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
Steven ZhouINSIGHT DIRECTOR
Apollo DaiBUSINESS DEVELOPMENT MANAGER
+86 137 6787 [email protected]
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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 [email protected]
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)
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