Company Credential

Macromill Embrain
Credentials
Report by Oct., 2016
Part I. Business Overview
1. Macromill Embrain Overview
2. Business Area
3. Organization
4. Contribution to Society / Awards
1. Macromill Embrain Overview
Establishment │ 1998. 10
CEO
│ In-Su, Choi (PH.D in Industrial engineering in KAIST)
Sales
│ $23.7million
Employee Size │ 200
│ 10-14th FL. Tower837 B/D, 318, Gangnam-daero,
Gangnam-gu, Seoul, Korea, 06253 www.embrain.com/eng
Location
turnover(million USD)
Project No.
Macromill Group Branches
4,020
4,236 4,303
3,600
3,372 3,466
2,846
237
217
2,123
181
1,825
1,074
632
93
356
49
53
04’
05’
101
109
123
(China)
196
Macromill
(Japan)
MetrixLAB
137
(Americas/Europe)
eolEmbrain
(Taiwan)
64
06’
Macromill
China
07’
08’
09’
10’
11’
12’
13’
14’
15’
Page 3
2. Business Area
Research Business
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
Marketing
Research
Social Opinion
Research
Panel Business
Political & Social Polls
Public Policy/ Social Planning Issue/ Symposium and Index
Global Research Business
On-line Survey Fieldwork Agency
In-bound Survey
Sample Provision Service
Out-bound Survey
Building and maintaining panels for
Client needs
Research ASP (EZ Survey)
Research Content Business
Operating Trend Monitor
– www.trendmonitor.co.kr
Publication of Annual Trend Book
– 2016 Korea Trend
– 2011 Korean Consumption Map
– Catch-Up Series
Page 4
3. Organization
CEO
Senior Executive
Office
Contents Business Management Support
Division
Division
Knowledge
Center
Planning Team
Accounting Team
IT Center
Panel Power Center
Technical Research
Team
Technical Support
Team
Panel Management
Team
Research
Division 1
Research
Division 2
Research
Division 3
Research
Division 4
Research
Division 5
Research
Division 6
Research
Division 7
Social Research
Division
Research Team1
Research Team1
Research Team1
Research Team1
Research Team1
Research Team1
Research Team1
Research Team1
Research Team2
Research Team2
Research Team2
Research Team2
Research Team2
CS consulting
Division
CS consulting
Team
Research Team3
Panel Business
Division
Panel Business
Team
Overseas
Business Division
Overseas
Business Team
RC Division
RD Division
Online Fieldwork
Division
Offline Fieldwork
Division
Data Operation
Division
RC Team 1
RC Team 2
RC Support Team
Page 5
4. Social Contribution / Awards
Social Contribution
• Since October 2004, Macromill Embrain has contributed
to the public welfare and by far, the accumulated
amount($300,000) has been reverted to the society. Our
past 12 years of social contribution has been highly
remarked with the grand prizes of Sejong Nunum & UN
service.
• In July 2006, we have initiated ‘1%+Donation’ program
sponsoring ‘Korea Rare Incurable Disease Association’
and ‘Down Association’ in order to bring hopes to the
suffering children.
(We donate 1% of reserved survey incentives plus each
panel’s voluntary contribution)
Awards
ISO 9001
Certification
Korea
Internet
Grand Prize
of Prime
Minister
Award
Special
Award for
best place
to work for
100 Korea
Companies
Grand Prize
for ‘Sejong
Nanum’,
and ‘UN’
Service
• 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
Page 6
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 the first rank in Korea for our renowned superiority in three core elements in
conducting online research : ‘Panel,’ ‘Solution,’ ‘Know-how.”
Maintaining the largest
panels in Korea, and
high rates of responses
throughout
well-managed panels
Panel
Three core
elements for
conducting
a successful
on-line
research
Know
How
Developed a variety
of know-hows
to procure answer
reliability and validity
Solution
Securing precise and speed
from in-house developed solutions
On-line research company
in Korea
Page 8
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.
Korea
Europe
Macromill Embrain
metrixLAB
1,174,598
Japan
America
Macromill
metrixLAB
1,184,846
Region
Northeast
Asia
Company
Establishment
Employee
Japan
Macromill
2000
557
China
Macromill China
2011
25
Taiwan
EOLembrain
2007
12
metrixLAB
1999
230
America/Europe
973,000
2,000,000
China
South America
Macromill China
metrixLAB
550,029
269,000
Taiwan
Southeast Asia
EOL embrain
metrixLAB
151,238
75,000
Page 9
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.
