Vietnam Market Research Trends 2016

Register Now Join us for Vietnam Market Research Trends 2016 at April’s M2 – Marketing & Media Network.
Six of Vietnam’s leading market research experts who will discuss trends in Consumer, Media, Mobile, Retail and The Future of Market Research.

April 6th (Wed) at Hard Rock Cafe / 6:00pm ~ 9:00pm. Pre-paid – 250,000 VND / At the door – 350,000 VND. As with all M2 – Marketing events there will be networking with drinks and food before and after the presentations.

The event is co-organized with ESOMAR Vietnam and the Vietnam Market Research Community – If you can attend only one event this year on market research, make sure you attend this one.

Moderator \|

Tran Lien Phuong Research Director InsightAsia Research Group Tran Lien Phuong [aka SKINNY], appointed as Research Director, InsightAsia Research Group, Vietnam since August 2015. Research Director at Epinion \| October 2011- July 2015 Group Account Director & Research Director, TNS Vietnam \| 1996 – 2011 Senior Account Supervisor, Ogilvy & Mather Advertising \| 1994-1996 A well-known moderator and speaker at international seminars on Brand Strategy and Communication and an “honored lecturer” at Vietnam Marcom since 2000. Experienced with many large market research projects for both local and multinational clients across multiple sectors Skinny is a certified Neuro Linguistics Programming (NLP) Specialist, and one of the most senior research practitioners in Vietnam’s market research industry.
Speakers \|

Richard Burrage Managing Partner Cimigo Topic – CONSUMER Richard Burrage is the Managing Partner of Cimigo, a regional marketing research agency in Asia. Richard has worked across Asia Pacific consulting across a range of industries and business issues. He travels constantly. He loves advising clients on new product development, brand and communications development. Richard is a UK national, who has lived in Asia longer than his place of birth. He resides in Saigon, with his Vietnamese wife and three children. Ralf Matthaes Managing Director Infocus Consultants Topic – MOBILE Ralf is the founder and Managing Director of Infocus Mekong Research, Vietnam’s first dedicated Mobile Market Research firm. Infocus focuses on Mobile phone data collection, specialized custom research and integrated strategic research and covers the Mekong region with partners, MDI & POD Research. As Vietnam’s longest practicing Market Researcher, Ralf established TNS Vietnam in 1996 and over the years, set-up and ran TNS Media, Kantar Worldpanel and operations in Cambodia and Myanmar, garnering dominant market share in each market, as well as running TNS Thailand & Malaysia. A Graduate of Wilfred Laurier University, Ralf served as Aide de Campe (read glorified coffee boy) for the Deputy Minister of Ontario Canada before succumbing to the charms of Vietnam in January of 1994. Ricardo Glenn Business Director Kantar Media Vietnam Topic – MEDIA Ricardo Glenn is the Business Development Director of Digital and the Cambodia Market for Kantar Media Vietnam. He has more than 20 years of experience working on Marketing, Market Research & Consulting in Mexico and Vietnam. He has worked with many of Vietnam’s leading Communications & Market Research companies including Epinion, GSK, Millward Brown and Nielsen before joining Kantar Media in 2014. He has worked with a variety of multinational companies including Coca Cola, General Motors, Mars, Nestle and WalMart. Phil Worthington Managing Director Millward Brown Vietnam Topic – The Future of Market Research Phil Worthington is the Managing Director of Millward Brown Vietnam, responsible for overseeing the expansion of the Millward Brown brand in Vietnam. Phil is one of the most experienced authorities on the development of brands in Vietnam, having worked in the market research industry here since 1994. His particular area of focus is on understanding brands and communication impact. Interspersed with his time in Vietnam, Phil has also worked for market research companies in Myanmar (1997), the UK (1999-2001) and Thailand (2004-2007) and has a keen understanding of marketing in Southeast Asia. He is a key speaker at brand and marketing events in Vietnam and overseas. Dzung Nguyen Director, Retail Measurement Nielsen Vietnam Topic – RETAIL Dzung Nguyen is Director of Nielsen Retail Measurement Services. Prior to this, he was a CMI Director of Mondelez Kinh Do and Nielsen Analytics Consulting in USA & China. Dzung has extensive experience in market research in both developed markets (the United States) and developing markets (China & Vietnam) and a great story of driving team development and client management.

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Hy Vu - Head of Research Department

Cimigo is one of the top research companies in Vietnam that provides very good services and actionable insights. We have the pleasure of working with Cimigo. With extensive knowledge of Vietnamese consumers, Cimigo keeps bringing value to our company. We look forward to working with them in the future.

