Case Studies | Kadence https://kadence.com/en-us/case-studies/ The best international global market research agency Fri, 24 May 2024 01:21:26 +0000 en-US hourly 1 https://wordpress.org/?v=6.6.2 https://kadence.com/wp-content/uploads/2020/06/cropped-Kadence-Icon-32x32.png Case Studies | Kadence https://kadence.com/en-us/case-studies/ 32 32 Helping Singapore Changi Airport strategize brand communication in a global pandemic https://kadence.com/en-us/case-study/helping-singapore-changi-airport-strategize-brand-communication-in-a-global-pandemic/ Mon, 25 Oct 2021 16:11:25 +0000 https://kadence.com/?post_type=case-study&p=5819 Curtailed travel during the pandemic meant attitudes towards air travel were consistently evolving. Kadence worked with Changi Airport Group to greater understand attitudes towards air travel and travelers' readiness to return to the air once restrictions were lifted.

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The challenge

Singapore Changi Airport is an outstanding aviation hub, the world’s most awarded airport in the past four decades.  Along with the rest of the travel and aviation sector, it has had to adapt to a global pandemic landscape.  Changi Airport Group has partnered with Kadence International since 2015 to measure and track brand performance via a custom brand equity index.  In 2021, we teamed up to adapt the study to understand how travelers across the Asia Pacific view the airport in the context of their readiness to travel once COVID-19 restrictions are lifted.

What we did

We conducted online quantitative research with those who had travelled pre-pandemic in 2019 from across the world to understand their perceptions of Singapore Changi Airport and other airports in the region, along with a measure of scope and nature of media buzz. Due to the rapidly changing nature of the pandemic in each market, responses were analyzed daily alongside news and social media releases to understand the impact of media on perceptions.  Recommendations were supplemented with secondary research to uncover social media communication best practices for each market.

The impact of the research

This research helped to identify communication content and style that travellers value as they emerge from travel restrictions.  As a result, Changi Airport Group will be able to plan and shape brand marketing and communication strategy to reassure and attract travellers when travel resumes..

Kadence has been a long term partner with Changi Airport Group, providing research and insights to help shape our communication and business strategy. The team offers sound counsel on research projects and can distil complicated information and present it clearly, and succinctly to the audience. Engaging our audience does not stop even when travel is still restricted; this research helps Changi Airport assess our communications efforts in key markets to emerge prepared when travel resumes.

Changi Airport

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]]> Harnessing augmented reality to power innovation in pack testing for Asahi https://kadence.com/en-us/case-study/harnessing-augmented-reality-to-power-innovation-in-pack-testing-for-asahi/ Thu, 01 Jul 2021 13:55:51 +0000 https://kadence.com/?post_type=case-study&p=4211 We ran an industry-leading pilot to test the role of augmented reality in research and its applications to pack testing.

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]]> The challenge

Asahi Europe and International is a global beer manufacturer. As custodians of some of the most admired beer brands in the world, being at the forefront of innovation is key – and this extends to the way Asahi approaches research.

Asahi partnered with Kadence International on a pilot designed to explore the applications of augmented reality to pack testing. The pilot was focused on one of Asahi’s flagship brands: Fuller’s London Pride. London Pride is already the capital’s number one ale, but as part of a strategic drive to bring the brand to more ale lovers nationally, Asahi wanted to test a new concept for the pack against the existing bottle design.

Asahi was particularly interested in using augmented reality for this purpose given the premium nature of the product. Augmented reality showed real promise as a way of testing premium elements of the pack at this early stage by allowing consumers to interact with life-like concepts in an in-home setting. This was particularly important given that the research took place during the Covid-19 pandemic.

What we did

We invited ale lovers from across the UK into an online community. From a commercial perspective our goal was to explore consumer reactions to both bottle designs to support the launch. From a research perspective, we wanted to evaluate the role of augmented reality in the pack testing process to understand any value it could bring. So how did we do this?

