KORA - aprc-research
KORA - aprc-research
KORA - aprc-research
You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
2012 APRC Conference<br />
Seoul, Korea<br />
KOREA Presentation<br />
- <strong>KORA</strong> & MR Industry Trend in Korea -<br />
JeongHoon Kim<br />
President of <strong>KORA</strong><br />
Millward Brown Korea (Managing Director, CEO)<br />
0
KOREA…<br />
• Geography: Korea, South<br />
• Language: Korean<br />
• Population: 50 Mil.<br />
• GDP Per Capita: 32,100 USD (2011 est.)<br />
• People: Passionate & Warm-hearted<br />
2002 World Cup 2012 GangNam Style by Psy<br />
1
MR Industry Trend in Korea<br />
Market Research Value & Growth Rates*<br />
450<br />
400<br />
350<br />
300<br />
250<br />
200<br />
150<br />
100<br />
50<br />
392<br />
314<br />
295<br />
360<br />
411<br />
25%<br />
20%<br />
15%<br />
10%<br />
5%<br />
0%<br />
-5%<br />
-10%<br />
-15%<br />
-20%<br />
Market Research Value<br />
(Mil. USD)<br />
Growth Rates (%)<br />
0<br />
2007 2008 2009 2010 2011<br />
-25%<br />
* Source: GLOBAL MARKET RESEARCH 2012, ESOMAR<br />
2
MR Industry Quick View in 2012<br />
Source of Research Turnover*<br />
- Domestic vs International clients<br />
Spend by Client Type*<br />
International clients<br />
5%<br />
Domestic clients<br />
95%<br />
Manufacturing<br />
Public sector<br />
Financial services<br />
Telecommunications<br />
Business to business<br />
Media<br />
Wholesale and retail<br />
Advertising agencies<br />
Research institutes<br />
Utilities<br />
Other<br />
6<br />
5<br />
4<br />
4<br />
3<br />
3<br />
2<br />
1<br />
2<br />
15<br />
%<br />
55<br />
* Source: GLOBAL MARKET RESEARCH 2012, ESOMAR<br />
3
MR Industry Quick View in 2012<br />
Spend by Research Method*<br />
Spend by Research Type*<br />
Total quantitative<br />
Total qualitative<br />
Other<br />
80%<br />
18%<br />
2%<br />
A. QUANTITATIVE RESEARCH<br />
Telephone (CATI) 35%<br />
Online quantitative <strong>research</strong> 20%<br />
Face-to-face (PAPI/CAPI) 19%<br />
Automated digital/electronic<br />
(i.e. retail audits and media measurements)<br />
15%<br />
Mail 3%<br />
Other 8%<br />
B. QUALITATIVE RESEARCH<br />
Focus Group discussions 67%<br />
In-depth interviews 22%<br />
Online qualitative <strong>research</strong> 6%<br />
Other 6%<br />
*Source: GLOBAL MARKET RESEARCH 2012, ESOMAR<br />
4
MR Industry Quick View in 2012<br />
Spend by Research Design*<br />
Spend by Research Project Type*<br />
Ad hoc <strong>research</strong><br />
Panel <strong>research</strong><br />
Other continuous<br />
Other types of <strong>research</strong><br />
Omnibus surveys<br />
49%<br />
26%<br />
20%<br />
3%<br />
1%<br />
Market Measurement 1<br />
Opinion Research/Polling<br />
Other Qualitative Studies<br />
New Product/Service Development 3<br />
Advertising/Brand Tracking<br />
Market Modeling 2<br />
Stakeholder Measurement, incl. CRM 5<br />
Usage & Attitude Studies 6<br />
Advertising Pre-Testing (Copy)<br />
Media Audience/Research 4<br />
Other Business-to-Business Studies<br />
Other Omnibus/Shared Cost Surveys<br />
Other<br />
0<br />
9<br />
9<br />
8<br />
7<br />
6<br />
5<br />
4<br />
3<br />
4<br />
%<br />
18<br />
15<br />
12<br />
*Source: GLOBAL MARKET RESEARCH 2012, ESOMAR<br />
5
About <strong>KORA</strong><br />
<strong>KORA</strong> (Korea Research Association)<br />
• Foundation : 1992 (20 th anniversary in 2012)<br />
• No. of member : 42 companies<br />
2,690 Total full time employees (excl. interviewers)<br />
• President : Mr. JeongHoon Kim (2011-2012)<br />
<br />
<br />
10 th President<br />
Managing Director of Millward Brown Korea ㈜미디어리서치<br />
• Organization: in next slide<br />
6
About <strong>KORA</strong><br />
<strong>KORA</strong> Organization Chart<br />
President :<br />
JeongHoon Kim<br />
General Assembly<br />
Advisor<br />
Board of Director<br />
Auditor<br />
SubCommittee<br />
Social Research Committee<br />
Online Research Committee<br />
International Academic Committee<br />
International Cooperation Committee<br />
Industry Standardization<br />
Committee<br />
Secretariat<br />
7
<strong>KORA</strong> Activities in 2011-2012<br />
Jul. 6, 2011<br />
Symposium on Opinion Poll Environment Diagnosis for Korea Politics Advancement<br />
: Symposium sponsored by Minster of Special Affairs (with the attendance of <strong>research</strong> industry, academia,<br />
the press, and etc)<br />
8
<strong>KORA</strong> Activities in 2011-2012<br />
9
Thank you
Change language