Xu hướng tiêu dùng Việt Nam 2026

Loc Ly
Th2 12, 2026

Việt Nam vẫn là một thị trường tăng trưởng, nhưng xu hướng tiêu dùng năm 2026 cho thấy thị trường này đã trưởng thành nhanh hơn rất nhiều so với chiến lược của đa số thương hiệu. Hệ quả là biên lợi nhuận bị siết chặt, tỷ lệ chuyển đổi chậm lại và kết quả kinh doanh không đạt kế hoạch.

Bài viết này được xây dựng dựa trên Báo cáo xu hướng tiêu dùng Việt Nam 2026 của Cimigo.

Thực sự điều gì đang diễn ra trong xu hướng tiêu dùng Việt Nam 2026?

  • Thu nhập tăng không đồng nghĩa với chi tiêu thoải mái hơn. Người tiêu dùng ngày càng thận trọng, mua sắm dựa trên giá trị và ý thức rủi ro cao hơn.
  • Niềm tin, chứ không phải thu nhập, đang trở thành rào cản lớn nhất đối với nhu cầu tiêu dùng.
  • Bán lẻ bước vào giai đoạn phân mảnh cấu trúc: Chợ truyền thống, bán lẻ hiện đại, thương mại điện tử, livestream và social commerce cùng lúc cạnh tranh trên một mặt trận.
  • Khả năng định giá của thương hiệu đang suy yếu. Khuyến mãi không còn là chiến thuật ngắn hạn mà đã trở thành yếu tố mang tính cấu trúc.
  • Xu hướng premium hóa chững lại nếu thương hiệu không chứng minh được giá trị một cách rõ ràng và thuyết phục.

Xu hướng tiêu dùng Việt Nam 2026 có ý nghĩa gì với CEO?

  • Tăng trưởng sẽ không tự nhiên xảy ra nếu vẫn làm theo cách cũ.
  • Những “công thức cũ” (xây cầu nhu cầu bằng thương hiệu, funnel tuyến tính, kế hoạch năm cố định) đang mất tác dụng.
  • Suy giảm biên lợi nhuận không phải hiện tượng tạm thời, mà phản ánh một trạng thái cân bằng mới của người tiêu dùng.

Tăng trưởng tại Việt Nam hiện nay phụ thuộc vào độ chính xác, khả năng làm chủ kênh và giá trị thực sự thuyết phục, không còn là sự lạc quan.

Xu hướng tiêu dùng Việt Nam 2026 đang định hình lại chiến lược marketing như thế nào?

Vì sao sự thận trọng, phân mảnh kênh và áp lực giá trị đang thay đổi người tiêu dùng, bán lẻ và chiến lược marketing?

Việt Nam vẫn thường được nhắc đến như một trong những thị trường tiêu dùng hấp dẫn nhất châu Á. Thu nhập tăng, dân số lớn và đô thị hóa nhanh tiếp tục tạo nền tảng cho tăng trưởng dài hạn. Tuy nhiên, nhiều thương hiệu và nhà bán lẻ đang gặp khó trong việc biến những tiềm năng vĩ mô đó thành kết quả kinh doanh ngắn hạn.

Nguyên nhân không nằm ở việc nhu cầu suy yếu, mà ở sự thay đổi mang tính hành vi và cấu trúc.

GDP bình quân đầu người của Việt Nam đạt khoảng 4.900 USD năm 2025, nhưng hành vi tiêu dùng ngày càng giống các thị trường đã trưởng thành hơn rất nhiều.

Người tiêu dùng Việt Nam vẫn chi tiêu, nhưng thận trọng hơn, kỳ vọng giá trị cao hơn, và ít chấp nhận rủi ro hoặc trải nghiệm kém hơn trước. Với thương hiệu, thời kỳ tăng trưởng “dễ ăn” đã kết thúc.

Tâm lý người tiêu dùng Việt Nam mới: Kiểm soát thay vì khát vọng

Người tiêu dùng Việt Nam đang bước sang một giai đoạn tâm lý mới. Thu nhập tăng không dẫn đến chi tiêu thoải mái hơn. Thay vào đó, các hộ gia đình mua sắm có tính toán hơn, chọn lọc hơn và ý thức rủi ro cao hơn.

