Meet Kristin Hickey, CEO and Founder of Market Research Company: Kubi Kalloo


Kubi Kalloo is a specialist knowledge and insight planning agency based in Shoreditch, London, serving international and domestic clients. As proud market researchers, we offer particularly powerful qualitative and quantitative research skills, combined with strong strategic planning capabilities to make information more actionable for our clients. The agency illuminates unique, powerful and commercially credible futures, working with some of the world’s largest FMCG marketing companies and services.

I am particularly passionate about translating ideas into inspiring and actionable results for clients, and working with them to support and influence organizational change as a result of market research.

How did you come up with the idea for the business?

Initially, I saw three great opportunities in the market research industry:

1. It’s time to see better integration between qualitative and quantitative data. Often organizations are looking to find new data without evaluating the information they already have. We prefer to read 1000 base reports to distill insightful pre-existing information rather than develop new quantitative reports for a client.

2. The industry often talks about “insights to action” – but this requires branding strategy and planning skills – something agencies don’t always have at their fingertips. With my strategy and management consulting experience and my colleague Oscar Runeland’s experience in brand planning, marketing implementation and design, the team has a complementary skill set that allows us to work with our clients to go beyond just insights.

3. Often the emphasis is on quantum and technical expertise that overlooks the importance of personality. Without ignoring the importance of this expertise, we are a team of engaging planners and not just market researchers.

How has the business evolved during the pandemic?

The biggest changes we’ve seen are in the way we think and feel as human beings. There is no longer room for a one-size-fits-all approach. The human brain just doesn’t work the same way it did ten years ago! As an agency, we are more introspective and strive to redefine more clearly who we are, the clients we want to work with and the work we want to do.

Businesses naturally want more for their money. Rather than projects lasting three to six months, it’s more like three to six days now. This is where our expertise in favoring renovation rather than revolution was essential. We had to reflect the agility and flexibility that businesses demand during a pandemic.

What can we hope to see from Kubi Kalloo in the future?

We are focusing more on working in partnership with our clients and their agencies to develop a more complete offer. In light of this, we plan to make more use of the peripheral skills of our team, whether it’s making the most of already existing data, integrating social media analytics into the tools and data that we use or combine our research with our complementary brand. skills building. No company can get away with just one offer.

We are also focusing more on equity, respect, equality, diversity, inclusion and engagement (FREDIE). I recently had a conversation with the Market Research Society (MRS) Steering Committee on this topic to address not only our own employment values, but also how we can align with clients and introduce more inclusive methodologies into our research processes as they move FREDIE higher on their agenda. As we are in a time of change, it is a long term thinking that every business needs to do and market research is no exception.

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