Direct Research Korea (DRK) is an independent market research and consumer insight firm based in South Korea. Through our contributions to ESOMARβs ANA Resource Library, we share practical research documents, case examples, and methodological guidance drawn from real projects with global and regional clients. Our expertise lies in qualitative-led research, gaming and digital culture, and the application of AI-enabled tools to improve research efficiency and insight quality. DRK works closely with international research partners and brands seeking a deep, nuanced understanding of Korean consumer behavior beyond surface-level metrics.