Respondents were split into two separate streams so we could compare the nature of the feedback from the different groups. Both groups saw both the existing bottle design and the new concept, but the crucial difference was in how these concepts were delivered. Whilst one stream saw static, 2D images, the other was given augmented reality models, built by the Kadence design team, that they could interact with using their mobile phones. We asked respondents in this stream to place the AR bottles in the space where they usually drink at home and record their screen as they talked through their feedback towards both bottles.

The impact of the research

We found that respondents in the AR stream were more likely to agree that they could really picture what the bottles looked like and this was evidenced in the feedback we gathered. Respondents in the AR stream were more likely to spontaneously comment on many of the critical details that make the bottle feel premium (e.g. the embossing of the glass), demonstrating the benefit of this approach for gaining organic feedback on key design choices. The AR approach also allowed respondents to view the bottles alongside competitor brands they had at home, resulting in useful live comparisons. 

From a commercial perspective, the project enabled Asahi to gather rich feedback on both bottle designs and communicate this to customers, feeding into the launch of the new bottle as part of a brand identity refresh for London Pride.

From a research perspective, the study points to real potential for augmented reality as a tool for pack and concept testing, not just qualitatively but on a quantitative scale too, which we look forward to exploring in future.

Compared with those who evaluated the 2D static bottle images, the respondents who reviewed the AR concepts were much more likely to comment on some of those critical details that make the bottle feel premium … We found that they were spontaneously noticing these [details] and telling us what they liked about them … so it was more organic and allowed the elements that they noticed and cared about to rise to the surface naturally … As well as the benefits of gathering more detailed feedback generally, it also allowed us to get some really great quotes and video content for presenting to customers.

Global Insight Manager, Asahi Europe and International
Asahi Europe and International

Watch the video to hear Kadence and Asahi discuss this case study and using AR in market research in more detail

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]]> Discovering future growth opportunities for Treatwell https://kadence.com/en-us/case-study/discovering-future-growth-opportunities-for-treatwell/ Fri, 09 Oct 2020 14:15:49 +0000 https://kadence.com/?post_type=case-study&p=4215 An extensive program of research has helped Treatwell deepen its valued B2B relationships and shape its strategy around their needs.

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]]> The challenge

Treatwell started life as an idea around a dining room table in 2008. Now, over 25,000 salons across 11 European countries have partnered with Treatwell, making the most of both the salon software and the consumer-facing hair & beauty booking platform. The research partnership between Kadence International and Treatwell has been integral to this growth journey. Building strong B2B relationships is at the heart of Treatwell’s success. Its partnerships with hair and beauty businesses allow it to provide a thriving marketplace of services for its B2C customers across Europe. Treatwell wanted to further understand and deepen these B2B relationships to uncover new opportunities for growth.

What we did

We designed and executed an extensive programme of research, spanning 3 phases, 10 countries and 2 B2B audiences. At every stage of the process, the research methods were tailored to gain the richest possible insight across this broad range of geographies and audiences. We began merging traditional market insight with desk research to help Treatwell understand the market landscape across Europe. Next, we conducted interviews with salon partners to understand more about their needs and expectations of Treatwell. Finally, we harnessed a CATI approach to ascertain the size of the opportunities identified as part of the research.

The impact of the research

Findings from the research have shaped every aspect of Treatwell’s strategy. A rich understanding of its salon partners’ needs has informed everything from the proposition Treatwell offers, right through to the messages it leverages in its comms with this audience.

Kadence has produced an exceptional body of work which plays a crucial part in planning marketing strategies and understanding the opportunities for our business as we continue to grow. We couldn’t ask for a better partner; they provided true expertise, valuable insights and commitment to quality across each project.

Performance Marketing & Analytics Director
Treatwell

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]]> Understanding the shift in business decision makers’ priorities as they enter a new normal with Bloomberg https://kadence.com/en-us/case-study/understanding-the-shift-in-business-decision-makers-priorities-as-they-enter-a-new-normal-with-bloomberg/ Thu, 23 Jul 2020 14:18:45 +0000 https://kadence.com/?post_type=case-study&p=4218 Creating compelling content for Bloomberg to help its readers understand how their peers are responding to the pandemic.

