Xu hướng ăn uống lành mạnh Việt Nam

Cimigo
Th12 20, 2022

Nhu cầu và xu hướng ăn uống lành mạnh Việt NamBáo cáo của Cimigo về nhu cầu và xu hướng ăn uống lành mạnh tại Việt Nam sẽ đưa ra những quan điểm của người tiêu dùng Việt Nam về việc chăm sóc sức khoẻ, chế độ ăn kiêng, lối sống và cách tiêu thụ thực phẩm và đồ uống. Cimigo thực hiện khảo sát với 1,233 người dân tại các thành phố lớn như Hồ Chí Mính, Hà Nội, Đà Nẵng và Cần Thơ để cho ra kết quả nghiên cứu này. Cimigo là một công ty nghiên cứu thị trường độc lập với đội ngũ chuyên viên tận tâm, hiểu biết và đam mê sâu sắc với ngành thực phẩm và đồ uống. Kết quả đưa ra trong nghiên cứu này nhắm đến thái độ và hành vi của người tiêu dùng Việt Nam, giúp các công ty xác định những hành động cần thực hiện để đáp ứng người tiêu dùng Việt Nam tốt hơn.

Tải báo cáo xu hướng và nhu cầu ăn uống lành mạnh

 

Nhu cầu và xu hướng ăn uống lành mạnh Việt Nam

Người tiêu dùng chú trọng hơn việc ăn uống lành mạnh

Người tiêu dùng Việt Nam sẵn sàng chi nhiều hơn cho thực phẩm hữu cơ và tự nhiên

Người Việt Nam ngày càng quan tâm nhiều hơn đến việc chăm sóc sức khỏe bản thân và gia đình. Hơn một nửa số người tham gia khảo sát chia sẻ rằng họ đang theo một chế độ ăn uống lành mạnh. 67% cảm thấy chế độ ăn của họ có thể lành mạnh hơn nữa, tuy nhiên hiện tại vẫn đủ tốt cho sức khỏe. Người Việt Nam mong muốn cải thiện sức khỏe thể chất và tinh thần để giảm nguy cơ mắc bệnh và sống lâu hơn. Khả năng miễn dịch, sức khỏe tim mạch, sức khỏe đường ruột và não bộ là những lợi ích chính mà các công ty thực phẩm cần cung cấp trong sản phẩm của mình.

 

Người tiêu dùng Việt Nam sẵn sàng chi nhiều hơn cho thực phẩm hữu cơ và tự nhiên

5 trên 10 người tiêu dùng nhận biết được các tiêu chuẩn thực phẩm và tìm kiếm chúng khi lựa chọn sản phẩm. Tuy nhiên, kiến thức cụ thể về các tiêu chuẩn này vẫn còn hạn chế và mơ hồ. Những tiêu chuẩn thực phẩm phổ biến là Vietgap (25%), Organic (25%) và ISO (20%). 72% những người có nhận biết các tiêu chuẩn thực phẩm cho rằng họ sẽ sẵn sàng trả thêm 10% để mua các sản phẩm đạt tiêu chuẩn này.

Gần 2 trên 3 người cho rằng họ sẵn sàng trả thêm 10% cho sản phẩm thiên nhiên và hữu cơ. Nhật Bản (40%), Mỹ (32%), New Zealand (37%) và Úc (31%) là các quốc gia phổ biến cung cấp các thực phẩm hữu cơ và tự nhiên. Thực phẩm hữu cơ và tự nhiên ở Việt Nam đang dần phổ biến và được người tiêu dùng đánh giá cao (23%).

Người tiêu dùng Việt Nam cố gắng kiểm soát chế độ ăn uống tươi xanh và lành mạnh 

Nhận thức về sức khỏe đang thể hiện rõ hơn trong cách người tiêu dùng Việt Nam lựa chọn thực phẩm hằng ngày. Họ chú ý nhiều hơn đến các loại thực phẩm giàu dinh dưỡng và thay đổi cách nấu ăn để có chế độ ăn uống lành mạnh. Gạo lứt hoặc gạo huyết rồng là một xu hướng mới nổi, được cho là cung cấp nhiều dinh dưỡng hơn và kiểm soát cholesterol tốt hơn. Bên cạnh nỗ lực của người tiêu dùng trong việc sử dụng các nguyên liệu tốt cho sức khỏe, họ cho biết đã thay đổi phong cách nấu ăn của mình như hạn chế món chiên rán (52%), bổ sung nhiều rau hoặc chất xơ (47%) và giảm lượng đường trong món ăn (41%).

