In a world where data is the new currency, professionals who can navigate its complex channels are invaluable. Among these experts is Karl Wagner, our Global Head of Data Management. With a presence in ten countries, we require a data maestro to harmonize diverse data streams, ensuring quality, consistency, and compliance across borders. Karl has proven to be just the right person for this challenging role.

Karl’s journey began on the ground floor as a part-time interviewer, a role he balanced with his university studies in Business and Computer Studies. This blend of academic disciplines was the perfect launchpad for a career in data, providing Karl with a unique insight into the technical and business side of market research. His skills quickly became apparent, leading to a full-time role and the opportunity to shape Kadence’s data practices and policies from their foundation.

However, Karl’s influence extends far beyond the technical aspects of data management. From achieving ISO9001 certification for Kadence, one of the first market research companies in the UK to do so, to spearheading the company’s transition to the GDPR, his strategic vision has continually elevated the company’s standards and reputation. 

His hands-on experience in diverse international markets highlights his role in Kadence’s global expansion, where he has been instrumental in setting up infrastructure and training teams across Asia.

In a field that’s evolving as rapidly as market research, Karl Wagner stands out for his extensive experience and forward-thinking approach. His insights into the challenges of quality data collection, the nuances of international data management, and the future role of AI and machine learning in market research are informative and essential for anyone looking to understand the future of this industry.

Join us as we delve into an in-depth conversation with Karl, exploring everything from the intricacies of data cleaning to the importance of work-life balance in fostering productivity and job satisfaction. His journey is a testament to the multifaceted role of data management professionals in today’s globalised, tech-driven world.

Can you briefly walk us through your extensive journey in the market research field?

Starting out almost 30 years ago as a part-time interviewer whilst studying at university has been a long journey. Back then, Kadence only had one office based in Fulham, London, with less than 15 team members, including interviewers.  

Studying Business Studies and Computer Studies at university meant I was often asked to help with data entry and processing, where all cleaning and cross tabs were done by writing individual programs and a few stored procedures in Foxpro. Soon after completing university, I joined Kadence full-time in the Data Processing department and took on the IT Manager role.

In 1999, I worked closely with our Operations Director to help Kadence become one of the first Market Research companies in the UK to gain ISO9001, something we have been proud to retain ever since, subsequently changing to ISO20252.  

At the beginning of 2000, Kadence had already grown to have an office in Boston, and the UK office moved to larger premises in Putney. A few years later, this was followed by a partnership with the Nebu CATI platform, which continued until the end of 2018.  

During this time, Kadence was expanding across Asia, where I travelled to Singapore, India, Indonesia, and Malaysia, helping to set up office infrastructure and conducting training for various areas of the business, with a focus on CRM Systems, Nebu scripting/Management, data processing, analysis, reporting, and ISO procedures.

In 2015, Kadence was purchased by CMG, followed by a move away from Nebu to Confirmit/Forsta and the setting up of our GOPS centre in the Philippines.  I was then offered my current position with the global team to help improve efficiencies in our general working practices.

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Having been involved in every market research process, which aspect do you find the most challenging and why?

The key to any good research has to be the quality of the data gathered, and this has been a constant challenge.  When performing CATI/CAPI studies, you initiate a call, so the onus of getting quality responses falls to the interviewer.  

When performing CAWI studies, there is no person-to-person interaction, so ensuring you have the correct respondent and not some “professional” responder becomes more complicated.  

Previously, we could check for respondents completing too quickly, straight-lining answers, and adding dummy quality control and open-ended questions.  Most of the time, these would catch out any automated response systems. Still, with advances in AI, we can get valid responses to open-ended and quality control questions, so we face new challenges in weeding out any AI where we have open surveys.

What prompted the transition from the Data Protection Act to GDPR within Kadence International? How has this move impacted the way the company handles data? 

GDPR was a massive change in the regulations for Data Protection in the UK and Europe, which Kadence embraced by going above and beyond what was required of an organisation of our size.  

Ultimately, there was not much of a change for the UK office as we have always worked to strict data protection rules, and combined with ISO procedures, we always erred on the side of extra precautions.  We also moved all our data storage to Google servers to give us the added protection of their security policies and greater control over data processed by all of our offices.

Can you share some notable changes or evolutions you’ve seen in market research during your tenure?

There have been so many changes to market research over the last 30 years, so where do I start?  

All of the changes in market research have been driven by the ever-changing technology available to us, whether it be the change from pen and paper-based CATI interviews moving to more CAWI-based interviews to the types of questions becoming far more complex to include eye tracking video and audio recording and conjoint analysis.  

If there were one overriding change, though, I would say it has to be the client’s demands.  They are no longer looking for reports based on cross-tabulations so that they can formulate their own analysis, reports, and decisions. However, they require more of a partnership where we provide a much more consultative solution and present with them rather than to them.

Data cleaning is an essential but often overlooked step in research. Can you share an instance where effective data cleaning significantly influenced the outcome of a project? (You need not mention the brand.)

Having a full understanding right from the outset of a project is a key factor, so we tend to have a project kick-off meeting at the beginning of the project, and a senior member of the Data Processing staff from the local office will look through the initial questionnaire before it goes off to the client for approval.  

This ensures that we have the correct structure of questions in order to perform the required analysis.  Once this is all signed off, we can add background checks within the script.  Having these checks within the script not only allows us to ensure the quality and integrity of the data we get out but also to respond to any irregularities or changes quickly.  

There have been incidents where breaking news stories have had an impact on a project in the field. Due to the pre-emptive cleaning and checks, we have been able to notice a change immediately and inform the client, which has subsequently allowed us to pause fieldwork while discussing some changes with the client to react to the latest news.

Setting up and training international teams must have had its challenges. Can you share one significant learning experience from this?

Training people in different countries can often pose a problem with languages as invariably English is not their first language and can result in people not speaking up or asking the right questions if they are not 100% sure of them so it is key to try to keep an eye on the body language and get people to engage as much as possible.  

One of the first times I did overseas training, I regularly asked if people understood what I was explaining and if anyone had any questions. I was getting responses that everyone understood, and there were no questions, so I thought it all went well until the end when I realised people had missed some key information from the beginning. So, they were lost throughout the rest of the session.  

I subsequently learned from a teacher friend that when providing key information to people, you say it once, repeat it a second time, and then summarise it a third time, and this has stuck with me when providing training ever since.  

Also, when training, I always try to use KISS (Keep It Simple Stupid [referring to myself, not the people being trained]), where doing things in three simple steps is often a lot more efficient than one complicated step.  This method has the added benefit of other team members being able to quickly jump in and help on a live project without having to spend extra time trying to figure out complex scripting, allowing for smoother collaboration with team members/offices.

Are there any specific challenges in international data management, especially considering the diverse offices Kadence operates? 

The biggest challenge with international data management is understanding all the local nuances and slight variations in data protection regulations for each country and even across different states in America.  To minimise any impacts on this, we base our processes around GDPR, ensuring that we go above and beyond what is required for local offices.

How do you ensure consistent quality of work across Kadence’s offices in different countries such as India, Malaysia, and Jakarta?

Most teams from different Kadence offices have all had the same initial training, so the fundamentals are there for everyone.  Training also involved sharing forms created and used by the UK office as a requirement of our ISO certification. However, over the years, some of these may have been amended locally to fit their changing practices best. Kadence University has several different modules to aid in developing relevant skills.  

We also have a support system through Google chats and hangouts where we can share any insights or knowledge when requested.  Finally, the long-term goal is to get the same ISO standard for all our offices. 

You have an expansive role, which must demand a lot from you. How do you manage to balance your professional responsibilities with personal time?

Kadence has always tried to ensure a good work/life balance for all team members and that they are mindful of hours worked and are also very open to flexible working hours.  

This is especially important in my role when dealing with global offices; this can sometimes mean early starts or late finishes. I start my day by checking emails and messages for any urgent queries, and then, if needed, I can start work a few hours earlier than normal.  

There have been instances where I have had to organise global meetings at 4 a.m. GMT when trying to accommodate offices from the Philippines to San Francisco. Then, I can finish work by early afternoon and spend some time doing personal/household tasks. This is especially nice in the winter months when there is limited daylight.

What are some of your favourite ways to unwind and relax outside work?

Outside of work, I like trying to do my own home improvements, from basic decorating (wallpapering and painting), hanging curtains and blinds, all the way through to lifting and relaying a brick-paved driveway.  

I also enjoy working in the garden, but my enthusiasm outweighs my skill at keeping my work alive and trying to find a humane way to stop moles from digging under my plants and foxes and cats from digging them up. As a result of my ability to kill even the hardiest of plants, my garden changes yearly, and I’m always looking for the perfect solution to these issues.  

Food is also a passion of mine, whether trying different types of food or cooking my own, and I have plans to write my own cookbook at some point in the future with recipes from around the world.

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How has Kadence International’s work-life balance policy influenced your productivity and overall job satisfaction?

Kadence has a number of policies and well-being initiatives in place to look after its employees’ mental and physical health.  

These can be simple things such as avoiding scheduling meetings during specific times, encouraging physical activity with various step challenges, and providing access to a mental health expert for anyone who needs to talk to someone about anything.  

Senior management has also noted that with people working from home, there is a tendency to keep working much later into the evening, which is something that is not encouraged.  

There is also an ability to have fairly flexible working times, which works particularly well when dealing with international offices.  We also conduct internal surveys on employee satisfaction, which are then fed back to all team members so there is a clear understanding of what is being done to make Kadence a better place to work.  These initiatives provide an increased feeling of value and worth within the organisation, leading to better productivity and satisfaction.

And lastly, how do you foresee the role of AI and machine learning in shaping the future of data management in the coming years?

The advances in AI and machine learning technologies have been immense over the last 12 months. Still, we must spend more time distinguishing between human-based opinions and AI-generated findings.  

Speaking to a few peers recently, there is a concern that with advances in AI, the quality of Web-based interviewing will decline, and some companies are thinking of moving away from CAWI and back to CATI/CAPI for data collection to overcome any issues with AI-generated responses.  Ensuring that we use only the best suppliers, with trusted checks and policies, helps mitigate this along with our own in-house methods.  

There are many benefits of AI already, with key areas being the ability to transcribe/translate video/audio files to summarise and catalogue large volumes of data, all of which help build the foundation of the report quickly.  AI is also a game changer for any desk research done alongside projects to help provide more thorough findings.

No matter how good AI becomes, though, there will always be a need for manual fact-checking due to the amount of mis/disinformation available online, so ensuring policies and procedures are updated to take into account these new steps is crucial to providing quality work for our clients.

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Clean eating profoundly impacts food production as consumers worldwide gravitate toward healthier, cleaner foods.

In 2022, the global health and wellness food market was valued at USD 841 billion and is projected to increase to one trillion U.S. dollars by 2026.

What is clean eating?

Clean eating might have various interpretations for consumers, but it generally refers to eating whole foods as close to their natural state. Consumers who opt for clean eating usually prefer making their meals from scratch. For food and beverage companies, this means using suppliers who cultivate high-quality ingredients and organic farming. These typically come from smaller productions, which means higher prices for consumers.

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Consumers want to eat healthily, but the price is an obstacle.

The pandemic has put health at the forefront and changed our relationship with food. Consumers want to eat healthier, and this has been the most significant lifestyle change in recent years, followed by working out more often.

With the impending recession and high inflation rates, spending less money is also a priority. 

Consumers are looking for “farm-to-table” foods, and the buzzwords are healthy foods that are accessible. These consumers want to know what is in their food and where it comes from. 

Health and wellness factor heavily in purchasing decisions, and food production brands adapt to the trend. Protein-rich foods and superfoods with high antioxidant values are foods that more health-conscious consumers prefer today.

