Thất bại và đổi mới: Nghệ thuật đổi hướng qua thất bại

80/20
Th11 16, 2023

Nghịch lý của đổi mới

Sự đổi mới thường xuất hiện từ những điều bất ngờ nhất. Ví dụ, sự ra đời giấy ghi chú Post-it Notes từ một công thức kết dính ngẫu nhiên. Điều này nêu bật bản chất nghịch lý của đổi mới, rằng thất bại có thể dẫn đến những khám phá mang tính đột phá. Nhưng khi nào thì thất bại sẽ trở thành cơ hội cho sự đổi mới?

Thất bại trong đổi mới không phải là con đường cuối cùng mà là thời điểm quan trọng. Đó là khi công ty gặp phải những trở ngại, thử thách và đôi khi là vấp ngã. Xoay quanh việc thích ứng, thay đổi và thực hiện các chiến lược mới, tất cả đều dựa trên những bài học quý giá được rút ra từ những sai lầm đó. Đó không chỉ là một thất bại mà là “những thất bại khôn khéo” mang lại những cái nhìn sâu sắc giá trị và thúc đẩy sự tiến bộ.

Giá trị của thất bại và tư duy thiết kế (Design Thinking)

1093 bằng sáng chế của Thomas Edison là bằng chứng thuyết phục về giá trị của thất bại. Ông không tình cờ phát hiện ra bóng đèn, ông đã nghiên cứu rất nhiều cách nhưng nó không hoạt động. Tương tự, 5000 mẫu nguyên mẫu của James Dyson nhấn mạnh tầm quan trọng của việc nỗ lực không ngừng, cho thấy rằng sự cải tiến thường liên quan đến quá trình hoàn thiện từ những điều đơn giản nhất.

Design thinking phát triển nhờ sự thất bại thông minh. Đó là một cách tiếp cận có cấu trúc để giải quyết vấn đề nhằm khuyến khích việc thử nghiệm, sự nỗ lực và thậm chí là cả thất bại. Nó bắt đầu bằng sự đồng cảm sâu sắc với con người, hiểu biết sâu về nhu cầu của họ và sự can đảm để khám phá những giải pháp độc đáo. Thất bại không phải là sự kết thúc của quá trình này, chúng là những bước đệm cho câu “A-ha”.

Một nền văn hóa chấp nhận những thất bại thông minh và khả năng thích ứng đặt nền tảng cho các công ty khám phá các chiến lược xoay trục khi họ gặp phải những vấn đề hay cơ hội mới. Nhiều thương hiệu và nền tảng công nghệ toàn cầu phục vụ những mục đích hoàn toàn khác ngay từ khi mới thành lập, trước khi phát triển thành những gì chúng ta biết như ngày nay.

Instagram

Đôi lúc, một tính năng duy nhất có thể trở thành linh hồn của sản phẩm. Ngày nay, Instagram là một ứng dụng truyền thông xã hội do người sáng tạo nội dung điều hành, tràn ngập ảnh selfie, thuộc sở hữu của Facebook và được định giá khoảng 100 tỷ đô la, với hơn 1 tỷ người dùng. Tuy nhiên, trước khi Instagram phát triển thành nền tảng chia sẻ phương tiện mà chúng ta biết như ngày nay, nó đã khởi đầu với tên gọi Burbn, một ứng dụng đăng ký phức tạp. Nhận thấy rằng nó quá phức tạp và quá giống với Foursquare, những người sáng lập đã tập trung ứng dụng của họ vào việc chia sẻ ảnh, một tính năng chính đã được người dùng ứng dụng yêu thích.

Hình ảnh: Bức ảnh đầu tiên trên Instagram, một bức ảnh về South Beach Harbor tại Pier 38, được đăng bởi Mike Krieger (@mikeyk) lúc 5:26 chiều vào ngày 16 tháng 7 năm 2010.

Slack

Trong một hành trình đổi hướng tương tự, Slack ban đầu xuất hiện để phục vụ nhu cầu của các nhà phát triển game khi đang làm dự án về trò chơi trực tuyến ‘Glitch’ vào năm 2011. Stewart Butterfield và đội ngũ Tiny Speck nhận ra sự thiếu hụt các công cụ hợp tác nhóm phù hợp và đã tạo ra nền tảng giao tiếp nội bộ để tạo điều kiện cho sự tương tác giữa các văn phòng ở Mỹ và Canada. Mặc dù ‘Glitch’ đã có một phiên bản ra mắt vào năm 2011 nhưng sau đó đã trở lại phiên bản beta, vào năm 2012, Butterfield nhận thấy việc phát triển trò chơi trực tuyến này là không khả thi. Tuy nhiên, nền tảng giao tiếp nội bộ của họ đã bộc lộ tiềm năng thực sự. Sự thay đổi này dẫn đến việc ra mắt chính thức của Slack vào năm 2014, nhanh chóng đạt tình trạng “kỳ lân” cùng năm. Trong một sự phát triển quan trọng, tập đoàn phần mềm doanh nghiệp lớn Salesforce đã mua lại Slack với giá 27,7 tỷ bảng vào năm 2020.

