Trend Sensing

Trend research involves using STEEP analysis to understand societies of tomorrow. We identify Mega Trends and lifestyle trends that will shape society for the next 5-10 years. We can then explore future life contexts, life needs, and key values specific to each generation of consumers. We identify new strategic opportunities. Trend sensing assists in the overall growth and development of both companies and governments.

In order to improve our abilities to understand the underlying fundamentals shaping the future, we need to understand the probability that a trend will actually take hold. At Hankook Research, we look at trends through 3 different lenses: micro, macro, and mega. This allows us to provide our clients with detailed future user experience scenarios.

For the past 20 years, Hankook Research has been conducting trend research in cooperation with some of Korea’s largest companies. We have forged relationships with trend research think tanks, global trend research agencies, advisory councils, industry experts, and top SNS influences,

Establish New Market Opportunities

Not until we drill down to the microscopic level can we actually see our target consumer.
In the past, we used macro segmentation to group consumers into broad categories and tried to understand consumer attributes. In doing so, there were times that new market opportunities were overlooked. Micro segmentation now allows us to identify niche consumer segments that present opportunities to our clients.

We are able to re-define new consumer segments, identify their needs, identify areas in need of improvement, formulate communications strategies, examine consumer experiences, and examine the various consumer touchpoints.

Strategies for Entering a New Market

Entering a new market or entering a new segment is a means of growing a company much like new product development.

In order to successfully enter a new market/segment with a new product or service, one must understand market characteristics/trends and properly evaluate the potential growth of the market. We assist our clients in creating proper strategies to enter new markets.

Strategies for entering a new market/segment are comprised of 5 elements: background demographic data, market insights, related product/service trends, professional insight into market/channel structures, and consumer-related quantitative and qualitative insight.

Brand Strategy

We assist our clients in establishing a brand and seating that brand firmly in the minds of their consumers.

We help out clients create a clear definition of their target consumers and identify their needs. In addition, we assist our clients in properly positioning their products, creating brand identity, brand communication, and optimizing the brand experience as well as customer interaction touchpoints.

Communications/Media Strategy

We provide our clients with modeling that assists our clients in creating an effective communications strategy. This entails an in-depth understanding of market environments and proper brand positioning. Our modeling also assists clients in allocating advertising dollars in the most effective manner possible. Our solutions help clients realize as high a marketing/advertising ROI as is possible.

Evaluation of Advertisement Drafts

Before an advertisement goes live to the public, we help our clients identify areas in need of improvement.

We evaluate an advertisement’s ability to grab consumers’ attention, preference levels for the ad, reasons for these levels, and major elements of the ad itself. We evaluate the message laid out in the advertisement. We ensure that the advertisement is structured in a way that it is effective in stimulating product sales or improve brand image.

Examine attention levels of an advertisement (as compared to a competitors advertisement or the advertisement of another product)

Examine proper brand recall rates for a draft advertisement

Examine individual attributes of an advertisement

Analyze the impact an advertisement may have on the brand

The process by which an advertisement is examined

Evaluation of an Advertisement’s Effectiveness

We inspect the effectiveness of an advertisement campaign and help establish communication strategies. This, in turn, helps to formulate future advertisement campaigns.

We examine an advertisement’s awareness attainment rates, preference levels, brand preference levels after having seen the advertisement, and actual impact on product purchases. We then provide insights on future brand communication and advertisement strategies.

Analyze an advertisement’s awareness / preference rates

Analyze an advertisement’s AISAS indices

Advertisement tracking and web monitoring

Evaluate the effects that the execution of advertising campaign has on primary brand preference

Analyze the relationship between cumulative GRP and brand awareness via ad tracking

Brand Management

The universalization of digital communication and the emergence of new consumer segments like the MZ generation are responsible for an overall decrease in brand loyalty and an increase in brand switching. As a result, the challenge that new brands face is daunting. The importance and difficulty of proper brand management is increasing significantly.

The universalization of digital communication and the emergence of new consumer segments like the MZ generation are responsible for an overall decrease in brand loyalty and an increase in brand switching. As a result, the challenge that new brands face is daunting. The importance and difficulty of proper brand management is increasing significantly.

We use a variety of research methodologies to analyze the effectiveness of a client’s brand management. We take an integrated approach that includes consumer quantitative data, digital data, and internal client data to identify areas in need of improvement. We make use of research modules that extract in-depth consumer and expert insights to aid this process.