Superfoods refer to nutritionally dense foods or foods exceptionally high in vital nutrients. Salmon, kale, blueberries, chia seeds, acai, and quinoa are commonly regarded as superfoods. 

Statista states that between 2016 and 2017, retail sales of quinoa grew by 15.6 percent in the United States as its health benefits became more well-known. Chia seeds witnessed a 14.7 percent increase in retail sales during the same time. 

Consumers are discerning what foods they put in their bodies with increasing awareness about the harmful effects of preservatives and rampant chronic diseases. While this awareness was already a slow rise, the pandemic accelerated the shift. For today’s consumers, tracing where the product is from is essential. In terms of dairy, vegetables, meat, and fruits, “locally grown or sourced” is gaining significance. 

According to a survey, in 2022, 52 percent of respondents surveyed reported following a specific diet, a sharp increase from 39 percent in the previous year. Amongst those who followed a diet or plan, clean eating (16 percent) was the most popular, followed closely by mindful eating (being intentional and aware when eating) and calorie counting. 

Superior quality, organic foods, and ethical farming practices

From farm-raised over wild-caught seafood to cage-free eggs and non-GMO grass-fed beef, consumers are looking for high-quality ingredients and slowly moving away from pesticide-ridden, low-quality GMO foods. 

The global sales of organic food have risen between 2000 and 2020. In 2020, organic food sales amounted to about USD 120.65 billion, up from nearly USD 18 billion in 2000.

Organic food can vary wildly depending on the nation and certifying agency, but it frequently means crops grown without genetic modifications, artificial pesticides, or harmful fertilizers. Organic meat, dairy, and eggs require animals to be provided organic feed, given sufficient time outdoors, and not be fed growth hormones or fillers. 

In 2019, organic food sales amounted to USD 106 billion, up from nearly USD 15 billion in 1999. The United States accounts for over 40 percent of the retail sales of organic food worldwide, followed by Germany. 

According to the same report, in 2019, there were approximately 72 million hectares of organic farmland worldwide. There were more than one million organic food producers in India, which is at least five times more than in any other country.

Ethical farming, manufacturing/ production, and distribution practices are essential to purchase considerations for many buyers. Slave trade, animal cruelty, and environmentally safe farming practices are encouraged. Many consumers won’t buy products that they know follow these inhumane and anti-environment practices.

All this comes at a high cost, and most consumers won’t pay the higher prices for organic foods, even though they would like to. 

Plant-based foods

While veganism, a diet that eliminates all meat and animal-derived foods, is still a lifestyle followed by very few consumers, there is continued demand for plant-based foods worldwide. 

Plant-based meat alternatives include food products from vegetarian or vegan sources, such as soy, vegetables, seitan, tempeh, or pea proteins. 

The percentage of vegans differs by country. With a 9 percent vegan population, India is the leading nation by share of vegans. In the U.K., their percentage is less than 2 percent, but in the U.S., it is closer to 6 percent.

In 2021, Beyond Meat was the leading company producing alternative protein products, such as plant-based meat, with an estimated market value of USD 9 billion. The company offers burger patties, among other alternative meat products. Impossible Foods, which ranks second, is a direct competitor in this market. Brands with plant proteins, dairy alternatives, and meat and seafood substitutes attract Venture Capitalists and are amongst the most funded start-ups in many markets. 

According to a report, in 2020, the global market value of plant-based meat was estimated to be around USD 6.7 billion. The market is expected to grow and reach about USD 16.7 billion in 2026. With a share of 44 percent, North America, has the largest market share in the plant-based meat market, followed by Europe, at about 34 percent. 

Vegan and plant-based foods are becoming popular with the meat-eating population as well. Non-vegans regularly consume many types of meat and dairy substitutes. Impossible Foods is one of the world’s most prominent alternative protein companies. The global vegan market is valued at USD 15.8 billion, and the global plant-based food market is valued at USD 35.6 billion. The milk substitute market alone is valued at USD 19.5 billion. China and the U.S. are the largest milk alternatives markets, accounting for USD 12 billion of the total global revenue. 

The global plant-based food market will reach USD 77.8 billion in 2025, and the forecast projects that by 2030 the market will have more than doubled. 

Contribution to a greener, more sustainable world

Consumers want to make more significant contributions toward a sustainable and green future, especially for younger generations, like Millennials and Zoomers. 

Today’s consumers are more conscious of how they consume products and are more aware of enterprises’ impact on the ecosystem. Many consumers will stop using brands that are not environmentally friendly and will favor those that are and move their loyalty toward them. Sustainability is not restricted to just the environment and includes ethical practices and humane conditions. Packaging and reducing carbon emissions are a huge part of sustainability. 

Numerous big brands have incorporated sustainability into their corporate social responsibility frameworks. Many large fast-food chains have joined the climate movement, and Chipotle Mexican Grill, a US-based fast-casual chain, is an excellent example. Besides introducing eco-friendly packaging and measures to reduce waste, the brand went a step ahead. It launched a ‘sustainability tracker’ to provide data on the environmental impact of all its ingredients. Chipotle diners now receive data on five environmental metrics on their order confirmation screen, showing carbon in the atmosphere, gallons of water saved, improved soil health, organic land supported, and antibiotics avoided. 

For sustainability to happen, technology is a critical piece that can allow companies to forecast, monitor quality, and improve processes and packaging, to name a few. Factors like natural resources, labour, climate, and air quality are also important. 

With this new wave of the conscious shopper, many brands need to rethink their business operations for a complete rehaul. 

It is worth noting that it is a challenging change as brands grapple with offering better, cleaner foods at affordable prices.  

While consumers are more aware now, can they eat as healthy as they would like, given the inflation rate and higher prices for organic, clean foods?

With the current inflation rates, consumers find even regular food choices expensive. So, everything comes down to value for the consumers. If your brand fails to show the consumer enough value, they will move to a less expensive option. So, brands must proactively deliver value to the consumers to retain them. The good news is that even though we are in a supply-driven inflationary market, employment levels remain healthy. Currently, consumers absorb rising prices by reallocating their budgets toward priority areas. However, the imminent recession will impact purchasing power, so brands need to think ahead.  

For a more in-depth look at the Food and Beverage industry, download our report, “Food and Beverage Trends to Watch in 2022.”

AI, or Artificial Intelligence, is changing the game in marketing and market research, helping us understand what customers want and making smarter business moves. Experts say that 

AI in marketing will become a whopping $78.8 billion industry by 2030! This goes to show how important AI is becoming in helping brands create better strategies and connect with people.

AI allows brands to understand their customers better, make quick decisions, and offer customers exactly what they are looking for. In other words, AI is letting brands step up their game, setting new standards in the market, and improving every step of the customer’s journey with the brand. This means brands can form stronger and more personal connections with their customers.

But the rise of AI also means our jobs in marketing and market research are changing. Some roles are even disappearing because of the increase in automation and the use of AI. This makes it vital for us to be open to change and learn new skills. It’s not about fighting against the latest technology; it’s about learning how to use it to our advantage and stay relevant in our careers.

Navigating the AI Revolution in Marketing and Market Research

Artificial Intelligence, or AI, is changing how we look at data and understand consumers in marketing and market research. It’s a big deal because it’s transforming how we work and make decisions.

AI: Transforming Data and Understanding Consumers

AI helps us gather and analyse data quickly, giving us new insights into consumers’ wants. This means we can create marketing strategies more in tune with consumer needs and desires. We can understand consumer behaviour, preferences, and trends like never before, allowing us to be more effective and creative in our strategies.

How Automation is Changing Our Roles

With AI and automation, many tasks that we used to do manually can now be done by machines. This can be scary because it means some traditional roles and tasks in marketing and market research are changing or even disappearing. But it’s not all bad news! Automation can take care of repetitive tasks, freeing us to focus on more critical and creative aspects of our work. It’s all about adapting and finding new ways to use our skills in this changing landscape.

The Move to Data-Driven Strategies

Now more than ever, we’re relying on data to make decisions in marketing. This shift towards data-driven strategies is helping us make more informed and effective decisions. We can see what works and what doesn’t and adjust our strategies in real time. It’s making us more flexible and allowing us to respond quickly to changes in the market.

Understanding these disruptions and changes is crucial. It helps us see where we fit in and how we can use AI and automation to our advantage. It’s all about staying informed, adapting to changes, and finding new and exciting ways to use our skills and knowledge in the world of marketing and market research.

Building the Backbone: Mastering Essential Hard Skills

Hard skills form the backbone of our professional arsenal, helping us stay relevant and effective in the increasingly competitive and AI-driven marketing and market research landscape. By mastering these, we can ensure that our strategies are innovative and resonate well with our audience.

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Data Analysis and Interpretation

Analyzing large sets of data is a crucial skill in today’s market. It allows us to understand consumer behaviour, trends, and preferences, helping us make well-informed decisions.

Importance of Analyzing Large Data Sets: Grasping the patterns in vast data sets helps craft strategies that resonate well with the target audience.

Statistical Knowledge and Application: Being savvy with statistics enables us to interpret data accurately, making our insights more reliable and effective.

Digital Literacy

Being digitally literate is more crucial now than ever. It helps us understand and use various AI tools and digital platforms effectively.

Familiarity with AI Tools and Technologies: Knowing how to use AI tools empowers us to leverage them to enhance our strategies and understand the market.

Knowledge of Digital Platforms and Software: Understanding various digital platforms and software equips us with the capability to reach and impact our audience more effectively.

SEO and SEM Skills

Skills in Search Engine Optimisation (SEO) and Search Engine Marketing (SEM) are crucial in enhancing a brand’s online presence.

Understanding of Search Engine Algorithms: A deep knowledge of how search engines work allows us to optimise content effectively, making it easier for consumers to find us online.

Strategies for Enhancing Online Presence: Implementing effective SEO and SEM strategies ensures that our content reaches a wider audience, increasing our brand’s visibility and impact.

User Experience Design

Creating a user-friendly experience is essential in connecting with the audience.

Design Thinking Approach: Adopting a design thinking approach helps develop innovative and user-centric solutions.

Importance of Customer-Centric Design: Focusing on customer-centric design ensures that our strategies meet the needs and preferences of the consumers, leading to higher satisfaction and engagement.

Nurturing the Soul: Cultivating Essential Soft Skills

Complementing hard skills with essential soft skills is crucial. These soft skills enable us to resonate with our audience, embrace innovations, and approach problems and strategies holistically and empathetically.

Emotional Intelligence

Being emotionally intelligent is all about understanding and managing our emotions and the emotions of others.

Developing Empathy and Understanding: Empathy allows us to connect with our audience on a deeper level, understanding their needs and concerns genuinely.

Importance of Human Connection in Brand Building: Forming real human connections can help build a brand that people trust and relate to.

Adaptability

Being adaptable means being open to new ideas and changes, and it’s super important in our fast-paced world.

Embracing Change and New Technologies: Being open to trying out new technologies and ways of doing things keeps us ahead in the game.

Learning and Development Mindset: Having a mindset focused on learning and growing helps us to keep improving and developing our skills.

Critical Thinking

Critical thinking helps us make logical and informed decisions by evaluating situations objectively.

Problem-Solving in Complex Scenarios: Thinking critically helps us solve problems effectively, even when they are complicated.

Analyzing Situations Objectively: Looking at situations without bias allows us to see the complete picture and make better decisions.

Creative Thinking

Thinking creatively helps us develop new and innovative ideas that can make our brand stand out.

Developing Innovative Strategies: Creative thinking leads to innovative strategies that can differentiate our brand in the market.

Differentiating Brands in the Market: Coming up with unique ideas and approaches helps make our brand memorable and attractive to consumers.

Paving the Way to Tomorrow: Strategies for Upskilling and Embracing Change

By implementing the strategies below, we can navigate the sea of change with confidence and foresight, ensuring our skills are refined, our knowledge is vast, and our approaches are innovative and flexible. 

