Generalist Market Research Firms — APAC

Overview

Conducting effective market research across Asia-Pacific requires more than just language translation—it demands deep understanding of local cultural nuances, compliance frameworks, and execution realities. Success in APAC markets hinges on respecting diverse consent regulations (from PDPA to PIPL to GDPR transfers), navigating complex time zones and holiday calendars, and partnering with research firms that maintain genuine in-country expertise rather than remote coordination.

This curated selection focuses on full-service consultancies with established local teams across major APAC markets and robust governance frameworks. You'll find a spectrum ranging from enterprise consultancies offering rapid testing platforms to regional specialists with exceptional cultural fluency and field execution capabilities. These firms excel across brand and creative testing, customer and employee experience research, measurement programs, and integrated qualitative-quantitative approaches. Given the frequent absence of public rate cards in APAC, treat pricing indicators as directional signals and expect detailed scoping based on specific markets and incidence rates.

Category buckets (by primary regional strength)

Understanding the regional landscape helps match your research needs with firms' core strengths. Japanese firms like INTAGE and Macromill Group excel in North Asian markets with sophisticated analytics capabilities, while their expanded networks now cover broader APAC territories. Southeast Asian specialists such as Kadence and Macromill SEA bring deep local knowledge in high-growth markets like Thailand, Indonesia, and Vietnam.

The Australia-New Zealand market sees strong representation from Ipsos and Dynata, offering both regional depth and global connectivity. For India and SAARC countries, Ipsos India and Kadence India provide cultural expertise essential for these diverse markets. China, Hong Kong, and Taiwan present unique compliance challenges, where Kantar's dedicated PIPL contacts and NIQ/GfK's established entities offer crucial regulatory navigation.

1. Ipsos

Ipsos stands as a powerhouse for multi-country brand and creative testing throughout APAC, offering both technological innovation and deep local market expertise. Their regional network combines sector specialization with rapid testing capabilities, making them particularly valuable for brands requiring consistent methodology across diverse markets while maintaining local cultural sensitivity.

• Best for: Multi‑country brand and creative testing, CX/EX, and mystery shopping at scale across APAC.
• Key strengths:
  • Local teams across India, Singapore, Hong Kong, Australia, Japan with sector depth.
  • Rapid ad pre‑testing via Creative Spark AI; established mystery shopping programs.
• Pricing signal: Enterprise; scoped per program.
• Application tip: For agile creative reads, plan Spark AI sprints mid‑flight to steer production without re‑fielding.

2. Kantar

Kantar delivers a unique combination of rapid concept testing through their Marketplace platform and deep consulting expertise, supported by one of the most comprehensive regional footprints in APAC. Their strength lies in bridging quick tactical insights with strategic brand guidance, particularly valuable for companies needing both speed and depth in their research programs.

• Best for: Fast concept/ad tests via Marketplace plus consulting depth; broad regional footprint.
• Key strengths:
  • Country offices across SEA (TH, VN, PH, ID, TW) and robust brand guidance frameworks.
  • Privacy program with regional contacts, including China PIPL channel (PIPL‑China@Kantar.com).
• Pricing signal: Marketplace usage‑based; full‑service enterprise.
• Application tip: Pair Marketplace quick reads with small in‑depth qual in target markets to surface cultural nuance.

3. NIQ (incl. GfK)

The integrated NIQ and GfK entity brings unparalleled strength in retail and CPG measurement across APAC, with particular expertise in technology and durables categories. Their comprehensive legal entity structure across key markets ensures compliance while their continuous measurement capabilities provide stable baselines for tracking and custom research programs.

• Best for: Retail/CPG measurement and consumer insights across APAC with tech & durables strength.
• Key strengths:
  • Legal entities across key APAC markets; integrated NIQ+GfK category coverage.
  • Global privacy/information security policies across entities.
• Pricing signal: Enterprise measurement/custom.
• Application tip: Use continuous measurement and panel insights to anchor trackers and reduce sampling volatility.

4. INTAGE

INTAGE represents the gold standard for Japan-led research programs that require authentic Asian cultural understanding. As ESOMAR's recognized "No.1 in Asia," they combine deep analytical capabilities with genuine local market fluency across their expanded network, making them ideal for brands prioritizing cultural nuance and field execution quality.

• Best for: Japan‑led programs and Asian cultural nuance with strong field and analytics.
• Key strengths:
  • Group companies across China, TH, VN, IN, SG, ID; ESOMAR Top‑50 "No.1 in Asia" positioning.
  • Full‑service MR with healthcare/FMCG tech depth.
• Pricing signal: Competitive APAC; enterprise for complex.
• Application tip: Leverage local moderators and back‑translation loops on sensitive categories.

5. Macromill South East Asia

Macromill SEA excels in delivering agile online research solutions across high-growth Southeast Asian markets, leveraging proprietary panel assets and local market knowledge. Their strength lies in combining rapid turnaround capabilities with cultural understanding, particularly valuable for brands requiring quick pulse checks and tracker studies in Thailand, Indonesia, and Vietnam.

• Best for: Online sampling and agile studies in Thailand, Indonesia, Vietnam.
• Key strengths:
  • Local offices and proprietary panels in TH/ID/VN; connected to wider Macromill network.
  • Strong digital research and consulting footprint.
• Pricing signal: Competitive for online/APAC.
• Application tip: For multi‑country trackers, harmonize screeners and translations centrally, then localize examples.