Joe Nelson - New Zealand Consulate General

The research provided by Cimigo provided our clients with very specific insights into consumer behaviour in Viet Nam. What I liked was the way Cimigo interpreted these insights to develop a clear call to action for our clients, which they are responding to with confidence.

Steve Kretschmer - Executive Director

Cimigo conducted a large, nationally representative demand forecasting study in Vietnam for us, including a discreet choice component, to assess demand for potential new male contraceptives in development to support funding decisions by The Bill & Melinda Gates Foundation. The research was additionally complex by linking interviews with men and separate interviews with their female partners. The Cimigo team was were professional, knowledgeable and adaptive through the process of understanding our needs and collaborating to find solutions that would work, resulting in a very successful study.

York Spencer - Global Marketing Director

I've had the pleasure to work with Richard and Cimigo over many years and across multiple markets. Cimigo was a key partner in our business decision making process including market entry strategy, brand positioning development, shopper insights, brand equity tracking, and consumer need state segmentation development. The Cimigo team are local market experts who understand consumer culture like no other. I would highly recommend them.

Mai Trang - Brand Manager of Romano

Cimigo is the research agency that I appreciate for their expertise and customer service. Cimigo understand well the business context for each of project hence they can design the research to best fit with the objectives. The optimization on methodologies, sample size and questionnaire bring the value to the projects I have worked with them. Cimigo can go beyond data and give me valuable insights for each of research projects based on their knowledge and experience with the industry. All of these support me well to navigate the brand strategy in short term and long term.

Hanh Dang - Product Marketing Manager

We partnered with Cimigo on assessing TET campaign launch focusing on improving booking through our platform. Cimigo, provided its customized campaign evaluation technique based on Cimigo Online Communities that fully meets our requirement in terms of type of respondents and expected timelines. The report provided insightful findings with benchmarks to identify the next course of action for launching the campaign. We will recommend Cimigo team and its Online communities for its quality reporting and scale of coverage.

Max Lee - Project Manager

Cido have worked with Cimigo in Vietnam for more than 10 years. All our projects, both qualitative and quantitative, have been delivered in a timely manner with a high standard of quality throughout. Cimigo’s client service team has provided great support over the years which has ensured smooth project execution and helped us to deliver work on time and exceed our client’s expectations.

Chris Elkin - Founder

I have partnered with Cimigo over the past 15 years. Most recently Cimigo engaged us to collaborate on an unusually tough new product development project, which was akin to selling ice to Eskimos. Cimigo bought alive the consumer, her shopping journey, her cooking rituals and potential brand promises. Cimigo inspired our creative team to build alternate brand propositions and accompanying package designs. Cimigo then went back to consumers to evaluate, iterate and optimise these in focus groups. The Doodle team were able to observe this process and subtly adjust the expression of the brand between focus groups. The result of this great collaboration was a winning brand proposition and packaging design that hit consumer needs head on whilst appealing to their hearts.

Ronald Reagan - Deputy Group Head After Sales & CS Operation

We have worked together with Cimigo many times. The findings from Cimigo are factual, accurate & reliable. They deliver value from the voice of our customer so we can easily determine the next step. Working with Cimigo feels like not only building a partnership but a sense of family. Very amazing to work with Cimigo, they always go beyond our expectations.

Chad Ovel - Partner

Cimigo digs deep to understand the key issues we need to address. Then, they quickly customize a highly suitable research approach to provide us the insights we need to achieve our breakthrough business targets. From tough questions to aha answers in just a few easy conversations!

Private English Language Schools - Chief Executive Officer

Our relationship with Cimigo goes back many years. We engaged Cimigo to provide an independent view on what our customers and potential customers think of our company. The insights from Cimigo were very helpful for us to better understand the Vietnam market and also in developing our brand manifesto.

Rick Reid - Creative Director

As a creative director I have used the services of Cimigo for the past 15 years when developing communications, so I know their style, innovations and resources well. Most recently we tested copy for print, out of home and digital communications to put an Australian colloquialism into a Vietnamese context. A job and budget so small I felt it was highly likely to fall through the cracks. I was astounded at their incredible response. From their advice and style of how we should present the stimulus material, to their cross-reference manoeuvres used in the testing. Their over-delivering response, was to an embarrassing level. We walked away with a clear winner and could present back to our client with confidence and clarity. Cimigo made us look great. Plus they even threw in a few extra insights on the awareness and perception of the product in Vietnam.

Dr. Jean-Marcel Guillon - Chief Executive Officer

Cimigo have built and managed both our employee and customer experience programme since 2012. We have a complex suite of services with in-patient, out-patient, surgical, diagnostic, consultative and facilities to account for, all amongst patients who are naturally sensitive regarding their privacy and experience. Yet Cimigo have designed a system to measure customer experience across multiple languages and cultures and direct us in improving this experience. Our net promoter score (NPS) has grown as a direct result of changes implemented based on this direction and continuously listening to patient feedback. The NPS growth correlates directly to new patient numbers and improved profitability, as happier customers drives our business growth.

