컨슈머인사이트

Key Industries

Automotive

With extensive experience and expertise across various automotive sectors—including vehicles, batteries, and components—we have become a trusted partner to many industry stakeholders.

Our differentiated strengths enable us to deliver deep, actionable insights into the automotive market.

Annual Syndicated Car Study — About Consumer Insight

Consumer Insight has conducted Korea's largest automotive consumer study every single year since 2001, establishing itself as the country's foremost specialist in automotive research. The accumulated dataset of 2.5 million survey records built over 25 years represents a proprietary asset unmatched anywhere in the industry.

Origins: A Large-Scale Online Survey with Daum Portal

Consumer Insight's ASCS(Annual Syndicated Car Study) was launched in 2001 as a joint venture with Daum, then Korea's largest internet portal. As the successor to J.D. Power Korea — the Korean joint venture of U.S. automotive data specialist J.D. Power and Associates — the company leveraged deep automotive expertise to propose a large-scale online survey. Samples were drawn through quota allocation by gender, age, and region, and the first wave reached 100,000 respondents via email — an unprecedented scale for Korean market research at the time.

The survey covers the full breadth of the automotive Consumer Decision Journey (CDJ): usage and attitude (U&A), product and service quality evaluation, and overall satisfaction. To maintain credibility as a trusted, independent third-party study, Consumer Insight has rigorously excluded panel recruitment through public promotions, advertising, or referrals from its very inception.

IBP (Invitation Based Panel): Eliminating Self-Selection Bias at the Source

Each year, Consumer Insight draws half of its survey respondents from the existing respondent pool and the other half from portal members according to strict quota rules. Upon completing the survey, new respondents are invited — but never pressured — to join the panel, and only those who give explicit consent are enrolled. This process has grown the panel to 860,000 active panelists. Because panel membership is granted exclusively through invitation, the panel is called the IBP (Invitation Based Panel).

This rigorous sampling discipline has yielded a cumulative 2.5 million cases in the automotive sector alone, of which 750,000 are resurvey records from the same respondents tracked over multiple waves. The result is a large-scale Ground Truth Dataset capable of tracing changes in individual consumers' perceptions, attitudes, and behavior over time — a longitudinal asset that exists nowhere else in the industry.

Business Direction — Evolving into a CDI Platform

Consumer Insight is transforming from a Syndicated Study-centric research firm into a CDI (Consumer Decision Intelligence) platform that supports every stage of the consumer decision journey with data intelligence.

25 Years of Growth Built on Expertise, Trust, and Syndicated Surveys

From the outset, Consumer Insight has built its business on three founding principles: domain expertise, Syndicated large-scale surveys, and data reliability. Starting with automotive, the company has steadily expanded its survey portfolio to cover telecommunications, travel, financial services, and OTT. It operates both annual comprehensive CDJ surveys — conducted once or twice a year to capture the full market landscape — and weekly tracking surveys that monitor market shifts continuously. This dual approach enables Consumer Insight to identify not only the magnitude and direction of market change, but also its underlying causes. Today, the company serves virtually every major automotive manufacturer in Korea as its go-to source for consumer research intelligence.

Always-On Reports and Dashboard-Based Insight Delivery

Consumer Insight delivers survey data and analysis through dashboard-based Always-on reports, giving clients continuous access to the latest market intelligence. Supplementary data streams — including social media viral trends and consumer behavioral signals — are integrated alongside core survey findings, enabling client organizations to respond to market developments in real time.

CDI Platform: Advancing into Synthetic Research and Digital Twins

The global research industry is rapidly shifting toward Always-on Insight, Prediction, and Simulation powered by Synthetic Research. Consumer Insight believes it is exceptionally well-positioned to build high-fidelity Digital Twins — drawing on 25 years of accumulated data comprising 10 million survey records and 3 million resurvey responses — with a depth and accuracy that no competitor can match.

Applying this asset across the entire CDJ, Consumer Insight is developing a CDI (Consumer Decision Intelligence) platform that predicts and simulates consumer perceptions, attitudes, and purchase behavior. The company's next ambition is to move beyond delivering survey results and become a strategic partner that supports every stage of its clients' decision-making through data intelligence.

AIMM Autoinsight

Finance

With extensive experience and expertise across various financial sectors—including banking, credit cards, securities, and insurance—we have established ourselves as a trusted partner for financial institutions.Launching

Through the following differentiated strengths, we deliver deep insights into the financia

Accumulated Financial Consumer Syndicated Data

(Weekly Study) Financial app customer experience monitoring
(Semiannual Study) Analysis of financial service usage behavior
‘Finance Insight Report’ subscription

Specialized Financial Market Panels

Active users of financial apps, high-net-worth individuals, mass affluent, foreigners, self-employed, seniors, Gen Z, etc.

Diverse Customized Research Services

Tailored financial research solutions to address clients’ marketing and business challenges

Analysis of marketing issues related to products, channels, brands, and services; publication-ready research reports; pre-assessments of branch efficiency; and operation of customer experience panels.

