings with the Insight working team where we will analyze data together, validate hypotheses, and seek to understand the areas of opportunities and spaces in which our client can operate in. I also spend the day designing research documents such as questionnaires, discussion guides or conducting regular data checks on ongoing online fieldwork.

What was the first job you had (during school, college or university)?

I was 16 at that time when I started working my first part-time job as a retail associate at a female shoe company. This was after my major ‘O’ level examination and I wanted to gain some form of working experience to see what’s out there, understand how a business operates on the ground, and also try something new before I start my tertiary education. At that time, there was a shoe shop in town hiring a part-time worker and I applied. The job was pretty fun where you engage with shoppers, see how they choose their shoes, and help to tidy up the racks and pack shoes as one would expect. What I find interesting and engaging for me is that the interaction can go beyond something transactional to a more consultative experience that a retail associate could offer to shoppers which were some of the highlights of that part-time job experience for me.  

What is it about market research that excites you the most?

I really like bridging knowledge gaps and problem-solving with clients when they come to us with a brief in hand. In general, I have always been intrigued by understanding how consumers think, act and do when it comes to many different things such as attitudes towards an idea or the overall purchase journey that they partake in. Consumer behavior has been a subject that I take a lot of interest in and market research really does just that, but by offering more than just a measurement service but to be that thinking partner with clients to grow their brand or idea even more.

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What is it about Kadence’s company culture that you like the most?

Kadence’s company culture is extremely welcoming to new ideas and new people. We are always looking to innovate and support the team by leveraging on our own unique experiences of individual members of the team to collaborate and build on each other’s thoughts to develop or further improve an existing idea. 

When you were a child, what did you want to be when you grew up?

I wanted to be a comic book storyteller and artist. I had a love for reading comic books and watching TV shows in general and have spent a large bulk of my free time doodling and creating stories about fictional characters and their pursuits.  

What qualities do you feel are “a must” for anyone exploring a career in market research?

To be curious! Market research is all about knowing the “what’s” and the “whys” of consumer behaviors.

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

To always stay curious and to read widely on news and trending topics. Market research is more than just a measurement. It is about providing a perspective. 

How have you seen the field of market research change since you started your market research career?

Market Research is way more graphical these days. I have been in this career for almost 4 years now, and I saw it largely switch to online methodologies due to COVID which requires us to change up tried and tested methods to engage with respondents through a zoom call versus being in the same room. 

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

There are many ways of doing market research beyond a focus group, an interview, or a survey. There are many methodologies (e.g. online communities, shop-alongs, etc.) and techniques that provide a better way for consumers/respondents to share their thoughts and perspectives with us.

Who is your favorite hero, or what is your movie of all time and why? 

I like Ready Player One. It takes us to a reality where most are living in a virtual reality/simulation and how interactions between each other have evolved since then. Loved the story and how creative we can be. It would be interesting to think about how our lives could change in the next 10, 20 years seeing how we evolved from brick phones to spending more than half our day on digital devices.

What is your favorite quote, motto, or favorite phrase?

You define your own life. Don’t let other people write your script. – Oprah Winfrey

If you could time travel into the future 10 years, how will market research evolve?

Focus groups in the metaverse! Holographic projection interviews? There’s a lot of potentials for the industry to evolve with new technology advancements every single day. I would expect to see more evolved online methodologies – new ways of interviewing someone or having a discussion.

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

I like to head out and explore different areas in Singapore and take leisurely walks. I do head out to the gym every few days as it is an energizer for me and keeps my body and mind healthy.  

Follow Cheryl via her LinkedIn Profile: https://www.linkedin.com/in/cheryl-houng-6b671bb6/

Kadence International is an agency with a lot of talent from all around the world. In this series, we honor some of our female colleagues leading up to International Women’s Day, asking them about their experience working within the market research industry and what the future holds for the industry.

Name: Nicole Sun

Position: Customer Service Manager

Kadence Office:  China

When did you join Kadence?  

I joined the Kadence China team in January 2018.

What does your role as Customer Service Manager entail?

