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The Best Market Research Agency in the World (probably)!

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Image of the post author Philip Steggals

Kadence is the best Market Research agency in the world (probably).

Admittedly word ‘probably’ in the headline is ‘doing a lot’ – but it does in fact play a lovely dual role. Firstly, to hark back to the glory days of Carlsberg’s branding, a series of fantastic ads that ran for many years, in many parts of the world (have a Google, if you don’t already have a favourite!) – and secondly to ensure that there is not a legal outcry from others. As a diligent researcher, I have of course checked on the Advertising Standards of the claim ‘best’ and so I shall be providing the ‘objective claims’ required.

Earlier this year, ESOMAR released their Global Market Research report – their annual look at the size of market research across the world. For the first time, within this report they released the IMDI (Insight Market Development Index) ranking – an inaugural ‘look at various aspects that affect the industry, and informs the reader about the degree of development of the sector in any country compared to others’.

There are 3 parts that make up the index:

  • The Global Prices study – a biannual report that informs what prices, on average, are to be expected in each country and for a wide variety of projects
  • The Global Market Research Report – the document listed above, a yearly publication that presents in detail the state of the insights industry
  • The Representative Index – an indicator for the representation of the professionals both within the country and at a global scale, extracted from ESOMAR’s worldwide member base

According to this index, there are a ‘group of countries that belong to the High Industrial Development, enjoy a highly developed industry with decent per capita turnover, strong representation of end-clients and specialized workforce and above average price levels’

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The country that tops this list? Singapore. So Singapore is the most ‘developed’ research country in the world. So, we need to look at Singapore, we need to find the ‘best’ agency in Singapore. Well. As it turns out Kadence won the Gold Award at the ‘Agency of the Year’ Awards in 2019 presented by Marketing Magazine – these are the only awards in the country that specify the ‘Market Research Agency of the Year’.

So, if Kadence is the Agency of the year in Singapore – which is the most developed market in the world for Kadence – it is quite clear that Kadence is the best agency, in the best market in the world.

So there we have it. Proof. I am privileged to run the best research agency in the whole world.

Although, if I am honest (and I am hoping you have picked up on the tongue in cheek nature of this post), there is no such thing as a ‘Best Agency’. There is a huge collection of brilliant people, working for brilliant research companies. I have often said that as an industry we are too hard on ourselves – always looking over our shoulder and proclaiming that AI, Big Data…the Internet…will change everything! As an industry, market research is here to stay – and the successful companies of the future will embrace the new – as well as adapting the old. For Kadence, much like the focus of Carlsberg in 2019, we will be starting this next decade by looking to do what we do….only better. No probably about it!  

Have a great Christmas and New Year all!

P.S. If you want to hear some of the reasons why we made it to Agency of the Year in Singapore – check out this video.

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