Knowledge hub.

Market segmentation is like hosting a huge party but knowing exactly what each guest likes, from the music to the snacks. It’s about understanding that not everyone is the same and tailoring your approach to meet different tastes and preferences. Now, why is market segmentation such a big deal in modern marketing? Imagine trying to […]

In our latest feature for the People in Research series at Kadence International, we’re thrilled to present an insightful conversation with Vincent “Vinny” Yabor, Junior Data Scientist at our Americas office. Vinny’s story is not your typical career trajectory. His journey from a prospective career in Math Education to the dynamic world of data science […]

Making the right decisions in business is critical. For companies in the B2B sector, these choices can shape their future success or failure. So, how can businesses ensure they’re making the best decisions? The answer is clear: B2B market research. Market research isn’t just about collecting data. It’s about understanding the market, knowing your competitors, […]

Japan, the world’s third-largest consumer market after the U.S. and China, offers cultural insights that trace their roots deep into history. As articulated in “Japanese Consumer Dynamics,” the interplay between swift periods of growth and resilient responses to crises has been pivotal in shaping Japan’s consumption habits. These patterns have both influenced and been influenced […]

Generation X often finds itself sandwiched between the much-discussed Baby Boomers and the digital natives of the Millennial generation. Born between 1965 and 1980, Gen X comprises individuals who have witnessed a unique blend of socio-political and technological revolutions. Currently, they represent approximately 25% of the global population, a significant portion impossible for marketers to […]

We surveyed 150 vets across the UK and US to check-in on their needs and pain points.

With a staggering 496 million native Spanish speakers worldwide and 595 million individuals who communicate in Spanish globally, this linguistic and cultural tapestry paints a vivid picture of the Hispanic influence on a global scale. Spanish is not only the second most spoken language in the world, trailing only behind Chinese, but it also ranks […]

What would happen if market researchers borrowed a lens from data science?  The traditional tools of market research are fast becoming quaint relics. The old methods of garnering consumer insights and market trends are increasingly seen as mere snapshots that lack the dynamic and predictive capabilities essential in today’s business environment.  This evolving scenario beckons […]

When Nike launched its “Dream Crazy” campaign a few years ago, fronted by former NFL quarterback Colin Kaepernick, the immediate aftermath saw a barrage of opinions, both in favour and against the campaign. But what surprised many was that despite the initial uproar, Nike’s stock climbed, eventually reaching an all-time high. The reason? Nike’s deep […]

Customer loyalty is critical in today’s fiercely competitive market. This is because acquiring a new customer can cost five times more than retaining an existing one, according to the Harvard Business Review. But the dynamics of loyalty are not etched in stone; they are fluid, influenced by an ever-evolving market and ever-changing customer preferences. Herein […]