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.
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.
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
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.
Research Area
-
- 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
- Home visit
- Accompanied Shopping
- User experience journey
- Diary
- Online Ethnography
We analyze market and consumer with ethnography, cognitive psychology and consumer behavior perspectives.
-
- 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
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.)
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
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
Organization
Specialists
-
- 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 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 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.
FACILITY
-
Open Studio (Conducting workshop and education program)
-
Grande Room (Conducting focus group discussion and hybrid gangsurvey)
-
Petite Room (Conducting focus group discussion and 1:1 interview)
-
Kitchen (For product and taste test)
-
Exterior view (1 minute from Seoul Forest)
-
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