Product Innovation

New products bring additional revenues, profits, and employment opportunities to companies. New products also help to diversify a company’s offerings and prepare them for the future. However, products that are not in touch with consumers’ needs fail at drawing their interest – no matter how technologically advanced the product may be.

At Hankook Research, we use the Concept-Builder research framework to assist our clients with product innovation. We first identify consumer needs and then create strategies for product development all the way through to product launch. Using this model, our clients are able to evaluate and improve the competitiveness of their own products. Our assistance ensures that a new product launch is executed successfully.

Within the Concept-Builder framework, we first make use of NBPC to extract ideas for new product development. We then make use of Net-Cast to identify new product concepts that have the best chance of succeeding. And finally, Concept-Guard serves to evaluate new product concepts, identify areas in need of improvement, establish a pricing structure, position the product properly, and create communications strategies.

New Product Development

New Product Development requires a multi-dimensional approach. 1. Identify environmental shifts, consumer trends, and consumers’ desires 2. Identify the strengths and weaknesses of competing products 3. Identify opportunities for the new product, establish a competitive product launch strategy 4. Implement a comprehensive IMC strategy

Hankook Research employs a variety of research methodologies such as desk research, expert interviews, creative workshops, and home visits to assist clients who are considering entering a new market or introducing a new product.

Evaluation of New Products

Before a new product is launched, it is imperative that companies understand whether or not their target consumers believe that a new product will be competitive and whether or not it stands out against competing products that already exist.

Hankook Research employs a variety of methods to evaluate the potential power of any product. This process helps to identify areas in need of improvement and, in turn, increases the chances of a successful new product launch.

[CLT] We assist clients in introducing and evaluating new products in natural, everyday environments

[HUT] In cases where repetitive and long-term use is necessary in evaluating a product, we place products in consumers’ homes.

[Gang Survey] In cases where confidentiality is necessary to evaluate a new product, we provide closed environments for our clients to survey target consumers.

New Product Launch Planning

Before a new product is launched, it is imperative that companies understand what consumers’ reactions to that new product will be. Furthermore, we suggest that companies have a strategy in place that addresses the purchase decision-making process as well as the purchase process itself.

We provide powerful insights and assistance in:

• Establishing a well-defined target consumer base
• Gaining an understanding of target consumers’ needs
• Forecasting expected demand
• Forecasting potential market size
• Creating a superior product positioning strategy
• Developing a new product identity
• Creating an effective new product communication strategy
• Creating a superior customer experience
• Optimizing customer touchpoint interactions

Market Response Surveys (Initial Market Response)

Market Response Surveys are designed to measure and track the Integrated Marketing Communication (IMC) performance of a new product. Based on IMC performance data, we examine the market feasibility of the product within 3 to 6 months of its launch. MRS data is also a great foundation for measuring market competitiveness of new products as well as successor models.

In an effort to meet the special needs in a variety of different situations, HRC's MRS program addresses the following issues:

• Identify bottleneck/barrier points in relation to new customer inflow and analyze customer loyalty structures, using House of Customer (HOC) models
• Track the IMC/product competitiveness performance index of a newly launched product, using the HRC Norm Data system
• Collect in-depth VOC, using the Buzz Plaza module based on HRC's exclusive SNS channels
• Analyze the online buzz for a newly launched product, using the Social Listening method

Go-to-Market (GTM) Strategies

As markets becoming increasingly complex, it is becoming more and more difficult to effectively advertise your products to your target consumers. In an effort to address such complexity, the GTM strategy provides the following four benefits.

First, it defines the market for your goods and services. Second, it identifies optimal retail channels and potential customers. Third, it selects those goods and services that are suitable for the aforementioned retail channels. Finally, it creates customer-oriented communication messages/methods.

The GTM strategy is created based on the integrated database. The database is built on:

• 1) firsthand data: consumer survey data
• 2) secondhand data: the brand's in-house data + market analysis data
• 3) expert in-depth interviews

Purchase Channel Strategies

In order to increase the sales performance of your goods and services, it is vital to cooperate with specific retail channels and channel users (customers) of a target market. The Channel User Strategy aims to design effective and efficient joint business proposals between you and influential channel users – all in an effort to grow sales.

