An

Introduction to

Kadence International

Shanghai, China

WHO WE ARE, AND WHAT WE DO

Kadence CredentialsJ A N 2 0 1 9

Who is Kadence?

Kadence is part of the Cross Marketing group global networkGroup Company Profile

DETAILS

COMPANY NAME: Cross Marketing Group

CEO: Miki Igarashi

ESTABLISHED: June 3rd 2013

CAPITAL: 2.7 Million USD

EMPLOYEES: 1,414 (As of December 2016)

BUSINESS FIELD: Full-service marketing research and market intelligence service

ASSOCIATION MEMBERSHIPS:

Japan Market Research AssociationJapan Marketing AssociationESOMARThe Behaviormetric Society of Japan

CONTACTS

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COMPANY NAME: Kadence International China

ADDRESS: Jiali Building 23F,1228-2,YanAn West Rd., Shanghai上海市长宁区延安西路1228弄2号嘉利大厦23楼

TELEPHONE: +86 021 5230 8060

WEBSITE: http://www.kadence.com

Kouei KakuMANAGING DIRECTOR

k_kaku@kadence.com

Steven ZhouINSIGHT DIRECTOR

stevenzhou@kadence.com

Apollo DaiBUSINESS DEVELOPMENT MANAGER

+86 137 6787 5570apollo_dai@kadence.com

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Who is Kadence? A brief history of where we have come from, and where we are now

Starting life in the UK as a B2B agency, we still retain this

heritage for speaking to hard to reach audiences

We quickly expanded

markets, with the UK remaining our head office with

Call Centre capabilities

dialling out into the Globe

Our expertise & flexibility allowed

us to become expert in hard to reach consumer

work as well

All this background has cemented us as an

award-winning hub

A Global Data Solutions agency

blending quantitative and

qualitative methods together,

with a multi-skilled, highly experienced

International team

An exciting future -under new Japanese

ownership – with additional markets added to our global reach and expertise

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Y E A R S +

Global Knowledge

27Y E A R S +

Asian Expertise

14 F O R

the WorldIntegrated Network

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A S I A

P A C I F I C

Singapore

Indonesia

VietnamHong KongThailand

Japan

E U R O P E &M I D D L E E A S T

UNITED KINGDOM

N O R T HA M E R I C A

USA

India

Shanghai

Philippines

New York

Boston

family:

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Kadence’s Japan desk designs tailor-made solutionsto deliver strategic and tactical insight to drive your business decisions

Kadence China has a ‘Japan Desk’ – which is our Japanese client servicing team. As Japanese nationals they are in a unique place to serve regional HQ of Japanese companies whilst providing an understanding of the unique challenges of

the ASEAN markets and consumer psyche.

OUR JAPAN DESK OFFERS ‘GLOCAL’ INSIGHT AND STRATEGIC ANALYSIS TEAM, WITH JAPANESE CLIENT SERVICE:

Strong global network with local teams

English & Japanesebilingual communication

Tailor-madesolutions

How we approach our work

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Kadence adopts a method neutral approachto select out the right methods to address your business issues

Q U A L I TAT I V E M E T H O D S

Are good to uncover the ‘why’

But they are not able to tell how many people in the population feel the same way

Q U A N T I TAT I V E M E T H O D S

Are good to uncover the ‘what’

But they are not able to answer the ‘why’ behind people’s attitudes

There are limitations to individual quant & qual methods, and so Kadence adopts method neutral approach: depending on the business objective, we will recommend a mixed methodology with the use of appropriate tools.

