Bringing You Closer

Locally Experienced
Regionally Focused
Globally Relevant
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Consumer | Culture | Context

Discover The Difference Between Information & Insight
 Bringing a deep understanding of local
needs, lifestyles, preferences & trends

We Are
INSIGHTASIA INDIA
CHINA

THAILAND VIETNAM

The Asia Market Research Specialist

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PHILIPPINES

MALAYSIA
SINGAPORE (HQ)
Founded in Asia, focused on Asia.

Our locally based research experts deliver a richer understanding

INDONESIA
of the Asian consumer context.

Delivered through our 6 full-service offices, specialist sensory

office in India and field servicing office in China.

Rich local knowledge: 120+ on the ground researcher.

 We Are
SMALL enough to care &
BIG enough to trust
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We champion innovative research

Technical rigor and quality control, combined with research

passion, creativity and smarter thinking

We bring real local knowledge

To provide ‘up to the minute’ understanding of the evolving

competitive & consumer context
 Our Clients Trust Us
Because We Understand
• Asia.

• Efficient and effective research design.

• The need for practical and actionable solutions.

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We Are your
THINKING
PARTNERS
 Our research solutions

DISCOVERY SHOPPER
MONITOR
INNOVATION
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DEFINITION COMMUNICATION UI / UX
• Path to
• Gap Identification
Purchase • Brand Health
• Usage & Attitude • Ideation
• Pack Tracking
• Consumer • Co-Creation
Development • Communication
Understanding • Concept
• Shelf Evaluation. Impact
• Behaviour & • Segmentation Evaluation • User Journey
• In-store Promo • Return on
Motivation • Product Evaluation • Creative Mapping
• Product Marketing
Mapping Development Evaluation.
Positioning & & Development • Localization
• Market sizing • Advertising • CX / Shop-along
Mapping • Design Review
Development & • Retail Check
• Equity • Task Analyses
Evaluation
• Brand Health • Persona building
• PR Development
• A/B testing
 (B2C) What we do

Survey: F2F/ Online Focus Group Home Usage Test Central Location Test
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Along shopping Retail check/ audit Ethnography Mystery shopping

 (B2B) What we do

Survey: F2F/ Online In-depth Interview Competitor Analysis Market Analysis

o used istin t and tiona le

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 Regional & Local Clients
Across Industries
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...and more
 Case Studies
VIETNAM
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 Case study: Usage & Attitude (U&A)
RETAIL STORE The Brief

To understand retail market trend in the country.

To determine the demographic profiles and persona of different

customer segments, as well as their purchase journey, product
usage & purchase drivers and future purchase.

Our Approach
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An U&A Test was done through F2F CAPI and/ or online interviews
with target customers of different segments, brands and products
based on the pre-set/ agreed quota with client.

Output

This survey helps client to better understand their target customers

in terms of their profile and characteristics.
In additional to that, client is able to gauge future demand in terms
of product specifications and features for future planning and
development.
 Case study: Retail check (ad hoc)
RETAIL STORE The Brief

To review the merchandise and POSM at the retail stores.

To identify the share and position of targeted products or brands in

the target market.

To collect prices of targeted SKUs at the competitor retail stores.

Our Approach
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A retail check was conducted to monitor price, brands, secondary

placement, and number of facings of the lient’s brands at different
retail stores.
Random customers who made a purchase are invited for a short
survey regarding their purchase journey and experience.

Output

Client is able to track their merchandising performance at the

stores.
Through the survey, they also managed to optimize their price
strategy to be more competitive in the market.
 Case study: Market exploration
DIPPING SAUCE The Brief

To understand the dipping sauce competition landscape and

consumers U&A in HCM, Hanoi, and Da Nang, including the
customer trends and behaviors, how the competitors are doing, and
the potentiality of the imported products.

Our Approach
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Using a mixed methodology of B2C survey, B2B depth-interview,

and desk research, the project was done to help the client
understand the market landscape and seize the triggers and
obstacles to dipping sauce products in the targeted areas.

Output

The client is able to understand the market landscape and the

current competition as well as the consumer behaviors, to assist
their market penetration plans.
 Case study: New product development
NEW GRANULE The Brief
FOR NOODLE
To develop and launch new granule specialized for noodles dishes.
SOUP

Our Approach

An U&A Test was done through F2F CAPI interviews with target
consumers and IDI with experts (chefs, chef KOLs etc.) to
understand the usage and paint points/ unmet needs when making
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noodles soup and evaluating the new product concepts.

A CLT was also conducted to map the new product concepts with
the offerings of each NPD prototypes.

Output

This survey helps client to better understand their target customers

in terms of their profile, characteristics, and cooking styles and
behaviors.
The client is also able to review their NPD directions and refine the
initial concepts and prototypes for the next steps.
 Case study: Usage & attitude (U&A)
SKINCARE The Brief
PRODUCT
To understand how onsumers in orporate the lient’s produ ts
into their skincare routines and identify common usage patterns.
To explore consumer perceptions of brand image, quality, and
effe tiveness of the lient’s rand
To uncover emotional connections and pain points related to
skincare.
Our Approach
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Online survey to 1,000 respondents to collect data on product usage

frequency, satisfaction, and preferences.
In-depth interviews (IDI) with 10 survey participants to explore
motivation, product experiences, unmet needs; and the specific
attri utes of the lient’s rand

Output

The research yields valuable insights on usage patterns,

perceptions, and emotional connections with the lient’s brand.
Recommendations included product bundle offering, educational
content, and addressing pricing concerns through transparent
communication.
 Case study: Usage & attitude (U&A)
HAIR DYE The Brief
PRODUCT
To understand consumer preferences, usage patterns, and
perceptions related to hair dye.
To explore factors influencing purchase decisions and gather
insights for product improvements.