Embracing these practices will empower us to forge ahead, becoming the architects of our professional destinies in the transforming world of marketing and market research.

Continuous Learning

The path to adaptation and growth is paved with constant learning.

  1. Engage in Online Courses and Certifications: Delving into online courses helps us acquire new skills and knowledge, keeping us abreast of the latest trends and technologies.
  2. Attend Workshops and Conferences: Being a part of workshops and conferences allows us to gain insights from industry leaders and enhances our understanding of the evolving market dynamics.

Networking

Building connections within our industry can open doors to new opportunities and insights.

  1. Connect with Industry Experts and Peers: Networking with peers and experts provides different perspectives and insights, enabling us to stay informed and inspired.
  2. Participate in Community Discussions and Forums: Actively engaging in discussions helps in sharing knowledge and learning from the experiences of others in the community.
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Staying Informed

Keeping our finger on the pulse of the industry helps us stay ahead of the curve.

  1. Regularly Update Knowledge on Industry Trends and Developments: Staying updated on industry developments ensures that we are well-informed and can adapt our strategies effectively.
  2. Follow Influential Thought Leaders and Publications: Regularly reading articles and following thought leaders helps us gain deeper insights into industry trends.

Charting the Course: Preparing for Evolving Roles in Marketing

With the rise of AI, certain roles within marketing and market research may see a decrease in demand due to automation. Navigating this new landscape requires a strategic approach to professional development and career planning.

Identifying Roles Susceptible to Automation

Understanding which roles are more likely to be affected by automation is the first step in proactively preparing for the future. Assessing the landscape and identifying the areas most likely to experience changes allows us to make informed decisions about our career paths and development focus.

Diversifying Skill Set and Gaining Cross-Functional Knowledge

Building a diverse skill set and acquiring knowledge across different functions are crucial in creating a versatile professional profile. This versatility not only enhances our adaptability but also opens up a myriad of opportunities in various domains within the industry.

Proactively Seeking New Opportunities within the Organisation or Industry

Proactively seeking new roles or opportunities is essential in staying ahead of the curve. Exploring different avenues within the organisation or the broader industry can provide a richer, more diversified experience, paving the way for continued growth and learning in the ever-evolving marketing landscape.

By adopting a strategic and proactive approach to career planning and professional development, we can ensure our continued relevance and contribution in a future where the roles and demands of marketing and market research continually evolve and adapt to technological advancements and the rise of AI.

Concluding Thoughts: Stepping into the Future

The journey through the transformative world of marketing and market research is one marked by constant learning, resilience, and a forward-thinking mindset.

The pace at which technology, especially AI, is evolving necessitates a perpetual learning mindset and the development of a myriad of skills. These tools will enable us to stay relevant and effective in our roles, regardless of how the professional landscape morphs.

It’s vital to approach our field’s inevitable changes and advancements with a positive and open mindset. The transformations occurring are not roadblocks, but rather, they are gateways to new possibilities and avenues for growth, innovation, and success. It’s our responsibility to leverage these changes to enhance our strategies, connect with our audience more effectively, and create meaningful impacts in our field.

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Understanding consumer behaviour is crucial as digital technology continues to reshape the retail industry. Every click, view, and scroll by a potential customer holds significant value. The journey from browsing a website to finally hitting the ‘Buy’ button is intricate, often driven by many factors that marketers need to comprehend. 

This is why market research becomes the compass guiding brands to understand and influence buying behaviours. 

But first, let’s step back and explore the fundamental questions: When and why do consumers decide to buy?

The Transformative World of Shopping

In the last two decades, the retail environment has witnessed remarkable shifts that have redefined the shopping experience. These subtle and significant transitions have reshaped consumer behaviour and posed challenges and opportunities for marketers. 

Let’s delve into the four primary areas where change has been most profound:

  • Empowerment through Knowledge: The modern consumer is armed with information. With uninterrupted access to many sources, shoppers today often possess insights about products, brands, and pricing that even some sales professionals might lack. This vast knowledge base enables them to make well-informed purchasing decisions.
  • Lifestyle Evolution: The globalised world has reshaped lifestyles with its swift information flow. New entertainment forms vie for the same attention and dollars that shopping once monopolised. The accelerated pace of life, coupled with global influences, has heightened the impact of social dynamics on purchasing decisions.
  • Technological Revolution: The digital age, with its internet accessibility, mobile innovations, and social media platforms, has opened up novel shopping avenues, like showrooming and webrooming. Moreover, these advancements have equipped researchers with invaluable consumer behaviour and preference data.
  • Structural Overhaul: There’s been an explosion in product variety and brand choices available to consumers. The emergence of omnichannel retailing has necessitated a rethink in marketing strategies, compelling consumers to juggle choices across products, brands, and online shopping platforms.

The Modern Buyer’s Journey

Gone are the days when shopping was a linear affair, often constrained by physical boundaries. The digital age presents a multifaceted buying process, marked by multiple touchpoints ranging from social media ads to email marketing and decision-making moments that can make or break a sale. Understanding this nuanced journey is crucial for any brand aiming to thrive online.

A Deeper Dive into the Shopper’s Journey

Marketers often question the moment consumers convert from mere interest to a purchase. “Why do they shop?” and “What sparks that transition from browsing to buying?”  are common conundrums,

The significance of these inquiries is evident from the many decision frameworks and choice models that have tried to define consumer shopping habits.

However, the retail sector has drastically evolved. These transformations, driven by technological advancements, societal shifts, and market changes, have reshaped consumer behavior, prompting new questions about why and how people buy. 

No longer is the consumer journey a linear path but a myriad of touchpoints filled with decisions, micro-moments, and varying motivations.

Existing shopper journey models, while insightful, may not entirely capture this complexity. For instance, the exponential growth of e-commerce, the influence of peer reviews, and the convenience of mobile searches have created a multifaceted environment where traditional models might fall short.

Retailers need a more comprehensive picture of today’s consumers, focusing on their motivations and the various paths they take when shopping. Within this paradigm are four main archetypes, and we will discuss the design principles to guide each one.

The Four Customer Journey Archetypes and Design Principles

Understanding a customer’s journey to buy your product or use your service is essential for improving user experience and your bottom line. 

Brand managers can distil customer journeys into four archetypes to simplify the complex web of possibilities. Each demands a unique design principle to optimise the experience. 

Routine: Effortless and Predictable

In a routine journey, the customer knows exactly what they want and how to get it. There’s no fuss, no overwhelming choices—just a straight path to the product or service.

Design Principles: Simplification and Efficiency

What Brands can do: Simplify the process as much as possible. Employ intuitive navigation and a clean UI on your website. For services, consider subscription models that automatically renew, sparing the customer the need to revisit their decision each time.

Joyride: Effortless and Unpredictable

A joyride is all about exceeding customer expectations in unexpected ways. They aren’t just buying a product; they’re buying into a delightful experience.

Design Principles: Surprise and Delight

What Brands can do: Offer unexpected perks, like free same-day shipping or bonus loyalty points. Use AI to offer personalised product suggestions. The goal is to make the customer feel delighted by the extra value you provide, turning a routine interaction into a joyride.

Trek: Effortful and Predictable

Customers are willing to put in the effort in a trek but expect a reliable outcome. Often seen in industries like insurance, healthcare, or complex B2B services, the purchase process may be long, but the steps are standardised.

Design Principles: Guidance and Reliability

What Brands can do: Provide a robust FAQ section, live chat support, or even dedicated customer service agents. Streamline the steps needed to complete a purchase or reach a solution, and ensure each step is transparent and leads to a predictable outcome.

Odyssey: Effortful and Unpredictable

Customers are not only investing effort but are also uncertain about what exactly awaits them. This is common in sectors like travel and adventure, personalised products, or unique, high-end experiences.

Design Principles: Adventure and Discovery

What Brands can do: Use storytelling, rich media, and interactive elements to make the process engaging. While the journey is complex, each touchpoint should offer something valuable, like advice or an exciting preview of what’s to come.

Crafting the Ideal Customer-Journey Map Through Data-Driven Market Research


Customer journey maps offer a visual guide that outlines a person’s steps to accomplish a specific goal. To ensure these maps resonate and drive action, they must be grounded in reality, not idealistic scenarios. 

Identify the Archetype

Start by identifying which of the four archetypes best suits the customer journey for your product or service. You may find that different aspects of your marketing align with different archetypes.

Align Your Strategy

Once you know the archetype, align all aspects of your customer interaction model—from marketing to sales to customer service—around the design principles for that archetype.

Audit and Iterate

Continually assess the customer journey to ensure it aligns with the intended archetype. Gather customer feedback and track metrics like Net Promoter Score (NPS) or Customer Satisfaction Score (CSAT) to measure your success.

Adapt

Keep an eye on market trends, new technologies, and customer behaviour. Be prepared to pivot your strategy to a different archetype if needed.

Understanding these archetypes and their corresponding design principles provides a robust framework for creating customer journeys that meet and exceed customer expectations. Whether your customer is on a routine or an odyssey, the ultimate goal is to make their journey with your brand memorable and rewarding.

Market research methods for creating an authentic customer-journey map.

You might wonder why you can’t rely on stakeholder input to construct a journey map. While stakeholders provide valuable insights, their view is often too narrow to completely understand the entire customer journey and the varying user needs at each step. A journey map solely based on assumptions can result in:

  • Less credibility, diminishing its potential as a tool for change.
  • Incorrect decision-making that could either improve or worsen the customer experience.

The steps outlined below will ensure you check all the boxes to improve the Shopper experience of your brand. 

Step 1: Start with Existing Data

Before diving into new research, explore any existing data within your company that might be pertinent to the customer journey. Both qualitative data (like previous focus group results) and quantitative data (such as customer satisfaction scores) can offer valuable starting points for your research.

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Step 2: Prioritise Qualitative Research

While existing quantitative data can offer a general idea of customer attitudes, they often lack the depth needed for a comprehensive journey map. For a more nuanced understanding, employ qualitative research methods such as:

  • Customer or User Interviews: These provide firsthand accounts of customer experiences and concerns. Specific questions yield more insightful answers than broad ones.
  • Field Studies: Observing customers in their natural settings is crucial for authentic insights, allowing you to compare what customers say versus what they do.
  • Competitive Analysis: If your product or service is still in the conceptual stage, studying competitors can offer vital clues about what could work for your journey map.

Planning a Multi-Faceted Qualitative Research Study

When possible, employ a mix of qualitative methods to get a multi-dimensional understanding of the customer journey. For instance:

  • In-person User Interviews: Begin with direct conversations, using visual aids like sticky notes to help participants articulate their journey.
  • Field Studies / Focus Groups: Complement interviews by observing users in their actual environments.
  • Competitive Analysis: Analyse competitor customer journeys to benchmark your own.

Complement with Quantitative Data

Once qualitative research is complete, reinforce your findings with quantitative data. For instance:

  • Surveys can quantify behaviours and attitudes discovered during interviews.
  • Web analytics can highlight areas where users are most frustrated.
  • Customer satisfaction metrics can correlate with specific interactions within the journey.

To kickstart your customer-journey research initiative:

  • Explore existing internal data to help shape your research focus.
  • Use a combination of qualitative research methods for a comprehensive view.
  • Bolster qualitative insights with quantitative data for a well-rounded map.

Always keep key stakeholders in the loop throughout the research process. Their involvement fosters greater commitment to the data, reducing reliance on assumptions.

The Role of Market Research

Market research is the bridge that connects companies with consumers, providing invaluable insights. Researchers use many different methodologies depending on the goals:

  • Qualitative research provides in-depth insights into consumer behaviours and motivations.
  • Quantitative research offers statistical data about markets, competitors, and consumers.
  • Primary research entails firsthand data collection tailored to specific business needs.
  • Secondary research utilises existing data and research for insights.

