Knowledge hub

In recent years, we’ve witnessed a captivating phenomenon: the meteoric rise of Asian cultural exports like Anime, K-beauty, K-pop, and K-drama, along with the widespread popularity of Asian cuisine and fusion food in the West. Asian brands, from skincare companies to culinary ventures, are finding a warm reception in Western markets, particularly among Gen Z, […]

Data-driven decisions can sometimes create a seemingly impersonal terrain. However, at the heart of every data point, every trend, and every market insight lies the human experience. In market research, the heroes capturing this experience are the Fieldwork Market Researchers. They stand at the nexus of technology and tradition, where the rubber meets the road. […]

The Indian market, projected to become the world’s third-largest consumer market by 2030, is witnessing transformative shifts across its demographic landscape. According to a report by the World Economic Forum, India’s consumer market grew from $1.5 trillion in 2021 to a staggering $6 trillion by 2030, driven by a burgeoning middle class and digital transformation. […]

In this video, you will discover the dual expertise of Joseph Neidorf, an Emmy-winning composer and the sharp Quality Control Manager at our Americas office. Yes, Joseph recently earned not just one but six nominations at the New York Emmy Awards, with three wins, including Best Musical Composition. Find out how his unique background in […]

The ability to anticipate and adapt to emerging trends sets market leaders apart. As we approach 2024, the consumer world is pivoting at an unprecedented rate, influenced by technological advancements, global socio-economic shifts, and a collective reevaluation of values and priorities post-pandemic. For brands, an in-depth understanding of these emerging trends is crucial. It’s no […]

How can brands tap into the world’s biggest focus group — the global population constantly interacting on social media and sharing their brand experiences online?  While social listening, the practice of monitoring and analysing online conversations about a brand, industry, or product,  and traditional research methods deliver strategic and tactical insights, unlike conventional research, social […]

In global commerce, the Chinese consumer market stands out as both a beacon of opportunity and a labyrinth of complexity. Home to over 1.4 billion individuals, China’s market is not just vast; it’s a kaleidoscope of diverse and rapidly changing consumer segments. Recent data from the China National Bureau of Statistics highlights an intriguing trend: […]

Have you ever wondered what drives a consumer to choose one product over another? What factors tip the scale in favour of a particular brand? How do companies anticipate the evolving preferences of their market? The answers to these intriguing questions lie in choice modelling, a cornerstone technique in modern market research. Choice modelling is […]

Market segmentation is like hosting a huge party but knowing exactly what each guest likes, from the music to the snacks. It’s about understanding that not everyone is the same and tailoring your approach to meet different tastes and preferences. Now, why is market segmentation such a big deal in modern marketing? Imagine trying to […]

In our latest feature for the People in Research series at Kadence International, we’re thrilled to present an insightful conversation with Vincent “Vinny” Yabor, Junior Data Scientist at our Americas office. Vinny’s story is not your typical career trajectory. His journey from a prospective career in Math Education to the dynamic world of data science […]