macromill embrain 8 1. top online research performance record macromill embrain has maintained a...

Report by Feb., 2020

Macromill Embrain

Credentials

Part I. Business Overview

1. Macromill Embrain Overview

2. Business Area

3. Organization

4. Contribution to Society / Awards

1. Macromill Embrain Overview

Macromill Embrain

Establishment │1998. 10

CEO │ In-Su, Choi (PhD in Industrial engineering in KAIST)

Sales │ $35.6 million USD (as of 2019)

Employee Size │ 208 (as of 2020)

Location │ 10-14th FL. Tower837 B/D, 318, Gangnam-daero,

Gangnam-gu, Seoul, Korea, 06253

Truly No.1 Digital Research Group Truly No.1 Industry leading Research Company

www.embrain.com/eng

64 93 101 112 123 129

189 197 217

237

285

332

402 392

1,074

1,825 2,123

2,846

3,372 3,466 3,600

4,020 4,236 4,303

4,504 4,586 4,602 4,717

turnover(million USD) project no.

06’ 07’ 08’ 09’ 10’ 11’ 12’ 13’ 14’ 15’ 16’

17’ 18’ 19’

2. Business Area

Panel Business

On-line Survey Fieldwork Agency

Sample Provision Service

Building and maintaining panels for

Client needs

Research ASP (EZ Survey)

Global Research Business

In-bound Survey

Out-bound Survey

Research Content Business

Operating Trend Monitor

– www.trendmonitor.co.kr

Publication of Annual Trend Book

– 2018 Korea Trend



– 2011 Korean Consumption Map

– Catch-Up Series

Marketing

Research

Quantitative

F2F Interview / Telephone Interview / On-line / Mobile / Mall Intercept

3Mixed Mode Survey (MMS)

Gang Survey / CLT / HUT /Mystery Shopping / Monitoring

Qualitative FGD / IDI / Creative-Workshop / Web-Board / Web-Diary / Open-Innovation

Video-Ethnography / Shadowing / Home Visit

Social Opinion

Research

Political & Social Polls

Public Policy/ Social Planning Issue/ Symposium and Index

Research Business

3. Organization

CEO

Research

Design

Online Fieldwork Div.

Data Processing Div.

Panel Business

Team

Panel Business Div.

Overseas Business Team

Overseas Business Div.

Offline Fieldwork

Div.

RC Team 1

RC Team 2

Research

Consulting

RC Team 3

RC Support

Team1

Team2

Team3

Market Research Div.1

Team1

Team2


Team1

Team2


Team3

Team2

Team1

Public Affair

Div.

Team3

Team1


Team2 Team2

Team1


Public Opinion

Div.

Knowledge Center IT Center

Planning Team

Management

Support Div.

Contents

Business Div.

Senior

Executive Office

Panel

Management Team

Panel Power

Center

Accounting

Team

Financial

Accounting Div.

Finance Team

Team1


Technical

Support Div.

Panel Bigdata

Center

Team2

Team1


Team3

Team1


Team2

Platform

Development Team

Data Science Team

4. Social Contribution / Awards

Social Contribution Awards

• Since October 2004, Macromill Embrain has contributed

to the public welfare. So far, we have invested $490,000

back into society. Our past 11 years of social

contribution earned us the grand prize at the Sejong

Nunum & UN service.

• In July 2006, we have initiated ‘1% Donation’ program

to sponsor ‘Korea Rare Incurable Disease Association’

and ‘Down Association’ to bring hopes to suffering

children.

(We donate 1% of reserved survey incentives plus each

panel’s voluntary contribution)

• Accreditation of Excellent Firm for job creation

• Accreditation for ePRIVACY

(Privacy Information Protection mark)

• Selected for Family-friendly excellent company

• Selected for people-want-to-work company

ISO 9001

Certification

Grand Prize for ‘Sejong Nanum’, and ‘UN’ Service

Special Award for best place to work for 100 Korea Companies

Korea Internet

Grand Prize of Prime Minister Award

Part II. Macromill Embrain Power

1. Top Online Research Performance Record

2. The Largest and Best Consumer Panel in Asia

3. New Research Methodology Development

4. Various Research Analysis Models

1. Top Online Research Performance Record

Macromill Embrain has maintained a leading ranking in Korea for our renowned superiority in three core online

research components: ‘Panel,’ ‘Solution,’ ‘Know-how.”

Three core elements for conducting

a successful on-line

research

Panel Know

How

Solution

Maintaining the largest

panels in Korea, and

receiving high rates of

responses throughout

well-managed panels

Securing precise and speed

from in-house developed solutions

Developed a variety

of know-hows

to procure valid

and reliable answers

On-line research company

in Korea

2. The Largest and Best Consumer Panel in Asia

Macromill Embrain is also capable of multiple global studies with other affiliates not to mention a large number of

panels.

Region Company Establishment Employee

Northeast

Asia

Japan Macromill 2000 557

China Macromill China 2011 25

Taiwan EOLembrain 2007 12

America/Europe metrixLAB 1999 230

1,316,720

Korea Macromill Embrain

973,000

Europe metrixLAB

1,279,525

Japan Macromill

2,000,000

America metrixLAB

550,029

China Macromill China

269,000

South America metrixLAB

151,238

Taiwan EOL embrain

626,000

Southeast Asia metrixLAB

3. New Research Methodology Development

To draw Consumer Insights, Macromill Embrain proposes innovative and practical alternatives in consideration

of various research methods and analysis models.

Mixed-Mode Survey Web Board Mobile Survey

• The 1st breakthrough of developing

Mixed-Mode Survey (MMS) with using

land-line and mobile phone together

(telephone directory → RDD → MMS))

• Used for various election polling.

