Client
Korean Research Company
Challenge
The client wanted a clearer understanding of how major Korean companies actually plan and manage their advertising activities in order to refine its sales strategy.
Publicly available market data could provide an overview of advertising spend and broader industry trends, but it offered limited visibility into how companies set marketing objectives, select media channels and allocate budgets across different platforms.
The client also wanted to compare the decision-making behavior of large advertisers with that of mid-sized advertisers. The challenge was therefore not simply to collect a high volume of responses, but to obtain comparable answers from professionals who were directly involved in relevant advertising decisions — and to do so within a short timeframe.
Liahnson Approach
Liahnson & Company first defined the respondent criteria based on direct advertising experience and budget scale. We then custom-recruited 10 advertising professionals, dividing the respondent pool between 5 professionals with experience managing large advertising budgets and 5 from the mid-sized advertiser segment.
The survey focused on questions that could translate directly into sales and market insights, including how marketing objectives were established, how media channels were selected, the scale of recent advertising spend and how budgets were allocated across TV, digital, social and other channels.
Instead of approaching professionals one by one, the same structured questions were distributed across the selected expert group at the same time. Liahnson managed the process from expert targeting and recruitment through survey distribution, response collection and consolidation, allowing the client to compare multiple practitioners’ perspectives in a consistent format.
The survey also served as the starting point for deeper research. Responses that required additional context were identified and selected participants were invited to follow-up interviews. This allowed the client to move beyond the initial response data and understand why particular channels were prioritized, what influenced budget decisions and how those decisions were made in practice.
This combination of broad expert input and selective deep-dive interviews is one of the key advantages of an expert survey: multiple perspectives can be collected quickly, while the most relevant findings can still be explored in greater depth.
Outcome
The entire project was completed within 7 days. The client was able to compare how major Korean advertisers approached media planning and budget allocation and gained a more concrete understanding of the decision-making processes of its potential customers.
The value came not simply from gathering multiple responses, but from gathering them from a pre-selected group of professionals whose experience matched the research criteria. Instead of relying solely on public market information, the client could see how decisions were being made inside actual companies and then investigate important findings further through expert interviews.
These insights gave the client a stronger basis for reassessing and sharpening its sales strategy. The latest project materials also note that the client positively evaluated the ability to obtain perspectives from multiple experts within a short period of time.
Need to ask the same business question to multiple industry professionals at once?
Rather than relying on a general survey panel, reach a group of experts selected specifically for your research criteria. Liahnson & Company can support the entire process — from respondent definition and expert recruitment to survey execution, response collection and follow-up interviews.
Liahnson & Company connects you with the right experts—anywhere in the world, in under 48 hours. With over 100,000 projects completed and access to a global network of more than 6 million experts, we empower you to move faster with precision and confidence. Get connected to industry-leading experts and make smarter decisions, faster.
