Beyond Data.
Revealing Human Truth
Behind Consumer Needs.
About us.
We connect global brands with Korean consumers through market insight and brand strategy.
Sentipl is a market research agency focused on deep consumer insight. We offer qualitative research and consulting services in marketing strategy and brand management.
Our team brings together expertise in market research and ethnography, driven by a genuine curiosity about the logic of human behaviors and consumer motivation.
Based in Korea, we collaborate with an extensive network of research partners across APAC - including China and Japan - serving global brands with our cultural insights.
Services.
In-depth Interview
Our skilled researchers ensure the highest quality of IDIs, delivering insightful analysis and strategic solutions.
Brand Strategy
Sentipl helps global brands build meaningful connections with Korean consumers through brand positioning and market localization strategies.
Ethnographic Research
To deeply understand consumer needs, we employ ethnographic methods such as in-home interviews, accompanied shopping, and online diary studies.
Focus Group Discussion
Our senior-level moderators facilitate a highly interactive FGD(or FGI) in an engaging and dynamic environment.
AI-powered Research
We develop AI-moderated interview platform which converts complex qualitative data into actionable, scalable insights.
Research Agency
We offer customized research support in Korea, including qualitative recruiting, expert consultation, market tour, and mystery shopping.
Our Team.
Daniel Kim
Founder
As an applied anthropologist, Daniel founded Sentipl with a strong belief in the growing importance of qualitative research in the age of AI. With nearly 15 years of experience in market research and consulting, he has delivered actionable insights and strategies to both local and global clients. Daniel holds a Ph.D. in Cultural Anthropology from the University of Chicago and also lectures on ethnographic marketing at universities in Seoul.
Tracy Shim
Managing Partner
Tracy is a seasoned marketing strategist with over 20 years of experience at Nike, Johnson & Johnson, and NC. She has led brand, content, and business development across sports, consumer goods, gaming, and character IP, blending cultural insight with strategic execution. With a global perspective shaped by roles in the US, China, Singapore, and Korea, Tracy brings deep cross-cultural understanding to every project. She holds an MBA from CEIBS in Shanghai.
Ethan Moon
Partner
Ethan, a former engineer at Samsung Electronics, brings a unique blend of technological and business expertise to Sentipl. Holding a Ph.D. in Cultural Anthropology from the University of Melbourne, he specializes in both qualitative and quantitative market research, with a focus on the tech, healthcare, and pharmaceutical sectors. At Sentipl, Ethan is dedicated to advancing qualitative research through the integration of AI technologies.
Bo Shim
Marketing Director
Bo brings over 20 years of extensive experience in consumer market analysis, across a wide range of industries including media content, food services, distilleries, and delivery platforms. He offers Sentipl deep expertise in Korean consumer trend and behavior. At Sentipl, Bo leads the development of business strategies in branding, advertising, and marketing, with a particular focus on engaging the younger generation.
Jason Lee
Creative Director
With over 10 years of experience at the intersection of design and marketing, Jason brings a unique creative perspective to Sentipl. He excels at translating intricate data into visually compelling and impactful insights for clients. Jason holds an MA from Hong-ik Art University and an MBA from KAIST, blending artistic vision with strategic marketing expertise.
Blog.
Get in Touch.
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