Kadence Singapore rolls out expansion plans

Clayton was promoted from his role as Kadence Singapore's insight director which he assumed in 2009. His former position will be filled by Steggals who relocated to Singapore from Kadence Intenrational UK.

In addition, Natalie Sew Hoy will be joining the senior team as insight manager from Nestle New Zealand.

According to Clayton, the firm's growth was on the back of increased demand for insight in the Southeast Asian region and the expansion was to keep up with demands from clients.

"Southeast Asia is buzzing with creativity and increasingly confident in its position within the global economy; insight has never been more important,"he told Campaign. "As soon as we started to expand our insight capacity in 2010 we were overwhelmed with the interest received from regional businesses."

Kadence's network of clients, from its offices in USA, UK, India, Malaysia, Indonesia and China, were also looking for on-the-ground research from the region, added Clayton. "The region's cultural diversity means a 'one-size-fits-all’ approach would be inappropriate and that we need to pay every market and ethnic group specific attention, whilst still delivering insight to fit in with the fast pace of regional businesses."

Insights most in demand, said Clayton, include market testing as part of the new product development process. "The process, which we call Qualibus, helps filter out 'no-starter' ideas and provides input to product optimisation," he said.

To help facilitate its increased duties, the Singapore office is undergoing a substantial refurbishment aimed at improving the qualitative experience for both clients and participants.