News Summary

• The market research industry in South Korea is a highly advanced and rapidly evolving sector, currently valued at approximately €1.2 billion.
• Annual industry growth remains steady at around 4–5%, fueled by active investment in sectors such as electronics, automotive, healthcare, fintech, and smart cities.
• South Korean consumers are among the most tech-savvy and brand-conscious in the world, with high expectations for product quality, innovation, and transparency.
• Shifts in consumer behavior—driven by aging demographics, rapid urbanization, and increasing digital adoption—are influencing demand in areas like electric vehicles, renewable energy, and digital healthcare.