Họ trì hoãn các khoản chi lớn, soi kỹ bài toán giữa giá và giá trị, và ưu tiên tính linh hoạt hơn là cam kết dài hạn. Ngay cả những dịp chi tiêu “mạnh tay” truyền thống như Tết cũng trở nên thực tế và tiết chế hơn.

Khát vọng vẫn tồn tại, nhưng phải được chứng minh bằng giá trị cụ thể. Mong muốn đơn thuần rất khó chuyển đổi.

Với các thương hiệu sống nhờ cảm xúc hoặc lời hứa cao cấp, đây là thách thức mang tính cấu trúc, không phải chu kỳ.

Niềm tin người tiêu dùng quan trọng hơn tăng trưởng thu nhập

Thu nhập tăng là thật. Niềm tin thì không theo kịp.

Chi phí y tế, giáo dục, biến động thu nhập, quá trình chính quy hóa nhanh và “dư chấn” hậu COVID đã thay đổi cách người tiêu dùng đánh giá rủi ro. Họ ít sẵn sàng chi tiền cho các khoản lớn hoặc không thiết yếu nếu rủi ro bị cảm nhận là cao.

Chỉ số niềm tin người tiêu dùng vẫn thấp hơn giai đoạn trước 2019, dù mức sống đã cải thiện.

Hệ quả thương mại thể hiện rất rõ:

  • Khuyến mãi hiệu quả hơn thông điệp thương hiệu
  • Người tiêu dùng giảm cấp trong ngành trước khi rời bỏ ngành
  • Sự tin cậy và đảm bảo an toàn vượt trội tính mới lạ

Với team marketing, điều này đồng nghĩa: Giảm rủi ro cảm nhận quan trọng hơn việc kích thích ham muốn.

Phân mảnh bán lẻ Việt Nam đang làm suy yếu những ‘quyền lực’ truyền thống

Xu hướng tiêu dùng Việt Nam 2026 cho thấy bán lẻ đã vượt qua một ngưỡng cấu trúc mới.

Modern trade và e-commerce hiện chiếm khoảng 44% doanh số bán lẻ, tăng mạnh so với gần như bằng 0 đầu những năm 2000.

Chợ truyền thống vẫn còn vai trò, nhưng không còn áp đảo. Minimart, cửa hàng tiện lợi, nhà thuốc và các nền tảng thương mại điện tử đang mở rộng mạnh mẽ, tái định hình khả năng tiếp cận, giá cả và kỳ vọng của người mua.

Tỷ trọng modern trade tăng từ ~15% (2005) lên ~32% (2025). E-commerce chiếm ~12% doanh số hàng hóa bán lẻ.

Sự phân mảnh này làm yếu đi quyền lực định giá và đẩy cạnh tranh dựa trên khuyến mãi lên cao. Thương hiệu không còn kiểm soát “kệ hàng” – nền tảng và nhà bán lẻ mới là người nắm quyền.

Độ phủ phân phối quan trọng ngang, thậm chí hơn, giá trị thương hiệu.

Thương mại điện tử & livestream: Chú ý trước, chuyển đổi sau

Digital commerce không còn là kênh phụ. Đây là đấu trường chính nơi người tiêu dùng khám phá, so sánh và mua hàng.

80% người mua online ưu tiên sàn TMĐT lớn; 63% xem livestream bán hàng; 53% mua qua video có gắn link.

Livestream và social commerce làm mờ ranh giới giữa giải trí và bán lẻ. Chúng thưởng cho sự tức thời, khuyến mãi và tính chân thật – đôi khi đánh đổi câu chuyện thương hiệu dài hạn.

Hiệu quả marketing giờ đây không thể tách rời năng lực làm chủ nền tảng. Không thắng trên feed, rất khó thắng trong giỏ hàng.

Cuộc chiến giá trị thương hiệu là dài hạn, không phải tạm thời

Xu hướng tiêu dùng Việt Nam 2026 cho thấy người tiêu dùng không bỏ thương hiệu, họ chỉ đang đánh giá lại thương hiệu nào “đáng tiền”.

