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.
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