Linking these research methods with actionable marketing strategies allows retail brands to cater to their audience more effectively.

Consumer Insights

Why did Jane abandon her shopping cart last night? Why does John oscillate between brands A and B? These are critical questions retail brands grapple with. 

Delving deep into the consumer psyche reveals answers. Micro-moments — those brief instances when consumers turn to their devices for quick answers significantly shape the purchase journey. Recognising and optimising for these moments can make all the difference.

Strategies to Boost Conversions

So, knowing the modern consumer’s purchase journey, how can retail brands cater to them and boost sales?

  • Personalisation and Tailored Marketing: Segmenting audiences using market research and crafting personalised campaigns speaks directly to individual needs and preferences. 
  • Enhancing User Experience (UX): A seamless, intuitive user experience can significantly reduce cart abandonment. Market research identifies areas of friction and facilitates improvements.
  • Effective Pricing Strategies: With market data, brands can set competitive prices, offering discounts or incentives precisely when they’re most impactful.
  • Content Optimisation: By understanding consumers’ needs and concerns, brands can craft content that attracts and converts.

Translating raw data into actionable strategies is often challenging. It’s essential to discern between actionable insights and mere data noise. Ensuring that teams are aligned, and strategies are iteratively tested can pave the way for success.

Market research is not merely a tool; it’s the foundation of successful digital marketing. By understanding and leveraging its insights, brands can guide the casual browser seamlessly from browsing to purchasing. It’s an investment that reaps dividends in higher sales and enhanced brand value and loyalty.

For a deep dive into the future of online shopping and the key trends in the eCommerce space, download our full report here.

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Today, businesses are tasked not just with generating profits but with doing so responsibly. One of the most pressing challenges is the staggering amount of food that goes to waste yearly, a symptom of inefficiencies in the food supply chain and consumer habits. This waste is not just a lost economic opportunity but a significant contributor to environmental degradation, from wasted water and energy to greenhouse gas emissions.

Enter the concept of upcycled foods: an innovative approach that transforms would-be wasted food ingredients into value-added products. These aren’t just stop-gap measures or charity-driven initiatives; they are full-fledged business opportunities that, when executed effectively, can marry profitability with sustainability. 

Brands that are agile, forward-thinking, and willing to adapt will find that upcycling not only addresses a global problem but resonates deeply with today’s conscious consumer. 

The Genesis of Upcycled Foods

Historically, resourceful communities worldwide have always found ways to repurpose leftovers or food scraps, be it through creating broths, composts, or feeding livestock. However, as global food production and consumption patterns changed and as waste began to pile up at an unprecedented scale, a more systematic and commercial approach to these age-old methods began to take shape.

The initial thrust came from grassroots movements and small-scale entrepreneurs who saw potential in what many dismissed as ‘waste’. They recognised that much of what was being discarded was not just edible but nutritious and flavorful. Ugly fruits and vegetables, spent grains from beer production, or pulp from juiced fruits were all untapped potential ingredients. By reprocessing and reimagining these ingredients, early innovators created products that were not only sustainable but also added a unique selling proposition in an increasingly crowded food market.

Thus, the upcycled food movement wasn’t born solely from a need to address waste but from an opportunity to differentiate products meaningfully. It’s a testament to the power of innovative thinking and the ever-evolving dynamics of the food industry.

The Scale of the Problem: Food Waste by the Numbers

To truly grasp the magnitude of the upcycled food movement’s significance, one must first understand the staggering scale of food waste globally.

According to the United Nations, roughly one-third of the food produced in the world for human consumption every year — approximately 1.3 billion tonnes — gets lost or wasted. This lost food has a value of nearly US$990 billion. But the problem isn’t just economic; it’s profoundly environmental and social.

Environmental Impacts:

Greenhouse Gas Emissions: Decomposing organic waste in landfills produces methane, a greenhouse gas that is 25 times more potent than carbon dioxide in trapping heat in the atmosphere. If global food waste were a country, it would rank third in greenhouse gas emissions, following only the US and China.

Wasted Resources: For every piece of food wasted, there’s a string of wasted resources—water, energy, and land. For instance, the water used annually to produce food that ends up as waste would be equivalent to the entire annual flow of the Volga River, Europe’s largest river.

Loss of Biodiversity: Increasing agricultural lands to meet global food demand often results in deforestation and habitat loss. When a significant portion of that produce is wasted, it exacerbates the strain on ecosystems and biodiversity.

Economic Impacts:

Lost Revenue: As previously mentioned, the value of global food wastage amounts to nearly US$990 billion. For producers, retailers, and consumers alike, this represents a tremendous economic inefficiency and lost revenue.

Increased Production Costs: Inefficient utilisation of produce means that more resources are spent producing food that never reaches our plates. This not only drives up production costs but can also inflate market prices.

Social Impacts:

Food Insecurity: In a world where nearly 9% of the global population is undernourished, the juxtaposition of massive food waste is a grim paradox. Recovering just half the food currently wasted or lost could feed the world’s hungry several times over.

Cultural Implications: In many cultures, food holds significant symbolic value, representing hospitality, prosperity, or gratitude. The act of wasting food can sometimes contradict these deeply held values, leading to a cultural dissonance.

Understanding these figures and impacts underscores the urgency and the opportunity. Addressing food waste through methods like upcycling isn’t just a potential business trend; it’s a pressing global imperative. The upcycled food movement stands at the intersection of environmental responsibility, economic opportunity, and social equity. It’s a solution that looks forward by looking back—taking age-old principles of frugality and resourcefulness and applying them on a global scale.

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Upcycling in Action: Case Studies

The concept of upcycled foods has moved well beyond theory. Several companies are already making waves in the market with their upcycled products, turning challenges into opportunities and redefining the food industry’s landscape. Let’s delve into a few standout examples:

ReGrained: This innovative company saw potential in the spent grains, a by-product of the beer brewing process. Recognising that these grains are rich in fibre and protein, ReGrained developed a line of granola bars and snack puffs. According to a report by Sustainable Brands, their sales have grown by over 250%. Moreover, ReGrained has successfully diverted several tons of grain from waste, effectively reducing the carbon footprint associated with grain disposal.

Imperfect Foods: Starting as a subscription box service delivering “ugly” fruits and vegetables to consumers, Imperfect Foods has expanded into a full-fledged grocery service, with offerings ranging from grains to dairy. As per a Forbes article, the company has rescued over 139 million pounds of food from going to waste since its inception. This effort reduces environmental impacts and offers consumers products at a lower cost than standard groceries, making sustainable choices more accessible.

Toast Ale: Based in the UK, this company produces beer using surplus bread that would otherwise be wasted. According to their sustainability report, Toast Ale has upcycled more than 2 million slices of bread since their launch. They’ve not only seen a warm reception from environmentally-conscious beer enthusiasts but have also sparked interest in mainstream consumers looking for unique flavors and stories behind their beverages.

Each of these companies exemplifies the multi-fold benefits of upcycled foods: environmental responsibility, economic opportunity, and a resonance with an evolving consumer mindset. Their success stories serve as a roadmap and inspiration for brands looking to pivot towards a more sustainable future.

The Consumer Perspective

The modern consumer is markedly different from those of previous generations. Empowered by the digital age’s information accessibility, they’re more informed, more discerning, and more aligned with broader global issues than ever before. 

This evolution in consumer consciousness is reshaping market dynamics, with sustainability and ethics taking centre stage.

Willingness to Pay More: According to a Nielsen Global Corporate Sustainability Report survey, 73% of global consumers say they would definitely or probably change their consumption habits to reduce their environmental impact. Additionally, 66% of global respondents indicate they’re willing to pay more for sustainable goods, a figure that rises to 73% amongst millennials.

Preference for Transparent Brands: A study from Label Insight revealed that 94% of consumers are likely to be loyal to a brand that offers complete transparency, and 73% are willing to pay more for a product that promises total transparency. This underscores the importance of adopting sustainable practices like upcycling and communicating them effectively to consumers.

Resonance with Upcycling: A recent industry report indicated that 58% of consumers in major markets look for products with environmentally friendly packaging or reduced waste claims. This sentiment aligns seamlessly with the ethos of upcycled foods, positioning them favourably in the minds of these conscious consumers.

The intersection of market demand with global responsibility presents an attractive proposition. Brands that align with these consumer sentiments, powered by authentic stories and impactful initiatives like upcycling, are poised to command both loyalty and premiums in the market.

Opportunities for Brands

The rise of upcycled foods isn’t just a fleeting trend; it indicates a broader shift in consumer values and market dynamics. For brands, this presents both challenges and a vast array of opportunities. By understanding the landscape and strategically navigating it, companies can reap significant benefits, both tangible and intangible.

Tapping into the Upcycled Food Trend:

  • Product Development: Brands can begin by assessing their supply chains to identify potential waste streams that can be transformed into new products. Collaborating with R&D teams, food scientists, and chefs can lead to innovative product ideas that stand out in the market.
  • Partnerships: Engaging with startups or existing brands in the upcycling space can allow for faster market entry. These collaborations can be joint ventures, product collaborations, or even acquisitions.

Considerations When Launching an Upcycled Product:

  • Sourcing: Consistent sourcing of waste materials is crucial. This requires robust partnerships with suppliers and a deep understanding of the waste generation cycle.
  • Marketing: Effective storytelling is at the heart of upcycled products. Brands must clearly and compellingly communicate the product’s origin, impact, and broader value proposition.
  • Transparency: Given the modern consumer’s demand for brand transparency, companies must be open about their upcycling processes, the authenticity of their claims, and the overall sustainability impact of their products.
  • Regulation & Compliance: As upcycling gains traction, regulatory frameworks may evolve. Brands should proactively understand and adhere to any standards or guidelines pertinent to upcycled foods.

Potential Economic Benefits:

  • Cost Savings: Repurposing waste can lead to substantial cost savings in raw materials. By reducing waste, brands can also save on disposal costs and potential penalties or fees associated with waste generation.
  • New Market Segment: The sustainability-driven consumer segment is growing. Brands that cater to this audience can tap into a premium market with higher margins and greater brand loyalty.
  • Enhanced Brand Image: Associating with sustainability and upcycling can significantly enhance a brand’s image, leading to broader market appeal, increased press coverage, and stronger stakeholder relationships.
  • Risk Mitigation: With global challenges such as climate change, resource scarcity, and regulatory shifts, brands that adopt sustainable practices are better positioned to mitigate supply chain disruptions and adapt to changing regulatory landscapes.

Upcycling represents a convergence of economic rationale and ethical responsibility. Brands that recognise and act upon this convergence stand to gain not just immediate financial benefits but also long-term brand equity, consumer loyalty, and market leadership.

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Challenges and Considerations

While promising, the journey into upcycled foods isn’t devoid of challenges. As brands venture into this evolving landscape, understanding potential pitfalls and being equipped to navigate them will be crucial for sustained success.

Regulatory Hurdles:

  • The world of upcycled foods is relatively nascent, and regulatory frameworks are still catching up. Brands may face ambiguities in labelling requirements, safety standards, and certifications specific to upcycled products. This evolving regulatory environment can pose challenges regarding compliance and market access.

Sourcing Consistency:

  • One of the inherent challenges with upcycling is that it relies on waste streams, which may not always be consistent in volume, quality, or availability. Ensuring a steady supply of the “waste” ingredient can be tricky, and any inconsistency can impact production schedules and product quality.

Consumer Skepticism:

  • While many consumers are receptive to the idea of upcycled foods, there’s a segment that may harbour skepticism. Questions about the safety, quality, and taste of upcycled products can hinder adoption. Building trust and credibility is paramount, which can take time and sustained engagement.

Production & Quality Control:

  • Transforming waste into a high-quality product can require innovative technologies, specialised equipment, and rigorous quality control measures. Ensuring that upcycled products meet the same standards as traditional products is essential but can also be resource-intensive.

