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Sampling in qualitative research is not just a technical decision. It’s foundational. The way researchers choose participants—who is included, who is left out, and why—shapes the entire narrative of a study. It’s not about size or statistical confidence. It’s about purpose, perspective, and the pursuit of deeper understanding. In qualitative market research, sampling decisions carry […]

The United Kingdom, often depicted as a homogenised tapestry of afternoon tea and red buses, is a labyrinth of complexities that can confound even the most seasoned marketers. To the uninitiated, it’s easy to fall into the trap of seeing the UK as a monolithic entity, particularly when so many international perceptions are shaped by […]

From his early days at the BBC to high-profile work with the UK Government at the National Centre for Social Research and eventually thriving in commercial research at YouGov, Rupert’s journey is both diverse and enlightening. With a decade under his belt at Kadence, he has become an instrumental figure in the company’s efforts to […]

London, August 7, 2023 – Kadence International’s UK office is thrilled to announce that their pioneering research paper on the Metaverse has been nominated for not just one but two prestigious awards at the ESOMAR Congress. The paper is in the running for the ESOMAR Congress Best Paper Award and the Peter Cooper Award for […]

There’s a significant problem in the product testing industry: the lack of diversity in skin tone among test subjects. This problem isn’t confined to one area; it’s seen in everything from cosmetics to healthcare. Many products are tested primarily on a narrow range of skin tones, leaving others potentially underserved or overlooked. But this issue […]

In an era of Big Data, where every click, every preference, and every voice is supposedly captured and analysed, there exists a curious paradox—a silent majority that neither clicks nor voices its preferences in the ways marketers and pollsters expect. As we stand on the precipice of yet another presidential election, the airwaves are filled […]

Surveys are the cornerstone of market research. They offer unmatched insights into consumer behaviour and market trends when executed correctly. But designing a survey that keeps respondents engaged and provides valid results is no small feat. In fact, with attention spans reportedly dropping to just 8 seconds, the task has become even more challenging and […]

In the game of global expansion, one economic behemoth stands above all – China. With a staggering GDP growth rate that averaged 9.52% from 1989 until 2021, the Middle Kingdom has transformed itself into a labyrinth of opportunity. The sheer scale of China’s market has made it a tempting prospect for brands worldwide. Recent success […]

Connecting with your audience isn’t a game of guesswork; rather, it’s a science that requires precision and innovation. The quality of market research is heavily dependent on the sampling techniques employed, techniques that form the underpinning of insightful, actionable, and reliable data. Yet, as vital as it may be, the field of sampling is often […]

According to a recent survey, a profound understanding of customer behaviour and attitudes can increase customer satisfaction by up to 20%, subsequently boosting revenue by 15% and lowering the cost of serving customers by as much as 20%. This apparent correlation between customer satisfaction and bottom-line growth underscores the significance of market research. But how […]