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]]> The challenge

With over 2,700 journalists and analysts across 120 countries, Bloomberg is one of the world’s largest news organisations, providing global business leaders with the information and analysis required to win in today’s complex marketplace. In the wake of unprecedented global uncertainty, Bloomberg wanted to help its readers navigate the path ahead, by shedding light on how their peers were responding to the pandemic.

What we did

We spoke to over 700 business decision makers in 6 markets (Singapore, Thailand, Malaysia, Hong Kong, Japan and Australia) to understand the shift in their priorities, exploring everything from top concerns and challenges right through to attitudes towards business travel and expectations from brands.

To bring this to life for Bloomberg and its readers, we produced an engaging infographic highlighting the key findings with the help of our in-house design and data visualisation team.

The impact of the research

The research has allowed Bloomberg to provide valuable insight to its readers about how business decision makers priorities are evolving at this critical time. As the first of 3 waves of research on this topic, we’ll be able to track changes in attitudes and behaviours over time to help business leaders understand and react to the changing situation.

Kadence has produced an exceptional body of work which plays a crucial part in planning marketing strategies and understanding the opportunities for our business as we continue to grow. We couldn’t ask for a better partner; they provided true expertise, valuable insights and commitment to quality across each project.

Performance Marketing & Analytics Director
Treatwell

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]]> Harnessing blockchain technology in market research with Unilever Food Solutions https://kadence.com/en-us/case-study/harnessing-blockchain-technology-in-market-research-with-unilever-food-solutions/ Tue, 21 Jul 2020 14:24:01 +0000 https://kadence.com/?post_type=case-study&p=4220 We took part in a first of its kind pilot to test the technology and assess what it could bring to market research.

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The challenge

Kadence International and Unilever Food Solutions have worked together for a number of years, united by a passion for uncovering rich insights. We wanted to understand how blockchain, one of the hottest developments in the tech world, could be applied to research.

What we did

To do this, we partnered with Measure Protocol, a tech start-up that has developed a blockchain-powered marketplace for person-based data. We took part in a first of its kind pilot to test the technology and assess what it could bring to market research.

The impact of the research

One of the key findings was that the emphasis on privacy resulted in a willingness to share passively collected data such as Amazon purchase history, location data or Apple Health data. We’re excited about the opportunity this provides to triangulate claimed survey data with behavioral data, allowing us to uncover the full picture.

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]]> Developing a future-focused digital product strategy for Wall Street Journal https://kadence.com/en-us/case-study/developing-a-future-focused-digital-product-strategy-for-wall-street-journal/ Tue, 21 Jul 2020 11:27:13 +0000 https://kadence.com/?post_type=case-study&p=4221 A mixed methodology approach helped Wall Street Journal understand how to position the brand for success in a rapidly changing world.

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The challenge

Wall Street Journal is one of the most respected newspaper brands globally. But like many other sectors, media is undergoing rapid digital transformation. The Wall Street Journal wanted to understand how its digital experience was perceived and how it could be optimized going forwards.

What we did

We embarked on the Wall Street Journal’s biggest ever piece of consumer research at the time, engaging over 5,000 respondents, spanning current, lapsed and prospective customers. To understand perceptions of and attitudes towards the Wall Street Journal and its digital products, we used a range of methodologies, including surveys, focus groups and in-depth interviews. By combining this with passive tracking, and UX testing, we were able to go beyond what consumers say, and understand how they really interact with Wall Street Journal’s digital portfolio.

The impact of the research

As a result of the research, Wall Street Journal has been able to better understand the role and interplay of its products and identify opportunities for further development to drive retention and acquisition. This has been translated into a new digital product strategy, that has shaped decisions on everything from the products and formats the Wall Street Journal produces, right through to the user experience.

