How would a researcher at Amore Pacific determine if the results of its survey provided accurate estimates of the target market’s thoughts and behaviors?

Asia-Pacific beauty product provider Amore Pacific experienced sales and operating profit losses during the pandemic. The losses were particularly acute in its home market, South Korea, where it sells many whitening and anti-aging products. Looking for solutions, Amore Pacific conducted a survey of 1,500 consumers in its target audience. The survey results suggested that almost 80 percent of its consumers check online content before buying a beauty product. It also revealed young target consumers’ interests in K-pop and other cultural movements. In response, Amore Pacific invested $2.7 million to purchase a beauty content creator network startup. The beauty media startup gave the company’s marketers access to 250 video creators and influencers who specialize in beauty products.