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Báo cáo xu hướng tiêu dùng Việt Nam 2023

Đây là báo cáo nghiên cứu thị trường miễn phí của Cimigo về xu hướng tiêu dùng Việt Nam 2023. Cimigo đánh giá xu hướng và kỳ vọng của người tiêu dùng Việt Nam năm 2023. Hãy khám phá các xu hướng kinh tế, xã hội và tiêu dùng tại Việt Nam.

Richard Burrage

Báo cáo xu hướng tiêu dùng Việt Nam 2023

Báo cáo xu hướng tiêu dùng Việt Nam 2023: 9 nguyên nhân thúc đẩy sự tăng trưởng của Việt Nam trong thập kỷ tới

Bài báo cáo này sẽ trình bày 9 nguyên nhân thúc đẩy sự tăng trưởng của Việt Nam trong thập kỷ tới.

Báo cáo xu hướng tiêu dùng Việt Nam 2023

Báo cáo chỉ ra rằng:

  1. Thay đổi về dân số người đi làm, dân số lao động tăng cao và tỷ lệ nhóm phụ thuộc thấp.
  2. Tăng trưởng GDP bình quân 5.9% trong mười năm qua.
  3. Lợi nhuận sản xuất tăng. Sự tăng trưởng trong đầu tư ngày càng mạnh mẽ.
  4. Mức tiêu thụ hàng hóa và dịch vụ bán lẻ ngày càng tăng
  5. Du lịch trong nước lấp vào khoảng trống thâm hụt từ du lịch quốc tế.
  6. Vào năm 2022, nền kinh tế internet đạt 23 tỷ đô la Mỹ.
  7. Tăng trưởng tài chính của hộ gia đình.
  8. Hệ sinh thái tài chính hỗ trợ cho thương mại điện tử, thanh toán điện tử và các công ty khởi nghiệp.
  9. Sự ổn định về chính trị và việc quản lý chặt chẽ hệ sinh thái tài nguyên hỗ trợ cho quốc gia

1. Dân số người đi làm, dân số lao động cao và tỷ lệ nhóm phụ thuộc thấp

Việt Nam sở hữu nguồn lực lao động lớn. Vào năm 2022, 62% dân số là người đi làm, trong đó một nửa dân số người đi làm ở độ tuổi từ 20 đến 39. Tỷ lệ phụ nữ tham gia lao động cao. 88% nhóm phụ nữ đi làm ở độ tuổi từ 20 đến 64. Trong khi đó, tỷ lệ này ở Indonesia chỉ có 40% và Ấn Độ là 25%. Nó làm giảm đáng kể tỷ lệ nhóm phụ thuộc xuống chỉ còn 0.7 trên mỗi người có việc làm. Điều này mang lại cho GDP một sự thúc đẩy rất lớn. Việt Nam cũng sở hữu lực lượng lao động trẻ. Năm 2022, 51% nhóm lao động là từ 20 đến 39 tuổi. Ngoài ra, Việt Nam còn sở hữu lực lượng lao động rẻ. Thu nhập tối thiểu hằng tháng năm 2023 ở Sài Gòn là 200 đô la Mỹ, chỉ bằng 60% mức tối thiểu ở Quảng Châu là 332 đô la Mỹ .

2. Việt Nam tăng trưởng GDP bình quân 5.9% trong mười năm qua

Việt Nam tăng trưởng GDP trong năm 2023 được dự đoán sẽ đạt 6.3%. GDP bình quân đầu người ở Việt Nam năm 2022 là US$4,104. Nền kinh tế Việt Nam tăng trưởng 8% vào năm 2022, thu hút thặng dư thương mại lành mạnh, giải ngân vốn đầu tư trực tiếp nước ngoài tiếp tục tăng và tạo ra 1,700,000 việc làm mới. Chỉ số giá tiêu dùng tăng 4.4% trong quý 4 năm 2022 so với cùng kỳ năm trước, đưa mức lạm phát hàng năm lên 3.15%. Doanh thu bán lẻ hàng hóa và doanh thu dịch vụ tăng 19.8% và từ lâu đã vượt qua mức trước Covid 2019. Trong khi nhu cầu tiêu dùng nội địa khá lớn, thị trường vẫn tiềm ẩn rủi ro và niềm tin kinh doanh (trái ngược với niềm tin của người tiêu dùng) có phần giảm sút. Mặc dù vậy, Cimigo kỳ vọng tăng trưởng GDP của Việt Nam năm 2023 sẽ đạt 6.3%.

Tuy nhiên trong báo cáo về CEO Pulse từ Cimigo đã chỉ ra một cuộc khủng hoảng về kỳ vọng kinh doanh đã xuất hiện gần đây. Niềm tin của doanh nghiệp giảm sút vào tháng 10/2022. Tính đến tháng 12/2022, 56% CEOs dự đoán các điều kiện kinh doanh sẽ xấu đi trong năm tới. Niềm tin kinh doanh sụt giảm do lo ngại về 1) giá tiêu dùng trong nước tăng, 2) tăng trưởng thấp hơn ở các thị trường xuất khẩu chính ảnh hưởng đến sản lượng sản xuất và 3) khó khăn trong lĩnh vực bất động sản và tài chính liên quan.