26% thực hiện chế độ ăn kiêng trong 1 năm qua. Phương pháp ăn kiêng bao gồm ăn nhiều trái cây và rau quả (47%), giảm ăn vặt (43%), tăng chất xơ (41%) cũng như bổ sung nhiều vitamin và khoáng chất (40%).

Người tiêu dùng chưa quan tâm nhiều đến việc cân bằng dinh dưỡng trong đồ uống vì đây là loại sản phẩm chủ yếu để thưởng thức và tận hưởng cảm giác vui vẻ khi dùng. Họ thích thỏa mãn bản thân với những thức uống giải khát như cà phê, nước ngọt hay trà sữa. Một vài xu hướng mới nổi gần đây là đồ uống lên men và nước gạo Hàn Quốc, được cho là có một số lợi ích cho sức khỏe như giảm nguy cơ mắc bệnh tim, tiểu đường và ung thư, đồng thời cung cấp nguồn vitamin dồi dào.

Xu hướng ăn uống: Thực phẩm bổ sung dinh dưỡng được thêm vào chế độ sử dụng của người Việt Nam 

Bên cạnh việc ăn uống lành mạnh, người tiêu dùng tìm đến các thực phẩm chức năng để hỗ trợ sức khỏe và phòng ngừa bệnh lâu dài, cụ thể như vitamin tổng hợp, sản phẩm có nguồn gốc cổ truyền, khoáng chất và collagen.

Khi dùng thực phẩm chức năng, người tiêu dùng kỳ vọng tăng cường sức đề kháng (62%), tăng miễn dịch (53%), hỗ trợ sức khỏe xương khớp (44%), tốt cho tiêu hóa (40%) và phát triển trí não (38%). Đối với phụ nữ, những lợi ích về sắc đẹp cũng được trông chờ như chống lão hóa (47%), giúp làm đẹp da và tóc (48%).

Tỷ lệ sử dụng thực phẩm chức năng cao hơn trong nhóm phụ nữ vì nhu cầu cải thiện sức khỏe và làm đẹp. Xu hướng người dùng thực phẩm chức năng dần trẻ hóa, họ bắt đầu dùng từ độ tuổi nhỏ hơn và tỷ lệ dùng gia tăng đáng kể từ tuổi 25 trở đi. Hiện nay trên thị trường có đa dạng sản phẩm phù hợp với nhiều thế hệ và mang lại những lợi ích khác nhau.

Tải báo cáo về nhu cầu và xu hướng ăn uống lành mạnh Việt Nam 

Xu hướng ăn uống: Nguyên liệu cổ truyền luôn được người Việt Nam yêu thích 

Việc sử dụng các bài thuốc dân gian đã ăn sâu vào văn hóa của người Việt Nam. Động vật và thực vật được cho là có tác động mạnh mẽ lên việc chữa lành các bệnh phổ biến với người tiêu dùng. Những nguyên liệu này được sử dụng ở dạng thô hoặc thành phần thêm vào trong thực phẩm chức năng. Tổ yến là thành phần cổ truyền phổ biến nhất và thường được chế biến riêng hoặc kết hợp với những nguyên liệu khác. Đông trùng hạ thảo, nhụy hoa nghệ tây và tỏi đen cũng phổ biến. Nhà sản xuất ngày càng sử dụng nhiều nguyên liệu cổ truyền để tăng tính hấp dẫn của các sản phẩm đồ ăn, đồ uống và thực phẩm chức năng.