My main job is to help clients around the world provide the most reasonable and effective research plan to help them understand the China market. During the fieldwork period, I help coordinate and communicate with clients and Kadence China’s fieldwork colleagues to ensure the progress of the project. I help solve emergencies during the fieldwork period for our clients.

What does a typical day look like for you?

To me, Kadence is warm space, like a family. Our colleagues are professional and lovely. Our whole team is united and helps each other.

Is there anything different, unique about conducting research in your country? 

We support all traditional research methods, but not limited to this. Our team has excellent execution ability. Our execution methods are diversified and changeable.

What was the very first job that you had (during school, college, or university)? 

I used to study in Singapore, and I liked engineering very much as a student, so I chose the Department of Engineering to complete my university studies. My first job was also in Singapore as a QC engineer.

Is there anything about your experience before joining Kadence that you feel is worth mentioning? 

I came to the world of Marketing Research eight years ago completely by fate. I was lucky to start my journey working for SMD market research, working on global projects as a translator. Since then, I find market research very interesting. I can reach all kinds of clients and help them understand the situation of the Chinese market. The sense of mission is satisfying. 

What is it about market research that excites you the most?

Market research is so much fun. I have access to clients from different industries and different countries. Every time the client has a different research background and purpose, it is a new challenge. For me, life without challenges is no different from being a dead fish.

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What is it about Kadence’s company culture that you like the most?

I love the idea of One Kadence. I personally interpret it as One Kadence means One family.

When you were a child, what did you want to be when you grew up?

When I was very young, I dreamed that when I grew up, I would become a strong woman, a strong woman like my mother. My definition of a strong woman is not necessarily how rich people are. Instead, they have their own independent financial ability and can provide the life they desire. Have their own business and family.

What qualities do you feel are “a must” for anyone exploring a career in market research?

I think it’s accuracy. Only accurate data support can provide an accurate direction for our clients.

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

I would love people to understand that the economy is changing and consumer needs are changing. Understanding a market requires resonating with consumers.

What is your favorite hero or movie of all time, and why?

My hero – Iron Man. At the end of the story, Thanos fights off all the heroes who stand in his way in a row and grabs the gloves back, ready to launch a fatal blow to the universe. But Tony Stark aka Iron Man secretly transferred all the gems to his power suit’s gloves, snapped his fingers with his mind, and let the unbeatable Thanos turn to ashes along with all his troops. Tony is really a great man.

If you could time travel into the future 10 years, how will market research evolve?

I believe that market research will be busier and serve a wider range of clients in 10 years because small and medium-sized enterprises are also becoming more aware of the importance of market research.

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

I love self drive vacations during weekends.

Kadence International is an agency with a lot of talent from all around the world. In this series, we honor some of our female colleagues leading up to International Women’s Day, asking them about their experience working within the market research industry and what the future holds for the industry.

Name: Bridgette LaFaye

Position: Junior Data Analyst

Kadence Office:  San Francisco, USA

When did you join Kadence?  

I joined Kadence in August 2021.

What does your role as Junior Data Analyst entail?

I’m responsible for any and all things related to technical support and data analysis. Right now with a data team of just two, there’s a lot of flexibility in the types of projects I can work on. Recently, I’ve been working on topics ranging from programming custom functions in Google Sheets to performing conjoint analysis.

What does a typical day look like for you?

Most days, I start my day with shorter tasks or any tasks that popped up overnight, like debugging a Python script or adding a feature to one of our projects. By the afternoon, I’ll usually work on longer-term projects. Once a week, I teach the rest of our Kadence team about an application of Google Sheets, since that’s our primary computational tool.

What was the very first job that you had (during school, college, or university)? 

My first real job experience was in college as a research assistant in a computational simulation lab. I had a fantastic advisor, Prof. Andrew Ferguson, who taught me the fundamentals of programming and physics simulations. Those skills have been useful in every job I’ve had since, and really sparked my interest in learning more about data analysis in other applications.

What is it about market research that excites you the most?

I’m excited to contribute to real-life, cutting-edge products. Kadence’s fast-paced environment means that we’re working on a variety of projects at a time, and each one means that we’re learning about a different group of people who can be helped by a new product.

