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Korea market research and recruitment

South Korea has one of the most remarkable economic success stories in the 20th century, developing a globally connected and very tech-savvy society within a few decades. However, like many other advanced economies, South Korea faces the prospect of a slower economic growth in the future, given challenges including such as its rapidly aging population, an inflexible labour market, and a heavy dependence on exports compared to domestic consumption.

South Korea has one of the most advanced telecommunications markets in the world and is one of the leaders in telecom technology developments, including 6G mobile. Industrial production accounts for around 33% of GDP and output is growing at a rate of around 4.6% per annum. Korea’s main industries include electronics, telecommunications, car manufacturing, chemicals and shipbuilding.

Just over two thirds of the country is considered to be mountainous, therefore the country's population mainly resides in the lowland areas, where the population density is quite high. The Gyeonggi Province in the northwest surrounding the capital city Seoul, is the most densely populated area.

Most face-to-face market research takes place in Seoul. While it is generally easier to conduct focus groups in Korea than it is in Japan, most Koreans are still very respectful of age and social seniority so the composition of groups should be considered carefully, and one-on-one interviews may provide more information on B2B topics. Although mots Koreans study English at school, they are generally much more comfortable participating in market research in their native language.

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Population (2021 estimate):
51.7 million
GDP (USD, 2021):
$1799 billion
GDP per capita (International $ at PPP, 2021):
$46 919
Currency
Won (KRW or ₩)
Largest urban areas (by population, 2020 estimates):
Seoul (10.0 million)
Busan (3.5 million)
Incheon (2.8 million)
Daegu (2.2 million)
Daejon (1.6 million)
Gwangju (1.3 million)

Related Case Studies

21-day Online Bulletin Board with Android users in Japan and Korea

We were asked to recruit 25-30 respondents in Japan and 25-30 in Korea for a 21-day Online Bulletin Board (OBB). Respondents needed to be Android users, and explore new apps and games on their phone frequently. Our client was also interested in a mix of people who played games on their phone versus those who do not, as well as people who spend money on mobile apps and games versus non-spenders.

Before starting with the online activities, respondents were asked to take part in a 20-minute Zoom interview so the client could explain the research process and how to use the online bulletin board. The 21-day diary period started after this initial entry interview was completed. Every time the respondent naturally were going to log onto the app store, they had to screen record and talk freely about their journey on the store. At the end of the 21 days, respondents were asked to participate in another 20 minute online Zoom interview, where they talked about their experience of, and feedback on, the Google Play store. 

FieldworkHub successfully recruited 67 respondents, exceeding the number of completes required by the client, despite the difficulty of finding respondents who could commit to this very lengthy project. FieldworkHub reminded respondents of their participation and kept them committed throughout the four weeks of the study.

Focus groups with brand and ad agency executives in London, Frankfurt, Mumbai, São Paulo, Seoul, Singapore and Toronto

A technology company that operates an online content and advertising platform was proposing to make some changes to the way it interacts with key accounts. FieldworkHub was asked to recruit one focus group of senior brand managers working for major online advertisers and one group of senior advertising agency executives working for brands that advertise online for a discussion about online advertising, their relationships with various online platforms and their reactions to some of the changes that the end client for this research was proposing. We recruited over 80 people in total for these focus groups in Canada, Germany, India and the UK (including screening calls with some potential participants identified by our client), liaised with the viewing facilities, and arranged moderators in Mumbai and Frankfurt. In a subsequent phase of the same research programme, we arranged focus groups with more junior brand managers and ad agency staff in the Brazil, Germany, India, Singapore and South Korea, recruiting almost 100 respondents across the five markets.

Focus groups on technology policy in Buenos Aires, Mexico City, São Paulo, New Delhi, Seoul and Sydney

A global technology company wanted to obtain the views of informed members of the public and people with a professional interest in a public policy topic relating to their sector. We were asked to help our client to conduct the research in three Latin American countries (Argentina, Brazil and Mexico) and three countries in the Asia Pacific region (Australia, India and South Korea). In each country we organised two face-to-face focus groups in a viewing facility with opinion elites and four depth interviews with informed administrators and professionals - recruiting over 150 respondents in total. In addition to the recruitment, we handled all of the viewing facility bookings, arranged moderators and simultaneous interpreters for the non English-speaking markets and provided transcripts of each session.

FieldworkHub is an agile, knowledgeable market research fieldwork agency providing high-quality focus group recruitment as part of our full range of qualitative and quantitative fieldwork services.
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