현대자동차 마일리지 밸런스 시뮬레이션 모델링 제안서 2006/11/3 Outlook of the Research Industry: A Global Perspective Kun Lee ∙ U-Seok Seo Department of Urban Sociology University of Seoul

현대자동차 마일리지 밸런스 시뮬레이션 모델링 제안서 2006/11/3 Contents Global market trends Growth of market research Market consolidation Off-shoring and outsourcing Quality standards Legislative restriction Enhancing the value perception of market research Methodology Growth of qualitative research Growth of online research Business models Developing the skills of market research

현대자동차 마일리지 밸런스 시뮬레이션 모델링 제안서 2006/11/3 Global market trends Global & regional turnover 2005 (net growth rate on 2004)

현대자동차 마일리지 밸런스 시뮬레이션 모델링 제안서 2006/11/3 Growth per region Net growth – adjusted for inflation (%) RegionNet growth (%) Europe North America Asia pacific Central & South America Middle East & Africa Overall Average

현대자동차 마일리지 밸런스 시뮬레이션 모델링 제안서 2006/11/3 Price index outcomes: 2003 and 2005 Country Overall index 2003Overall index 2005Ranking 2003Ranking 2005 Japan Australia UK France USA … Korea Hong Kong … China … India Source. ESOMAR, Prices Study 2005.

현대자동차 마일리지 밸런스 시뮬레이션 모델링 제안서 2006/11/3 Market consolidation Market share of top 10 companies 88 acquisitions took place during 2005 consolidation, split, reconstitution

현대자동차 마일리지 밸런스 시뮬레이션 모델링 제안서 2006/11/3 Off-shoring and outsourcing Functions for outsourcing Established opportunities Data processing / Survey programming / Data delivery tools / CATI Rapidly evolving opportunities Reporting / Charting and Graphs / Panel Management and Interaction / Reporting Automation / Analytics Destination countries India, China, Eastern European countries Advantages Focusing on core operations and value added activities Reduction of operational costs Ex: Outsourcing to India reducing costs 30-40% Problem Lack of the cultural sensitivity

현대자동차 마일리지 밸런스 시뮬레이션 모델링 제안서 2006/11/3 Qualitative standards Background for the introduction of the qualitative standards Legislative restriction restrict the freedom to conduct research not differentiate from commercial activities Skeptic over data quality Efforts for the self-regulation Alliance for Research in Brussels : protect research from restrictive EU legislation CASRO (Council of American Survey Research Organizations) and CMOR (Council for Marketing and Opinion Research) in US World Industry Network : RELAS (Research Leaders Summit) and WIN (World Industry Network)

현대자동차 마일리지 밸런스 시뮬레이션 모델링 제안서 2006/11/3 Brief history of ISO Netherlands: “Your Opinion Counts” 1976UK: Interviewer Control Scheme (ICS) 1995UK: Market Research Quality Standard (MRQS) 1997UK: BSI Spain, Japan, Germany, others: Local Standards 1999European Trade Association Standard (EFAMRO) ISO specification and drafting 2006ISO ratification

현대자동차 마일리지 밸런스 시뮬레이션 모델링 제안서 2006/11/3 ISO/FDIS Market, opinion and social research – Vocabulary and service requirements ISO standard for market research follows the standard project lifecycle The standard was developed by a technical committee consisting of representatives from 30 nations (Japan, Korea, UK, France, Germany…). Scope Terms and definitions Quality management system requirements Managing the executive elements of research Data collection Data management and processing Report on research projects KOSOMAR is also trying to establish the Korean Standard for market and opinion research services.

현대자동차 마일리지 밸런스 시뮬레이션 모델링 제안서 2006/11/3 Research methods: Quantitative vs. Qualitative Research methods Spend by research method (%) Variance 2004 (%) Quantitative83 Postal6 Telephone211 Face-to-face24-7 Online132 Other quantitative194 Qualitative14 Group discussion9-2 In-depth interviews41 Other qualitative10 Other3 Source. ESOMAR, Global Market Research 2005 The qualitative data will be increasingly more important. Fall in response rates Mistrust in the data collection processes Development of technology (answer phone, caller ID, block s) Increase of passive data collection The qualitative data will be increasingly more important. Fall in response rates Mistrust in the data collection processes Development of technology (answer phone, caller ID, block s) Increase of passive data collection

현대자동차 마일리지 밸런스 시뮬레이션 모델링 제안서 2006/11/3 Growth of On-Line Research The increase in spend on online research slowed during 2005, but online research is expected to be more popular Quickly and at low cost In US 30% of ad hoc/custom research is done online In Australia the most commonly used method is online Problem : Increase of DIY Research ESOMAR’s guideline for online research

현대자동차 마일리지 밸런스 시뮬레이션 모델링 제안서 2006/11/3 New Demands for market and opinion research Needs to demonstrate returns on investment Insights about emerging market consumers IT firms, a new client base Competition increases the needs for market research Many kinds of social unrest increases the needs for opinion research Competitive intelligence research

현대자동차 마일리지 밸런스 시뮬레이션 모델링 제안서 2006/11/3 New Business Models Converging business models More and more combination of market research and consultancy More integration into the bigger process of decision making Market research is a small part of the total information flow Integrating the MR outputs with other kinds of information Faster and more flexible methodologies To meet the pace of business and decision making processes Focusing more and more on specific market segments To offer a broad range of services Sector experience and knowledge are increasingly important

현대자동차 마일리지 밸런스 시뮬레이션 모델링 제안서 2006/11/3 Opinion survey over social issues Increase of social problems Globalization, rapid social changes, increase of ethnic conflicts “Riots are good for business” Do not underestimate the demands for survey over social issues “Voice of People” by Gallup Interviews in 65 countries represent more than 1.3 billion citizens High attention at the World Economic Forum (a.k.a. Davos Forum) “The survey is good for market research”