image

About

image

After 30 years in korea, David has the networks of experts and partnerships that allow him to conduct your projects efficiently. Most importantly, as a boutique research consultancy David Richardson personally applies his experiences in the design, interpretation and presentations of your study.
Let David and our team @DRA Help you discover Korea.

David Richardson & Associates knows what works and what doesn't work in Korea.

As an early leader in building the Korean market research industry, David Richardson has helped most multinational firms understand the Korean consumer as they entered and developed their businesses in Korea.

Edit me

David Richardson

image

Seeking the excitement of someplace wildly different, David moved to Korea in 1985. Despite the daily student protests against the military government, Korea’s low standard of living at that time, isolation from the rest of the world, and the constant saber rattling of North Korea, David fell in love with the positive “can do” spirit of the Korean people and has never left. Not surprisingly he later fell in love with a beautiful Korean woman and together they have raised three wonderful children in Korea.

Along the way, David set up two of Korea’s most successful research companies, established consumption panels, TV ratings panels, and Internet panels, as well as launched political research services that provided polling data about what Koreans think for the government and the media. He served for 13 years as the chairman of the marketing committee at the American Chamber of Commerce, volunteer president for the Montessori preschool, and volunteer president for Seoul Club, the oldest international club in Korea that was established by the Emperor of Korea in 1904.

David is currently also the country representative for ESOMAR, which is the essential organization for encouraging, advancing and elevating market research worldwide.

Korea Changes Fast

Korea changes incredibly fast.
(Faster than you think.)

Young Koreans, unlike their parents, have grown up in an affluent democracy which is radically different from the poor military dictatorship of their parent’s youth. Against this backdrop of fundamental changes each generation see the world differently and make choices through their own very different set of experiences.

During this period of rapid change David Richardson has been a leader in building the Korean market research industry and he has helped most multinational firms understand the Korean consumer as they entered and developed their businesses in Korea. As we have helped developed the industry we have the networks of experts and partnerships that allows us to conduct projects efficiently. Most importantly as a boutique research consultancy David Richardson will personally apply his experiences in the design, interpretation and presentation of your study.

Let David and our team @DRA help you discover Korea and understand the choices of Koreans so your business can prosper.

image

Consultative Services

image

Consultative Research

Companies need research, but research is only useful if it drives action and debate.

David Richardson will personally work with you and your associates to identify your business issues that research can help address, and develop a program of research to meet your business needs. His 30 years of experience leading research programs in Korea gives him the expertise to design actionable research which also reflects his understanding of Korea and how it is changing.

You can leverage the shared learning from all the past research projects of David’s 30 year career in Korea.

Qualitative Research Capabilities

Data Collection

Koreans are both emotional and expressive, traits which combined with strong qualitative research skills can lead to powerful insights.

As one of the earliest and strongest supporters for qualitative research in Korea, David has had the opportunity to nurture and develop many of Korea’s best qualitative researchers. Now that the Korean research market has matured, many of the most capable qualitative researchers work as independent researchers.

@DRA we will identify and partner with the one of the very best qualitative researchers in Korea with experience in your category to provide you with insights that can help build your competitive advantage in the market.

image

Quantitative Research Capabilities

image

In-depth Interviews

Underused by many research firms, in-depth interviews are one of the most effective approaches to gain insights from specific respondents who know more than the general population such as trend makers, specialists like doctors, or industry experts.

@DRA we often incorporate in-depth interviews in the designs of our project to allow the research to go beyond what the ordinary Korean thinks and knows.

Recognizing that in-depth interviewing requires specialist skills, only specially selected interviewers/moderators familiar with the category will be employed to conduct these high-value interviews.