What Kadence International does

Kadence International is a privately held, UK-headquartered global market research agency founded in 1993, operating as a single unified service business rather than a software platform. The company delivers qualitative and quantitative research across five service categories: customer and market understanding, new product development research, brand and advertising research, online and offline fieldwork services, and insight activation. Its core technology stack combines traditional research methodologies (CATI, in-depth interviews, online panels) with differentiated specialist capabilities including neuroscience (facial coding, implicit association testing, eye-tracking), the proprietary 30 Elements of Value framework, and pilots in blockchain-powered person-based data and augmented reality pack testing.

The firm serves multinational enterprise clients across 13 verticals — including consumer goods, automotive, media, financial services, food and beverage, technology, and e-commerce — with named engagements for Bloomberg, Wall Street Journal, Samsung, Panasonic, Unilever, Mitsubishi, Mars, Arla Foods, Bridgestone, Asahi, Changi Airport Group, Royal Canin, Havells, GoBear, Treatwell, and Vital Strategies. It operates from 10 countries with a regional hub in Singapore and the UK as headquarters, running cross-market international studies with local fieldwork infrastructure. Revenue is generated on a project-based professional services model through enterprise field sales and bespoke proposals, with multi-year contracts at the top of the client base. In September 2025 the company launched a global innovation hub and appointed a Head of Innovation to develop AI-based research tools and emerging methodologies, signaling a pivot toward tech-enabled service delivery.

Name

Kadence International

Legal name

Kadence International

Website

https://kadence.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Kadence International is a privately held, UK-headquartered global market research agency with 501–1,000 employees across 10 countries, delivering qualitative, quantitative, neuroscience, and emerging-technology research to multinational enterprise clients across consumer goods, media, automotive, and financial services.

Ownership category

akta.pro rank

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices10 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Market Research Services: Kadence provides market research services to global brands, working on strategic projects, consulting engagements, and research programs. Revenue is generated through project-based fees for research services including customer understanding, new product development, brand research, and fieldwork services.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Kadence International is a global boutique market research agency that provides end-to-end consumer and market insight services to enterprise brands across 10 countries. Offerings span customer and market understanding, new product development research, brand and advertising research, online and offline fieldwork, and insight activation workshops. Specialized capabilities include neuroscience (facial coding, implicit association testing, eye tracking), the proprietary 30 Elements of Value framework, and pilots in blockchain-based research and augmented-reality pack testing.

Product overview

Kadence International is a global market research agency operating as a single unified service offering rather than a software platform. The company provides market research services across five core areas: Customer and Market Understanding, New Product Development Research, Brand and Advertising Research, Online and Offline Fieldwork Services, and Insight Activation. These services are delivered through various methodologies including CATI, in-depth interviews, online surveys, and specialized capabilities such as Neuroscience and Augmented Reality Research. The company recently launched a Global Innovation Hub to develop AI-based tools and emerging research methods including blockchain technology applications.

Differentiator

Problem solved

Functional benefit

Products and services

• Customer and Market Understanding Research service that identifies trends and market nuances to position products or services for success, combining consumer, expert, and secondary research into deep foundational market understanding.
• New Product Development Research Research service partnering with brands to develop winning products from concept development through pricing, covering ideation, concept testing, and market entry planning.
• Brand and Advertising Research Research helping brands identify which messages resonate with target audiences, including pre-testing adverts using neuroscience to maximize communication impact.
• Online and Offline Fieldwork Services Fieldwork service providing both qualitative and quantitative research methodologies across Kadence's international office network, including CATI, online panels, surveys, and face-to-face interviews.
• Insight Activation Service extending beyond debrief to workshop findings and create standout creative outputs that raise the impact of research and turn insight into action.
• Neuroscience Advanced neuroscience service using facial coding, implicit association testing, eye tracking, and brain-state observation to uncover system 1 / subconscious consumer behaviors related to ads, products, and brands.
• Emerging Research Methods Pilot programs testing emerging technologies such as blockchain and AI for market research applications, including testing blockchain-powered person-based data marketplaces.
• Augmented Reality Research Industry-leading pilot service testing the role of augmented reality in research and its application to pack testing, enabling consumers to visualize products in their own environment.
• 30 Elements of Value (EOV) Framework Proprietary Kadence B2B Elements-of-Value framework across functional, emotional, life-changing, and social-impact levels, used for NPS benchmarking and understanding what drives consumer recommendations.
• Global Innovation Hub A dedicated innovation unit within Kadence that tests and develops AI-based research tools, emerging methodologies, and early-stage consumer behavior insight approaches for use across the agency's international office network.

Quantifiable outcome

• Client testimonials indicate research impact being felt years after project completion
• +1 more outcomes

Named customers18 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability7 records

Feature5 records

Partnerships

One partnership is on record.

• Measure ProtocolcoreTechnology or IntegrationPartnership with Measure Protocol, a tech start-up that developed a blockchain-powered marketplace for person-based data. Kadence participated in a first-of-its-kind pilot to test blockchain technology in market research and assess its applications for data collection, privacy, and consumer willingness to share behavioral data.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Quantilope: AI-driven consumer insights platform automating quantitative research and brand tracking. Represents the technology-enabled, automation-driven direction that could pressure traditional research firms like Kadence in commoditized survey work.
• EyeSee: Market research firm specializing in neuroscience, eye tracking, and behavioral research for ad and product testing. Directly comparable to Kadence's neuroscience capability and represents a specialist competitor in advanced research methodologies.

Broad incumbents

• Ipsos: Global market research and consulting firm with strong brand, advertising, and innovation research practices. Competes with Kadence for the same enterprise brand and consumer insight RFPs, particularly across Asian and European markets.
• Kantar: One of the world's largest marketing data and analytics firms offering brand tracking, consumer panels, and consulting. Overlaps with Kadence across brand and advertising research, new product development, and customer understanding for the same global enterprise client base.
• NielsenIQ: Global market research and consumer intelligence leader with proprietary consumer panels and syndicated retail data. Directly comparable to Kadence's market research business but at vastly greater scale and with broader data assets; competes head-to-head for enterprise brand measurement and consumer insight mandates.

Direct peers

• Borderless Access: India-headquartered digital market research firm providing online panels, survey programming, and qualitative research across emerging markets. Comparable to Kadence for APAC and emerging market fieldwork and consumer research delivery.
• Mintel: Global market research agency specializing in consumer products, beauty, food, and lifestyle categories. Direct overlap with Kadence's consumer goods and FMCG client base and similar focus on actionable consumer insights rather than pure data delivery.
• YouGov: Data and analytics company built on a large opt-in consumer panel delivering brand tracking, audience research, and custom research. Comparable to Kadence for brand and advertising research with a more panel-driven, technology-enabled delivery model.
• Dynata: First-party data and insights platform combining a large consumer panel with custom research services. Comparable to Kadence's online/offline fieldwork services business with greater scale in panel assets and programmatic research delivery.
• Toluna: Global consumer insights platform offering online surveys, panels, and qualitative research. Directly comparable to Kadence's quantitative fieldwork and online panel capabilities with a more technology-platform-led delivery model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/kadence_insight
• Facebookfacebook.com/Kadence-International-134685199926795
• LinkedInlinkedin.com/company/kadence

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Kadence International