Market Research

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How Khayan Uses Mixed Methods to Understand Consumer Choice
How Khayan Uses Mixed Methods to Understand Consumer Choice 150 150 Khayan Research

We’ve found that even the most carefully structured surveys can reflect more than just opinions—they reflect context. A response isn’t just an answer; it’s shaped by who’s answering, how they interpret the question, and what they want to signal. This is especially true in categories tied to identity, health, or aspiration, where people often say what they think they should believe, not what they actually do.

That’s why we don’t stop at asking. We create research designs that test responses, not just record them. Instead of relying on stated preferences, we use activities that force real trade-offs. When participants have to make choices—between formats, features, or benefits—we begin to see which values actually stick. Statements soften, but behavior reveals.

The most useful insights often come from tension—between what people claim and what they prioritize in action. It’s not always what’s said most loudly that carries the most weight. Sometimes what’s missing from the conversation is just as telling. A product feature that’s never mentioned may matter less than internal teams expect. A casually repeated phrase may point to a deeper emotional anchor.

At  Khayan, we minimize bias by designing friction into our process. We don’t aim for neat alignment across methods. We look for the gaps, the contradictions, and the moments where stories diverge. Because it’s in those moments that the truth—the useful kind—usually shows up.

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How Khayan Uses In-Depth Interviews to Unlock Honest Insight
How Khayan Uses In-Depth Interviews to Unlock Honest Insight 150 150 Khayan Research

At Khayan, we don’t approach in-depth interviews (IDIs) as routine Q&A sessions. We treat them as conversations designed to surface what other methods often miss—emotional tension, contradictions, quiet hesitation, and the deeper reasoning behind a decision. In our experience, that’s where the most meaningful insight lives.

Surveys can tell you what people say. But when we want to understand what they say when no one else is around and how they justify a decision, we turn to one-on-one interviews. In a study on school choice, we expected to hear about curriculum, reputation, and tuition—and we did. But what stood out wasn’t just what parents said. It was what they couldn’t stop saying. Parking, traffic, and drop-off chaos didn’t come up quietly—they came up loudly, repeatedly, and with more frustration than almost any academic factor. The emotional weight behind these responses was unmistakable. In the end, what shaped the insight wasn’t a single surprising comment—it was the sheer volume of noise around something supposedly “logical.” That pattern is what made it impossible to ignore.

We design IDIs as guided but flexible conversations. When they shift topics or bring up something unexpected, we follow—because that’s often where the real insight lives. Our experienced moderators know how to gently bring the conversation back to key areas without cutting it short or forcing the subject. It’s not about sticking to the guide—it’s about staying with the participant’s logic and letting the meaning emerge on its own terms.

What sets Khayan apart isn’t just our method—it’s how we listen. We notice when someone pauses. We hear when a word choice shifts. And we know when to gently push, when to sit in silence, and when to let the conversation veer off-script—because that’s often where the truth is hiding. For clients looking to understand how people really think, choose, and feel—especially when the decisions are emotional or don’t follow logic—IDIs are not just helpful. They’re essential. And they’re where we begin.

 

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What Makes Market Research in Southeast Asia So Different?
What Makes Market Research in Southeast Asia So Different? 150 150 Khayan Research

Operating across Southeast Asia has taught us that effective research goes far beyond simple translation—it demands a deep grasp of how language and culture shape not just what people say, but how and when they say it. At Khayan, we’ve honed our skills over years of navigating the region’s subtleties, and we’ve discovered that language is more than a communication tool—it’s the prism through which trust, behavior, and meaning become visible.

This kind of investigative work—watching for inconsistencies between answers and reactions, following up where tone and content diverge—is core to what we do. In Southeast Asia, directness can be rare, especially in group settings. A nod might signal understanding, not agreement. A polite comment may carry an edge of reluctance, if you know where to listen. Without that sensitivity, it’s easy to walk away with insights that sound aligned but are actually misleading.

It’s also why we don’t treat regional benchmarks as fixed targets. What’s considered “good satisfaction” in one country may signal indifference in another. A 3.5 rating in Jakarta might reflect cautious optimism, while the same score in Bangkok could mean quiet disappointment. Interpreting those numbers requires more than statistical comparison—it requires cultural context. At Khayan, we don’t just gather data to meet benchmarks; we investigate what those benchmarks actually mean on the ground.

When research tools aren’t adapted to local communication styles, the risk isn’t just confusion—it’s false clarity. At Khayan, we approach each market as an environment to investigate, not just translate. We design from within the culture, listen beyond the surface, and make sure every insight holds up when it’s time to make real decisions.

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