3. Tăng trưởng trong ngành sản xuất Việt Nam. Sự tăng trưởng trong đầu tư ngày càng mạnh mẽ (ngành sản xuất chiếm 25% GDP)

Có rất nhiều hiệp định thương mại tự do ở Việt Nam. Việt Nam dẫn đầu bảng xếp hạng về tính liên kết thương mại toàn cầu. Tỷ lệ kết nối toàn cầu của Việt Nam năm 2022 là 180%. Thương mại toàn cầu kết nối với nhau được định nghĩa là nhập khẩu cộng với xuất khẩu được tính bằng % GDP.

Sản xuất chậm lại trong Q4/2022 nhưng kỳ vọng tăng trưởng trở lại vào tháng 2/ 2023. Theo báo cáo về chỉ số Nhà quản trị Mua hàng™ (PMI®) ngành sản xuất Việt Nam của S&P Global, triển vọng kinh doanh đã giảm xuống mức thấp nhất trong 14 tháng vào tháng 11 và niềm tin vào triển vọng sản xuất trong năm tới vẫn chưa có tín hiệu rõ ràng trong tháng 12. Tuy nhiên, đã có những tín hiệu tích cực cho ngành xuất khẩu với số lượng đơn đặt hàng mới tăng lần đầu trong 3 tháng ở tháng 1/2023 và việc mở lại nền kinh tế ở Trung Quốc Đại Lục cũng là một nhân tố khác hỗ trợ tăng trưởng.

Những rủi ro của việc phụ thuộc quá nhiều vào Trung Quốc đã được nhận ra khi đất nước này bị khóa chặt bởi chiến dịch “Không Covid”. Các thương hiệu lớn và nhà cung cấp của họ đang mở rộng sản xuất tại Việt Nam để phục vụ thị trường xuất khẩu ngoài Trung Quốc. Bao gồm; Samsung, Intel, Komatsu, Lenovo, Apple, Xiaomi Hanwa và LG cùng nhiều thương hiệu khác.

Tuy nhiên, các nhà cung cấp của họ hiếm khi là công ty Việt Nam. Vượt ra ngoài dây chuyền lắp ráp để hướng tới sản xuất có giá trị gia tăng lớn hơn là một thách thức. Các rào cản chính bao gồm tình trạng thiếu nhân sự quản lý, cơ sở hạ tầng kém hơn ảnh hưởng đến chi phí hậu cần và sự thờ ơ trong quyết định gây ra sự chậm trễ trong việc cấp phép.

4. Mức tiêu thụ hàng hóa và dịch vụ bán lẻ tăng (bán lẻ hàng hóa và dịch vụ chiếm 55% GDP)

Nhu cầu của người tiêu dùng đối với hàng hóa và dịch vụ bán lẻ tăng mạnh 20% trong năm 2021. So với nhu cầu hàng hóa và dịch vụ bán lẻ trước Covid năm 2019, doanh số bán hàng tăng 15% vào năm 2022.

Đóng góp của kênh bán hàng hiện đại vào doanh số bán lẻ đã tăng từ 15% năm 2005 lên 26% vào năm 2022.

Hiện có 9.071 cửa hàng theo mô hình bán hàng hiện đại trên toàn quốc. Nhiều cửa hàng thuộc kênh bán hàng hiện đại đã đóng cửa vào năm 2022, lãi ròng chỉ 5%. Số lượng cửa hàng trong năm 2021:

  • Siêu thị nhỏ giảm -20%
  • Cửa hàng tiện lợi giữ nguyên
  • Siêu thị tăng +25%
  • Nhà thuốc tăng +48%

Hầu hết các lần đóng cửa rộng rãi nhất là ở Bách Hóa Xanh -418 cửa hàng. Mở rộng nhiều nhất là nhà thuốc Long Châu FPT +483 (60% nhà thuốc mới)

Đại dịch đã giúp thương mại điện tử tăng doanh thu lên 60% trong năm 2021. Tỷ trọng doanh thu năm 2022 thấp hơn với 7.3%; tuy nhiên, doanh số bán lẻ đã tăng 1 tỷ USD. Cimigo dự đoán mua sắm trực tuyến sẽ vượt qua thị phần bán hàng từ kênh thương mại hiện đại vào năm 2028.

5. Du lịch nội địa lấp đầy thâm hụt từ du lịch quốc tế

Du lịch trong nước bổ sung cho những thâm hụt từ việc suy giảm du lịch quốc tế kể từ đại dịch. Chỉ có 3% khách du lịch là khách quốc tế vào năm 2022. Một phần ba khách du lịch trong nước vào năm 2019 là từ Trung Quốc, vì vậy sự quay trở lại của nhóm khách này và những đất nước khác dự kiến sẽ tăng lên vào năm 2023. Du lịch trong nước vẫn đang phát triển mạnh mẽ và báo hiệu gia tăng sự thịnh vượng và củng cố cho nền kinh tế.