Web Board
• 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.
Nah
Kyung Won
46.2
Park
Won Soon
Reality
(-0.5)
46.7
53.4
(+0.9)
MMS
52.5
* “Research about wire, wireless telephone
concurrent research (2012)” by Kyung-Taek Lee
and Others
Mobile Survey
• 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.
Depth (High)
Mixed-Mode Survey
• 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.
Qualitative
Research
− A survey applying Mobile Spy-ware
On-line
Qualitative
Research
Web
Board
Quantitative
Research
Size (High)
Page 10
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 the very needs.
BACUSEM
According to the analysis of
Health in competitor’s brand,
we examine the weak point of
ours. Then, we are capable of
generating solutions about the
weak stage.
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.
emNorm
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.
emBPTO
A prediction model is to predict the
market share according to the
price change of the client and
their competitors. It helps to
identify the market potential by the
multi-angle analysis.
Page 11
Part III. INFRA
1. On-line Fieldwork Infrastructure
2. Off-line Fieldwork INFRA
1. On-line Fieldwork Infrastructure
1) Research Panel
 For 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 any research quickly/accurately.
Macromill Embrain research panel
• Total panel size in Korea :
1,174,598 Panels (As of Oct., 2016)
Gender/Age
National
statistics
Panel
composition
Male
50.8%
41.8%
Female
49.2%
58.2%
13~19y.o
14.1%
5.5%
20~29y.o
19.4%
37.7%
30~39y.o
23.0%
30.1%
40~49y.o
24.2%
18.0%
Above 50
19.3%
8.7%
Panel management
GyungKi
28.6%
Seoul
29.2%
Chung
Cheong
8.5%
* Population and Census report (Statistics Korea, 2010)
based on aged13-59
GangWon
2.4%
Member
-ship
GyungSang
22.2%
New
Panel
Jeolla
8.3%
Original
Panel
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
Page 13
1. On-line Fieldwork Infrastructure
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
• Create online questionnaire
(data method)
• Realize various type of logics
• Monitor real-time fieldwork status
• Update panel information
• Advanced Sampling from Panels
• Manage panel grade
system
• Send massive Emails
(including SMS)
Page 14
1. On-line Fieldwork Infrastructure
3) On-line Fieldwork Know-hows
 We have strived to secure research quality in each and every process of online fieldwork.
• Identification using
panel DB
• Logic check between
questions
• LOI check
• Discrimination/control of
web search anticipator
• Test user circumstance
• Time management
• Handle open
questionnaire
• Step by Step display
• Control numerical data
input
•
•
•
•
•
Writing
Questionnaire
stage
Data
investigation
stage
How to secure
Reliability in
Online fieldwork
Check the bad wordings
Show media/image simultaneously
Example/page rotation
Quiz
Multistage research
Sending
mail stage
• Notice for Request mail to
person who participates in
research
• Mailing rules to the target
Online
fieldwork
stage
Page 15
2. Off-line Fieldwork Infrastructure
1) Fieldwork Network & Facility
 Macromill Embrain is capable of performing not only quantitative but also qualitative research leveraging
high-tech research facility and a nation-wide fieldwork venue infra.
Fieldwork Infra
Facility
• Managing 3 offices in Busan,
Gwangju, and Daejeon for
nationwide fieldwork
FGD room
CLT Room
Observation Room
Category
Size
SV
9
Registered
Interviewer
697
Gang Room
Call Center
Page 16
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 minutely crafted
solutions, we have improved the efficiency of fieldwork processes.
emCAPI
emCATI
Others
Phone interview
using CATI
CAPI interviewer
Research response
Monitoring System of
Offline Fieldwork Progress
Send response data
Research statistics
in operator mode
Offline Qualitative Management
System to avoid duplicated participants
Page 17
2. Off-line Fieldwork INFRA
3) Off-line Fieldwork Know-how
 We have strived to secure research quality over the whole process of off-line fieldwork thoroughly.
• Elimination of bad
interviewer
• Make FW manual for
interviewer training
• Train & Role Playing for
FW
• Manage respondents’
dissatisfaction
Interviewer
selection &
education
• Pilot Test of
questionnaire
• Minimize response
refusals
• Confirm response
difficulty level
How to secure
Reliability in
Off-line fieldwork
Fieldwork
process
Investigation
& data
disposal
• Three-stages of
Verification System
• Dual Punching Rule
• Verification via random
sampling
• Data analysis by each
interviewer
Page 18