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What is it about Kadence’s company culture that you like the most?

Right from the start in my hiring process, I felt like I had the opportunity to talk to real people instead of getting lost in a sea of resumes. I feel like that’s been indicative of how supportive and accessible the team members are. With a closer group of people, I can reach out to anyone at Kadence and start a conversation. I also love the flexibility of working remotely.

When you were a child, what did you want to be when you grew up?

I was convinced I was going to become a professional ballet dancer. These days, I like to go to social dancing events instead, which are much more relaxing.

What qualities do you feel are “a must” for anyone exploring a career in market research?

I think creativity and adaptability are must-have traits. Every day we see new types of problems, and we have to be ready to adjust our goals and timelines to accommodate new information. It’s never boring!

What is your favorite hero or movie of all time, and why?

I think Elle Woods from Legally Blonde is great. Her character is an awesome example of a woman with a strong identity that never lost sight of who she was or what she was capable of.

What is your favorite quote, motto or favorite phrase?

My favorite quote is “Be yourself; everyone else is already taken.” It’s easy to get caught up in whether you’re living up to everyone else’s expectations, and I like to remind myself that it’s okay to follow my own path through life.

If you could time travel into the future 10 years, how will market research evolve?

As a data analyst, I have to say improvements in technology. I think there’s always room for more automation and more efficiency.

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

I like to solve simple brain-teaser puzzles, go ice skating, and play with my two cats.

Follow Bridgette via her LinkedIn Profile: https://www.linkedin.com/in/bridgette-lafaye

Kadence International is an agency with a lot of talent from all around the world. In this series, we honor some of our female colleagues leading up to International Women’s Day, asking them about their experience working within the market research industry and what the future holds for the industry.

Name: Adhistya Febriani

Position: Senior Research Manager

Kadence Office:  Indonesia

When did you join Kadence?  

I joined Kadence in 2021.

What does your role as Senior Research Manager entail?

Having an in-depth understanding of our client’s product, service, and strategy. Managing and fostering a positive relationship with our clients. Presenting compelling insights to our clients. Developing, managing, and mentoring team. Proactively working with cross-functional departments.

What does a typical day look like for you?

The team and I have a twice-weekly meeting every Monday and Friday. Friday is always a day of preparation for the upcoming week, and Monday is the time to implement everything we’ve had on the Friday list. I always put a max of 3 meetings in a day to focus on current projects. We’re still working from home, so at the moment, a typical day starts with checking the online task list in the morning and communicating with the team for any clarification. The second half of the day is usually delivering any client requests or checking data for report preparation. I typically end my day around 6 pm to take care of my son, have dinner, and continue at 8 pm onwards if there’s any backlog in tasks.

Is there anything different, unique about conducting research in your country? 

Indonesia is very heavy with traditional approaches. Mobile or self-survey is skewed to those who live in the capital cities and who have higher education, while it is the opposite for the real profile in the market. No matter how digital-savvy we are with the survey, an offline survey is always a win to capture the real respondents’ answers.

What was the very first job that you had (during school, college, or university)? 

My first job was as a research executive with Kadence International, so Kadence has been a ‘school’ for me. I was worked in Kadence for three and a half years, another 7 years with other companies, and last year I came back to Kadence and bring a whole new experience.

Is there anything about your experience before joining Kadence that has helped you in your market research career? 

I can read market research data from surveys and can translate retail analytics and shopper data into insights. I think this kind of researcher is rare in Indonesia 🙂

What is it about market research that excites you the most?

Listening to the consumers’ opinions and seeing the impact in the market.

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What is it about Kadence’s company culture that you like the most?

The leaders and their flexibility.

When you were a child, what did you want to be when you grew up?

A photo model, yes seriously (laughs).

What qualities do you feel are “a must” for anyone exploring a career in market research?

Attitude first and being tough mentally are important and basic to be a researcher. Knowledge is something gained over time.

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

Be “data crazy” and always be curious. Do not give up any of your “why’s” until you find the legitimate answers!

How have you seen the field of market research change since you started your market research career?