Xu hướng ăn uống: Đổi mới bao bì và nhãn mác để phù hợp với nhu cầu của người tiêu dùng 

Người tiêu dùng quan tâm đến thông tin dinh dưỡng trên bao bì

Nhu cầu và xu hướng ăn uống lành mạnh Việt Nam

Khi lựa chọn một loại thực phẩm hoặc đồ uống, ngày hết hạn, chất lượng và nguồn gốc là điều cần thiết đối với người mua hàng. Dinh dưỡng đóng một vai trò quan trọng, vì vậy người tiêu dùng mong muốn nhìn thấy thông tin dinh dưỡng được hiển thị rõ ràng trên bao bì (81%), độ tự nhiên của sản phẩm (80%), thành phần tốt cho sức khỏe (78%) hoặc thành phần được loại bỏ để trở nên lành mạnh hơn (75%).

2/3 người tiêu dùng có thói quen kiểm tra thông tin sản phẩm thường xuyên. 55% cho biết họ nhìn thông tin dinh dưỡng trên bao bì, 41% tìm kiếm biểu tượng tốt cho sức khỏe và 25% tìm kiếm biểu tượng thực phẩm hữu cơ khi mua hàng.

Hàm lượng chất béo và đường là hai mối bận tâm dinh dưỡng lớn nhất. 51% kiểm tra lượng chất béo và 49% kiểm tra lượng đường. Ngược lại, họ cũng quan tâm đến những thành phần được thêm vào để tốt cho sức khỏe hơn như vitamin (66%), chất đạm (50%), chất xơ (45%) và omega (33%).

Nhiều người tiêu dùng (61%) thừa nhận rằng họ không cảm thấy tự tin về lời khuyên dinh dưỡng mà họ thường thấy (ngoài bao bì), bởi vì nó thường mâu thuẫn với nhau.

Xu hướng ăn uống: Thay đổi công thức sản phẩm và suy nghĩ của người tiêu dùng Việt Nam

Các sản phẩm ít chất béo và ít đường rất được hoan nghênh

Các sản phẩm ít chất béo và ít đường rất được hoan nghênh

Do nhu cầu chăm sóc sức khỏe và nhận thức về xu hướng ăn uống lành mạnh ngày càng gia tăng, việc cải tiến công thức sản phẩm tốt hơn cho sức khỏe được người Việt Nam đón nhận tích cực. Hơn 80% tin rằng cải tiến công thức tốt cho sức khỏe hơn là hành động cần thiết của các công ty thực phẩm và đồ uống. Bởi vì hương vị là một trong những yếu tố cân nhắc hàng đầu, khi thay đổi công thức sản phẩm tốt cho sức khỏe, công ty cần đảm bảo hương vị vẫn được duy trì.

Về nguyên liệu, người tiêu dùng rất dễ chấp nhận việc giảm đường và chất béo. 82% người tiêu dùng hài lòng nếu loại bỏ chất béo chuyển hóa khỏi sản phẩm và 78% ưa chuộng thay thế đường với chất tạo ngọt không chứa hoặc ít chứa calo. Ngoài ra, với xu hướng sử dụng sản phẩm sữa có nguồn gốc thực vật ngày càng nhiều, tám trên mười người cho rằng chúng là lựa chọn thay thế khả thi cho sữa động vật truyền thống.

Nhiều sản phẩm đồ uống được cải tiến tốt hơn cho sức khỏe

Với mong muốn tìm kiếm sự thưởng thức và sảng khoái từ đồ uống, người tiêu dùng cũng tin tưởng nhiều sản phẩm đồ uống đã, đang và sẽ trở nên tốt hơn trong những năm tới để hỗ trợ nỗ lực ăn uống lành mạnh của họ. Trong đó, sữa chua, sữa, nước trái cây và sinh tố là những sản phẩm nổi bật hàng đầu. Trà sữa đã trở thành một phần quan trọng trong lối sống của người tiêu dùng Việt Nam ngày nay. Họ cũng mong muốn thức uống này trở nên tốt cho sức khỏe hơn trong tương lai để họ có thể thoải mái thưởng thức mà không ảnh hưởng đến chế độ ăn uống của mình.

