Market research in India – our capabilities.

From Delhi to Dhule, we are the go-to partner for market research in India.

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We help brands conduct market research in India so that they can succeed in this lucrative market. We run full-service market research projects, helping local Indian brands and multi-nationals get closer to consumers, launch standout products and design winning communications campaigns. We also can work with businesses as a fieldwork partner, helping them to reach the right respondents across India.

We’ve had offices in India for 14 years. We’ve determined NPS for Panasonic to benchmark them against the competition and run an ongoing consumer understanding programme for Havells that has brought the customer to the heart of decision making.

We have multiple offices in India as well as the largest fieldwork services team of any market research agency in India. What’s more, we have a state of the art CATI centre with unrivalled coverage, conducting over CATI 500,000 interviews every year. This allows us to run market research projects across the length and breadth of India, from metros to tier 1, tier 2, tier 3, tier 4 and rural areas.

3

WI_real-estate Research offices

17

WI_real-estate Field offices

60+

WI_languages Languages

14

WI_location-1 Years of experience in India

30+

WI_global Years of global experience

9

WI_cup Award nominations and wins in the past 2 years

900+

WI_project projects globally each year

500,000+

chat CATI interviews in India per year

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.

FAQs

What languages does your team speak?

We believe that local language moderation is key to gaining true depth of insight. In India, with its multiple, diverse languages, this is no exception. We have a trusted team of local speaking moderators that enable us to cover 12 languages - Hindi, Kannada, Telugu, Odia, Tamil, English, Marathi, Punjabi, Bengali, Malayalam, Gujarati and Assamese.

What methodologies do you offer?
We offer a range of qualitative and quantitative methodologies – spanning everything from focus groups and in-depth interviews to CATI and online quantitative studies. We’ll work with you to select the right approach based on the people you want to reach and the insights you need to uncover.
Are you able to reach rural areas as well as large cities?
We have vast geographical reach across India. We conduct research in the big cities but we’re no stranger to reaching respondents in tier 2, 3 or 4 cities and in rural areas too.

Our Customers

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Bloomberg
Unilever
Samsung
Panasonic
Mitsubishi
Mars
Arla
Discovery Networks Asia Pacific
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Free guide

How to conduct online market research in Asia: The Go-To Guide

What online methodologies work best in India? How do you get the most out of respondents through digital methodologies in China? Experts across our global boutique share best practice tips and techniques for conducting online market research in Asia.

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