Tài chính tiêu dùng chiếm ~26% GDP và ~58% doanh số bán lẻ – vừa cho thấy sức mua, vừa phản ánh độ nhạy cảm tài chính.

Độ nhạy giá tăng, khuyến mãi trở thành “bình thường mới”, nhãn hàng riêng và thương hiệu thách thức tăng thị phần. Chiến lược premium hóa chững lại nếu không chứng minh được giá trị rõ ràng.

Biên lợi nhuận giờ phải được bảo vệ, không còn là mặc định.

Từ sở hữu sang trải nghiệm: Hướng đi mới của tăng trưởng tại Việt Nam

Khi sản lượng hàng hóa chững lại, chi tiêu đang dịch chuyển sang dịch vụ và trải nghiệm.

Dịch vụ tăng trưởng nhanh hơn hàng hóa, hấp thụ phần chi tiêu tăng thêm của hộ gia đình.

Du lịch, giải trí, tiện ích và dịch vụ cá nhân đang hưởng lợi từ xu hướng tiêu dùng Việt Nam 2026. Với thương hiệu sản phẩm, tăng trưởng ngày càng phụ thuộc vào việc gắn trải nghiệm, dịch vụ hoặc hệ sinh thái quanh sản phẩm.

Tăng trưởng đang chuyển từ sở hữu sang sử dụng, từ sản phẩm sang khoảnh khắc.

Xu hướng tiêu dùng Việt Nam 2026 có ý nghĩa gì với team marketing?

Hàm ý cho CMO và lãnh đạo thương mại khá “khó nuốt” nhưng rất rõ ràng:

  • Nhận biết thương hiệu không còn là nút thắt; sự trấn an mới là nút thắt.
  • Khuyến mãi được xem là một phần cố định của cuộc chơi.
  • Làm chủ vận hành được kênh quan trọng hơn chi bao  ngân sách media.
  • Thương hiệu phải chứng minh được giá trị sử dụng thực tế trong đời sống hằng ngày, không chỉ nói lý tưởng hay sứ mệnh.

Chu kỳ kế hoạch năm, vai trò danh mục cố định và thông điệp “một cho tất cả” đang lệch pha với thực tế tiêu dùng. Muốn thắng giai đoạn tiếp theo, thương hiệu cần:

  • Định vị lại giá trị xoay quanh niềm tin, tính hữu dụng và minh bạch giá- giá tri.
  • Đầu tư mạnh vào nền tảng, nội dung native và năng lực e-commerce.
  • Thiết kế lại vai trò danh mục (volume, margin, traffic, SKU dẫn dắt).
  • Chấp nhận tăng trưởng sản lượng chậm hơn nhưng độ phức tạp thực thi cao hơn.

Đây không phải phòng thủ, mà là chi phí để tiếp tục cạnh tranh.

Việt Nam vẫn là thị trường tăng trưởng, nhưng không còn dễ dàng

Câu chuyện tăng trưởng tiêu dùng Việt Nam không yếu đi, mà trưởng thành nhanh hơn kỳ vọng của nhiều thương hiệu.

Giai đoạn tăng trưởng tiếp theo sẽ ưu ái những thương hiệu làm đúng, làm trúng và làm tới nơi tới chốn, không phải những thương hiệu chỉ lạc quan. Những brand vẫn bám vào cách làm cũ sẽ thấy thị trường Việt Nam ngày càng khó: Biên lợi nhuận bị bóp nghẹt, nhu cầu thì khó đoán. Ngược lại, những brand chịu thay đổi vẫn có thể tăng trưởng, nhưng chỉ khi giá trị họ mang lại là thật và được người tiêu dùng công nhận.

Bạn có thể truy cập AskCimigo để khám phá báo cáo và đặt câu hỏi trực tiếp với trợ lý AI của chúng tôi.

Từ cân nhắc đến nắm bắt thị trường chỉ trong vài giây

Truy cập ngay dữ liệu người tiêu dùng, xu hướng thị trường và các số liệu cạnh tranh được tổng hợp trên toàn Việt Nam.

