Cimigo on Energy Use in Vietnam 2013

Richard Burrage, Managing Partner, Cimigo is a keynote speaker at the Sustainable Built Environment For Now And The Future conference in Hanoi on March 26-27th ( Energy needs for Vietnam will require US$124 billion to meet energy demands by 2030.  Residential energy use accounts for 37% of electricity demand in Vietnam.

Based on a Cimigo nationwide online survey in March 2013 of 1,400 households, Richard highlighted the energy use by household and the impact of household composition, appliances and building materials. Richard discussed the prevalence of conservation and attitudes to renewable energy amongst Vietnamese households.  For more information download the report here. This is a part of the Cimigo giving back programme which includes; Vietnamese Attitudes to Philanthropy, Vietnam’s NetCitizens and so much more, available here.

The conference is part of a three year international project and was sponsored by the British Government, to develop and transfer latest knowledge regarding sustainable construction from three of the leading universities in the UK, Loughborough University, University of Liverpool and Queen’s University Belfast to the National University of Civil Engineering in Vietnam (NUCE Vietnam).

The fulll report is available in English and in Vietnamese

Cimigo Publishes a Report on Philanthropy in Vietnam

The LIN Center for Community Development serves grassroots not-for-profit organizations (NPO) and individual and corporate philanthropists.

Through bringing together NPOs & donors, resources such as expertise, knowledge, and funds can be pooled to help local people to meet local needs.

Given LIN’s aim to advance a more efficient and responsive philanthropic environment, Cimigo offered to conduct a study amongst the general population of Vietnam to understand their sentiments toward philanthropic activity.

Download the report here 

Cimigo Launches Major Pan-Asian Study on Emotional Response in Advertising

Cracking the Code of Emotional TV Advertising in Asia

For Asia’s most populous markets, today’s advertising challenges don’t revolve around Global versus Local but Engaging versus Dull.

In the cluttered world of advertising it is essential that brands make strong emotional connections with their audience. Even if they miss the mark by a fraction, they risk being ignored altogether. But how do advertisers know if they have really tugged a heartstring or struck a funny bone? Traditional market research provides limited insight into emotional response. Finally there is a better solution.

AsiaEmotion is a major study of advertising in Asia, explicitly aimed at using scientific techniques to unravel the emotional codes of advertising in Asia, enabling heir agencies to create much more engaging advertising. The study uses leading edge facial imaging technology, developed by nViso SA, which is based on Dr. Ekman’s (of ‘Lie to Me’ fame) theories of emotional response.

Richard Burrage, Cimigo’s Managing Partner, said “We study and benchmark advertising all across the region.  We have always noted marked differences in the way consumers respond across our region. Now we have a powerful tool to measure and evaluate those different emotional responses and make better recommendations to advertisers”. “AsiaEmotion is the largest study into advertising and emotional response yet. It challenges many of the myths that have pervaded advertising in Asia and provides clear insights into what styles of advertising work among Asian consumers”.

Capturing emotional response is the key to the new technology, explains Richard Burrage; “What the emotionally engaging TV ads do well is build emotion through excellent story telling.  In stark contrast, the functional TV ads lose the audience with product demonstrations and direct benefit selling”.

‘We track the emotional response frame by frame and we can see instantly whether the ad is building a strong positive reaction or losing its audience through irritants or distractions” explains Alastair Gordon.   “We wanted to use this breakthrough technology to go beyond disaster checks of advertising and to develop a casebook of best practice examples and recommendations”. AsiaEmotion provides a toolkit for the development of future advertising, not just a rear view mirror of what often goes wrong.

Alastair Gordon, a thought leader of the research industry in Asia for more than 25 years, points out that ads don’t need Super Bowl budgets or A-list directors to cut through and provoke a positive reaction. “Although we occasionally avert a total disaster” says Gordon “most of the time a few tweaks are what is needed to make a TV ad build emotional engagement positively”.

Cimigo will be operating the facial imaging tests throughout their Asia network. “We are pleased and proud to be spearheading this innovation in research in the region” said Richard Burrage, “We believe strongly in the potential of emotional advertising in Asia. Now we have the best tool to help advertisers to fulfil that potential”.

AsiaEmotion will be presented to a gathering of the regions’ research professionals at the ESOMAR APAC meeting in Ho Chi Minh City on the 9th April, and at a series of executive briefings throughout the region during March and April.

For media inquiries contact:

Matt Millard, Group Director of Marketing

+84 903 029 898