IT/Telecommunication

We provide deep insights and market intelligence into the rapidly evolving IT and telecommunications sectors—such as 5G, IoT, and AI—to help companies solve critical business challenges.IT/Telecommunication

Since 2005, we have been operating Korea’s only dedicated syndicated research program focused on IT and telecommunications.

Leveraging a deep understanding of the market, we design customized studies using regularly updated panel data and our proprietary research database. This allows us to conduct research targeting not only general consumers but also small business owners an

Exclusive Access to 20 Years of Telecom Market Data in KoreaSee More

(Semiannual Study) IT/Telecom service usage behavior
Over 220 Insight Reports published (cumulative)
Data on mobile app subscriptions and usage behavior, including mobile shopping

Related Industries

MNO & MVNO (targeting both individual and SOHO consumers)
Mobile phones, tablets, wearables, and other electronic devices
AI and Smart Home (Home IoT)
Various mobile app services (video, shopping memberships, delivery, music, mobility, liquor delivery, roaming, subscriptions, etc.)

Customized Research Solutions Across Sectors

Tailored research to address client marketing and business challenges

Analysis of marketing issues related to products, channels, brands, and services; app/product usability assessments; customer experience panels, and more.

* Over 50 customized research projects conducted annually across related industries.

Travel

Since 2015, ConsumerInsight’s Weekly Travel Behavior and Planning Survey has tracked Korean travelers’ rapidly shifting behaviors in response to political, economic, social, technological, and climate changes. The survey complements traditional tourism statistics by offering timely, behavior-based insights to guide strategy and forecasting.

Our proprietary T-R-A-V-E-L and TCI (Travel Corona Index) models provide a structured, comprehensive view of the travel industry. These models help objectively and intuitively understand the complex and dynamic nature of travel markets and are widely used as analytical tools.

ConsumerInsight brings together travel industry experts who go beyond data diagnosis and forecasting to support policy development, performance evaluation, and business strategy through research.

The most up-to-date travel consumer data (surveyed weekly since 2015)
In-depth analysis of the travel industry’s dynamic ecosystem (consumer-product-distribution-info channels)
The only firm in Korea conducting tourism competitiveness diagnostics across 17 provinces and 229 local regions
Analysis of behavior and characteristics of travelers from over 100 countries visiting Korea (by country and city)
Competitive benchmarking of full-service carriers, low-cost carriers (FSC/LCC), OTAs, and tour brands across the entire travel value

TRAVEL DATA HUB

Media Content

In a rapidly evolving market driven by globalization, digitalization, and platform expansion, we analyze media/content trends and shifting consumer behavior to provide insights that support confident business decisions.

We specialize in in-depth analysis of content consumption patterns, preferences, and platform diversity, as well as lifestyle and value-based segmentation of consumer behavior.

OTT Content Syndicated Study

(Weekly Syndicated Study) Early reactions to K-original content
Pre- and post-launch tracking (4 weeks before + 2 weeks after launch): viewer awareness, intent, experience, ratings, and VOC (Voice of the Customer)
Content viewing patterns and trend data

Consumer Evaluation Framework for Content Production Stages

We offer tools to evaluate consumer responses at each stage—planning → production → marketing—helping to:

Minimize investment risks
Inform content direction and marketing strategy

Customized Research Services

Tailored research solutions to address client marketing and business challengesWe offer marketing performance evaluation for TV/film content, channel

competitiveness, actor preference studies, and operate content-focused insight panels.

Transportation

We are the first company in the transportation sector to leverage big data, pioneering innovation in the use of individual mobility data.

With panels and infrastructure capable of collecting a wide range of mobile-based movement and travel data, we are able to conduct diverse transportation-related research.

Paradigm Shift in National Transportation Research

Conducted Korea’s first mobile-based Individual Mobility Survey (nationally certified statistics, 2021)
Innovated data validation by linking survey data with personal big data (e.g., cell tower location data)

Possesses a methodology for consumer evaluation at each stage of content production.

Established a transportation panel (with participant consent for diary entries + GPS data).

Built an infrastructure capable of integrated collection of mobile-based trip diaries, GPS data, and telecom base station location data.

Customized Research Services

Tailored research solutions to address client marketing and business challenges

We provide support for building transportation panels, analyzing individual movement behavior, O/D (origin-destination) surveys, travel demand preferences, and policy-related perception studies.

Public

We accurately identify client needs and deliver optimal solutions.

With a foundation of innovation and integrity, we are setting new standards for public sector research.

Expertise

Ensure data reliability through professional planning and survey design
Pioneer in linking public research data with private sector big data
Operate a nationally representative panel optimized for public opinion surveys

Client-Centered Services

Infrastructure for rapid data collection and timely decision-making support
End-to-end partnership with proactive and post-project support

Business Areas

Public service and policy evaluation research
Customer satisfaction surveys
Industry and public service status assessments
Social issue studies
Consulting services