6. Nền kinh tế Internet đạt 23 tỷ USD

Vào năm 2022, 97% người trưởng thành có điện thoại thông minh và 79% dân số truy cập internet. Khả năng truy cập kỹ thuật số phổ biến này tương đương với nhiều trải nghiệm chuyển đổi, đổi mới và kỹ thuật số hơn. Nền kinh tế internet chiếm 5.7% GDP tương đương với 23 tỷ đô la Mỹ vào năm 2022. Mua sắm trực tuyến chiếm tỷ trọng lớn nhất ở mức 60%, tiếp theo là quảng cáo, phương tiện và trò chơi ở mức 18%, dịch vụ xe công nghệ và giao đồ ăn ở mức 13% và du lịch trực tuyến ở mức 9%. Mức độ chi tiêu của người tiêu dùng và mức tăng trưởng cao là dấu hiệu cho thấy sự thay đổi nhanh chóng hành vi và các yếu tố ưu tiên của người tiêu dùng Việt Nam.

7. Tăng trưởng tài chính của hộ gia đình Việt Nam

Tầng lớp trung lưu tăng tốc cùng với di cư đô thị và tỷ lệ sinh thấp hơn có nghĩa là quy mô các hộ gia đình nhỏ hơn và giàu hơn một chút. Năm 2022 có 15,386,852 hộ gia đình có thu nhập trên 644 đô la Mỹ (15,000,000 triệu đồng) mỗi tháng. Các hộ này được xếp vào tầng lớp kinh tế ABCD. Điều này tương đương với 54,749,213 triệu người. Năm 2022 có;

  • 7 tỷ phú. Tăng 250% trong 5 năm.
  • 1,416 giá trị ròng cao (>$USD30 triệu). Tăng 424% trong 5 năm.
  • 79,672 triệu phú. Tăng 262% trong 5 năm.
  • 5,914,003 hộ gia đình => thu nhập hằng tháng USD1,000 thu nhập hằng tháng. Tăng 378% trong 5 năm.
  • 13,261,027 hộ gia đình thu nhập hằng tháng US$500-US$999. Tăng 67% trong 5 năm.
  • Kiều hối US$19 tỷ. Tăng 27% trong 5 năm.

8. Hệ sinh thái tài chính hỗ trợ cho thương mại điện tử, thanh toán điện tử và các công ty khởi nghiệp

70% người Việt Nam trưởng thành có sử dụng dịch vụ ngân hàng vào năm 2022. Nhưng vẫn còn cơ hội to lớn cho việc bán thêm các sản phẩm tín dụng để cải thiện khả năng sinh lời của ngân hàng bán lẻ. Chuyển đổi kỹ thuật số sẽ tiếp tục thay đổi hình thái của ngân hàng bán lẻ. Cải thiện trải nghiệm kỹ thuật số của khách hàng và hệ sinh thái của các sản phẩm và dịch vụ kỹ thuật số là chìa khóa thành công trong tương lai.

9. Sự ổn định về chính trị và việc quản lý chặt chẽ hệ sinh thái tài nguyên hỗ trợ cho quốc gia

Bất chấp những vụ cách chức gần đây của các quan chức cấp cao, sự ổn định về chính trị vẫn được đảm bảo ở Việt Nam. Sự quản lý có ảnh hưởng từ nước ngoài vẫn còn chặt chẽ.

Báo cáo xu hướng tiêu dùng Việt Nam 2023

Việt Nam sẽ nổi bật như một nền kinh tế tăng trưởng cao trong mười năm tới. Đây là chín lý do chính giải thích tại sao Việt Nam sẽ tiếp tục thịnh vượng trong thập kỷ tới và tăng trưởng sẽ mạnh nhất ở châu Á và trên hầu hết thế giới.

  1. Thay đổi về dân số người đi làm, dân số lao động tăng cao và tỷ lệ nhóm phụ thuộc thấp.
  2. Tăng trưởng GDP bình quân 5.9% trong mười năm qua.
  3. Lợi nhuận sản xuất tăng. Sự tăng trưởng trong đầu tư ngày càng mạnh mẽ.
  4. Mức tiêu thụ hàng hóa và dịch vụ bán lẻ ngày càng tăng
  5. Du lịch trong nước lấp vào khoảng trống thâm hụt từ du lịch quốc tế.
  6. Vào năm 2022, nền kinh tế internet đạt 23 tỷ đô la Mỹ.
  7. Tăng trưởng tài chính của hộ gia đình.
  8. Hệ sinh thái tài chính hỗ trợ cho thương mại điện tử, thanh toán điện tử và các công ty khởi nghiệp.
  9. Sự ổn định về chính trị và việc quản lý chặt chẽ hệ sinh thái tài nguyên hỗ trợ cho quốc gia

Kết thúc.

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.