Kadence has produced an exceptional body of work which plays a crucial part in planning marketing strategies and understanding the opportunities for our business as we continue to grow. We couldn’t ask for a better partner; they provided true expertise, valuable insights and commitment to quality across each project.

Performance Marketing & Analytics Director
Treatwell

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]]> Understanding usage and perceptions of plug-in hybrid electric vehicles to shape future comms for Mitsubishi https://kadence.com/en-us/case-study/understanding-usage-and-perceptions-of-plug-in-hybrid-electric-vehicles-to-shape-future-comms-for-mitsubishi/ Fri, 17 Jul 2020 21:00:41 +0000 https://kadence.com/?post_type=case-study&p=4222 A quantitative survey helped Mitsubishi Motors to understand how its vehicles were being used in the real world, informing how best to position communications about the role and value of PHEVs.

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]]> The challenge

As government targets encourage a move towards ultra-low emission vehicles, Mitsubishi Motors has been leading the charge since 2014. Its Outlander PHEV is the UK’s best-selling plug-in hybrid vehicle (PHEV). Mitsubishi wanted to better understand how Outlander PHEV customers use and charge their vehicles to remind policy makers of the value of PHEVs as a transitional technology and to inform its future communications about the role and merits of PHEVs.

What we did

We carried out an independent online survey with Mitsubishi Outlander PHEV customers. This enabled us to quantify their current usage and charging habits, as well as their perceptions of PHEVs and future consideration of electrified vehicles.

The impact of the research

The research allowed Mitsubishi to better understand Outlander PHEV customers’ usage habits, particularly in terms of regular charging and use of the vehicle in pure electric mode which contributes to cleaner air and lower CO2 emissions. Exploring the future consideration of electrified vehicles has also helped Mitsubishi to inform its communications and generate PR coverage – emphasizing the role PHEVs can play both in the short-term, and as a segue to a pure electric future. This is particularly important within the context of the UK government’s ‘Road to Zero Emissions’ strategy by 2035.

Kadence has been a long term partner with Changi Airport Group, providing research and insights to help shape our communication and business strategy. The team offers sound counsel on research projects and can distil complicated information and present it clearly, and succinctly to the audience. Engaging our audience does not stop even when travel is still restricted; this research helps Changi Airport assess our communications efforts in key markets to emerge prepared when travel resumes.

Changi Airport

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]]> Demonstrating the positive impact of CSR programmes on brand perceptions across Asia for Samsung https://kadence.com/en-us/case-study/demonstrating-the-positive-impact-of-csr-programmes-on-brand-perceptions-across-asia-for-samsung/ Fri, 17 Jul 2020 15:09:28 +0000 https://kadence.com/?post_type=case-study&p=4223 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.

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The challenge

Samsung as a global tech entity has been offering cutting-edge consumer electronic products for years. At the same time, Samsung has been proactive in terms of its efforts at various community engagement activities, making sure that the company gives back to communities in different markets. Samsung wanted to know what kind of impact its CSR programme has on the brand.

What we did

We worked with Samsung to carry out a quantitative study across 9 markets (Australia, Indonesia, Malaysia, Philippines, New Zealand, Thailand, Taiwan, Singapore, Vietnam) with 2,000 respondents in total. We also worked with Samsung to translate the study’s findings into marketing messages and PR angles to help the company demonstrate the value of the work it does.

The impact of the research

The study resulted in external press coverage which communicated the brand positively, as well as internal validation of such initiatives within the organization. Overall, it re-affirmed Samsung’s belief that ‘doing good’ can be a win-win, both for communities as well as the brand.

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]]> Understanding the elements of value driving recommendations for Panasonic https://kadence.com/en-us/case-study/understanding-the-elements-of-value-driving-recommendations-for-panasonic/ Fri, 17 Jul 2020 14:57:55 +0000 https://kadence.com/?post_type=case-study&p=4224 Interviews with consumers have helped Panasonic determine NPS scores and benchmark themselves against the competition.