Market Education:

  • As a relatively new concept, upcycled foods might necessitate market education efforts. Brands must invest in educating consumers, retailers, and even their teams about the benefits, safety, and value proposition of upcycled products.

While upcycling offers a plethora of opportunities, it also brings with it a unique set of challenges. Success will hinge on a brand’s ability to anticipate these challenges, respond proactively, and continuously evolve in tandem with the market.

Looking to the Future: Predictions and Potential

The upcycled food trend, still in its relative infancy, promises a trajectory that could redefine our relationship with food, waste, and sustainability. The momentum it has gained in recent years is just the beginning.

Trajectory of the Upcycled Food Trend:

  • Upcycled foods have made significant inroads in niche markets and among conscious consumers. As awareness and appreciation for sustainability grow, it’s plausible that upcycled products will transition from niche to mainstream. With an increasing global focus on waste reduction and circular economies, upcycled foods will likely cement their place in the pantheon of sustainable solutions.

Role of Technology and Innovation:

  • The upcycled food movement’s scalability largely hinges on technological advancements. Innovations in food processing, preservation, and packaging are pivotal. Biotechnology might play a role in enhancing the nutritional profile of upcycled ingredients. Digital platforms can facilitate direct connections between waste generators and upcycling brands, streamlining sourcing and ensuring consistency.

Expansion Beyond Foods:

  • The principles of upcycling aren’t confined to the realm of edibles. There’s significant potential for the trend to bleed into other industries. Upcycled beverages, utilising by-products from beverage production or imperfect ingredients, are already making a splash. Beyond this, the cosmetics and personal care industry presents a ripe opportunity. Ingredients that may not pass the aesthetic muster for food consumption can find their way into skincare products, where their nutritional benefits can be harnessed topically.

In the grand tapestry of the future, upcycled products have the potential to be more than just a footnote. They can symbolise humanity’s ability to adapt, innovate, and derive value from challenges, all while treading lightly on our planet.

Final Thoughts 

When the ecological footprints of our choices become more palpable with each passing day, the urgency to rethink and reshape our consumption patterns has never been more evident. Food waste, a colossal environmental and ethical concern, stands as a testament to our collective inefficiencies and, perhaps, even apathy.

But herein lies an opportunity. As influential agents of change, brands wield power not just to modify consumer behaviours but to inspire them, mould perceptions and set the gold standards for sustainable practices. Upcycled foods are not just products; they are profound statements of intent, signalling a commitment to reimagine waste, derive value where none was seen, and tread a path that is as much about ethics as economics.

The future, as we envision it, will not be shaped merely by technology, policies, or economies. It will be shaped by values. Brands that champion the ethos of upcycling are not just capitalising on a trend; they are laying the foundation for a future where sustainability isn’t an option, but the norm. They embody the philosophy that true progress marries profitability with responsibility.

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Environmental sustainability has emerged as a cornerstone of brand integrity, corporate responsibility, and a growing determinant of bottom-line success.

As public consciousness veers emphatically towards sustainability, the pressure is mounting for brands to respond. 

With environmental awareness at its pinnacle, prominent Quick Serve Restaurants or QSRs are unveiling ambitious sustainability goals. For instance, Burger King has envisioned a net-zero emissions target by the year 2050, while Wendy’s has committed to utilising 100% sustainable materials for its customer-facing food packaging by 2026. 

Not trailing behind, Chipotle, an early adopter of sustainability in the QSR world, has outlined a bold objective to slash its carbon emissions by half by the close of this decade. 

Such brand announcements reflect a profound shift in operational strategies aligning with the global sustainability ethos. 

How are these commitments translating into tangible actions concerning sourcing, packaging, and waste management? 

And how is this green transition influencing consumer behavior and brand loyalty in a market where differentiation is key?

The sustainability movement for QSRs is a testament to the broader narrative of ecological consciousness. Traditionally, QSRs, known for their speed and convenience, are now standing at the intersection of experience and sustainability. 

The sustainability narrative within QSRs is not novel but has gained momentum recently. 

A Seedling of Change: The Initial Foray into Sustainability

The roots of sustainability in QSRs can be traced back to modest beginnings when rudimentary practices such as recycling or energy conservation marked early environmental responsibility efforts. 

These early steps, driven more by cost-saving inclinations than environmental altruism, gradually began morphing into more structured and deliberate sustainability strategies. 

Over time, as environmental consciousness grew among consumers, pioneering brands started to explore beyond the rudimentary towards more comprehensive and impactful sustainability measures, laying the groundwork for a broader industry-wide awakening.

Evolutionary Strides: Broadening the Sustainability Spectrum

The journey from sporadic green initiatives to integrated sustainable practices has been evolutionary. 

Central to this evolution has been incorporating sustainability in sourcing, which burgeoned from merely procuring locally to embracing organic, fair-trade, and plant-based ingredients, marking a significant stride towards a lower carbon footprint. 

The eco-journey of QSRs is a narrative of evolution, innovation, and contribution towards a greener future, keeping the essence of convenience and quick service intact.

Concurrently, the packaging standards shifted from single-use, non-biodegradable materials to recyclable, compostable, or biodegradable alternatives. 

On the waste management front, the narrative evolved from simple disposal to recycling, composting, and educating consumers on waste segregation, symbolising a transition from reactive to proactive waste management ethos.

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The Consumer Consciousness Crest: Fueling the Sustainable Transition

Amidst the operational green shifts, a parallel narrative of rising consumer awareness and demand has unfolded. Armed with a deeper understanding and concern for environmental issues, the modern consumer began to wield their purchasing power to endorse brands aligning with their eco-values. 

The demand for transparency in sourcing, eco-friendly packaging, and robust waste management has transmuted from a soft preference to a pronounced expectation. 

The rise in consumer eco-consciousness has accelerated this sustainable transition, making it a competitive advantage, and, for QSRs today, it is a brand differentiator as important as taste and convenience.

The symbiotic relationship between evolving sustainable practices within QSRs and the escalating consumer demand for environmentally responsible dining experiences narrates a story of transformation. It demonstrates how heightened consumer awareness can propel industries to recalibrate their operational strategies, enabling a cycle of continuous improvement toward environmental stewardship. 

As QSRs continue on this green revolution, they help foster a business environment where profitability coalesces with responsibility.

Sustainable Sourcing in Quick Serve Restaurants

In a world where environmental conscientiousness is no longer a choice but a necessity, the QSR sector is amidst a pivotal transition towards sustainable sourcing. 

This aspect of the operation is not merely a superficial attempt to ride the green wave but a robust strategic shift that goes to the core of how QSRs function. 

Below, we unravel the importance, practices, and consequential impact of sustainable sourcing, shedding light on how this green vein reshapes the QSR industry.

The Importance of Sustainable Sourcing

Sustainable sourcing is an indispensable pivot towards reducing the environmental footprint of QSR operations. By aligning procurement practices with sustainability principles, QSRs can significantly curb their greenhouse gas emissions, reduce waste, and foster a more responsible consumption ethos. 

The process aids in ensuring that the ingredients served across counters every day are not just appetising but are a symbol of ecological respect and responsibility. 

Moreover, sustainable sourcing highlights the broader global objective of achieving the Sustainable Development Goals (SDGs), an agenda aimed at melding the threads of economic growth, social inclusion, and environmental protection.

Green Procurement in Practice

The QSR sector has witnessed the sprouting of innovative sourcing strategies aimed at nurturing an environmentally benign supply chain. Foremost among these is the endeavour to local sourcing, which curtails transportation emissions and galvanises local economies. For instance, procuring fresh produce from local farmers, thus reducing the carbon footprint associated with long-haul transportation.

The shift toward organic and plant-based ingredients is another remarkable stride. QSRs champion a more natural and less harmful food system by opting for suppliers that shun synthetic pesticides or genetically modified organisms.

Additionally, partnerships with suppliers practicing fair trade and responsible agriculture further underscore the commitment to sustainable sourcing. By endorsing fair wages, ethical labor practices, and environmentally sound farming methods, QSRs are extending their sustainability ethos beyond the immediate boundary of their operations.

Impact on Consumer Choices and Brand Loyalty

The ripple effects of sustainable sourcing transcend the operational sphere, making a discernible imprint on consumer perception and brand loyalty. Today’s consumers, equipped with a heightened awareness of sustainability issues, are increasingly aligning their patronage with brands that reflect their eco-values. 

When a QSR articulates its sustainable sourcing practices, it resonates with this growing segment of eco-conscious consumers, fostering a deeper brand connection.

Sustainable sourcing practices are also becoming a key brand differentiator in the cluttered QSR marketplace. By embodying a commitment to environmental stewardship through sustainable sourcing, QSRs are not merely enhancing their societal image but are forging a distinct competitive advantage.

Sustainable sourcing goes beyond corporate responsibility and enters the domain of brand equity, consumer loyalty, and business viability. It’s an emblem of how integral sustainability has become in carving a modern, responsible, and appealing brand persona in the QSR sector, underlining a strategic alignment with evolving global sensibilities and consumer expectations. 

As QSRs navigate the green procurement pathway, they are inching closer to a sustainable operational ethos. Still, they also nurture a brand identity that resonates with the zeitgeist of environmental mindfulness prevailing amongst modern consumers.

Sustainable packaging in Quick Serve Restaurants

Amidst the global clamor for environmental responsibility, the QSR sector is progressively turning to sustainable packaging. 

This shift transcends environmental compliance and resonates with a broader narrative of corporate responsibility and consumer demand for eco-friendly practices. 

The critical need for sustainable packaging emanates from an ecological necessity to reduce waste, particularly plastic, that besieges our environment. 

Conventional single-use plastic packaging, long favored by the QSR industry for its convenience and cost-effectiveness, has been identified as a significant contributor to the global plastic pollution crisis. 

Sustainable packaging allows QSRs to reduce their environmental footprint substantially, align with regulatory mandates, and respond to the burgeoning consumer demand for environmentally responsible practices. It’s a proactive step towards establishing a brand’s eco-credentials and fostering a culture of environmental mindfulness within the sector.

Sustainable packaging ventures in QSRs

The QSR industry is burgeoning with innovative sustainable packaging solutions, significantly departing from the erstwhile norm of single-use plastic. 

Several QSRs champion using recyclable, biodegradable, or compostable materials as a viable and environmentally responsible packaging alternative. For instance, transitioning to plant-based plastics, recycled paper, and other biodegradable materials has seen a notable uptick.

Another laudable venture is the design innovation to minimise material usage without compromising functionality or aesthetic appeal. Some QSRs are also exploring reusable packaging models, encouraging consumers to return the packaging for a discount on their next purchase, thus instigating a reuse cycle.

Impact of eco-friendly packaging on consumer choices

The ripple effects of sustainable packaging are perceptible in altering consumer perception and behavior. Sustainable packaging articulates a brand’s commitment to environmental responsibility, a message that resonates profoundly with a growing cohort of eco-conscious consumers. 

The tangible shift towards eco-friendly packaging solutions enhances a brand’s appeal. It engenders a positive behavioral change among consumers, who are increasingly inclined to patronise establishments that echo their environmental values.

The transparent communication of sustainable packaging fosters a deeper trust and brand loyalty, as consumers appreciate the tangible steps taken towards environmental conservation.

Rethinking waste management in Quick Serve Restaurants

The sustainability narrative in the QSR sector is incomplete without a candid discussion on waste management. 

The disconcerting visuals of overflowing landfills and marine ecosystems besieged by plastic debris have accentuated the waste dilemma, a significant portion of which is attributed to the F&B industry, including QSRs. 

A Waste Quandary: Challenges Pervading the QSR Industry

Predominantly, the heavy reliance on single-use packaging in the QSR sector has led to a surge in plastic waste, an environmental hazard given its non-biodegradable nature. Food waste, another glaring challenge, contributes significantly to landfill overflows and greenhouse gas emissions. 