Hình ảnh: Trò chơi Glitch

YouTube

Sự biến đổi của YouTube từ một trang web hẹn hò thất bại thành một trong những nền tảng chia sẻ video phổ biến nhất trên thế giới là một ví dụ thú vị về đổi hướng chiến lược. Được sáng tạo vào đầu năm 2005 bởi Steve Chen, Chad Hurley và Jawed Karim, YouTube ban đầu hoạt động như một trang web hẹn hò video, lấy cảm hứng từ trang web Hot or Not. Sự nỗ lực của họ để kêu gọi người dùng, đặc biệt là phụ nữ quyến rũ, để tải lên video hẹn hò thông qua Craigslist đã đối mặt với nhiều thách thức lớn. Sự khó khăn trong việc tìm đủ nội dung hẹn hò, những người sáng lập đã thay đổi chiến lược và chấp nhận việc tải lên bất kỳ video nào. Quyết định này đánh dấu bước đột phá lớn. Vào năm 2006, Google đã nhận ra tiềm năng của YouTube và mua lại nó với giá 1,65 tỷ bảng Anh. Ngày nay, YouTube là trang web thứ hai được truy cập nhiều nhất trên thế giới, sau Google Search, với hơn 2,5 tỷ người dùng hàng tháng xem hơn một tỷ giờ video mỗi ngày. Ảnh hưởng của nền tảng này đối với văn hóa đại chúng, chính trị, xu hướng và vai trò của nó trong việc ra mắt nhiều người nổi tiếng là không thể đo lường được.

Hình ảnh: “Me at the zoo” video đầu tiên được tải lên YouTube vào ngày 23 tháng 4 năm 2005, 8:31:52 chiều.

Nhận biết thời điểm thích hợp để thay đổi

Biết khi nào cần thay đổi cũng quan trọng như hiểu quá trình thay đổi. Rút ra những hiểu biết sâu sắc từ các ví dụ được thảo luận, có một vài chỉ số chỉ ra rằng đã đến lúc cân nhắc thay đổi:

  • Sự trì trệ: Tiến độ chậm mặc dù đã nỗ lực đáng kể.
  • Bình nguyên: Đối mặt với những trở ngại bên trong như động lực của nhóm, chiến lược kém hiệu quả hoặc sự nhàm chán.
  • Cạnh tranh: Sự nổi lên của các doanh nghiệp có nguồn lực tốt và chất lượng tốt hơn, hoặc có sự thay đổi đáng kể trên thị trường.
  • Trọng tâm: Chuyển sự chú ý sang những gì hiệu quả và có khả năng loại bỏ những gì không hiệu quả.
  • Phản hồi yếu: Nhận được phản hồi thờ ơ của khách hàng mặc dù đã nghiên cứu kỹ lưỡng.
  • Thay đổi quan điểm: Mục tiêu, tầm nhìn và giá trị ngày càng phát triển đòi hỏi phải thích ứng với một hướng đi mới.

Thất bại là điều bình thường, và thay đổi cũng là điều bình thường

Thay đổi không dễ dàng và có thể gây tổn hại, nó đòi hỏi chúng ta phải từ bỏ đầu tư của mình về tài nguyên, thời gian và nỗ lực. Có thể khó khăn trên quy mô tổ chức, hay khó khăn cho mỗi cá nhân. Điều quan trọng là chúng ta phải thay đổi quan điểm để nhìn nhận thất bại là một bậc thầy cao quý chứ không phải là một sự phán xét về tính cách. Tránh thất bại bằng mọi giá không phải là sự thay đổi. Thay đổi là về việc học từ thất bại và sử dụng nó một cách tích cực. Nơi làm việc là môi trường tốt nhất để chúng ta có thể tiếp tục từ những thất bại của mình như từ dự án không thành công hay thử nghiệm thất bại, và chúng ta có thể tiến vào giai đoạn tiếp theo và xây dựng nó thành một điều gì đó tốt hơn.

Về 80/20

80/20 là công ty tư vấn thương hiệu trực thuộc Cimigo.

Được thành lập với sự thôi thúc khác biệt: Làm mọi việc theo cách đơn giản và hiệu quả nhất, với niềm vui và sự tươi mới. Khi người khác phức tạp, chúng tôi đơn giản hóa.

Hãy đến với chúng tôi nếu bạn đang tìm kiếm những cải tiến nhỏ cho thương hiệu của mình để mang lại tác động tối đa!

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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.