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Soomin Seo
Reseach AnalystSeoul
English, Korean
Soomin works as a Research Analyst in Euromonitor's Seoul office, across a diverse range of industries.
Soomin's primary research focus is service and payments and retail industries in South Korea. Her research perspective is positively informed based on experiences living in both South Korea and the US. In her prior role, Soomin worked as a business development consultant at KOTRA's Chicago office. During that time, she gained research and marketing experience of the US, over multiple industries, including fmcg, automotive and other manufacturing industries.
Expertise
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Two in three consumers globally are using ChatGPT to search for products, according to Euromonitor International's Voice of the Consumer: Digital Shopper Survey, fielded March 2026. Unlike traditional search, where shoppers navigate pages of results, AI assistants narrow the consideration set to a smaller selection of products. Understanding how a brand enters and exits a recommendation is therefore becoming a crucial new dimension of digital visibility. To explore this, Euromonitor tested 1,000 shopper-style scalp care prompts across ChatGPT and Gemini in the UK and US, varying persona, tone, and writing style. Every response was coded for the brands mentioned, the language used to describe them, and the sources cited.
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Prime Days 2026 Signal Saturation in the US Though Many Brands Gain
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