There is also a lack of robust recycling and composting infrastructure, coupled with varying regional regulatory frameworks, which often impede streamlined waste management practices. These challenges highlight the urgent need for reimagined waste management strategies that are both ecologically viable and operationally feasible.

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Innovative Solutions in QSRs

The QSR sector is progressively advancing towards innovative waste management solutions that aim to mitigate the environmental repercussions of its operations. Notable among these are waste reduction initiatives, such as portion control and inventory optimisation, aimed at minimising food waste right at the source.

Embracing recycling and composting has seen a significant uptick. QSRs nurture a recycling culture by setting up dedicated recycling stations within outlets and educating consumers on proper waste segregation. Similarly, composting organic waste is being adopted to divert food waste from landfills.

The adoption of circular economy principles, wherein waste is viewed as a resource, is gaining traction. For instance, converting food waste into bioenergy or organic fertilisers embodies a circular approach to waste management, turning a problem into a solution.

The impact of waste management initiatives on the environment and consumer preferences

The positive ramifications of waste management initiatives extend both environmentally and perceptually. Environmentally, effective waste management significantly curtails landfill contributions, reduces greenhouse gas emissions, and fosters resource efficiency.

On the consumer front, the cognizance and appreciation for waste management practices are burgeoning. A visible commitment to reducing waste enhances a brand’s eco-credibility and resonates profoundly with the rising tribe of environmentally mindful consumers. This resonance is a defining factor in consumer preferences and, by extension, brand loyalty.

Case studies of QSR brands committed to reducing their carbon footprint 

Pret A Manger: Grab-and-Go

Pret A Manger is leading the charge in environmental responsibility, aiming to reduce carbon emissions and waste in its operations. They’ve initiated using sustainable packaging and have committed to sourcing ingredients sustainably, focusing on animal welfare and organic produce.

The brand has also implemented energy-efficient lighting and equipment in stores, further minimising its environmental impact. These changes have heightened the brand’s appeal to an ever-increasing base of eco-conscious consumers in the UK and beyond.

Tata Starbucks: Brewing Sustainability

Tata Starbucks, a joint venture between Tata Consumer Products and Starbucks, has pursued sustainability goals in India. They have been moving towards renewable energy sources and investing in energy-efficient equipment, working actively to diminish their carbon footprint.

Tata Starbucks has also initiated water-saving measures and waste reduction strategies, including recycling and composting, that reverberate well with India’s growing environmentally conscious market. These efforts underscore the brand’s commitment to sustainable business practices, thereby enhancing brand perception and loyalty.

Yoshinoya: Sustainable Bowls

Yoshinoya, a major QSR brand in Asia, is another example of progressively adopting sustainable practices to reduce its environmental impact. The brand has initiated measures like using eco-friendly packaging and reducing single-use plastics in its operations.

Additionally, Yoshinoya is working on reducing food waste and implementing energy-saving technologies in its outlets across Asia. The brand’s dedicated sustainability actions are fostering a deeper connection with its Asian consumers, who are increasingly valuing environmental responsibility.

Nando’s: A Flame-Grilled Commitment to Sustainability

With its roots in South Africa and a strong presence in the UK, Nando’s has been committed to sustainability. The brand has been working towards sourcing its energy from renewable sources and has implemented several energy-saving measures in its restaurants.

Nando has also shown commitment to animal welfare and sustainable sourcing of ingredients, resonating well with consumers who are passionate about the provenance of their food. These strategic sustainability initiatives enhance Nando’s brand image and cement its position as a responsible QSR player.

Jollibee: Serving Joy Sustainably

Jollibee, the renowned Filipino QSR brand, is earnestly embracing sustainability. The company is focused on optimising its operations to be more energy-efficient and is progressively reducing its dependence on non-renewable energy sources.

Jollibee is also concentrating on waste management strategies and has undertaken extensive efforts to reduce the use of plastics in its services. These concerted sustainability endeavors foster loyalty and admiration from its diverse customer base, underlining the brand’s resolve to act responsively towards environmental concerns.

How sustainable practices shape consumer decisions

Evidence suggests that contemporary consumers, particularly younger ones, are inclined towards brands that embody environmental stewardship. 

For QSRs, adopting sustainable practices is also a strategic maneuver to align with this evolving consumer preference. The decisions encompassing sustainable sourcing, eco-friendly packaging, and waste management initiatives are progressively becoming a barometer of brand appeal and determining where consumers dine.

Beyond greenwashing, sustainability is a pillar of brand loyalty.

Consumers seek genuine commitment and tangible actions toward sustainability, making it a cornerstone for building and retaining brand loyalty. 

Brands that communicate their sustainability efforts transparently and continually strive for eco-excellence are perceived as trustworthy and responsible, attributes that engender consumer loyalty.

The importance of Market Research and Surveys for the QSR sector

Market research and consumer surveys provide a rich tapestry of insights into the interplay between sustainability, consumer choices, and brand loyalty in the QSR sector. A slew of studies highlights a willingness among consumers to pay a premium for sustainably sourced and packaged food. 

Additionally, brands that are perceived as environmentally responsible enjoy a higher degree of customer loyalty and advocacy, cementing the financial viability of sustainable practices.

A particularly revealing data point is the correlation between the perceived sustainability of a QSR and the likelihood of repeat patronage. Consumers are not just making one-off green choices but forming lasting allegiances with brands that mirror their ecological values.

Challenges and opportunities in embedding sustainability in Quick Serve Restaurants

The journey towards sustainability for QSRs is rife with both hurdles and prospects. While the ecological and ethical imperatives are clear, the pragmatic pathway is often mired in operational, financial, and regulatory challenges. 

Yet, within these challenges lie untapped opportunities for innovation, differentiation, and enhanced consumer allegiance. 

Challenges faced by QSRs when adopting sustainability choices

  • Operational Adaptability: Adapting operations to embrace sustainable practices often requires a significant overhaul of existing processes, which can be both time-consuming and financially demanding.
  • Cost Implications: Sustainable sourcing and eco-friendly packaging solutions often come with a higher price tag, posing financial challenges, especially in a sector known for razor-thin margins.
  • Regulatory Landscape: The diverse and ever-evolving regulatory landscape concerning environmental practices demands continuous adaptation and compliance, often requiring substantial investment in legal and operational adjustments.
  • Consumer Price Sensitivity: While there’s a growing preference for sustainable practices, price sensitivity among consumers remains a concern, especially in economic downturns.
  • Supply Chain Complexity: Establishing a sustainable supply chain, especially in a globalised economy, demands rigorous vendor assessment and continuous monitoring to ensure adherence to sustainability standards.

Opportunities for brands unveiling the sustainability spectrum

  • Brand Differentiation: Sustainability provides a robust platform for brand differentiation in a highly competitive market. It offers an avenue to showcase a brand’s values, attract eco-conscious consumers, and foster loyalty.
  • Market Expansion: Aligning with sustainability opens doors to new market segments and demographic cohorts, particularly among younger, environmentally aware consumers.
  • Innovation Drive: The quest for sustainability is a potent catalyst for innovation, propelling the development of eco-friendly packaging solutions, waste management technologies, and energy-efficient operations.
  • Long-term Cost Savings: Sustainable practices such as energy efficiency, waste reduction, and sustainable sourcing can yield long-term cost savings, balancing the initial investment required.
  • Resilience and Risk Mitigation: Sustainable operations foster resilience by reducing dependency on finite resources and mitigating risks associated with regulatory compliance and reputational damage.
  • Investor Appeal: With a surge in responsible investing, sustainability credentials are becoming a key consideration for investors, potentially enhancing a brand’s financial standing and attracting investment.

Final Thoughts

The QSR sector’s sustainability story is a shared script where consumers, industry players, and stakeholders have pivotal roles. As consumers, the power of choice is significant; choosing brands prioritising sustainability contributes to a larger narrative of positive change. For QSR stakeholders, embedding sustainability is an investment in long-term resilience, brand loyalty, and a thriving consumer base.

The rising tide of consumer advocacy for eco-conscious brands will likely accelerate the sustainability drive, turning it into a norm rather than a niche.

At Kadence, we have worked with some of the world’s most renowned QSR brands, and we can help analyse your current operations thoroughly, offer strategies for sustainable transformation, and assist in navigating the regulatory landscape. 

Connect with us at Kadence to explore how your QSR can step into a sustainable future, meeting both the ecological imperatives and the evolving expectations of the modern-day consumer.

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According to Statistica, by 2025, the global big data analytics market’s annual revenue will likely grow to $68.09 billion.

Data science is a beacon that guides corporations and individuals. It has revolutionised industries, from healthcare, where predictive algorithms can forecast outbreaks and patient needs, to finance, where it’s used to detect fraudulent transactions in real-time.

Data science, especially in the market research industry, is akin to discovering a new element —powerful yet not wholly understood. As its usage rises, a host of myths obscures its true nature. 

Let’s examine the 12 common misconceptions about data science and learn the truth about this critical discipline. 

Myth 1: Coding is the Sole Focus of Data Science.

The Reality: Yes, coding is a vital skill for data scientists. However, data science is a symphony, and coding is but one instrument. Other essential components include understanding business challenges, effective communication, and deep data comprehension.

Myth 2: Data Science, Machine Learning (ML), and Artificial Intelligence (AI) are Interchangeable Terms.

The Reality: While ML and AI are integral facets of data science, equating them is like saying a car is the same as its engine. Data science encompasses a broader spectrum, including traditional statistical analysis, data processing, and more.

“Without big data analytics, companies are blind and deaf, wandering out onto the web like deer on a freeway.” – Geoffrey Moore, Author and Consultant.

Myth 3: Data Science Guarantees Absolute Neutrality and Objectivity.

The Reality: Data might be neutral, but its collection, interpretation, and application can introduce biases. The objective is not to claim absolute neutrality but to continually strive for reduced bias and improved accuracy.

Myth 4: Data Science is Always a Walk in the Park.

The Reality: It’s a discipline that swings between eureka moments and bouts of intense, often tedious, work. Cleaning datasets or perfecting a model can be daunting. Yet, the rewards, both in insights and outcomes, can be immense.

“The goal is to turn data into information, and information into insight.” – Carly Fiorina, Former Executive, President, and Chair of Hewlett-Packard Co.

Myth 5: Data Science Offers Universal Solutions for Every Problem.

The Reality: Every organisation has its unique nuances. While some data science approaches are widely applicable, they must often be tailored to fit specific business goals and challenges.

Myth 6: Data Science is Just a Fancy Term for Statistics.

The Reality: Statistics is a cornerstone, but data science transcends it. It’s about extracting insights from structured and unstructured data, not just number crunching.

Myth 7: More Data Equals More Accuracy.

The Reality: Quality trumps quantity. Mountains of irrelevant data can mislead, while a smaller, relevant dataset can offer profound insights.

Myth 8: Data Science Will Replace Traditional Market Research.

The Reality: Data science complements traditional research. It bridges quantitative insights and qualitative depth, offering a holistic understanding of the market landscape.

“Every day, we create 2.5 quintillion bytes of data.” (Marr, B. “How Much Data Do We Create Every Day? The Mind-Blowing Stats Everyone Should Read.”)

Myth 9: Only Large Corporations Need Data Science.

The Reality: Even small-scale businesses produce vast data in our interconnected world. From local bakeries analyzing customer preferences to startups gauging market fit, data science holds relevance across the board.

Myth 10: Data Scientists Work in Isolation.

The Reality: Collaboration is intrinsic to effective market research. Data scientists thrive when integrated with teams, blending their insights with broader business strategies.

Myth 11: Data Science Offers Instant Results.

The Reality: Some automated aspects may provide rapid insights, but profound analysis is a journey, not a sprint. Deep insights require time, patience, and refinement.