In-depth interview

Focusgroup

Online community/ Mobile diary

Online survey

Face-to-face survey

Telephone interview

Mystery shopping

(quantitative)

Mystery shopping (qualitative)

Ideal range analysis

Online communities

Digital diaries

Choice analysis

Personalised IDIs

Thought leader IDIs

Ethnographies

Cultural Safaris

Video glasses

360O virtual videos

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Beyond basic qual & quant, we have a wide ‘toolbox’ of techniquesto pull from to optimize our suggested mixed methodology

Our exposure to a variety of questions from a variety of

clients allows us to ‘join-up’ our thinking

We will work with you to

understand your needs and

provide the latest thinking on

methodology

Partnering with you from start to finishA team with a dedicated Project Manager at the helm who ensures the process runs smoothly every step of the way

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Operations Director Oversees the overall Operations

team and resources

Data Processing Manager In charge of Programming, Data

Processing and overall data quality

Sample/Panel Manager Responsible for

sourcing/formatting and cleaning targeted sample/panel

Fieldwork Manager Ensures fieldwork runs smoothly and has a close eye on fieldwork quality

Quality Control ManagersConducts quality control checks throughout fieldwork (whether telephone or web) completes

Coding Manager Monitors and codes open ended answers and reports findings back to PM

PM

The Project Manager oversees overall project lifecycle & team to ensure

each task is conducted according to plan. The client’s consultant every step of the way. Works as a central

hub providing full accountability and transparency.

We advocate a transparent, collaborative working partnershipHaving the project management team as involved as you’ve got time to be

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K E Y T O U C H P O I N T S T H R O U G H O U T T H E P R O J E C T

PROJECT KICK-OFF& SET-UP

We look forward to kicking off every project with you to gain

full understanding of your goals before we progress to our

internal Set Up process.

PROJECT FULL LAUNCH –QUALITY CHECKS, INTERIM

DATA REVIEW, CLIENT PORTALKadence conducts regular Quality checks

throughout fieldwork and welcomes feedback on interim deliveries. We

provide client portals with real-time view to give you full transparency of project

progress.

PROJECT GOES LIVE – PILOT PHASE - REGULAR

PROGRESS UPDATESWith your sign off we will launch

our pilot/soft phase and you will be kept up to date with our progress throughout the project lifecycle,

whatever the methodology.

FINALDELIVERY

The final data undergoes multiple steps of quality checks from Data Director level to PM. The dedicated Manager will be

at hand to discuss any queries on deliveries.

Our audiencesWe have collected data from some of the hardest to reach audiences across the globe. Nobody is beyond our reach.

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C-level CEOs, CFOs,

CMOs,CIOs, CRMs…

Key Opinion Leaders

Government, Higher Education,

NGO, Media

Treasurers, Risk Managers,

Portfolio Managers, IFAs

Specialist Surgeons, Heads of Hospital

Department, Clinical Trial Directors, Pharma Sales

Representatives

Trial attorneys, Legal Partners, Accountants,

Architects, Civil Engineers

Car Dealers, Luxury automotive

dealers, VP of supply chain

Aerospace & Defence,Network Operators

Original Equipment manufacturers,

System Integrators

Business Owners,Insurance Brokers,

Health Insurance Agents

Logistics Managers, Haulers,

Freight Managers, Shippers,

Fleet Managers

Vets, Nutritionists,

Livestock Managers,

Farmers

General Practitioners,

Physicians, Nurses, Opticians,

Audiologists

HR Managers, Purchasing Managers,

General Managers

Hotel Operators, Revenue Managers,

Reservation Managers,

Marketing Managers

Machinery Dealers,Truck Operators,

Automotive Repairers,

Contractors

Quality – Accreditations/AffiliationsOur processes are world class. Our passion for delivery sets us apart from the competition.

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Kadence is annually audited to ensure that we comply with all the requirements of ISO 9001.

We have a new ISO standard to our accreditation list - ISO 20252, which is aimed specifically atthe Market Research industry.

Kadence has a uniform Global Quality Systems Procedures Manual. This ensures consistency ofprocesses and procedures across our global group.

Kadence China ensures compliance with all the requirements of the Measures for theAdministration of Foreign-related Investigation (涉外许可证)

Relevant Experience

◼ SummaryUntil now, the client only conducted research in Tier 1 and 2 cities which

were their main consumer target as their brand was only sold in department stores. With the increase in purchasing power from lower tiers, they wanted to confirm if their was potential for expansion.