Matt Thwaites - Commercial Director

Cimigo designed a customer experience programme for Coats that reached into Vietnamese, Chinese and Korean customers across various levels of seniority. Cimigo instilled the importance of the voice of the customer within our executive committee. This led to fundamental changes in our structure, services and speed to market. Significant investments were made behind these improvement programmes, for example in reducing delivery times and in managing specialised custom orders, which in turn have led to improved revenue streams and higher margin sales.

Aashish Kapoor - Head of Marketing

Cimigo - The best “Glocal” market research firm in Vietnam with whom we have developed a great partnership since many years. While the quality of research and findings are of top standard, the added advantage being the local insights that Richard and his team are able to provide in helping us make important decisions.

Kelly Vo - Founder & Host

I respect Cimigo not only because of their dedication, meticulousness, and high-quality services but also how much they care about the local community here. I proposed the idea of doing a survey with the digital young generation on the topic of social impact and leadership. I wanted to identify, shape, and develop our content so that could really speak to the heart of the problems and empower young Vietnamese to take action on social impact in Vietnam. The Cimigo team agreed pro-bono to help without hesitation. The research findings are truly helpful in providing us a deeper understanding of our targeted audiences, what they need and are concerned about in life. The results show us how we can help them to achieve their goals and dreams. It is no longer a shot in the dark!

Hamish Glendinning - Business Lead

Cimigo not only delivered an exceptional piece of qualitative research for us, but provided hugely valuable direction when it came to product development and market positioning which we have since implemented. We can’t wait to work with the team again.

Thuy Le - Consumer Insight Manager

Pharmacity started a Brand Health Check with Cimigo in 2020 and we were immediately impressed with their great consultancy and supportive spirit. The study had interesting analysis and insights which helped us efficiently shape the marketing plan and direction moving forward. We are now working with Cimigo on a tracking basis to continuously monitor and foster our brand performance.

Richard Willis - Director

When we were looking to develop one of the worlds the leading economic indicator in Vietnam, the Purchasing Managers’ Index™ (PMI®) Cimigo showed an immediate understanding of our needs and showed their understanding of the Vietnamese market. IHS Markit has now been working with Cimigo since 2013. Every month Cimigo continues to provide high quality data, a representative panel, on time data and great customer service. We look forward to many more years of working together.

Ha Dinh - Project Lead

I have worked with CIMIGO on educational research for over 4 months. This is extremely impressive to me by the way CIMIGO approaches, cooperating and supporting me during the research launched. Specifically, the design for both qualitative and quantitative research are practical and logical with accurate questionnaires and appropriate interviews methodology for different respondents. Moreover, the outcomes of this research helps us to recognize our opportunities in the current English Language Training Market and understand profoundly our customer needs, behaviours and expectations when sending their children to us.

Louise Knox - Consumer Technical Insights

Just to say a huge thank you for all of the film footage. We are absolutely delighted with it all. The Vox Pops are really interesting and have turned out very well – those ladies were great at talking spontaneously. Cimigo did a great job. Thank you for your patience and perseverance with getting this off the ground.

Aimee Shear - Senior Research Executive

We partnered up with the Cimigo team on what was a particularly challenging project – we were faced with numerous timeline delays and logistical concerns – yet Cimigo were incredibly accommodating through their patience, flexibility and commitment. Not only were Cimigo supportive during the set up of our project, but we were really impressed by the outputs delivered – Cimigo were insightful, rich and very comprehensive. Cimigo were brilliant partners to work with and we look forward to working with them again.

Dennis Kurnia - Head of Consumer Insights

Over the last 5 years I have worked with Cimigo on a wide array of projects, ranging from market segmentation to product testing. At all times, I found Cimigo to be swift in response and providing high quality insights and business recommendations applicable to our business. Furthermore, I am satisfied with Cimigo fieldwork quality despite the crunched timeline that we had in some projects. Overall, I highly recommend Cimigo for their professionalism.

Tania Desela - Senior Product Manager

It was a pleasure working with Cimigo. Their expertise in consumer and market research was a significant benefit as they assisted our organization in understanding our market position in more detail and validating our hypothesis in go-to-market strategy. We were more than happy with the findings and would definitely recommend Cimigo.

Thu Phung - CTI Manager

Cimigo is not the type of agency that "fill in the template", but it's customized as per the needs and expectations of Client. Cimigo makes research interesting by applying new approaches to address the business issue, for example, it's known by default that product test is CLT, but at Cimigo, we did group debate for deeper understandings and insights and that resulted as a winning product which is selling well in the market. Last but not least, Cimigo makes me understand that research is a journey, not just a project."