Tải báo cáo xu hướng và ăn uống lành mạnh Việt Nam

Kết thúc.

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Trong thế giới liên tục đổi mới, cuộc đua để tạo ra sản phẩm đột phá

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.
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.
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.
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.
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.

Laura Baines - Programmes Snr Manager

Cimigo is our go-to agency in Indonesia. They're great collaborators, work hard to meet our deliverables, and are a joy to work with.
Cimigo is our go-to agency in Indonesia. They're great collaborators, work hard to meet our deliverables, and are a joy to work with.

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.
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.
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.

Luan Nguyen - Market Research Team Leader

Cimigo is a market research company with many experienced and knowledgeable experts that I have collaborated with. I absolutely trust their service quality.
Cimigo is a market research company with many experienced and knowledgeable experts that I have collaborated with. I absolutely trust their service quality.

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.
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.
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.
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.

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.
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.

Joyce - Pricing Manager

We have worked with Cimigo recently and highly recommend them. Cimigo have made great recommendations on the price elasticity.
We have worked with Cimigo recently and highly recommend them. Cimigo have made great recommendations on the price elasticity.

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.
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.

Anya Nipper - Project Coordination Director

It was a great pleasure working with you. Especially a big thank you for your flexibility, quality and brilliant service!
It was a great pleasure working with you. Especially a big thank you for your flexibility, quality and brilliant service!

Janine Katzberg - Projects Director

I want to thank you again for your help and the great job the Cimigo team did in the home appliance project! The moderation was super and organisation upfront was also perfect.
I want to thank you again for your help and the great job the Cimigo team did in the home appliance project! The moderation was super and organisation upfront was also perfect.

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.
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.

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.
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.

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!
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!

Thanyachat Auttanukune - Board of Management

Cimigo consistently carries out researches with international standards and consistently bring about truly mind opening local insights.
Cimigo consistently carries out researches with international standards and consistently bring about truly mind opening local insights.

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.
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.

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!
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.
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.

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.
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.

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.
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.

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.
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.

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."
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."

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 them.
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 them.

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 them to be swift in response and providing high quality insights and business recommendations applicable to our business. Furthermore, I am satisfied with their fieldwork quality despite the crunched timeline that we had in some projects. Overall, I highly recommend Cimigo for their professionalism.
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 them to be swift in response and providing high quality insights and business recommendations applicable to our business. Furthermore, I am satisfied with their fieldwork quality despite the crunched timeline that we had in some projects. Overall, I highly recommend Cimigo for their professionalism.

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 the team were incredibly accommodating through their patience, flexibility and commitment. Not only were the team supportive during the set up of our project, but we were really impressed by the outputs delivered – they were insightful, rich and very comprehensive. Cimigo were brilliant partners to work with and we look forward to working with them again.
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 the team were incredibly accommodating through their patience, flexibility and commitment. Not only were the team supportive during the set up of our project, but we were really impressed by the outputs delivered – they were insightful, rich and very comprehensive. Cimigo were brilliant partners to work with and we look forward to working with them again.

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. You did a great job. Thank you for your patience and perseverance with getting this off the ground.
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. You did a great job. Thank you for your patience and perseverance with getting this off the ground.

Geert Heestermans - Marketing Director

Cimigo is and will be our strategic research agency. We are happy with your work and the way our projects are handled. You walked the extra mile and we are grateful for that Cimigo is and will be our strategic research agency. We are happy with your work and the way our projects are handled. You walked the extra mile and we are grateful for that
Cimigo is and will be our strategic research agency. We are happy with your work and the way our projects are handled. You walked the extra mile and we are grateful for that Cimigo is and will be our strategic research agency. We are happy with your work and the way our projects are handled. You walked the extra mile and we are grateful for that

Linda Yeoh - CMI Manager

We have worked with Cimigo over 2 projects in Vietnam. Thuong and her team 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 Thuong, Nhu Tran and team for supporting us.
We have worked with Cimigo over 2 projects in Vietnam. Thuong and her team 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 Thuong, Nhu Tran and team for supporting us.