Mum yearns for appreciation at Tet

Cimigo
Mar 09, 2021

We all know what Tet means – the journey home to celebrate with family, loved ones and old friends. It’s a time to look back on the year past, as well as looking ahead to what the new year holds in store. It’s a time to eat well, meet old friends, make new friends and take time out from the daily grind. Is it though, a holiday of relaxation? Cimigo’s consumer research for TET tells us that for more and more mothers, especially working mums, that’s no longer the case.

Estimated reading time of 12 minutes

Consumer research for TET Vietnam

Cimigo’s research into the habits of mothers in the lead-up to and during Tet reveals some interesting changes in the way the lunar new year holiday period is being viewed in Vietnam. We’ve looked at several key elements of the Tet holiday to see how mums and wives go about their preparation for Tet. From food shopping to buying gifts to lucky money, our market research into this key consumer demographic suggests attitudes towards Tet are changing.

 “I feel completely relaxed when I go back to my own parents’ home. Mum cooks me delicious meals and gives me rice cakes to put on my own alter.” 26-year old mother, Ho Chi Minh City

Of course, mothers in Vietnam see Tet as a hugely important time for family – both nuclear and extended – but this comes with the pressures of expectation and ensuring everything is perfect. Mums are telling us they welcome the opportunity to go back to their home towns to spend time with their parents and be involved in the festivities. However, in Hanoi especially, many mothers feel uncomfortable having to prioritise their husband’s family over their own. There seems to be a feeling that daughters-in-law are being judged, and even criticised, by their hosts.

“This Tet I stayed with my mother-in-law for New Year’s Eve. She told me that as I am married I ought to obey my husband’s family. She wouldn’t tolerate me going to my own mother’s house for such an important event like Tet”. 36-year old mother, Hanoi

Mums take pride in Tet preparations

Mums take huge pride in preparing for Tet. They want their family to see in the new year with plenty to eat and drink, and they enjoy hosting gatherings for friends and neighbours. They accept that household chores are a necessary part of this and welcome assistance from all family members, even if husbands can sometimes be a little slow to volunteer.

This communal aspect of Tet preparations is, according to Cimigo’s consumer research, a key part of bringing the family together to reconnect and look back together over the past year as well as thinking about the year ahead. However, it means that mums get less time to relax as they’re attending to the household chores so much.

During the year, mothers are finding it harder to spend time with all the family. They are themselves often working, the husbands are working longer hours and the children are busy with school, university studies or out-of-school activities. Particularly in cities, family lifestyles are rapidly changing so mothers look to Tet as being a time when there are fewer distractions and everyone can spend more time together.

This means the family can be more relaxed than they would be at home. Kids have no exams or tests to worry about; dads don’t have to battle the traffic in the daily commute and mums don’t have the pressure of maintaining the work/family life balance. With both parents working, living standards are rising but with this comes higher expectations and pressure. Mums are telling us that whilst Tet was once a time to switch off from the ‘daily grind’, they are in fact still having to work hard over the holiday season.

“My finances this year have increased, so I’m happy to buy my mum more things and contribute more to her worshipping.” 39-year old mother, Hanoi 

Tet preparations can be gruelling

The work of Tet begins, for a lot of mothers, with the pre-holiday shopping, which comes with its own pressures that add to mothers’ workloads. Consumer research shows that, with time pressures before and during Tet, mums think hard about where to shop (for example, supermarkets for quality and wet markets for freshness), when to shop (for example, stockpiling non-perishable goods in advance) and what to buy.

Consumer research for TET in Vietnam

Download your Tet report here

Mums are often in charge of all the family’s requirements – beer for dad, sweet treats for the kids, worship offerings, gifts for other family members and so on.

“I come to the kitchen in the morning, straight after waking up, and feel totally exhausted after cooking all day.” 42-year old mother, Ho Chi Minh City

This workload and responsibility is generally something mothers don’t enjoy after a year of working hard at home and in their jobs. So it’s not surprising then that mums want the shopping experience to be as straightforward as possible. They’re looking for convenience matched with quality and freshness as well as – for these special occasions – a touch of luxury.

“Tet food is always the same and no one nowadays is really excited by Tet food. When I was a child, we wanted Tet to come as we could eat as much as possible. Now my children don’t even touch a piece of rice cake. They have so many other choices.” 38-year old mother, Ho Chi Minh City

We can’t talk about shopping without mentioning money. Although there’s a growing economy, and household incomes have risen significantly in recent years, mothers tell us they still need to be careful with the family finances. Just because more purchases are made in the period before Tet doesn’t mean that shoppers aren’t looking for value. Mothers, who may well be buying for two or three family groups, want their money to stretch as far as possible so will be on the look-out for free offers and gifts as well as promotions that give them a chance to win and bring good fortune. This is Tet after all.

Mum yearns for appreciation at Tet

In conclusion, we can see that, unsurprisingly, mums want easier lives! Whilst they don’t like the additional stress that Tet adds to their already busy schedules, they don’t want to forego the traditions of the holiday period completely. Of course, family time is still hugely important. As is the chance to switch off (even if it’s just for a couple of days) but what mums are telling us is that they want help… simpler choices… better value for the money they’re spending… and they’re looking for brands that understand their pressures over the lunar new year.

TET delights and tensions for Mum

Consumer research for TET in Vietnam


So, marketers, show mums some love and understanding. Show them that you appreciate the efforts and sacrifices mothers throughout Vietnam make for their families to ensure that Tet is such a special and memorable time of year.

 

Download your Tet report here

 

 

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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!

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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.

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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.

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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.

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

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

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

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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 Cimigo.

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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."

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We have worked with Cimigo over 2 projects in Vietnam. Cimigo 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 Cimigo team for supporting us.