ConsumerInsight

CEO Message

ConsumerInsight, a ‘good-hearted’ research
company that is independent and objective,
contributing to consumer’s rights and interests
ConsumerInsightCEO. Kim, Jinkook

I had a dream when I took the very first step into the society as a researcher. My dream was to protect consumers’ rights through an independent and objective research like Consumer Reports did and is still doing. However, I soon realized Consumer Reports was an ideal that I couldn’t get any close to.
As an alternative, I looked for a research company that could be the closest to Consumer Reports, and I came to learn about J.D.Power. After rather a long period of efforts, I founded and ran a joint-venture firm, ‘J.D.Power Korea’ in 1996, but I had to give up on it due to the IMF mandated crisis.
With the growing online research in 2000, I learned an insight that a business taking the strengths of Consumer Reports and J.D.Power, respectively, could be a possibility. Both companies were focusing on syndicated studies with their common target item being automotive. Having benchmarked the study design of Consumer Reports and how to analyze and use the study results from J.D.Power, I launched a syndicated automotive study. Since its 1st annual study in 2001, my company, ConsumerInsight, has been publishing Car Quality White Paper every year and more than 30 Consumer Evaluation Reports thereof.
We have been exploring various areas as well, expanding into Telecommunication, and more others, since 2005. What’s important is the fact that we have been doing all these with 100% of our own budget, borrowing none’s help. Thus, ConsumerInsight owns the copyrights of all the study outputs in their entirety, and we have been using them to protect and promote consumers’ rights to know. We are by no mean there yet, but I am proud to say that we have been contributing to the Korean society more than anyone else in the consumer research area.
Till now, ConsumerInsight has been somewhere between a pure non-profit organization, Consumer Reports, and a commercial firm, J.D.Power. In the pursuit of my old dream, now I’d like to take a further step towards Consumer Reports. We will be more active in consumer oriented tests and making investments in social contribution activities for consumers.
We are small but will keep going forward in a path that no one has never treaded upon. Please, stay with us and keep an eye on this ‘good hearted research firm’s challenge.’
Thank you.

Consumer Insight

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