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Hành vi tiêu dùng của người Việt tiếp tục thay đổi với tốc độ nhanh. Trong

Đoàn Ngọc Huy (Johnny Doan), CMO & Market Research Expert -

Trong vai trò Giám đốc Marketing kiêm chuyên gia nghiên cứu thị trường và cố vấn chiến lược Marketing trên các thị trường quốc tế, tôi đã làm việc với rất nhiều đơn vị nghiên cúu thị trường rất chuyên nghiệp và hiệu quả từ Global đến Local.

Cimigo là một trong số đó, team Cimigo chuyên nghiệp cao, nhiệt tình và hiệu quả, từ thiết kế nghiên cứu, thực địa đến phân tích insight – tất cả đều được thực hiện chỉn chu, đúng hạn và cực kỳ sát với nhu cầu business. Đây là một đội ngũ tuyệt vời mà tôi luôn sẵn sàng recommend cho các đối tác của tôi...

Trong vai trò Giám đốc Marketing kiêm chuyên gia nghiên cứu thị trường và cố vấn chiến lược Marketing trên các thị trường quốc tế, tôi đã làm việc với rất nhiều đơn vị nghiên cúu thị trường rất chuyên nghiệp và hiệu quả từ Global đến Local.

Cimigo là một trong số đó, team Cimigo chuyên nghiệp cao, nhiệt tình và hiệu quả, từ thiết kế nghiên cứu, thực địa đến phân tích insight – tất cả đều được thực hiện chỉn chu, đúng hạn và cực kỳ sát với nhu cầu business. Đây là một đội ngũ tuyệt vời mà tôi luôn sẵn sàng recommend cho các đối tác của tôi...

Mark Ratcliff - Managing Director

The team at Cimigo are my favourite researchers in South East Asia. They’ve proved adept at tackling the most private and complex personal issues at qualitative research level, not flinching when the client endlessly chopped and changed fieldwork timing, or ramped up the workload without warning. They have recruited the most extraordinarily niche consumers without pause or complaint. Their patience with clients and their flexibility and hard work that went above and beyond what was initially asked of them on two projects relating to sexual behaviour means there is now no other research company we would choose to work with in that part of Asia.  The fact they also pulled off a third project for us  so well, on men’s relationship with beer and beer advertising, shows they have breadth of expertise— we still quote from the report they produced.

If only all our research partners were as switched on and easy to work with.

The team at Cimigo are my favourite researchers in South East Asia. They’ve proved adept at tackling the most private and complex personal issues at qualitative research level, not flinching when the client endlessly chopped and changed fieldwork timing, or ramped up the workload without warning. They have recruited the most extraordinarily niche consumers without pause or complaint. Their patience with clients and their flexibility and hard work that went above and beyond what was initially asked of them on two projects relating to sexual behaviour means there is now no other research company we would choose to work with in that part of Asia.  The fact they also pulled off a third project for us  so well, on men’s relationship with beer and beer advertising, shows they have breadth of expertise— we still quote from the report they produced.

If only all our research partners were as switched on and easy to work with.

Kevin McQuillan - Chief Marketing Officer

Starting with customer understanding is critical to how we manage our business and develop for the future. Cimigo undertook a challenging brief – across multiple cities and segments nationwide – and again came up with a high-quality solution with timely implementation and considered insights, allowing us to successfully orientate our plans and strategy around consumers in Vietnam.
Starting with customer understanding is critical to how we manage our business and develop for the future. Cimigo undertook a challenging brief – across multiple cities and segments nationwide – and again came up with a high-quality solution with timely implementation and considered insights, allowing us to successfully orientate our plans and strategy around consumers in Vietnam.

Lisa Nguyen - Vietnam Marketing Lead

It's been a great experience working with the Cimigo team. The team was highly professional, proactive, and supportive, handling many complicated requests from us in such a limited time. I appreciate our cooperation and will definitely recommend Cimigo for upcoming similar projects.
It's been a great experience working with the Cimigo team. The team was highly professional, proactive, and supportive, handling many complicated requests from us in such a limited time. I appreciate our cooperation and will definitely recommend Cimigo for upcoming similar projects.

