Elijah Kim

Lead department responsible for consumer and market research for Hyundai and Genesis in the U.S (lead team of four).

Core areas of responsibility include:

- Primary Custom Research - Responsible for custom research including owner experience research, advanced product concept testing, next generation vehicles/technology, and new product launch strategy. Methodologies employed include on-line surveys, mobile intercept, on-line dairies, in-home interviews, focus groups, custom segmentations, vehicle prototyping clinics, on-line communities, creative workshops, expert interviews, etc.

- Online Market Research Community - Responsible for Hyundai and Genesis on-line market research community among owners. Research topics include owner experience with specific features, naming, ad testing, vehicle/feature development, service/sales strategy, and marketing/communication direction. Primarily methodologies employed are on-line surveys and on-line discussion boards.

- Syndicated/Secondary Research - Purchase and manage various syndicated studies that are shared enterprise-wide. Studies cover a wide variety of topics ranging from detailed topics on technology to broad topics including U.S. macro trends.

- Social Media Monitoring - Responsible for overseeing social media monitoring enterprise-wide. Includes reporting on brand, model, and ad hoc topical sentiment and benchmarking Hyundai and Genesis "Buzz" on various topics.