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Hidden in Plain sight, where our value awaits

value driving

Human Centered Marketing Research & Consulting

ValueLAB Associates : VALUELAB R&D Center

about valuelab

OUR VISION

Human research is our thing

Human Research Specialist

The journey to creating unique products and services for future customers begins with observation and understanding about people.

VALUELAB clearly recognizes the beginning of new product and service ideas in its understanding of people, and successfully integrates a variety of methodologies and research skills into customers’ mental context to understand what they think, feel, and expect from their real experiences.

Through Human Centered Research, VALUELAB aims to create a new marketing research world with a differentiated perspective that reads people’s hidden desires and minds.

about valuelab

OUR VALUE

Unlocking hidden desire and mind
from a unique perspective

In new markets, the questions that typically define a company’s strategy—where to play and how to win—have no easy answers. The uncertainty of new markets requires a different framework and perspective of strategic thinking.

The fundamental starting point for a good understanding of markets and customers is to observe, record, discover, imitate, and create. (i.e.,Parallel Play Approach).
VALUELAB illuminates the drivers of customer’s choices, accurately analyze what we learn and leverage that are accumulated from behind ordinary things surrounding us today.

VALUELAB as a human centered research expert, we observe, listen, ask and record and help shape insights for building a holistic picture of customers. We develop the ability of marketers to solve problems and add value. This is why VALUELAB should be your research partner.

about valuelab

OUR MISSION

Human centric solution can
change the market

SOLUTION PROVIDER

With today’s diverse and segmented market, the importance of new research is more prominent. VALUELAB actively responds to this by advancing marketing research experience through field-focused interviews and psychological training to interpret and refine information. Based on thousands of project experiences, we access customers and markets with the insight that only true user-centric solutions can drive, what it comes to market innovation.

A Comprehensive and integrated research approach
While focusing on the current project, we also suggest a more effective ways for the next step based on experiences from our previous projects.
Bringing data to real life
Beyond what the data tells us, we provide greater insights by exploring the reasons of an outcome from our unique perspective.
True Partnership beyond objectivity and loyalty
We deliver what the data actually says, take a proactive approach to address business challenges for our clients, and provide an alternative point of view
about valuelab

OUR STRENGTH

  • Over 15 years experience of all our specialists

    We are a group of experts, precisely defining the market and customers needs. We propose and implement the best methodologies to gain insights by clearly defining our client’s challenges.

  • Qual and quant research experts throughout all projects

    With accumulated research experiences, perspectives, advanced interview skills, and data interpretation know-how, VALUELAB experts turn the collected data into actionable solutions and provide valuable information and strategies for business decision making

  • Multidisciplinary Approach

    across humanities, sociology, business management, and design

    Creating new markets and selecting market entry timing require a different pattern of strategic thinking.
    VALUELAB experts, with master’s degrees in various fields, apply multidisciplinary approaches to offer creative and new perspectives for establishing business strategies.

  • Operation of collaborative programs with the best experts

    In order to collaborate according to the nature of the project, we have expert networks in Big data/ Cognitive Psychology/ Copy writer/ Illustrator/ Scenario writer.
    This further refines marketing research findings.

our expertise

Research Area

  • General
    General
    Focus Group Discussion
    Online FGD
    Hybrid Gang Survey
    Online Survey
    1:1 In-depth Interview

    We diversify research method through integration of quantitative and qualitative methodologies

  • Ethnographic
    Ethnographic
    Home visit
    Accompanied Shopping
    User experience journey
    Diary
    Online Ethnography

    We analyze market and consumer with ethnography, cognitive psychology and consumer behavior perspectives.

  • Special
    Special
    Creative Workshop
    Usability Test
    UI/UX test
    Delphi
    Desk Research

    We provide problem-solving solution and build effective product and service concept with deep understanding of market and consumer background

our expertise

GLOBAL NETWORK

Global marketing research network in over 22 countries in America and EMEA

We understand various culture and lifestyle with assist of local specialist and global partners in strategic alliance
Numerous qualitative and quantitative research experiences in advanced markets (North America, Europe) and emerging markets (South America, Southeast Asia, China etc.)
our expertise

Industry sector

VALUELAB has extensive research in various industries.

Our research experience is specialized in products deeply embedded in people’s daily lives. We discover market opportunities even from ordinariness of life.

  • Household Appliances
  • Personal Device
  • Health Care
  • IT & communications
  • Food/Retail
  • Beauty/Cosmetics
  • CPG/Pet
  • Public & social affair
our expertise

Research Methodology

We design customized research methods for client needs based on various research experiences.

VALUELAB Associates has strengths in consumer and market analysis for exploration of new product and market, development of advanced product and market strategy for new product.