6. Kadence International

Kadence operates as a boutique consultancy that delivers high-touch, culturally nuanced research across APAC markets, winning industry recognition for their innovative methodological approaches. Their value proposition centers on providing sophisticated stakeholder engagement and moderator expertise, particularly beneficial for complex brand strategy and innovation projects requiring deep consumer understanding.

• Best for: Boutique, high‑touch multi‑market programs across APAC.
• Key strengths:
  • APAC offices including TH, ID, JP with award‑recognized work.
  • Mixed‑method innovation, brand, and partner fieldwork services.
• Pricing signal: Mid‑to‑enterprise.
• Application tip: Use Kadence for nuanced stakeholder programs where moderator craft and local PM are critical.

7. Rakuten Insight (Panels & Field)

Rakuten Insight delivers cost-efficient, high-quality sampling solutions across twelve Asian markets through their proprietary double opt-in panel network. Their systematic approach to panel management and local quality controls makes them particularly valuable for brands requiring consistent methodology and reliable sample delivery across multiple APAC markets without premium pricing.

• Best for: Fast, cost‑efficient APAC sample and field with local panel management.
• Key strengths:
  • Proprietary double opt‑in panels across 12 Asian markets + US; locally managed quality controls.
  • ICC/ESOMAR Code alignment; clear privacy documentation.
• Pricing signal: Cost‑efficient panel/field.
• Application tip: Combine omnibus for quick pulse with targeted follow‑ups using the same panels.

8. YouGov

YouGov transforms traditional research timelines by delivering media-ready data within 24 hours, making them invaluable for brands requiring rapid market feedback and real-time brand tracking across APAC. Their omnibus platform and audience intelligence capabilities provide both speed and strategic insight for time-sensitive campaigns and ongoing brand monitoring.

• Best for: Next‑day media‑ready data and BrandIndex tracking across APAC.
• Key strengths:
  • Serviced Omnibus and targeted surveys with results "as soon as the next day."
  • Profiles audience intelligence and activation options.
• Pricing signal: Omnibus packaged; custom enterprise.
• Application tip: Use Omnibus to test headlines/claims before campaign localization.

9. Dynata

Dynata provides enterprise-grade sampling solutions with robust data quality infrastructure across key APAC markets, offering both DIY flexibility and managed service support. Their first-party panel platform and global privacy framework make them particularly suitable for large-scale tracking studies and multi-market research programs requiring consistent quality standards.

• Best for: Scalable sampling and trackers with enterprise data quality stack.
• Key strengths:
  • Offices across SG, JP, KR, AU; first‑party panel platform.
  • Global privacy/security posture; DIY and managed ops.
• Pricing signal: Competitive for panel; enterprise for managed.
• Application tip: For APAC‑wide launches, stage markets by incidence and expected CPI to protect timelines.

10. B2B International (APAC)

B2B International specializes in the complex challenge of B2B research across APAC, where reaching decision-makers requires sophisticated screening and cultural navigation. As part of the Merkle/Dentsu network, they combine regional expertise with global infrastructure, particularly valuable for market sizing, segmentation, and proposition development in business markets.

• Best for: B2B segmentation, sizing, and proposition work with APAC coverage.
• Key strengths:
  • Singapore office with regional delivery; part of Merkle/Dentsu group.
  • Hard‑to‑reach decision‑makers and B2B CX programs.
• Pricing signal: Enterprise B2B.
• Application tip: Use role/authority‑based screeners and pre‑reads to keep B2B LOI tight.

11. APMI Partners

APMI Partners brings specialized fieldwork expertise and mixed-method capabilities across market, social, and economic research domains throughout Asia-Pacific. Their experience with government and NGO programs provides unique insight into complex stakeholder environments, making them valuable for research requiring specialized field execution and cultural sensitivity.

• Best for: Regional fieldwork and mixed methods across market/social/economic research.
• Key strengths:
  • Asia‑Pacific operations with specialist fieldwork and consulting.
  • Experience with government/NGO programs.
• Pricing signal: Competitive.
• Application tip: For distributed field teams, agree on disposition codes and daily roll‑ups before launch.

How Agent Interviews Helps

• Multilingual, moderated interviews with AI transcripts and summaries to speed analysis across markets.
• Integrated recruiting workflows and screeners; flexible consent flows aligned to local norms.
• Centralized transcript exports (TXT/SRT/JSON) and highlight reels to align stakeholders.
• QA checklists and audit trails that simplify cross‑market governance.

Selection tips & next steps

• Scope by audience, markets, and sensitivity. For PDPA/PIPL exposure, confirm DPAs, regional data handling, and retention windows. Favor partners publishing security/privacy details and association memberships. For fast concept/ad reads, combine agile tools (e.g., Marketplace, Omnibus) with small in‑depth interviews in priority markets. For panel‑heavy work, validate local panel management and recontact policies; for B2B, align incentives to seniority.
• Useful adjacent resources: see the Panels Providers hub for sample options and the Qualitative Platforms guide for moderated workflows. Keep LOI reasonable and translations back‑checked in‑market. Lock schedules around local holidays and provide timezone‑aware slots for executive audiences.