Market research in Asia – our capabilities.
From Singapore to Shanghai, Medan to Manila, we are the go-to partner for market research in Asia
We help brands conduct market research in Asia, setting them up for success in the region. We can work with businesses as a fieldwork partner, helping them to reach the right respondents across key Asian markets. We also conduct full-service market research projects that allow brands within Asia and regional entities to deepen their understanding of consumers, launch standout products and develop effective marketing campaigns.
Kadence is one of the most highly regarded market research companies in Asia. We’ve had an established presence across the region for more than 15 years and have partnered with brands on a range of challenges. We’ve helped Dentsu Aegis understand the priorities of marketers across Asia. We’ve partnered with Bloomberg to deepen their understanding of the impact COVID-19 has had on business decision makers across the region. And we’ve helped local brand, GoBear, understand attitudes and behaviours with regards to personal finance in key Asian markets.
We have offices in 8 countries across Asia, meaning we’re perfectly placed to support on Asia Pacific market research projects. We have the coverage to tackle fieldwork-heavy studies in multiple markets. But we’re also agile and collaborative in our operations, ensuring you will get both breadth and depth of insights for pan-Asian market research.
Market research services
We work with the world’s leading brands, harnessing research to unlock new ideas, develop future strategies and power business growth.
Customer and market understanding
We bring businesses closer to their customers and help them navigate the broader market, so they can future proof their strategy.
New product development research
We partner with brands to develop winning products, from concept development right through to pricing research.
Brand and advertising research
We help brands create comms that cut through by understanding the messages which truly resonate with your target audience.
Online and offline fieldwork services
We’re a trusted fieldwork partner to top-tier organisations, providing them with the data they need to drive decision-making.
Our work doesn’t stop at the debrief. We go further, workshopping findings and creating standout creative outputs to raise the impact of research and turn insight into action.
As one of the leading market research companies in Asia, we partner with clients on strategic challenges
Our most recent work has seen us answer questions such as:
- How do I ensure that the product or service I want to launch within Asia meets the unique needs of each market?
- How do I refine campaigns or tweak concepts to ensure that they appeal to each market on a ‘universal’ level, but still have enough local nuance that makes them relevant and relatable?
- How do I ascertain the target market for my product or service, given how diverse the markets in Asia are in terms of demographics, economic development, culture and values?
Conducting market research in Asia – FAQs
How diverse is Asia Pacific culturally?
The short answer is that Asia is incredibly rich and nuanced from a cultural standpoint: the multitude of religious beliefs, histories, languages, and other cultural markers means that each market is more different than similar. This can make Asia Pacific market research challenging without the right partner to help you understand the intricacies of each country. That said, though, the ‘urban Asia’ experience is similar to some extent, and popular culture does form the basis to link up a couple of the Asian markets, so there can be ways to seek out common threads amidst the vibrancy of difference.
Do I need to do all my market research in Asia in local / vernacular languages?
As a rule yes. By conducting research in the local language, consumers will have the capability and confidence to express their thoughts and feelings toward the brands, products or services in question. Unlike some market research agencies in Asia, Kadence has a range of languages in-house thanks to our network of Asian offices, so local language moderation is a service we can provide. That said, it is possible to carry out research in English in some markets (e.g. Singapore, India, Philippines), depending on the subject matter and education level of the respondents you want to reach.
For large Asian markets like China and India, how many cities do we need to cover with our research?
We recommend at least a combination of 1st tier and 2nd tier cities, as well as 3rd tier and rural locations, if possible. On top of getting a read on geographic and demographic differences in the reactions to your products and services, lifestyle / intra-market attitudinal variations exist, so the wider you are able to carry out your research, the more comprehensive your resulting understanding of the market will be.
Are there certain research approaches or methodologies that work better in one Asian market, compared to another?
Yes. Cultural differences between Asian markets mean that you need to carefully consider your methodology. For instance, we find that in-depth interviews, rather than group-based discussions, can work better for some topics in markets like Japan, where there can be a tendency to ‘self-censor’. In contrast, the one-on-one format lends itself better to building trust and establishing bonds between interviewer and respondent, often leading to more productive conversations.
You’ll also need to consider the technological infrastructure of the markets you’re researching. In India, for instance, you’ll need to take a mobile first approach for reaching those outside metros and tier 1 cities. This is also true of mobile-first markets like Indonesia and China. Whilst cultural considerations can be diverse and numerous, we’re on hand to help, based on our long history of conducting market research in Asia.
Does the sequence of which markets I do my research first in Asia matter?
Unless there are specific roll-out plans that have strategic importance for your product or service across markets, our experience has taught us that any order comes back down to organizational preference. Your internal stakeholders may want to start the research in a market that is a stronghold for the brand to establish ground understanding, then venture into unfamiliar grounds to gather ‘new news’, or vice versa. Ultimately, Kadence is flexible in terms of how / when / where to start a piece of research, and in the absence of real preference, is willing to provide our suggestions and justifications for any arrangements.
Demonstrating the positive impact of CSR programmes on brand perceptions across Asia for Samsung
A comprehensive piece of research to validate Samsung’s CSR efforts in 9 markets, thereby confirming the importance of such initiatives and their positive impact on brand perceptions.
Establishing a pan-Asian Financial Health Index for GoBear
A collaborative and consultative qualitative & quantitative approach helped GoBear establish a Financial Health Index in key markets, thereby expanding its brand value beyond the current positioning.
Understanding the elements of value driving recommendations for Panasonic
Interviews with consumers have helped Panasonic determine NPS scores and benchmark themselves against the competition.
Embedding a customer-centric culture to inform all areas of business strategy for Havells
An ongoing customer understanding programme has helped Havells understand emerging needs, trends and competitor perceptions amongst its customers across various categories.
Sectors we serve
With over 30 years in the business of market research, we have extensive experience and a depth of knowledge across a range of sectors.
We bring this to bear to design the very best approach to meet your objectives.
How to conduct online market research in Asia: The Go-To Guide
What online methodologies work best in India? How do you get the most out of respondents through digital methodologies in China? Experts across our global boutique share best practice tips and techniques for conducting online market research in Asia.Download the guide now