Nope, it has stayed the same. We collect the data, we do the project management, we create great client experiences. In the end, presenting and receiving any client briefs means we are creating satisfaction with our services.

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

Small things matter, attention to detail is the key to success.

What is your favorite hero or movie of all time, and why?

I am not really a fan of movies, but I do love books! JK Rowling is one of my inspirations who shows that everything is possible because she could be a great writer even at 40 plus years of age. Success doesn’t depend on age.

What is your favorite quote, motto or favorite phrase?

Poor communication will lead to conflict, no matter how good your intention is.

If you could time travel into the future 10 years, how will market research evolve?

Mobile surveys will be highly evolving.

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

I love running a lot! I even spend my time before work running.

Follow Adhistya via her LinkedIn Profile: https://www.linkedin.com/in/adhistyafdj/

Kadence International is an agency with a lot of talent from all around the world. In this series, we honor some of our female colleagues leading up to International Women’s Day, asking them about their experience working within the market research industry and what the future holds for the industry.

Name: Anna Varuha

Position: Operations Manager

Kadence Office:  I work with the Americas team, based out of London, UK.

When did you join Kadence?  

I joined the Kadence in January 2021.

What does your role as Operations Manager entail?

I look after the operational side and oversee the delivery of all our projects. As a team we always strive for perfection, we work around the clock across multiple time zones to ensure we deliver beyond clients’ expectations.

What does a typical day look like for you?

It is never the same, which I love! One day I may be learning about new software that will help us improve our capabilities and later that day I may be discussing a project scope with a new client.

Is there anything different, unique about conducting research in your country? 

We conduct research across the globe, knowing what is unique about each country helps us to interpret results and provide value-added research to our clients.

What was the very first job that you had (during school, college, or university)? 

It was at an amusement park where I was surrounded by laughter, joy, and fun.

Is there anything about your experience before joining Kadence that has helped you in your market research career? 

In my previous role, I worked with some of the most amazing and respected industry experts. I learned a lot about online sampling, questionnaire design, and its effects on data.

What is it about market research that excites you the most?

Innovative research methods.

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What is it about Kadence’s company culture that you like the most?

Decisions are being made fast. This gives us an advantage when speed is the key. We are a passionate and results-oriented team. When looking for new talent, we focus on the drive and ambitions people have and what they bring to the team.

When you were a child, what did you want to be when you grew up?

The President. Because as a child, I thought only the President has the power to make changes?

What qualities do you feel are “a must” for anyone exploring a career in market research?

Determination, flexibility, and desire to learn.

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

The market research industry offers great opportunities and exposure to learn and develop new skills. Don’t be afraid to raise your hand when you have an idea.

How have you seen the field of market research change since you started your market research career?

Absolutely, the needs of research have changed. Clients want quick and cost-effective solutions that allow them to make decisions fast.

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

Online sampling is existing!

What is your favorite hero or movie of all time, and why?

I am an animal lover and I consider all people who help or dedicate their lives to saving animals in need as heroes.

What is your favorite quote, motto or favorite phrase?

“The definition of insanity is doing the same thing over and over again and expecting a different result” Albert Einstein

If you could time travel into the future 10 years, how will market research evolve?

This is an interesting question. I think there will be a lot less human interaction when collecting the data. Perhaps, in the future participants will be rewarded for the amount and passively collected information they are prepared to share.

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

I love hiking. Open spaces help me to recharge.

Follow Anna via her LinkedIn Profile: https://www.linkedin.com/in/annavaruha

Kadence International is an agency with a lot of talent from all around the world. In this series, we honor some of our female colleagues leading up to International Women’s Day, asking them about their experience working within the market research industry and what the future holds for the industry.

Name: Sarah Serbun

Position: Insight Director

Kadence Office:  Boston, USA

When did you join Kadence?  

I joined the Kadence in August 2016

What does your role as Insight Director entail?

Managing and overseeing all full-service research and insights work; managing the Boston office and US Insights team.

What does a typical day look like for you?

