Market Research Agency Charlotte

Kadence is a trusted market research agency supporting organisations in Charlotte with insight that drives confident decisions. As the second-largest financial centre in the United States after New York, Charlotte offers a fast-growing, increasingly diverse consumer market at the heart of the Southeast.

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Our team combines deep understanding of Southern US markets with the perspective of a global research network spanning Asia, Europe and the Americas. For brands operating in Charlotte or targeting the Carolinas, Kadence delivers research that is locally grounded and globally informed. And for Charlotte-based companies looking to understand consumers and markets beyond the US, our global office network provides the on-the-ground expertise needed to research audiences across Asia, Europe and the Americas.

Inside the Charlotte Economy

Charlotte's growth has been extraordinary. The metropolitan area now exceeds 2.7 million people, making it one of the fastest-growing large metros in the United States. The city's economy is anchored by financial services, with Bank of America, Truist, Wells Fargo and numerous fintech firms headquartered here. Energy, healthcare, logistics and a burgeoning technology sector round out the economic base.

This rapid growth has transformed Charlotte's consumer landscape. The city attracts transplants from the Northeast, Midwest and internationally, creating a population that blends Southern cultural traditions with diverse influences from across the country. Research that relies on assumptions about a monolithic Southern consumer misses the complexity of the modern Charlotte market.

Charlotte's demographic diversity is increasing. The Hispanic and Latino community has grown significantly, alongside expanding Asian and international populations in areas like South Charlotte and the University City corridor. The city's Black community, concentrated in West Charlotte and surrounding areas, represents a major consumer segment with distinct brand relationships and purchasing patterns.

Suburban growth defines the Charlotte experience. SouthPark, Ballantyne, Lake Norman and the surrounding counties of Union, Cabarrus and Iredell each present different consumer profiles. Understanding the differences between Charlotte's urban core, inner-ring suburbs and sprawling outer communities is essential for effective market research.

Our Global Expertise for Charlotte

Kadence operates from offices across Asia, Europe and the Americas, with our US presence anchored by teams in New York and San Francisco. Our global network spans London, Tokyo, Singapore, Shanghai, Jakarta, Mumbai, Bangalore and beyond.

For Charlotte-based financial services and technology organisations expanding internationally, our network provides seamless coordination and genuine local expertise in each market. For global brands entering the Southeast through Charlotte, our team provides the regional understanding needed to connect with Carolina audiences.

We’re consistently recognised as a leading market research agency across multiple markets.

AURA Innovation of the Year award

Innovation of the Year

Finalist

— The AURAs, 2021
Agency of the Year Awards, 2021

Market Research Agency of the Year

Winner – Gold

— Agency of the Year Awards, 2021
Marketing Interactive Agency of the Year, Winner - Gold, 2021

Consultant of the Year

Winner – Gold

— Agency of the Year Awards, 2021
Kadence team collecting Agency of the Year award

Consultant of the Year

Winner

— Agency of the Year Awards, 2020
Agency of the Year Awards, 2020

Market Research Agency of the Year

Finalist

— Agency of the Year Awards, 2020
Quirks Supplier of the Year Kadence International

Market Research Supplier of the Year

Winner

— Marketing Research & Insight Excellence Awards – 2019
Kadence International Market Research Agency of the Year Singapore

Market Research Agency of the Year

Winner

— Agency of the Year Awards, 2019
Kadence International is Highly Commended for Global Agency of The Year

Global Agency of the Year

Highly Commended

— Market Research Society Awards, 2019
Market Research Society's Operations Awards, 2019

Best Data Collection (face-to-face)

Finalist

— Market Research Society's Operations Awards – 2019
Best Data Collection, Finalist — Market Research Society's Operations Awards, 2019

Best Data Collection (telephone)

Finalist

— Market Research Society's Operations Awards, 2019
MRS Opperations Awards Trophy

Best Training and Development

Highly Commended

— Market Research Society's Operations Awards, 2019
MRS Young Researcher of the Year

MRS Young Researcher of the Year

Finalist

— MRS, 2023
ESOMAR Best Congress Paper

ESOMAR Best Congress Paper

Winner

— ESOMAR, 2023

Charlotte Market Research

Kadence designs research that captures Charlotte's dynamic and increasingly diverse consumer base. We help brands understand the attitudes, preferences and purchase drivers of Charlotte audiences through segmentation, attitudinal research and market analysis.