“The grunt work needed to clean complex data sets is critical to extracting real benefit, as insights are only as solid as the data they’re based upon,” Hassen Morad, Senior Data Visualisation Analyst, Kadence International – Americas office. 

Get the inside view into the world of data visualisation in an interview with Hassen Morad, who leads our Americas data team. Read the full interview here.

Myth 12: All Data is Good Data.

The Reality: Indiscriminate data collection can lead astray. Each data point should have a clear purpose, serving the overarching research objective.

Data Scientists are not just number crunchers but storytellers, strategists, and innovators. 

The role of a data scientist is multifaceted and continually evolving. Their day might begin with cleaning and preprocessing data to make it usable, then move to designing algorithms or building predictive models, and culminate in presenting findings to stakeholders in a comprehensible manner. All this requires more than just crunching numbers. 

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Here’s how data scientists helped solve a major market research problem for Airbnb’s vacation rental platform.

Airbnb’s Pricing Algorithm

The Challenge: When renting out a property on Airbnb, one of the most daunting tasks for hosts is deciding the price of their listing. 

When priced too high, the property might be overlooked, and when priced too low, the hosts miss out on potential revenue. With a vast and varied inventory —from treehouses to penthouses in different locales, determining an optimal price is complex.

Airbnb realised that a significant percentage of their hosts were not pricing optimally. This impacted the hosts’ potential earnings and Airbnb’s revenue.

Enter Data Science.

Airbnb decided to assist hosts by developing a machine-learning model that suggests pricing tips based on a plethora of factors:

Historical Data: Analysing past booking data to understand pricing trends.

Temporal Trends: Considering seasonality, local events, and holidays which might impact demand.

Comparable Listings: Analyzing prices of similar listings in the vicinity.

User Behavior: Understanding how users interacted with the platform, their clicks, booking patterns, etc.

The Solution: The result was the “Smart Pricing” tool. Using this tool, hosts could let Airbnb set prices based on the model’s suggestions. The model continuously learns, adjusting prices as necessary. For instance, if a property wasn’t booked as expected, the model might suggest a price reduction. Conversely, if a particular locale saw increased demand because of a sudden event, the prices might be nudged higher.

Outcome: Airbnb hosts who adopted Smart Pricing saw a notable increase in their booking rates, ensuring that listings were priced competitively and advantageously. This not only improved the individual host’s earnings but also led to increased revenues for Airbnb as a platform.

The Future of Data Science

Data science is poised to break even more boundaries. Its potential applications are vast with the exponential growth of data generation and the advent of technologies like quantum computing and advanced neural networks. The rise of ethical considerations, such as bias in algorithms and data privacy, also means that the next generation of data scientists will operate at the intersection of technology and humanity.

The evolving narrative of market research is one of dynamic change, with data science as its most compelling protagonist. Yet, like any protagonist, it’s often misinterpreted, wrapped in layers of myth and misconception. For brands on the brink of innovation, understanding the real essence of data science can unlock transformative potential. 

As we debunk these myths, we don’t just clarify; we illuminate the path to harnessing data’s genuine power, ensuring market research’s future is as luminous as its promise.

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In this insightful video, our Country Manager for Singapore, Derek Goh, sheds light on the often overlooked cultural nuances that significantly influence consumer behaviours in Singapore despite its modern facade. Drawing from examples like the Hungry Ghost Festival and Chinese New Year and highlighting the tangible impact of traditional beliefs on purchase patterns during these periods, Derek presents a compelling case for brands to tailor their strategies accordingly. Furthermore, he unveils the growing yet underserved silver generation market, urging brands, especially in the entertainment and leisure sectors, to realign their offerings to cater to this expanding demographic, tapping into a lucrative and burgeoning market segment. Watch the video here.

Here’s a transcript from the video from Derek Goh:

What cultural values and beliefs influence purchase decisions in Singapore?

Derek Goh: When it comes to traditional beliefs and values influencing purchase behaviour, you would have thought that a modern metropolis like Singapore would be very advanced and very interesting in how they buy things, and that’s true, but traditions and values still influence purchase behaviour, quite a bit. For example, in August, the lunar calendar is actually the seventh month, which in Chinese belief is the ghost month or the Hungry Ghost Festival. It is believed that ghosts are released back into the human realm, and we coexist. All that affects purchases, and many people choose not to buy big ticket items during this time because it’s believed to be unlucky. Property sales significantly drop yearly during the Hungry Ghost Festival, and even car sales, which are typically very high in Singapore, experience a bit of a standstill. It’s a down period for car sales in Singapore. So that’s an interesting phenomenon, and it illustrates how, in Singapore, even though we’re quite modern, we still have suspicions and beliefs regarding what influences our purchases.

Another example would be the Chinese New Year period, which is still considered to bring good luck and good fortune, and people in Singapore like to give cash. So, during the early part of the year, all the regional banks in Singapore make sure their cash machines are stocked with fresh dollar bills and even set up specific cash machines in neighbourhoods to make the cues manageable. This is another example of how traditional values and beliefs motivate behaviour. 

What opportunities do you see in the Singaporean market that brands might be missing now?

Derek Goh: Singapore has an advanced economy, of course, and has consumer strategies for different brands, and not surprisingly, most brands target Gen Zs or Millennials. So, that’s normal. But one misunderstood segment in the Singapore Consumer Society, I would say, would be the silver generation. I define that as people aged 65 years and above. Why would I say that? According to national statistics in 2010, one in 10 Singaporeans were aged 65 and above.

In 2023, currently, about one in five are above age 65. So, in a span of 13 years, the proportion of Singaporeans who fall into this silver generation has doubled, and it is projected that in the next seven years, by 2030, one in four consumers in Singapore will be aged 65 and above. So, currently, a lot of the products and services catering to the aged generation, not surprisingly, are focused on healthcare, and I think that makes sense because once these consumers grow older, there’s a tendency for them to require healthcare support, and that’s not surprising. However, if you think about it, in seven years, one in four people with the power to spend will be above age 65. If you are in the entertainment business, or if you are in the leisure and travel business, are you prepared to serve this currently underserved market? What would you do differently so you can also capture a share of one in four Singaporeans?

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The adage “the customer is king” isn’t just a phrase—it’s an operational blueprint. Brands that succeed are often those that truly understand their customers. They not only know what their customers are doing, but crucially, they understand why. Delving into the psyche of your clientele isn’t a mere academic endeavour; it’s a strategic necessity. It’s about acknowledging the potent intertwining of logic and emotion that dictates buying decisions.

How do businesses decode this complex web of customer actions and motivations? The answer lies in two dominant forms of market research: attitudinal and behavioural. While behavioural research lays out the map, tracing the tangible actions of customers, attitudinal research is the compass, pointing to the intangible feelings and perceptions that steer these actions.

Understanding the nuances between the two is not just beneficial—it’s transformative. It’s the difference between merely observing a customer’s journey and genuinely comprehending it between predicting a market shift and being caught off-guard. 

Understanding Behavioral Research

At its core, behavioural research is the magnifying glass that hones in on the intricate dance of customer actions. It meticulously documents the ‘what’ of consumer behaviour: What are customers doing? What paths are they treading? Which products are they gravitating towards, and which ones do they bypass without a second glance? It’s a form of research that deals in certainties, observable patterns, and quantifiable actions.

Consider the vast digital footprints customers leave behind in this digital age. The metrics here are tangible, almost palpable. We’re talking about website page views, duration of website visits, shopping cart abandonment rates, and click-through rates on email campaigns. Think about product purchase frequencies, customer churn rates, or even the simple act of a client “liking” a post on a brand’s social media page. These are not abstract sentiments but definitive, measurable actions offering a clear view of customer behaviour.

But why should brands care? Why allocate resources to measure, for instance, the bounce rate on a website page? Simply put, behavioural metrics are the pulse check of a business’s health. They are the real-time indicators of what’s working and, more crucially, what isn’t. If customers consistently abandon their shopping carts on an e-commerce site, there’s a tangible problem that needs addressing. If an email campaign has a high open rate but a dismal conversion rate, something within that content is amiss.

Furthermore, behavioural metrics provide businesses with an actionable game plan. They lay down the groundwork for strategic modifications, fine-tuning, and optimisations. In a world where businesses pivot their strategies at breakneck speeds, these metrics act as a reliable compass, ensuring that every decision and change is rooted in the reality of consumer actions.

In essence, behavioural research is the bedrock of informed business strategies. It doesn’t dabble in perceptions or feelings; it deals with the hard facts of consumer actions. It tells businesses where they stand today, offering a clear, unobstructed view of the commercial battlefield. And in this ruthless arena, such clarity isn’t just an asset; it’s a lifeline.

Diving Deep into Attitudinal Research

While the world of behavioural research maps out the tangible trails left behind by customers, attitudinal research ventures into murkier yet profoundly rich waters. It dives deep into the realm of the intangible, seeking to unravel the emotions, sentiments, and perceptions that fuel every click, purchase, and interaction. If behavioural research answers the ‘what,’ attitudinal research delves into the ‘why’: Why did a customer choose this brand over a competitor? Why did they recommend a product to their peers? What drives their loyalty or fuels their discontent?

Attitudinal research, in its essence, is the exploration of beliefs and feelings. It’s the quest to decode the emotional and cognitive landscape of consumers. While behaviour gives us a black-and-white snapshot, attitude paints the vibrant picture behind it, filled with hues of satisfaction, shades of desire, and tints of apprehension.

Understanding the ‘why’ isn’t a luxury; it’s a strategic imperative. Consider a scenario where an influx of customers suddenly migrates to a new product. Behavioural metrics would tell you the fact of the migration, but it’s attitudinal insights that reveal the reasons behind it. Perhaps it’s a newfound trust in the product’s quality, a favourable word-of-mouth reputation, or even an emotional connection built through a compelling advertisement.

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The benefits of attitudinal research are manifold:

  1. Deep Consumer Insights: It offers a window into the customer psyche, revealing preferences, aversions, aspirations, and fears. It’s the key to genuinely understanding your target audience beyond demographics and purchasing patterns.
  2. Strategic Positioning: By understanding perceptions, a brand can position itself effectively in the market, aligning its narrative with the sentiments and beliefs of its audience.
  3. Product Development: Feedback on how a product resonates emotionally can guide its evolution, ensuring it meets functional and emotional needs.
  4. Effective Marketing: Marketing isn’t just about visibility but resonance. Knowing how consumers feel allows for campaigns that strike a chord and are memorable.
  5. Building Loyalty: Unearthing positive attitudes and reinforcing them, or identifying negative perceptions and addressing them, can bolster customer loyalty and foster long-term relationships.

In the vast ocean of brand strategy, attitudinal research is the deep-sea exploration, bringing to light the unseen, often overlooked elements that shape consumer decisions. It reminds businesses that there’s a human with feelings, beliefs, and a story behind every purchase, click, or interaction. And in that story lies the power to transform, innovate, and truly connect.

Types of Attitudinal Research

Delving into the mind of a consumer is no straightforward endeavour. Much like an archaeologist who selects the right tools and techniques to unearth ancient relics, researchers must employ the right mix of methodologies and approaches when diving into the depths of attitudes. Let’s dissect the various avenues within attitudinal research, each with its unique merits.

Practical Approaches

  1. Person-to-Person Surveys: These are the classic one-on-one encounters, whether they be face-to-face, over the phone, or even online. The direct interaction paves the way for candid feedback, offering an avenue for immediate clarifications and deeper probing. The intimacy of this setting can lead to golden nuggets of insights.
  2. Focus Groups: Think of this as a microcosm of your market, a diverse set of individuals discussing, debating, and dissecting a product or concept. It’s the dynamics of group interactions that shine here. Observing the interplay of opinions allows one to glean collective perceptions and shared sentiments.
  3. In-depth Interviews: These are the deep dives, the extended sessions where a respondent’s feelings, experiences, and beliefs are laid bare. It’s a meticulous exploration, often leading to profound realisations and discoveries about a product or brand’s place in a consumer’s life.