Our Approach
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A quantitative F2F survey was done to collect data on

demographics, frequency of use, color preferences, and satisfaction.
8 focus-groups (FGD) with a diverse group of hair dye users was
done to explore emotions, motivations and deeper insights; also, to
discuss product experiences, color choices, and brand loyalty.

Output

The research provide the client with actionable insights to enhance

its hair dye products and engage with the consumers more
effectively.
 Case study: Concept test & Product efficacy test
ANTI- The Brief
HANGOVER
To evaluate the product concept in terms of attractiveness and call-
DRINK
to-action, and assess the efficacy of the sample product.

To gauge the possibility of success of the product and identify

improvement areas.

Our Approach
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A Home-Use-Test (HUT) was conducted where we placed sample

products at the parti ipants’ home and offered pre-/ post- blood
test to evaluate the efficacy, in pair with a F2F quantitative
Consumer to understand the consumer behaviors and their
acceptance levels on the product concept.

Output

Client is able to review the efficacy of their product as well as critical

feedback to the product concept and package design – giving the
client a clear direction on their new product launch.
 Case study: Brand health tracker
BEAUTYCARE The Brief
BRAND
To assess brand health and identify areas for improvements.

Our Approach

A brand health tracking study was designed to employ the

following approaches:
▪ Online survey to 1,000 respondents to collect data on brand
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awareness/ recall, brand reputation, brand equity, customer

satisfaction, and brand loyalty.
▪ In-depth interviews (IDI) with 20 survey participants to explore
emotional connections, unmet needs/ pain points, and discuss
spe ifi attri utes of the lient’s rand

Output

The study revealed the following insights:

▪ The client has strong brand awareness but needed to enhance its
reputation among younger consumers.
▪ Customers valued the lient’s natural ingredients and effe tive
results.
▪ Recommendations included targeted marketing to boost brand
equity and expand loyalty programs.
 Case study: Product post-launch evaluation
BABY DIAPERS The Brief

To gather onsumer’s feed a k on the su essfully laun hed

product to guide improvements in future product developments
and to stay competitive in the market.

Our Approach
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A Post Launch Evaluation was done through an online survey.

Different sets of respondents are recruited to provide a more holistic
view of the campaign performance and the brand communication
performance in the category.

Output

Client is able to understand motivating drivers and inhibitors

impacting the purchase process and determine the areas of
satisfaction or dissatisfaction.
It also helps client to plan the next communication plan with more
unique propositions compared to competitors.
 Our Commitment to

QUALITY
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We take quality of our work seriously.

Thus, we employ checks at the different stages of the study.
 High Involvement from Senior Members
Commitment to Quality

Day to day project management by

senior researchers, overseen by
Managers and Research Director.

Analysis and reporting by Managers

and Research Director assisted by
senior researchers.
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Study approach and design by

experienced researchers, including
Managers and Research Director.

We are attentive to queries and

requests, thus promising you a
delightful research partnership.

We receive constant training and

support by the regional Research
leaders.
 Our Team
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 Pham Anh Tuan
Research Director, Country Manager || VIETNAM

Tuan is a passionate senior marketing researcher with 15+ years of experience in the
industry and is one among very few specialists in B2B marketing research i.e. market
exploration and penetration studies.
Tuan has extensive knowledge and experience across various industries at both local
and regional levels and is appreciated by his clients for his analytical mind frame,
business issue-oriented mindset, and consulting skills.
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Tuan occasionally shares his expert vision and opinions on local newspapers (aaaaaaaa)
and Vietnam TV channels ( ) about the consumer trends and how
the consumer markets are moving.

[email protected]
 Nguyen Thu Ha
Associate Research Director || VIETNAM

11+ YOE in consumer research and brand consulting. Expert in brand

health measurement, innovation, market segmentation, and ads
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campaign evaluation.

Diverse knowledge in FMCG, banking/ insurance, pharmaceutical/

healthcare, telecommunication etc.

Strong experience at both local and regional levels with 8+ years

working in Vietnam and 2 years working in Malaysia to supervise and
manage regional projects for top brands.

[email protected]
 Nguyen T Bich Chung
Qualitative Research Director | Partner || VIETNAM

A UNILEVER ACCREDITED MODERATOR WITH A BUSINESS MINDSET

▪ Prior to being an Associate Director of Qualitative & Client Services at Kantar during 2016 –
2021 taking lead of finance, banking and insurance industries, Chung gained her extensive
knowledge and experience in business management at Dr. Reddy’s as PIC of OTC business.

▪ After Kantar, Chung continued to further pursue her professional strategic consulting career
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and enhanced her reputation as a senior business strategic consultant for local SMEs and
startups.

DIVERSIFIED EXPERIENCE IN DIFFERENT MARKETING PHASES

▪ Chung is appreciated for her open-mindedness, fast analytical mind frame and business
issue oriented mindset together with great consulting skills which helps providing her clients
with valuable insights and implications from research findings. Chung has diversified
experience in various industries such as FMCG, Retail, Finance, Banking, Insurance, Education,
Beauty, Pharmaceutical & Healthcare among others.
[email protected]
▪ Chung is preferred moderator of some top brands when it comes to insight exploration such
as Orion, Unilever, Pepsi, Urgo, Techcombank, Prudential, Vietcombank, VPBank, Bảo Việt
Zalo Pay, and VUS – to name just a few.
 Ready to
EXPLORE Contact Vietnam

PHAM ANH TUAN

Research Director | Country Manager
[email protected]
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NGUYEN THU HA
Associate Director
[email protected]

https://insightasia.com

[email protected]

@insightasiaresearch