For organisations testing new products or services, Charlotte offers a representative sample of the modern Southern US consumer - educated, suburban, culturally diverse and digitally engaged. Brand health tracking and creative evaluation measure whether marketing resonates with Carolina audiences specifically.

Our fieldwork covers metropolitan Charlotte and the wider Carolinas using online, telephone and in-person methods suited to the research objectives.

For Charlotte organisations exploring international growth, particularly in financial services, fintech and healthcare, Kadence coordinates consumer research in target markets through our offices in the UK, Japan, India and across Southeast Asia. Whether you are assessing market entry opportunities abroad, evaluating brand positioning in new territories or testing product concepts with international audiences, our teams provide the local context that Charlotte businesses need to expand with confidence.

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FAQs

How diverse is Asia Pacific culturally?

The short answer is that Asia is incredibly rich and nuanced from a cultural standpoint: the multitude of religious beliefs, histories, languages, and other cultural markers means that each market is more different than similar. This can make Asia Pacific market research challenging without the right partner to help you understand the intricacies of each country. That said, though, the ‘urban Asia’ experience is similar to some extent, and popular culture does form the basis to link up a couple of the Asian markets, so there can be ways to seek out common threads amidst the vibrancy of difference.

Do I need to do all my market research in Asia in local / vernacular languages?

As a rule yes. By conducting research in the local language, consumers will have the capability and confidence to express their thoughts and feelings toward the brands, products or services in question. Unlike some market research agencies in Asia, Kadence has a range of languages in-house thanks to our network of Asian offices, so local language moderation is a service we can provide. That said, it is possible to carry out research in English in some markets (e.g. Singapore, India, Philippines), depending on the subject matter and education level of the respondents you want to reach.

For large Asian markets like China and India, how many cities do we need to cover with our research?

We recommend at least a combination of 1st tier and 2nd tier cities, as well as 3rd tier and rural locations, if possible. On top of getting a read on geographic and demographic differences in the reactions to your products and services, lifestyle / intra-market attitudinal variations exist, so the wider you are able to carry out your research, the more comprehensive your resulting understanding of the market will be.

Are there certain research approaches or methodologies that work better in one Asian market, compared to another?

Yes. Cultural differences between Asian markets mean that you need to carefully consider your methodology. For instance, we find that in-depth interviews, rather than group-based discussions, can work better for some topics in markets like Japan, where there can be a tendency to ‘self-censor’. In contrast, the one-on-one format lends itself better to building trust and establishing bonds between interviewer and respondent, often leading to more productive conversations. 

You’ll also need to consider the technological infrastructure of the markets you’re researching. In India, for instance, you’ll need to take a mobile first approach for reaching those outside metros and tier 1 cities. This is also true of mobile-first markets like Indonesia and China. Whilst cultural considerations can be diverse and numerous, we’re on hand to help, based on our long history of conducting market research in Asia.

Does the sequence of which markets I do my research first in Asia matter?

Unless there are specific roll-out plans that have strategic importance for your product or service across markets, our experience has taught us that any order comes back down to organizational preference. Your internal stakeholders may want to start the research in a market that is a stronghold for the brand to establish ground understanding, then venture into unfamiliar grounds to gather ‘new news’, or vice versa. Ultimately, Kadence is flexible in terms of how / when / where to start a piece of research, and in the absence of real preference, is willing to provide our suggestions and justifications for any arrangements.

Our Customers

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Bloomberg
Unilever
Samsung
Panasonic
Mitsubishi
Mars
Arla
Discovery Networks Asia Pacific
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FAQs

Why is Charlotte an important market for consumer research?

Charlotte's rapid population growth, economic diversification and increasing demographic complexity make it one of the most strategically significant markets in the US Southeast. The city's blend of Southern identity and national influences creates a consumer landscape that reflects broader trends across the growing Sun Belt.

What industries does Kadence research in Charlotte?

We work with organisations across Charlotte's key sectors, including financial services, fintech, healthcare, energy, logistics, technology and consumer goods. Our researchers understand the competitive dynamics and consumer behaviour patterns specific to the Carolinas. For Charlotte companies in these sectors looking to expand internationally, our global offices provide the same depth of industry knowledge and local consumer understanding in each target market.

How does Charlotte's growth from transplant populations affect research?

Charlotte attracts significant migration from the Northeast, Midwest and internationally. These transplant populations bring different brand expectations and cultural reference points. Research design needs to account for the interplay between established Southern consumers and newer arrivals to produce accurate insight about the full Charlotte market.

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