Every day is different and always seems to be nonstop! I have my hands on every part of all research projects, from writing proposals all the way through to reporting and presenting results. A typical day includes lots of project work, calls with clients and suppliers, meetings with other members of the project teams, training junior researchers. I also work on business development materials, thought leadership initiatives, business management tasks, attending conferences and industry events, and building our growing team!

Is there anything different, unique about conducting research in your country? 

US consumers’ behaviors and attitudes can vary a lot across states, geographic regions, urban vs. rural, racial and ethnic groups, generations, political parties, socioeconomic background, etc. The diversity in this country is not always apparent to clients from other countries, which is why it’s important to have a local researcher weigh in on survey design and analysis to identify these nuances.

What was the very first job that you had (during school, college, or university)? 

I have had a few interesting jobs in high school – worked at a farm stand, as a bank teller, and I personalized Christmas ornaments at a mall store!

Is there anything about your experience before joining Kadence that has helped you in your market research career? 

Prior to joining Kadence, I received my Master’s in cognitive psychology and cultivated my knowledge and passion for research across a variety of professional applications. I’ve managed clinical research trials, reported substance abuse and mental health trends for Substance Abuse and Mental Health Services Administration (SAMHSA), supported a Medtech startup with marketing and product development, and developed as both a quant and qual market researcher at System One and Kudzu Research.

What is it about market research that excites you the most?

I love talking to people and peeling back the layers to reveal the real underlying needs and desires that drive their attitudes and behaviors. My favorite studies are those where we have unearthed deep, emotional insights that lead to real-world solutions that make a meaningful difference for people and animals.

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What is it about Kadence’s company culture that you like the most?

The collaboration with our offices around the world.

When you were a child, what did you want to be when you grew up?

A dolphin trainer or manatee rescuer.

What qualities do you feel are “a must” for anyone exploring a career in market research?

Attention to detail, the ability to multitask, curiosity in human behavior and psychology, and critical thinking.

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

Be sure you have a genuine interest in psychology, research and be ready to put in a lot of hard work, thought, and time to develop as a researcher. It’s not an easy or glamorous career but it can be very intellectually rewarding!

How have you seen the field of market research change since you started your market research career?

Technology, automation, and analytics have created expectations for delivering insights quicker and cheaper.

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

That quicker and cheaper doesn’t mean better, especially in qualitative research!

What is your favorite hero or movie of all time, and why?

Little Women (the one with Susan Sarandon, Winona Ryder, and Christian Bale). It was a beloved book when I was young and I watch it every Christmas with my mom and sisters. It takes place in the town next to my hometown. I love seeing those familiar old buildings and imagining what life was like there in the 1860s.

What is your favorite quote, motto or favorite phrase?

Everything happens for a reason. It’s cliche but comforting.

If you could time travel into the future 10 years, how will market research evolve?

Technology will likely automate most quantitative research. We may have more tools to make qualitative research faster and easier but it won’t change the value of human moderators and data interpreters.

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

I like to walk my dog, go to the beach, travel, cook, garden, spend time with friends and family.

Follow Sarah via her LinkedIn Profile: https://www.linkedin.com/in/sarah-serbun-3382626/

Kadence International is an agency with a lot of talent from all around the world. In this series, we honor some of our female colleagues leading up to International Women’s Day, asking them about their experience working within the market research industry and what the future holds for the industry.

Name: Kritika Goyal

Position: Senior Research Executive – Qualitative Research

Kadence Office:  India

When did you join Kadence?  

I joined the Kadence in February 2022

What does your role as Senior Research Executive – Qualitative Research entail?

I am responsible for managing clients and their respective projects, custom research team, and coordinating project task activities between the project team and internal support/operations team.

What does a typical day look like for you?

Working on presentations and coordinating with team members.

Is there anything different, unique about conducting research in your country? 

Research in India is different as we get to know people of different cultures and different ethnicities and their thought processes behind any product/service.

What is it about market research that excites you the most?

Experience in Qualitative Research is very unique. We get to learn new things with every new project.

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What is it about Kadence’s company culture that you like the most?

Kadence has a friendly environment. Everybody here is very supportive and helpful.

