1. 2003/11/5 KOSOMAR 세미나 Page 1 세계 조사업계의 동향과 한국 조사업계의 발전 방향 박영준 KOSOMAR 회장 Research International Korea / Korea Research Center 회장 번호 / 총페이지

2. 2003/11/5 KOSOMAR 세미나 Page 2 I.Global Top 25 조사회사 동향 II.2003 ESOMAR Conference 동향 II-1. Clients’ need for more consumer insights II-2. Accountability II-3. Value-added research II-4. Research new look II-5. Client / Market researcher cooperation Table of Contents

3. 2003/11/5 KOSOMAR 세미나 Page 3 The ESOMAR global market research study 세계 상위 25 개 마케팅, 미디어, 사회조사 회사가 전체 상업적 조사비용 (US$ 16.6 billon) 의 63% 인 (US$10.5 billion) 을 수행하고 있음 2001 ~ 2002 상위 25 개 업계의 성장률이 과거에 비해 둔화됨 -Worldwide recession -The run-up to the war with Iraq -The onset of the SARS scare -New research spending has been cancelled or delayed. I. Global Top 25 조사회사 동향

4. 2003/11/5 KOSOMAR 세미나 Page 4 Year-to year growth of Top 25 Revenues US$ Mill. % Total Growth* % Net Growth** % Total Growth % 200210,5422.30.78.2 20019,7446.34.110.6 20008,8128.76.36.7 19998,2567.55.812.2 19987,3588.66.910.8 19976,6439.06.89.5 19966,06910.07.77.1 19955,64810.37.9 * 합병 / 분사등의 효과에 의한 성장률 배제 ** 물가상승률을 감안했을 때의 성장률 I. Global Top 25 조사회사 동향 (cont.)

5. 2003/11/5 KOSOMAR 세미나 Page 5 Top 10 research companies worldwide 2002 (millions of US$) I. Global Top 25 조사회사 동향 (cont.) 318AegisSynovate10 320United Business MediaNOP World9 466Interpublic GroupNFO WorldGroup8 509Ipsos 7 528GfK Group 6 555Information Resources IncIRI5 908Taylor Nelson Sofres 4 1,033WPP GroupKantar Group (RI)3 1,428IMS HealthIMS2 2,843VNUACNielsen/Nielsen Media1 Company Quoted holding company 02 Revenue (US$ mill.)

6. 2003/11/5 KOSOMAR 세미나 Page 6 미국계 회사의 영향력이 감소 특히 TNS (UK) 의 NFO (USA) 합병으로 35% 에서 29% 로 감소 유럽계 회사들의 본사 미국 行 –NOP (UK) in New York –VNU (Netherlands) in New York –Synovate (UK) in the Chicago area –Ipsos (France) in the USA – 최대 시장으로서의 미국의 중요성 재인식 – 미국 : 전체 조사 시장의 41% 차지 유럽 : 40%, AP: 13%, 중남미 : 5%, 중동 & 아프리카 : 1% 유럽계 회사들의 성장 vs. 미국시장 의존도 커짐 I. Global Top 25 조사회사 동향 (cont.)

7. 2003/11/5 KOSOMAR 세미나 Page 7 2002 년에 Top 25 에 새롭게 진입한 회사들 AGB (Millan,Italy): Partly owned by WPP (35%) Specialization: TV-audience measurement Lieberman Research Worldwide (L.A., USA) Specialization: Conducting interviews in 60 languages Market & Opinion Research International (London, UK) Worthlin Worldwide (McLean, USA) 새로운 조사 회사들의 진입 I. Global Top 25 조사회사 동향 (cont.)

8. 2003/11/5 KOSOMAR 세미나 Page 8 연구원의 수 감소 –2002 년 : 83,517 명 vs. 2001 년 : 88,771 명 –5,254 명 감원 (5.9%) – 연구원 1 인당 매출액 : US$129,232 사회여론조사 회사들의 축소 비교적 적은 규모의 인수 / 합병 –2002 년 : 37 건 (2001 년 :35 건 ) –2003 년 : US$ 7.2 million per firm (2001 년 : US$15.0 million) 조사회사의 양적인 축소 I. Global Top 25 조사회사 동향 (cont.)

9. 2003/11/5 KOSOMAR 세미나 Page 9 II. 2003 ESOMAR Conference Management, accountability, and research The quest for the objective truth Management, accountability, and research The quest for the objective truth  56 th ESOMAR Congress and Exhibition Prague, Czech Republic, 14-17 September 2003 900 participants from 63 countries “Becoming accountable is moving to the forefront of of the professional concerns in Market Research.” “More creativity from MR will be required” “Innovation, not imitation, and speed in decision making are the indispensable qualities for success.”  56 th ESOMAR Congress and Exhibition Prague, Czech Republic, 14-17 September 2003 900 participants from 63 countries “Becoming accountable is moving to the forefront of of the professional concerns in Market Research.” “More creativity from MR will be required” “Innovation, not imitation, and speed in decision making are the indispensable qualities for success.”