• Online qualitative research methodology

which collects qualitative information from

the bulk of respondents about behavior of

target consumers and supports clients to

get fast decision-making.

• By using wireless internet (WIFI), those

hard-to-be-reached research areas are

now be possibly conducted

− Quick Survey

− Mobile Diary

− Satisfaction survey throughout usage

of receipts.

− A survey applying Mobile Spy-ware

Size (High)

Dep

th (

Hig

h)

Qualitative

Research

Quantitative

Research

On-line

Qualitative

Research

Web

Board 46.2

46.7

53.4

52.5

Reality

MMS

Nah

Kyung Won

Park

Won Soon

(-0.5) (+0.9)

* “Research about wire, wireless telephone

concurrent research (2012)” by Kyung-Taek Lee

and Others

4. Various Research Analysis Models

Macromill Embrain has developed wide range of client-oriented research analysis models to identify practical

marketing issues and suggest the solutions customized to specific needs.

According to the analysis of

Health in competitor’s brand,

we examine the weakness then

generate appropriate solutions

BACUSEM

A model to help the client decide

the product/service development

by evaluating the consumer

acceptance rate on the product/

service idea with an objective.

emNorm

A prediction model of market

share according to price and

change of client and their

competitors. It helps to identify

market potential through a multi-

angle analysis.

emBPTO ADTEM

A model to identify the client’s ad

effectiveness:

It consists of two concepts

− evaluation on the impact of ad to

affect the product sales and

suggestion of improvement

direction in the future.

Part III. INFRA

1. On-line Fieldwork Infrastructure

2. Off-line Fieldwork INFRA

Macromill Embrain research panel Panel management


1) Research Panel

Macromill Embrain has the largest number of nation-wide panels. Upholding a high participation rate through

our unique panel management system, it is feasible to conduct all research quickly/accurately.

• Total panel size in Korea :

1,316,720 Panels (As of Feb, 2020)

Gender/Age National

statistics

Panel

composition

Male 51.5% 42.3%

Female 48.5% 57.7%

13~19y.o 11.0% 7.3%

20~29y.o 19.6% 35.0%

30~39y.o 21.3% 30.3%

40~49y.o 24.3% 19.5%

Above 50 23.8% 7.9%

* Population and Census report (Statistics Korea, 2017)

based on aged13-59

GyungKi

29.8%

Seoul

28.4%

Chung

Cheong

8.6%

Jeolla

8.1%

GangWon

2.3%

GyungSang

21.9%

Jeju

0.8%

• Actual-name

identification

• Communication Channel

setting

• Happy Call

• Thanks Survey

• Panel Survey

• Panel Grade System

• Various Incentive

payment methods

• Three strike-out system

Original

Panel

New

Panel

Member

-ship


2) Online Fieldwork Solution

Various in-house developed solutions are highly compatible with each other, allowing fast and accurate

online fieldwork.

• Identify new account

members

• Update panel information

• Manage panel grade

system

• Create online questionnaire (data method)

• Realize various type of logics

• Monitor real-time fieldwork status

• Advanced Sampling from Panels

• Send massive Emails (including SMS)


3) On-line Fieldwork Know-hows

We have strived to secure research quality in each and every process of online fieldwork.

Online fieldwork

stage

Sending mail stage

Writing Questionnaire

stage

Data

investigation stage

• Inspect incorrect language usage

• Show media/image simultaneously

• Example/page rotation

• Quiz

• Multistage research

• Notice for Request mail to

person who participates in

research

• Mailing rules to the target

• Test user circumstance

• Time management

• Handle open

questionnaire

• Step by Step display

• Control numerical data

input

• Identification using

panel DB

• Logic check between

questions

• LOI check

• Discrimination/control of

web search anticipator

How to secure

Reliability in

Online fieldwork

2. Off-line Fieldwork Infrastructure

1) Fieldwork Network & Facility

Macromill Embrain is capable of performing not only quantitative but also qualitative research leveraging

high-end research facility and a nation-wide fieldwork venue infrastructure.

Facility Fieldwork Infra

• Managing 3 offices in Busan,

Gwangju, and Daejeon for

nationwide fieldwork

Category Size

SV 10

Registered

Interviewer 3,386

FGD room

Gang Room

CLT Room

Call Center

Observation Room

2. Off-line Fieldwork Infra

2) Off-line Fieldwork Solution

Macromill Embrain has successfully commercialized in-house developed systems; CAPI (Computer Aided

Personal Interview) and CATI (Computer Aided Telephone Interview). By the aid of those subtly crafted

solutions, we have improved the efficiency of fieldwork processes.

emCAPI emCATI Others

CAPI interviewer Research response

Research statistics

in operator mode

Send response data

Phone interview

using CATI

Monitoring System of

Offline Fieldwork Progress

Offline Qualitative Management

System to avoid duplicated participants

2. Off-line Fieldwork INFRA

3) Off-line Fieldwork Know-how

We have strived to secure thorough research quality over the whole process of off-line fieldwork.

Fieldwork process

Investigation & data

disposal

Interviewer selection & education

• Elimination of bad

interviewer

• Make FW manual for

interviewer training

• Train & Role Playing for

FW

• Manage respondents’

dissatisfaction

• Three-stages of

Verification System

• Dual Punching Rule

• Verification via random

sampling

• Data analysis by each

interviewer

• Pilot Test of

questionnaire

• Minimize response

refusals

• Confirm response

difficulty level

How to secure

Reliability in

Off-line fieldwork

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