When you were a child, what did you want to be when you grew up?

I wanted to be a doctor.

What qualities do you feel are “a must” for anyone exploring a career in market research?

A person who is exploring a career in market research should be curious and they should have an eagerness to learn new things.

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

Just be yourself and learn and grasp as much knowledge as you can.

How have you seen the field of market research change since you started your market research career?

It has now become more online. People used to personally go take an interview, deliver presentations, etc. Now things have shifted to online modes and methods.

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

It is a great field to learn about people’s experiences and knowledge related to a product or service. 

What is your favorite hero or movie of all time, and why?

My favorite movie is Yeh Jawaani Hai Deewani starring Ranbir Kapoor. It talks about freedom and the strength to achieve. The ability to go forward with your dream and career of your choice without thinking about being judged.

What is your favorite quote, motto or favorite phrase?

“Have the humility to learn from those around you”

If you could time travel into the future 10 years, how will market research evolve?

It will become more technology-oriented. Artificial Intelligence may come stronger into the picture.

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

I like to listen to music and read.

Follow Kritika via her LinkedIn Profile: https://www.linkedin.com/in/kritika-goyal-a4803316b/

Kadence International is an agency with a lot of talent from all around the world. In this series, we honor some of our female colleagues leading up to International Women’s Day, asking them about their experience working within the market research industry and what the future holds for the industry.

Name: Iris Lorenzo

Position: Managing Director

Kadence Office:  Philippines

When did you join Kadence?  

I joined the Kadence in November 2017.

What does your role as Managing Director – Philippines entail?

I develop and execute business strategies, and direct and control business operations.

What does a typical day look like for you?

I start with a daily catch-up call with the team on all of the project updates, RFQ/RFPs pending, HR/Admin/Finance Updates, and other critical items. I then attend client meetings – credentials presentations, quote/proposal discussions, and project meetings. This is followed by final checking and approval of high-value quotes and proposals, and checking of Qual, Quant, and CI reports to our clients. In between meetings, I approve project and admin expense requests and review and sign contracts.

Is there anything different, unique about conducting research in your country? 

Filipinos are typically positive, agreeable, and generally do not want to offend anyone. In qualitative research, we have to highlight that the moderator will not be offended if they have any negative comments – in fact, it will be helpful to also hear about contrary opinions. For quantitative research, respondents tend to score higher so we should take this into consideration in the analysis.

What was the very first job that you had (during school, college, or university)? 

I worked as an intern at the Ateneo Human Rights Center, where we provided legal aid to the Mangyans. These are the indigenous peoples of the Philippine island of Mindoro, who were being illegally evacuated from their homeland due to industrialization and illegal logging operations.

Did you earn any experience before joining Kadence that helped your MR career?

I worked as a Strategy and Competitive Intelligence Trainer, where I traveled to different countries in Southeast Asia and Australia to train company executives and government officials on Competitiveness, Early Warning Practices, War Games, and Scenario Planning.

What is it about market research that excites you the most?

The continuous learning about different industries, products, and services. The constant expansion of my knowledge about a variety of things makes me feel that I am growing every day.  

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What is it about Kadence’s company culture that you like the most?

Agility – it allows us to quickly address a need or challenge by having collaborative resources across the different offices.

When you were a child, what did you want to be when you grew up?

I wanted to be a detective like Nancy Drew.

What qualities do you feel are “a must” for anyone exploring a career in market research?

A market researcher must be curious and inquisitive.

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

You have to be open and flexible, there is so much to learn, and it is a great adventure if you listen well, observe closely, and be brave enough to step out of your comfort zone.

How have you seen the field of market research change since you started your market research career?

Most of our methodologies were face-to-face and paper-based when I first started. The switch to digitization was slow until the pandemic happened. It just supercharged our adoption of technology in our methodologies.

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

Market research is an exciting career where things are never the same every day. You will not be bored with your job, as there is always a new question, a new opinion, a new perspective, a new profile, and a new challenge. 

What is your favorite hero or movie of all time, and why?