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The challenge

Panasonic Corporation is a Japanese multinational electronics corporation headquartered in Kadoma, Osaka, Japan and has grown to become one of the largest Japanese electronics producers. Panasonic designated India as the regional hub to drive growth and build deeper inroads into the fast emerging Asiatic, Middle Eastern and Western economies. Starting from India, the company wanted to build its knowledge of how to target consumers for its various consumer durables categories, namely air conditioners, refrigerators and washing machines. They wanted to use a 30 EOV (Elements of Value) framework across various markets in India to conduct a top down NPS benchmarking to understand Panasonic’s relative standing vis-à-vis the competition in the Indian market. Added to this, Panasonic wanted to gauge the standing of the brand on the EOV framework, determine the drivers of NPS and identify strategic improvement areas across various durable categories.

What we did

We conduct a deep dive into this 30 EOV framework to understand the ways in which each of these elements play out for an individual – identifying the statements / attributes defining each of these EOVs, divided into 4 levels, namely functional elements, emotional elements, life-changing elements and social impact elements. We conducted face to face surveys with customers across 3 types of consumer durables (fridges, washing machines and air conditioners), evaluating all 30 EOVs against competitor players. The sample was spread across all four zones in Metro, Tier 1, Tier 2 cities, with a total of 2500 interviews covered in each category with 2400 consumers and 100 trade partners.

The impact of the research

As a result of the survey, Panasonic has been able to determine NPS score to benchmark themselves against the competition for the refrigerator, air conditioning and washing machine category and are able to identify the EOVs that are driving the brand’s recommendations and its positioning.

Kadence has been a long term partner with Changi Airport Group, providing research and insights to help shape our communication and business strategy. The team offers sound counsel on research projects and can distil complicated information and present it clearly, and succinctly to the audience. Engaging our audience does not stop even when travel is still restricted; this research helps Changi Airport assess our communications efforts in key markets to emerge prepared when travel resumes.

Changi Airport

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]]> Creating an education and career exploration tool to wow teens with American Student Assistance https://kadence.com/en-us/case-study/creating-an-education-and-career-exploration-tool-to-wow-teens-with-american-student-assistance/ Fri, 17 Jul 2020 14:17:33 +0000 https://kadence.com/?post_type=case-study&p=4227 Kadence partnered with American Student Assistance (ASA) to create a research program to inform the development of their exploration tool, Futurescape.

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The challenge

As school systems in the US struggle to fund programs and services, teens are left with access to limited resources to help guide their plans for the future. Agencies, both not-for-profit and for-profit, provide tools, questionnaires and information, but few do so in a way that takes the unique preferences of this digital-native generation to heart. American Student Assistance set out to create a planning tool, called Futurescape, which would be highly engaging to teens, providing them with valuable resources to make informed decisions to achieve their education and career goals.

What we did

Our approach was multi-faceted. We first carried out a large, independent online survey with middle schoolers and teens in the US. With this, we helped ASA understand teens deeply – their thoughts and struggles, their successes, sources for advice they trust, among many other topics. We also engaged 90 teens in a week-long online community to dig deeper on these topics and create a video summary for key stakeholders at ASA, bringing them closer to their audience. In parallel, we hosted focus groups with teens to review early designs of the tool itself which informed further design planning.

The impact of the research

Guided by insights from the research, Futurescape has been launched and is helping teens navigate toward their future. Marketing efforts are underway, with Kadence continuing to support American Student Assistance by tracking ongoing awareness and perceptions to understand how well marcomms around the tool are working. What’s more, ASA has leveraged what they’ve learned through social media posts and more formal reports, supporting their position as a respected thought leader.

Kadence has produced an exceptional body of work which plays a crucial part in planning marketing strategies and understanding the opportunities for our business as we continue to grow. We couldn’t ask for a better partner; they provided true expertise, valuable insights and commitment to quality across each project.

Performance Marketing & Analytics Director
Treatwell

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