  • Market & Opportunity Analysis
    • Market trend analysis
    • Consumer usage & attitude
    • Market segmentation
    • Discovery opportunity areas for a new product
    • Diagnosis of brand status/Competitiveness
    • Brand Positioning
    • NCD/NPD Consulting
  • Idea/Concept Generation
    • New product idea generation
    • Defining the needs of target customers
    • New product concept development
    • UX/UT
  • Concept Feasibility Launching Strategy
    • Verify before launching a new product
    • Concept/Product Acceptance
    • Product placement
    • Taste Test
    • Package Test
    • Advertising Concept test
    • Communication Strategy
    • Marketing Strategy
  • Launching
    • The initial response of a new product
    • Customer Contact research
    • Advertising effectiveness
    • Brand strategy
  • Post-Launching Strategy
    • Market Response
    • Price test
    • Derive directions for product improvement
    • Establish a market formation strategy
coverage

Organization

coverage

Specialists

  • Doo, Joo-Yeon
    Doo, Joo-Yeon Partner/CEO
    Korea Univ. / Master of business administration
    22 years of marketing research experience
    Main careers
    • VALUELAB CEO (2006~present)
    • Researcher at the Big Future Trend Research Society (2018~present)
    • Kantar Korea (1996~2005)
    • Seoil Economic Research Institute (1994~1996)
    jydoo@value-lab.co.kr
    Conduct over 1,000 qualitative projects
    Specialized in Moderating and Facilitating
    Ethnography/Observation survey/UX survey/New product development research
    Advanced product planning, New product idea discovery, Ideation Workshop
    A number of experiences in professional IDI and Professional surveys
    Many experience in qualitative projects of Chinese market
    Suggest history-based insights by industry with various research experiences
    Home appliances (Household appliances/Kitchen appliances/Air conditioning equipment/Beauty devices/IT appliances)
    CPG (Food/Household goods/Cosmetics/Health food)
    Service (Franchise restaurant/Home Shopping Channel/New service)
    Advertising/Communication Strategy
    Domestic Sociocultural Change Trend Report (2019~)
  • Jang, Joon-Mi
    Jang, Joon-Mi Partner
    Hanyang Univ. / Master of Art (Sociology)
    Sejong Univ. / Big data MBA
    20 years of marketing research experience
    Main careers
    • VALUELAB Senior Partner (2015~present)
    • Director of the Consumer Behavior Prediction Lab (2020~present)
    • Ipsos ASI Korea Manager (2006~2009)
    • Kantar Korea (1998~2004)
    jmjang@value-lab.co.kr
    Conduct over 600 qualitative projects
    Specialized in Moderating and Facilitating
    UT, UX/UI, Ethnography, Observation survey
    Advanced product planning, New product development, Creative Ideation Workshop
    Brand and market entry strategy (STP)
    Expert research/ Desk Research for market exploration
    Overseas market research
    Establish strategies based on knowledge and experience of various industries
    Home appliances (Household appliances/Kitchen appliances/Mobile devices)
    CPG (Food/Household goods)
    Brand STP
    Big data-based analysis and project (DB Design, Analysis Consulting)
    Big data-based analysis and reporting (structured and unstructured data)
  • Lee, Seung-Eun
    Lee, Seung-Eun Partner
    Ewha W. Univ. / Master of Art (Political Science)
    18 years of marketing research experience
    Main careers
    • VALUELAB Senior Partner (2015~present)
    • Ipsos Korea (2012~2015)
    • Cheil Worldwide (2010~2012)
    • Kantar Korea (2002~2010)
    seungeun.lee@value-lab.co.kr
    Conduct over 400 qualitative projects
    Specialized in Moderating and Facilitating
    Specialized in 1:1 interview, such as Expert IDI/Home visit
    New product idea development/Creative Ideation Workshop
    Extensive overseas qualitative projects experience (North and South America, Europe, Southeast Asia, etc.)
    Conduct large-scale global projects and desk research
    Domestic and international U&A, Brand, Advertising effect survey, Segmentation, Concept acceptance, Mock-up acceptance survey, etc.
    Home appliances (Household appliances/Kitchen appliances/Air conditioning equipment) and IT device (Smartphones/Tablets)
    Extensive overseas quantitative projects experience
    Specialized in providing market status and insight through global desk research
    A number of experiences in analyzing major global trends based on desk research such as mega trends, generational trends, product trends, and competitor trends, etc.
valuelab

FACILITY

  • Open Studio
    Open Studio (Conducting workshop and education program)
  • Grande Room
    Grande Room (Conducting focus group discussion and hybrid gangsurvey)
  • Petite Room
    Petite Room (Conducting focus group discussion and 1:1 interview)
  • Kitchen
    Kitchen (For product and taste test)
  • Exterior view
    Exterior view (1 minute from Seoul Forest)
  • External foreground
    External foreground (1 minute from Seoul Forest)
  • Wide – monitoring room
  • 360-degree rotation and Zoom in camera
  • Live streaming 1:1 or group discussion

Facility Rental Inquiry : 02-540-1785 / hyes@value-lab.co.kr

Video equipment (Live streaming including Focus Vision and fully equipped with multilingual recording systems)

  • #1013, #1014 Seoul Forest FORHU, 58 Wangsimni-ro, Seongdong-gu, Seoul, Republic of Korea (In front of Exit 2 of Seoul Forest station on Bundang Line)
  • TEL : +82-2-2263-1710