Methodologies Used

  1. Quantitative: Here, we’re in the realm of metrics and scales. How favourably do consumers view a new product feature on a scale of 1 to 10? Quantitative methods seek to measure attitudes, providing structured data that can be statistically analysed. It offers clarity and precision.
  2. Qualitative: This is the exploratory journey, where open-ended questions act as the lantern, illuminating the intricate maze of feelings and beliefs. It’s less about numbers and more about narratives. Researchers can uncover the rich stories and reasons underpinning consumer attitudes through qualitative methods.

Psychological Elements

Understanding Explicit vs. Implicit Attitudes:

  • Explicit Attitudes: These are the conscious beliefs consumers are aware of. When someone proclaims they love a brand because of its sustainable practices, that’s an explicit attitude on display. It’s in the open, often easily articulated in surveys or interviews.
  • Implicit Attitudes: Beneath the surface of consciousness lie these subtle influencers. They are the biases, the unspoken feelings, the attitudes even consumers might not be wholly aware of. Unearthing them requires delicately crafted techniques, as they often influence behaviour in nuanced ways.

Mapping the contours of consumer attitudes is both art and science. It requires a delicate balance of the right approach, the perfect methodology, and an understanding of the intricate tapestry of human psychology. But businesses can find the rhythm of their consumers’ hearts and minds in this intricate dance of techniques and tools. And in that rhythm lies the symphony of success.

Comparing Attitudinal and Behavioral Research

In market research, the interplay between attitudinal and behavioural research can be likened to the dynamic between thought and action, motive and movement. One delves deep into the ‘why,’ the complex web of beliefs and feelings, while the other chronicles the tangible ‘what,’ the actions consumers take. Let’s juxtapose these two pillars of research, understanding their unique strengths and their synergy.

How They Complement Each Other

  1. The Complete Narrative: Behavioral research sketches the outline of a consumer’s journey — the clicks, purchases, likes, and shares. But attitudinal research colours in the details, providing depth, emotion, and reasoning to this journey. When integrated, they reveal the plot and the emotions, motivations, and intentions driving it.
  2. Predictive Power: Behavioral data provides a historical account of user actions, giving insights into patterns. Yet, attitudinal data can predict future behavior by understanding shifts in perceptions, emotions, and beliefs. The past, complemented by potential future trends, offers businesses a holistic view.
  3. Refining Targeting: While behavioural research indicates which demographics engage with a product or service, attitudinal research can highlight why certain segments are more engaged than others. This aids businesses in fine-tuning their targeting strategies.

The Role of Each in a Comprehensive Research Strategy

  1. Foundation and Direction: Attitudinal research often lays the foundation. By understanding your audience’s values, preferences, and pain points, you can frame hypotheses, set priorities, and offer hypotheses about consumer behaviour. It provides direction, guiding subsequent research endeavours.
  2. Validation and Measurement: Behavioral research steps in as the validator. If attitudinal research suggests that a new product feature would be welcomed, behavioural data — like an uptick in sales or positive user engagement — can confirm its success. It’s the metric-driven counterpart that measures the real-world impact of those attitudes.
  3. Continuous Feedback Loop: These research types are cyclical, not linear. Attitudes can shape behaviours, which in turn can reshape attitudes. For instance, a user’s positive experience with a product (behaviour) can bolster their trust in a brand (attitude), leading them to advocate for the brand or explore more of its offerings (behaviour).

In the chessboard of business, attitudinal research is the astute player discerning the next move, while behavioural research is the actual move being played out. For a company to command the game, a blend of introspection (attitudinal) and observation (behavioural) is paramount. It’s not about choosing one over the other but understanding that together, they create a comprehensive, nuanced, and actionable narrative of the consumer journey.

Maximising Benefits from Attitudinal Research

The beauty of attitudinal research lies in its capacity to plunge into consumers’ minds, uncovering perceptions, beliefs, and feelings that often elude more surface-level metrics. But it’s not just about discovery. It’s about action. How can brands understand and leverage these findings to reshape their strategies and achieve tangible results? 

Fine-tuning Strategies Based on Stable Opinions

  1. Long-term Vision: By their very nature, attitudes tend to remain stable over time. A business that knows its customers’ long-held beliefs can develop strategies with a more extended horizon, ensuring sustainability and relevance.
  2. Reinforcing Positives: Brands can strengthen their image by recognising and amplifying the positive attitudes consumers hold about a brand. Celebrate and capitalise on these perceptions in advertising campaigns and product offerings.
  3. Addressing Concerns Proactively: Attitudinal research also uncovers areas of scepticism or concern. By addressing these directly — through improved communication or product tweaks — businesses can build trust and show that they’re responsive to their clientele’s feelings.

The Potential of Changing Customer Attitudes

  1. Pinpointed Interventions: While attitudes are generally stable, they’re not unchangeable. Identifying areas where a slight nudge can shift perceptions allows businesses to focus their efforts on high-impact interventions through influencer partnerships, educational campaigns, or revamped branding.
  2. Creating Experiences: Changing attitudes often requires more than just words. Brands can organically reshape perceptions by curating experiences — like immersive events, interactive campaigns, or exceptional customer service.
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Tailoring Marketing and Business Strategies for Better Customer Acquisition

  1. Personalised Messaging: Armed with attitudinal insights, businesses can craft messages that resonate deeply with target demographics. Speak their language, address their aspirations, and alleviate their concerns.
  2. Predicting Trends: Attitudinal data can provide early signals of emerging consumer trends. By staying ahead of the curve, businesses can position themselves as market leaders, meeting customer needs even before they’re widely recognised.
  3. Building Authentic Connections: Beyond products and services, today’s consumers seek brands that align with their values and beliefs. Attitudinal research identifies these alignment points, enabling businesses to build deeper, more authentic relationships.

In essence, attitudinal research isn’t just a mirror reflecting consumer beliefs but a compass guiding businesses toward more meaningful, impactful, and successful strategies. It offers a treasure trove of insights, but its true power is unleashed when these insights are integrated seamlessly into action plans, painting a brighter future for businesses and their customers alike.

Potential Pitfalls of Attitudinal Research

While attitudinal research offers profound insights into the hearts and minds of consumers, it’s not without its challenges. The road to deep understanding is fraught with potential pitfalls that researchers must be wary of. Let’s pull back the curtain on some of these challenges and consider ways to navigate them.

The Challenges of Collecting Genuine Data

  1. Response Bias: Often, respondents may provide answers they believe the researcher wants to hear rather than their genuine feelings or beliefs. This “social desirability” can significantly skew the results of the research.
  2. Survey Fatigue: Long and repetitive questionnaires can lead to survey fatigue, with respondents either abandoning the survey halfway or providing inaccurate responses just to speed through.
  3. Memory Recall Issues: When asked about past experiences or attitudes, respondents might inadvertently rely on imperfect memory recall, leading to inaccuracies.

Navigating the Terrain: To mitigate these challenges, researchers can ensure surveys are concise, use varied question formats, and incorporate techniques to check the consistency of responses.

Social Norms and Their Influence on Responses

  1. Conformity Pressure: In focus group settings, participants might align their responses with the majority, driven by a desire to fit in, even if these don’t reflect their genuine opinions.
  2. Cultural Expectations: In many cultures, certain topics might be taboo or sensitive, leading respondents to either avoid such questions or respond in socially acceptable ways.

Strategies to Counteract: To counteract the effects of social norms, researchers can ensure anonymity in responses, use skilled moderators who can create a non-judgmental environment, and design questions that are culturally sensitive.

Navigating the Complexities of Implicit Attitudes

  1. Unconscious Biases: Respondents might hold attitudes they’re not even consciously aware of, making it challenging for researchers to tap into these implicit beliefs.
  2. Complex Elicitation Techniques: Extracting implicit attitudes often requires specialised methods, like the Implicit Association Test. These can be more challenging and resource-intensive than traditional research methods.
  3. Interpreting Implicit Data: Even once gathered, the data on implicit attitudes can be intricate and open to interpretation, demanding a nuanced approach.

Finding the Path Forward: To navigate these complexities, it’s crucial for researchers to be trained in the latest techniques, use a mix of qualitative and quantitative methods, and approach data analysis with an open mind, recognising the subtleties inherent in implicit attitudes.

Leveraging Insights from Attitudinal Research

Unlocking the secrets of your customers’ beliefs, opinions, and feelings through attitudinal research offers a treasure trove of potential benefits. From honing communication to innovating your product line, these insights can be transformative. Let’s delve into how you can make the most of these findings in various facets of your business.

Enhancing Communication and Content Strategy

  1. Tailored Messaging: With a deeper understanding of your audience’s values, you can craft messages that resonate on a personal level. This leads to more meaningful engagements and establishes trust.
  2. Content Personalisation: Insights into the preferences and attitudes of different segments can inform a more personalised content strategy, ensuring relevancy and fostering deeper connections.
  3. Feedback Loop: By continually gauging the shifts in consumer sentiment, businesses can adapt their messaging strategies, ensuring they remain timely and relevant.

Product Development and Service Optimisation

  1. Identifying Pain Points: By understanding the nuances of what your customers desire or disdain, you can pinpoint areas of improvement, leading to more refined and loved products.
  2. Innovation Direction: Realise unmet needs or latent desires that can be the basis for new product lines or service offerings.
  3. Risk Management: Before a full-fledged launch, test new concepts or ideas within your target group to gauge their reception, minimising potential risks.

Using Insights Internally for Better Employee Management and Engagement

  1. Employee Satisfaction: Just as with customers, understanding the attitudes and feelings of your employees can help address concerns, leading to a more satisfied and productive workforce.
  2. Training & Development: Insights can highlight areas where employees feel they need more training or support, allowing businesses to address these proactively.
  3. Culture Building: Harnessing your workforce’s collective attitudes can help foster a positive, cohesive, and empowering company culture.

Establishing Industry Leadership

  1. Thought Leadership: With a profound understanding of market sentiments, businesses can produce forward-thinking content that positions them as industry leaders.
  2. Competitive Advantage: Being in tune with customer attitudes gives businesses a leg up, allowing them to anticipate market shifts and act swiftly.
  3. Stakeholder Engagement: Sharing insights from attitudinal research with stakeholders, from investors to partners, can foster better collaboration and alignment on company vision.

In essence, attitudinal research is a compass guiding brands across various terrains. Whether it’s navigating the intricacies of customer engagement or charting the course for product innovation, the insights gleaned from understanding the ‘whys’ of your audience are invaluable. Armed with this knowledge, businesses can make informed, strategic decisions that propel them forward in an ever-evolving marketplace.

Final Thoughts

In a world teeming with data, brands often find themselves at crossroads, trying to discern which information truly matters. But one fact remains indisputable: in the dance between understanding what people do and why they do it, neither can be ignored. While the behaviours paint the visible art of decision-making, attitudes hum the subtle tune that orchestrates those decisions.

Marrying attitudinal research with its behavioural counterpart isn’t just a research strategy—it’s an evolution in understanding. It paves the way for businesses to witness growth and sculpt it. By appreciating both the overt actions of our customers and the covert motivations that drive those actions, companies not only position themselves at the vanguard of their industries but also craft an unparalleled narrative of customer-centricity.

Kadence International believes that your business deserves this holistic view. By ensuring that every research strategy possesses the strength of both these worlds, we endeavour to hand you not just insights but blueprints for success.

It’s time to reconsider: Does your current research strategy capture the entire essence of your customers? Or are you hearing just half the story? As stewards of market intelligence, we urge you to balance the scales. Let the nuances of why enrich the truths of what. Ready to reshape your research approach and harness the full power of understanding? Connect with us today.

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