10. 2003/11/5 KOSOMAR 세미나 Page 10 조사에 대한 시각 변화 Changes in the focus of research II-1. Clients’ need for more consumer insights The process to conducting survey 방법론, 통계 등 The interpretation of results in the context of the client ’ s changing business environment 고객의 비지니스환경을 고려한 제안 제공

11. 2003/11/5 KOSOMAR 세미나 Page 11 2003 ESOMAR Conference 조사방법의 다양화 Ethnographical methodology 예측적인 분석방법에 대한 관심 증가 The application of predictive analytics to the research data 조사결과로부터의 새로운 가치 창출 Through the selection and interpretation of research data

12. 2003/11/5 KOSOMAR 세미나 Page 12 고객 요구의 변화 Changing client needs The need for a more strategic type of MR The need for different insightful types of MR The need for a sound base and factual foundation for decision making Past Risk Limiting Now and future Risk Taking To create customer intimacy & best customer solutions In comparison with the advertising industry, MR seems to be robust. II-1. Clients’ need for more consumer insights

13. 2003/11/5 KOSOMAR 세미나 Page 13 II-2. Accountability 책임감 Accountability is an increasingly important part of the business world. Consumers, employees and shareholders increasingly demand sensible and socially responsible behavior from companies. Accountability is an increasingly important part of the business world. Consumers, employees and shareholders increasingly demand sensible and socially responsible behavior from companies. 회사 직원들에게 복지와 자기발전의 기회를 주어야 한다는 책임감 경영진 Management 투자자들 / 주주들에게 이익을 돌려주어야 하는 책임감 소비자들에게 제품의 질과 가치를 줄 수 있어야 한다는 책임감 사회의 구성원으로서 사회에 대한 책임감

14. 2003/11/5 KOSOMAR 세미나 Page 14 Companies Increasing demands to position themselves as being social responsible Marketing Research CAN help the companies to meet these demands because MR has the insight into consumers. II-2. Accountability 책임감

15. 2003/11/5 KOSOMAR 세미나 Page 15 책임감의 논리와 조사 The principle of accountability and research Client Company “ Clients comes first ” MR needs to provide creativity & opinionated view for building strong brands and shaping good advertising campaigns. MR must create a more imaginative quality to the hardcore data. “ Clients comes first ” MR needs to provide creativity & opinionated view for building strong brands and shaping good advertising campaigns. MR must create a more imaginative quality to the hardcore data. II-2. Accountability 책임감 Market researcher Client management

16. 2003/11/5 KOSOMAR 세미나 Page 16 How can market research prove its accountability, its usefulness beyond mere data supply, information management, and basic reporting? II-3. Value-added research MR needs to be.. “ Going beyond the numbers ” diagnostic in nature & pro-active Imagination Invention Innovative thinking

17. 2003/11/5 KOSOMAR 세미나 Page 17 II-4. Research new look? 현재향후 발전 가능성 위험요인 기업 예감이나 직관에 의한 의사결정 위험요인 기업 시장조사나 과학적인 통찰력에 의한 의사결정 장기적인 경쟁우위

18. 2003/11/5 KOSOMAR 세미나 Page 18 Data provider Broadly oriented providers of insights on a strategic level (Holistic view) Broadly oriented providers of insights on a strategic level (Holistic view) Moving toward the client focus II-4. Research new look? 시장 조사 가치의 극대화

19. 2003/11/5 KOSOMAR 세미나 Page 19 Who is best able to deliver strategic insights? Market Researcher Consultants  Being more business savvy  Being comfortable with strategic business thinking  Combining MR data with in- company data (finance data) II-4. Research new look?

20. 2003/11/5 KOSOMAR 세미나 Page 20 기업에 가치 있는 정보를 제공하기 위해서 연구자는 기업 내외부의 프로세스와 관련되는 파트너들과 유기적인 관계를 맺기 위해서 무엇을 해야 하는가? 의사결정이 필요한 시기에 맞게 시장정보 자료를 제공하기 위해서는 어떻게 해야 하는가? II-5. Client / Provider cooperation

21. 2003/11/5 KOSOMAR 세미나 Page 21 II-5. Client / Provider cooperation Set strategy Mission Vision Establish plan Define goals Develop tactics Execute Plan “Role blending approach” Revise as necessary Test And Assess Strategic planner Research manager Market researcher

22. 2003/11/5 KOSOMAR 세미나 Page 22 To contribute to the clients’ financial success…  Market research offers more than findings or conclusions.  It is necessary to offer knowledge.  Market researcher need to speak the same language as the client, clearly show the new trends, ways, insights, mainly point out what to do with those results.  Market researcher must understand their clients’ needs, develop creative ideas and innovative solutions and help them with the insights and recommendations. How to contribute to the shareholders’ profit?

23. 2003/11/5 KOSOMAR 세미나 Page 23 How to contribute to the shareholders’ profit? 현재의 기업은 시장 조사 전문가들이 기업의 마케팅 전략, 기업 경영, 이윤증가를 가져올 수 있는 의미 있는 정보를 제공해 주도록 요구하고 있다. People want marketing solutions to marketing problem. Raymond Hastings, 2002