Titled KadBus, the business omnibus will run on a quarterly basis and includes 11 markets across the region. It will focus on IT and financial services decision-makers at SMEs and, according to Kadence director Piers Lee, will be of particular relevance to IT companies, financial services organisations and media/advertising consultancies.
In contrast to conventional syndicated studies, KadBus will allow buyers to purchase and customise questions in the survey. "This is a survey vehicle that allows clients to buy into certain sectors of the interview and own these questions," explained Lee.
KadBus will interview executives from up to 3,000 companies in Asia-Pacific and consists of core questions covering business size, sector information, investment intention and business internet connectivity; and non-core questions where clients will be able to add their own proprietary queries.
"SMEs are of increasing importance to clients, but a lot of the focus of research over the years has been the large corporate sector, because that's where most of the spend is concentrated," added Lee. "However, there has been increasing recognition of the value of the SME sector to MNCs."