The Channel User Strategy is created based on consumer/customer survey data, corporate in-house data, and market data. In order to create unbiased, comprehensive strategies, the following 3 steps are necessary:

• 1) Have a comprehensive understanding of your target market
• 2) Identify WHAT (collaboration/partnering/joint business) to do with WHOM (channel users)
• 3) Finalize joint venture proposals and execution plans

The Channel User Strategy is designed to produce the best outcome for you as well as channel users.

Omnichannel Purchase Route Management

With the introduction of the online world, retail channels are becoming more and more diverse. So, too, are advertising channels. In addition to traditional advertising channels, there has been an explosion of other on and offline customer touchpoints. These include manufacturers’ websites, online retail outlets, a variety of SNS platforms, and flagship stores. It has become increasingly difficult to fully monitor and manage shoppers' purchase journeys. And an increasing number of online and offline touchpoints influence shoppers' purchase journeys.

The Omnichannel Purchase Journey Monitoring Service provides a comprehensive understanding of your customers' purchase journeys from A to Z - brand/model awareness ➔ buying triggers ➔ research for shopping ➔ purchase ➔ leaving product reviews and repurchasing. By studying and monitoring customers' purchase journeys, we examine what online and offline touchpoints affect customers. Based on such findings, we provide detailed insights and execution plans for enhancing the performance of each touchpoint.

On/Offline Store Consumer Experience Management

Whether it’s online or offline, a store is where a customer’s journey to purchasing a product takes place. It is a place with various customer touchpoints, opportunities to experience products, and a place where the actual purchase experience happens. The brand experience, product experience, and purchase experience that occurs in a store not only impacts product sales, but also has a large impact on repeat purchases, personal recommendations, and overall brand awareness.

To assist our clients in improving the overall in-store customer experience, we help them understand current levels of satisfaction with the in-store experience and help to identify factors that are having an impact on the in-store experience.

The in-store experience is one that plays off of instinctual and deep-rooted behaviors. It can also be highly sensory in nature. In order to gain a full understanding of the in-store experience we employ a variety of conventional as well as digital observation methods.

Retail Performance Management

The experience that customers have inside a store has traditionally been taken into careful consideration. With omnichannel purchase routes, the customer experience has taken on even more importance. In the past, we looked at how physical attributes of the store influenced retail sales. But now, we must look at how positively/negatively the store affects the entire customer experience.

In an effort to improve the customer experience and boost retail sales, Hankook Research has developed specific retail management evaluation indices. These help to pinpoint areas in need of improvement and aid in developing effective retail management strategies.

Traditionally, evaluations were done by mystery shoppers using strict and impartial judging criteria. In addition, we now use tools like GPS to provide our clients with more in-depth insight.

Customer support management (consumer satisfaction levels, contact point competitiveness evaluation)

What is Customer Support Management Research?

1) Identify customer requests as they relate to a company’s product/service/image
2) Evaluate and measure the customer experience and customer satisfaction levels
3) Identify strengths/weaknesses of a company’s Customer Support process
4) This is a systematic approach to improving both internal and external customer support processes

➔ This is a tool that helps companies listen to the voice of the customer and transform it into a company with a customer-centric management style

Distinct Features of the Customer Support Management Research we conduct at Hankook Research

- We analyze customer experiences to understand, in fine detail, what customer needs and expectations are as it relates to the customer service provided.
- Identify the emotional elements that are involved in evaluating a product/service
- Measure how well a company has met customer expectations and provide strategies on how to improve area in need of improvement

Human Resources (performance evaluation, corporate culture, the employee experience)

Existing models for examining corporate culture are not able to take into consideration unique characteristics of individual companies. These existing models use standardized measures and, thus, were not effective in finding fundamental elements that had a large impact on corporate culture.

We, at Hankook Research, believe that the first step in examining corporate culture is understanding the positive and negative aspects of working for a company. We have developed a methodology by which we can measure and improve corporate culture.

Hankook Research’s Employee Experience Survey examines and identifies key elements of an employee’s complete life cycle working for a company. This includes initial recruitment (Ex-In), continuing employment (Ex-On), and retirement (Ex-Out). We examine the entire Employee Experience in order to identify areas in need of improvement. We identify and promote elements of worklife that improve overall morale and productivity.

Through employee interviews, we first identify Key Experience Factors. We then identify those that will have a meaningful impact on the employee experience. We then examine corporate culture. Finally, using the data uncovered in the previous 3 steps, we aid in creating and running workshops to improve the overall employee experience.