Bram Stoker’s Dracula. Not only was Gary Oldman brilliant in his performance, but it shows that a being is not defined only by his nature. Love can bring out the monster in all of us, and can also bring redemption.

What is your favorite quote, motto or favorite phrase?

“Ang puno na hitik sa bunga ay binabato” is a Filipino phrase that translates to “People throw stones at trees that bear a lot of fruit”.

If you could time travel into the future 10 years, how will market research evolve?

We will have a lot more neuroscience tools, and virtual reality will be commonly used across different methodologies.

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

I like binge-watching “post-apocalyptic earth” TV shows and movies

Follow Iris via her LinkedIn Profile: https://www.linkedin.com/in/ilorenzo/

Kadence International is an agency with a lot of talent from all around the world. In this series, we honor some of our female colleagues leading up to International Women’s Day, asking them about their experience working within the market research industry and what the future holds for the industry.

Name: Ana I Pahler-Villaverde

Position: Sr Graphics Specialist

Kadence Office: USA

When did you join Kadence International?  

I joined the Kadence Americas team in October 2021.

What are your role responsibilities?

I am responsible for creating marketing materials and supporting all teams with any graphics needs. I spend my days creating compelling marketing materials, creating visually attractive presentations while creating a compelling story. 

What is unique about market research in the USA?  

The USA is a melting pot. As MR helps us understand consumers, identify issues and solve problems, the variety of the “panel” makes the studies applicable to international markets, helping to avoid expansion mistakes and identify international business opportunities.

What was the first job you had (during school, college or university)?

My first job was during my last year of university. I tutored high school students in Math, Physics, and Spanish. What was interesting is that I was majoring in Communications and Advertising.  

Is there anything about your experience before joining Kadence that you feel worth mentioning?

I came to the world of Marketing Research 15 years ago completely by accident. I was lucky to start my journey working for P&G in their Brand and Communications department, working on global programs and taking some time to grasp all areas of research working as a Jr. Analyst. Since then, understanding and positioning brands in consumers’ minds has been my passion. Nothing is more gratifying to me than making complex information clear, engaging, and efficient.  

What is it about market research that excites you the most?

Design is a lot more than making things pretty. I see myself as a creative person with an analytical mind. I love to apply a WHY and a WHAT FOR to everything I do.

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What is it about Kadence’s company culture that you like the most?

Kadence allows people to shine. There is always an opportunity to get out of your comfort zone and learn from other departments.  

When you were a child, what did you want to be when you grew up?

Not related to what I do at all. I always wanted to be a veterinarian. Unfortunately, I faint when I see blood 🙂  

What qualities do you feel are “a must” for anyone exploring a career in market research?

Empathy. I think it is essential to empathize with the consumers/users. And see problems and experiences through the eyes of users. Be open to learning from others and have excellent communication skills.

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

Be ready to do many things outside your work description; you will be working long hours, expect a lot of bumps on the way, and be open to criticism. You will learn and grow from it, and the end result will make the experience worth it.  

How have you seen the field of market research change since you started your market research career?

Market Research is way more graphic these days. When I started, reports were data-heavy and not very easy to understand or even interesting for those outside the analytics teams. These days, reports are easy enough to understand and present to marketing departments, creatives, and end-users.  

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

I would love people to understand that graphics and design are not just making things pretty. It involves KNOWLEDGE. There is always a WHY behind a good chart, attractive packaging, or exciting marketing collateral. Researchers give us that information, and marketers convert that information into compelling content.

Who is your favorite hero, or what is your movie of all time and why? 

I’m not too fond of superheroes movies. I am more of a drama queen 😉  

The Notebook and Out of Africa are my favorite movies. Love slow descriptive stories, with beautiful photography and a memorable soundtrack!  

What is your favorite quote, motto, or favorite phrase?

Life is as good as your mindset.  

If you could time travel into the future 10 years, how will market research evolve?

Consumers/users are constantly changing, and because of this, Market research will continue changing with them. I think the future will see more and more observational research using wearables and technology.

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

I love to paint, hike and spend time with my kids.  

Follow Ana via her LinkedIn Profile: https://www.linkedin.com/in/anapvillaverde/