◼ Location Baoding, *Chengdu, Weifang

◼ Sample Size2 group of n=8 in each city

◼ Respondent CriteriaConsumers who have purchased certain cosmetics brands in cosmetic stores.

Cosmetics ManufactureUsage & Awareness Study in Tier 3 cities

Focus Group

Interview

*Chengdu is now considered as a Tier 2 city

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◼ SummaryThe client currently conducts consumer research, but want to know what

industry experts thought. They wanted a deeper understanding of what experts in they food industry thought about the products as well as understand the latest and future trends in China.

◼ LocationShanghai

◼ Sample Sizen=6

◼ Respondent CriteriaEditor of a cooking medium(broadcasted or printed), head of cooking school, KOL of a cooking blog or social site influencer

Appliance ManufacturerChinese diet trends・Appliance related trends

In-depth Interview

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◼ SummaryThe client wanted to have a better understanding of lung cancer and

treatments done in China. They wanted to hear the actual opinions of patients as well as interview healthcare professionals who specialize in lung cancer.

◼ LocationShanghai ・Beijing ・Guangzhou

◼ Sample Sizen=37

◼ Respondent CriteriaGroup 1: Physicians and professorsGroup 2 : Lung cancer patients and their families

Pharmaceutical ManufacturerLung cancer treatment in China

In-depth Interview

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Financial InstitutionAsset Management of Affluent Chinese

Pre-Recruitment

+Telephone Interview

◼ SummaryThe client wanted to better understand the needs and unmet needs of

their key stakeholders and those of other financial institutions. The stakeholders were asked how they currently manage their assets and what they expect in a financial institution to fulfill their needs.

◼ LocationShanghai ・Beijing ・Guangzhou

◼ Sample Sizen=220 interviews

◼ Respondent CriteriaAccount holders of HSBC, Citibank, and other top tier banks in China who own $1-5 Million USD in current assets

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Cosmetics ManufacturerH e a l t h t r e n d s ・ M a r ke t o f b e a u t y d r i n k s

Market Analysis

◼ SummaryA Japanese cosmetics manufacturer wanted to explore the latest

heath and beauty trends as well as validate the viability of their health/beauty drink as well as growth potential in China.

◼ MethodologyDesk research + interview of industry related respondents

◼ Report Analysis• Growth rate of the health food market in the next 3-5 years• Overall and categorized market size of health/beauty drinks within

the entire health food industry• Listing of top 5 brands and their profiles • Assess the difficulty to enter the Chinese market with current laws

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Electronic ManufacturerI n v e s t i g a t i o n o n C o m p e t i t o r s

Competitor Analysis

◼ SummaryA camera manufacture wanted a in-depth investigation of their

competitors in the local Chinese market.

◼ MethodologyDesk research + interview with competitor brand employees

◼ Report Analysis• Company Profile and Product Line• Business Structure• Business Strategy• Marketing Strategy• Others

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For more information please contact:

Apollo DaiKadence International

t +86 137 6787 5570e apollo_dai@kadence.com

w www.kadence.com

Kadence International

Shanghai, China

Appendix:Facility &

Office Location

In-house Interview RoomsEquipped with: two way mirror, ceiling mounted audio/video recording, multi-track sim. trans. station,

LCD TV/Monitor(50”), Wi-Fi capability, and Skype business to provide remote live streaming.

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Interview Room 1（35m² / 376ft²） 10 respondents capacity

Observation Room（20m² / 215 ft²） 15 people capacity

Interview Room 2（20m² / 215ft²） 18 respondent capacity

Observation Room(25m² / 270 ft²)18 people capacity

Kadence China Office Location

• Kadence China is conveniently located 20mins by taxi (1 hour by public transportation) from Hongqiao International Airport (上海虹桥国际机场)

• There are plenty of nearby hotel options and well as restaurants and 24 hour convenience stores.• It is located about a 20min taxi ride east of Shanghai’s city center (1 hour by public transportation).

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23F, Jiali Building 1228-2 YanAn West Road Shanghai上海市延安西路1228弄嘉利大厦2号23楼

*standard 20min taxi fare will cost less than $10USD (no tip necessary)