Sam Houston - Chief Executive Officer

Cimigo’s responsiveness and insights exceeded expectations; I highly recommend their market research services. Atlas tasked Cimigo with analysing and prioritising opportunities across four international markets. Cimigo mapped the Architecture, Construction, and Engineering landscape in each market, identified and prioritised opportunities, derived a dollar value by opportunity and provided details on target prospects and projects. This data-driven approach has enabled Atlas to develop services and focus resources on where we can bring the most value in our international markets.
Cimigo’s responsiveness and insights exceeded expectations; I highly recommend their market research services. Atlas tasked Cimigo with analysing and prioritising opportunities across four international markets. Cimigo mapped the Architecture, Construction, and Engineering landscape in each market, identified and prioritised opportunities, derived a dollar value by opportunity and provided details on target prospects and projects. This data-driven approach has enabled Atlas to develop services and focus resources on where we can bring the most value in our international markets.

Minh Thu - Consumer Market Insights Manager

Working with Cimigo has been incredibly rewarding. Their exceptional service and unwavering commitment to excellence have been truly impressive. Together, we've successfully completed projects ranging from fabric care like detergents and fabric softener to home essentials like floor cleaner and dishwashing liquid in both urban and rural settings, showcasing Cimigo's versatility and dedication to reaching diverse markets. Thanks to Cimigo's dedication and expertise, we secured a major project with our client last year. I'm grateful for our partnership and excited for future collaborations.
Working with Cimigo has been incredibly rewarding. Their exceptional service and unwavering commitment to excellence have been truly impressive. Together, we've successfully completed projects ranging from fabric care like detergents and fabric softener to home essentials like floor cleaner and dishwashing liquid in both urban and rural settings, showcasing Cimigo's versatility and dedication to reaching diverse markets. Thanks to Cimigo's dedication and expertise, we secured a major project with our client last year. I'm grateful for our partnership and excited for future collaborations.

Travis Mitchell - Executive Director

Cimigo has been an excellent partner for AmCham. They provided insightful feedback during the planning phase of our project and offered suggestions to ensure that we met our goals. Their analysis was comprehensive, thoughtful, and accurate, and I appreciated their customer service skills – I always felt that Cimigo had our best interests at heart. I’m very much looking forward to working with Cimigo again in the near future!
Cimigo has been an excellent partner for AmCham. They provided insightful feedback during the planning phase of our project and offered suggestions to ensure that we met our goals. Their analysis was comprehensive, thoughtful, and accurate, and I appreciated their customer service skills – I always felt that Cimigo had our best interests at heart. I’m very much looking forward to working with Cimigo again in the near future!

Malcolm Farmer - Managing Director

I have never seen or had support for our business like we have received from Cimigo Vietnam. The depth & understanding of our business shows how well you have studied both Jardines Distribution Inc. and Koppers Performance Chemicals. We, (JDI & KPC), really appreciate the efforts the whole Cimigo team have put into your research. The help to connect potential distributors for both our Industrial and retail products are absolutely on point. I will have no hesitation in recommending Cimigo Vietnam to any company wanting to venture into the Vietnam market.
I have never seen or had support for our business like we have received from Cimigo Vietnam. The depth & understanding of our business shows how well you have studied both Jardines Distribution Inc. and Koppers Performance Chemicals. We, (JDI & KPC), really appreciate the efforts the whole Cimigo team have put into your research. The help to connect potential distributors for both our Industrial and retail products are absolutely on point. I will have no hesitation in recommending Cimigo Vietnam to any company wanting to venture into the Vietnam market.

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 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 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!

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.

Vo Thi Thuy Ha - Commercial Effectiveness

Working with Cimigo, we can see the dedication, good business sense, and great client service from the Cimigo client service team. Cimigo's team always demonstrates a high standard of client service with high flexibility, trying to offer the most suitable options for clients, although sometimes it is quite a stretch. Cimigo often offers very interesting approaches to solving our research objectives. I appreciate that the team can go the extra mile, trying to find good methodology and insightful findings to answer MSD's business questions.
Working with Cimigo, we can see the dedication, good business sense, and great client service from the Cimigo client service team. Cimigo's team always demonstrates a high standard of client service with high flexibility, trying to offer the most suitable options for clients, although sometimes it is quite a stretch. Cimigo often offers very interesting approaches to solving our research objectives. I appreciate that the team can go the extra mile, trying to find good methodology and insightful findings to answer MSD's business questions.

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.