Linda Yeoh - CMI Manager

We have worked with Cimigo over 2 projects in Vietnam. Cimigo has proven to be reliable being on top of the projects, managing different stakeholders and business objectives. They are flexible in terms of ways of working and are able to cope with last minute changes. The research findings (Quant + Qual) have helped us understand Vietnamese in a deeper level, allowing us to make clear decisions to be successful in the market. Thank you Cimigo team for supporting us.

Team

Cimigo’s market research team in Vietnam and Indonesia love to help you make better choices.

Solutions

Cimigo provides market research solutions in Vietnam and Indonesia that will help you make better choices.

Trends

Cimigo provides a range of consumer marketing trends and market research on market sectors and consumer segments in Vietnam and Indonesia.

Reports

Cimigo provides a range of free market research reports on market sectors and consumer segments in Vietnam and Indonesia.

Moderator \|

Tran Lien Phuong Research Director InsightAsia Research Group Tran Lien Phuong [aka SKINNY], appointed as Research Director, InsightAsia Research Group, Vietnam since August 2015. Research Director at Epinion \| October 2011- July 2015 Group Account Director & Research Director, TNS Vietnam \| 1996 – 2011 Senior Account Supervisor, Ogilvy & Mather Advertising \| 1994-1996 A well-known moderator and speaker at international seminars on Brand Strategy and Communication and an “honored lecturer” at Vietnam Marcom since 2000. Experienced with many large market research projects for both local and multinational clients across multiple sectors Skinny is a certified Neuro Linguistics Programming (NLP) Specialist, and one of the most senior research practitioners in Vietnam’s market research industry.
Speakers \|

Richard Burrage Managing Partner Cimigo Topic – CONSUMER Richard Burrage is the Managing Partner of Cimigo, a regional marketing research agency in Asia. Richard has worked across Asia Pacific consulting across a range of industries and business issues. He travels constantly. He loves advising clients on new product development, brand and communications development. Richard is a UK national, who has lived in Asia longer than his place of birth. He resides in Saigon, with his Vietnamese wife and three children. Ralf Matthaes Managing Director Infocus Consultants Topic – MOBILE Ralf is the founder and Managing Director of Infocus Mekong Research, Vietnam’s first dedicated Mobile Market Research firm. Infocus focuses on Mobile phone data collection, specialized custom research and integrated strategic research and covers the Mekong region with partners, MDI & POD Research. As Vietnam’s longest practicing Market Researcher, Ralf established TNS Vietnam in 1996 and over the years, set-up and ran TNS Media, Kantar Worldpanel and operations in Cambodia and Myanmar, garnering dominant market share in each market, as well as running TNS Thailand & Malaysia. A Graduate of Wilfred Laurier University, Ralf served as Aide de Campe (read glorified coffee boy) for the Deputy Minister of Ontario Canada before succumbing to the charms of Vietnam in January of 1994. Ricardo Glenn Business Director Kantar Media Vietnam Topic – MEDIA Ricardo Glenn is the Business Development Director of Digital and the Cambodia Market for Kantar Media Vietnam. He has more than 20 years of experience working on Marketing, Market Research & Consulting in Mexico and Vietnam. He has worked with many of Vietnam’s leading Communications & Market Research companies including Epinion, GSK, Millward Brown and Nielsen before joining Kantar Media in 2014. He has worked with a variety of multinational companies including Coca Cola, General Motors, Mars, Nestle and WalMart. Phil Worthington Managing Director Millward Brown Vietnam Topic – The Future of Market Research Phil Worthington is the Managing Director of Millward Brown Vietnam, responsible for overseeing the expansion of the Millward Brown brand in Vietnam. Phil is one of the most experienced authorities on the development of brands in Vietnam, having worked in the market research industry here since 1994. His particular area of focus is on understanding brands and communication impact. Interspersed with his time in Vietnam, Phil has also worked for market research companies in Myanmar (1997), the UK (1999-2001) and Thailand (2004-2007) and has a keen understanding of marketing in Southeast Asia. He is a key speaker at brand and marketing events in Vietnam and overseas. Dzung Nguyen Director, Retail Measurement Nielsen Vietnam Topic – RETAIL Dzung Nguyen is Director of Nielsen Retail Measurement Services. Prior to this, he was a CMI Director of Mondelez Kinh Do and Nielsen Analytics Consulting in USA & China. Dzung has extensive experience in market research in both developed markets (the United States) and developing markets (China & Vietnam) and a great story of driving team development and client management.