01. CI uses a probability sampling method approved by the Statistics Korea to ensure representativeness

Developed based on ConsumerInsight's experience in conducting the first and only 'Mobile National Approval Survey' in Korea.

For the first time in mobile surveys, ConsumerInsight was approved for the change in statistical creation by Statistic Korea on October 13, 2021.

Previously, national-approved statistics were based on home visits and in-person interviews, but since the spread of COVID-19 this method has faced challenges, causing significant difficulties in data collection.

The sample panels were selected using systematic sample extraction techniques such as age, gender and geographic location, and the advantage of securing a sample of previously vulnerable age groups from 13 to 18 years old and 65 years old and above has widened the scope and potential of the survey.

02. Connecting Big data at the individual level

The combination analysis of traditional surveys and big data for advanced survey enhancement or to enhance the value of big data utilization is a valuable alternative.

KD Panel allows for the integration of various big data and individual-level data.

It enables the provision of data that merges big data from various sources such as finance, communication (location), consumption, and mobile app usage behavior with survey data.

The utilization of such big data allows for the validation of survey data, minimization of missing values, and reliable securing of sensitive information.

03. Excellent data quality, cost, promptness

Integrating big data into survey data can contribute to improving data quality by using it for response verification.
(For example, in the case of the Ministry of Land's transportation survey, responses regarding travel records were verified using data from telecommunication base stations.)

This approach can dramatically enhance the weaknesses of traditional surveys, achieving response rates of 90% or higher.
: In-person interviews often face an increase in response refusals, while phone surveys typically yield response rates ranging from 6% to 20%.
: Even with a well-established representative sampling frame, low response rates can undermine the survey's overall quality.

Moreover, this approach can also address issues related to sampling and coverage.
: Data collection costs for in-person interviews can be reduced by about one-fifth compared to traditional methods.
: For exit polls during elections, the cost reduction can be as significant as one-tenth.

Using mobile text-based questionnaires allows for data collection and basic statistical analysis to be completed within 24 hours, whereas traditional phone surveys usually take 2 to 3 days.

04. Rare probability-based panel and open-plan

The KD Panel, which utilizes a probability-based sampling method from the recruitment stage, has rare value globally. It is the only panel along with the Korean Academic Multimode Open Survey (Chungnam National University) Panel of 2000 people that falls under Type 1."

Category	Probability Sampling	Non-probaility Sampling
List-based Surveys	Type 1 - Web survey using probability-based panel - Address-based web survey (ABS)	Type 2 - Web survey using non-probability based panel (opt-in panel or access panel)
Non-list-based Surveys	Type 3 - Web research with probability-based intercepts - RDD mobile web survey	Type 4 - Web survey with intercept method - Web survey using crowd sourcing

ConsumerInsight opened the KD panel Platform to the research industry and others

We believe ConsumerInsight will serve as a reasonable alternative for conducting public sector surveys at a low cost. This will be a reasonable alternative for public sector research purposes at low cost.

* Source: Cho, Seonggyeom (2021). A Study on the Issues and Strategies to Improve the Reliability of Web-based Election Opinion Surveys.

05. Offered Services

Research data collection
Public/social polls
Production of authorized statistics

Big Data Analysis/Provision
LOCATION Information : Tourism, Leisure, Shopping, Medical, Cultural, Education/Lifestyle, etc.
App Usage Information : Mobile app usage behavior / Residential characteristics, income, assets, consumption behavior information

Research & Big Data Integrated Services
Designing and collecting data to enable the integration of research data and various Big Data based on individual consent, and providing the service.

Dedicated Panel Establishment/Operation
Building a dedicated panel that meets the representativeness criteria for specific fields/customers.
Providing research services to conduct various surveys using the dedicated panel.

06. About ConsumerInsight

ConsumerInsight is a specialized research institution in data fusion and consumer research, established in 2000.

We have the only Invitation Based Panel (IBP) in South Korea, with nearly 800,000 members and the IBP conducts email surveys using PC and mobile devices separately from the KD Panel.

IBP participants are invited to take part in large-scale planned surveys and gain panel membership after completing their responses, ensuring higher reliability and representativeness compared to voluntary enrollment in other third-party panels.

Recently, the institution has been focusing on integrating various big data sources with panel research data to enhance data value and apply it across various industries.

These efforts were recognized by the Ministry of Science, ICT, and Future Planning, and they received the Data Industry Association President's Award at the 2021 Data Awards.