Thay đổi hành vi tiêu dùng tại Việt Nam thời Covid

Cimigo
Th7 15, 2021

Thay đổi hành vi người tiêu dùng tại Việt Nam thời Covid đang là rất lớn, cùng với đó là một loạt các biện pháp giãn cách xã hội cũng tác động đến các thành phố trên khắp Việt Nam vào cuối tháng 5 và tháng 6 năm 2021. Bài viết này sẽ khám phá về những thay đổi chính ảnh hưởng đến động lực của người tiêu dùng Việt Nam.

Richard Burrage

8 phút đọc


Tóm tắt những thay đổi trong hành vi của người tiêu dùng Việt Nam trong thời điểm Covid

Áp lực về tài chính trong hộ gia đình đã làm giảm đi mức độ chi tiêu tùy ý của người tiêu dùng Việt Nam. Một trong những thay đổi nổi bật nhất trong hành vi của người tiêu dùng Việt Nam là họ tìm kiếm những đề xuất giá cả hợp lý hơn để tiết kiệm ngân sách cho gia đình.

Người tiêu dùng Việt Nam đang kìm hãm lại việc mua hàng được lên kế hoạch trước đó và trì hoãn chúng cho đến khi niềm tin vào sự ổn định thu nhập của họ quay trở lại. Một số thay đổi trong hành vi của người tiêu dùng Việt Nam là bị ép buộc khi họ phải thông qua các biện pháp giãn cách xã hội. Họ không được chi tiêu cho các hoạt động giải trí bên ngoài, ăn uống bên ngoài cũng như không tận hưởng các dịch vụ spa và làm đẹp.

Những người được lợi từ những thay đổi về hành vi này tiếp tục là các nền tảng mua sắm trực tuyến, ngoài ra thúc đẩy hơn nữa các dịch vụ giao hàng và đặt xe. Mong muốn không cần tiếp xúc và sự tiện lợi của thanh toán di động ở Việt Nam đang làm giảm đi việc sử dụng tiền mặt khi giao hàng, đây là một sự thúc đẩy mà thanh toán điện tử thực sự cần.

Những thay đổi tích cực tạm thời trong hành vi của người tiêu dùng Việt Nam, thường có liên quan đến các sản phẩm tiêu dùng nhanh về vệ sinh và ngăn ngừa lây truyền. Ngay khi Covid kết thúc, các danh mục này sẽ đảo ngược trở lại quỹ đạo tăng trưởng điển hình của chúng được thấy lần cuối vào năm 2019.

1. Hiệu suất kinh tế từ đầu năm cho đến nay thuộc Quý 2 năm 2021

Một số hộ gia đình đã bị ảnh hưởng nặng nề do bị mất việc làm và thu nhập thấp hơn đối với hầu hết các hộ khác. Trong khi nền kinh tế tiếp tục tăng trưởng trong nửa đầu năm 2021, thu nhập của các hộ gia đình đang bị ảnh hưởng nặng nề hơn so với năm 2020.

2. Áp lực tài chính gia đình gây cản trở đến chi tiêu tùy ý của người tiêu dùng Việt Nam

Trong khi nhiều nhưng không phải là tất cả, các bộ phận thuộc nền kinh tế sản xuất vẫn tiếp tục hoạt động; thương mại, dịch vụ, khách sạn và du lịch thì bị hạn chế. Năm 2020 Cimgio đã báo cáo rằng đại dịch đã làm giảm thu nhập hàng năm của hộ gia đình trung bình là 12%. Tỷ lệ mất việc làm đã tăng gấp đôi so với năm 2020. Kể từ ngày 1 tháng 7, Cimigo dự đoán tác động sẽ nghiêm trọng hơn so với năm 2020 đối với thu nhập hộ gia đình, ảnh hưởng đến cả tiết kiệm và chi tiêu. Tất cả các khoản chi tiêu tùy ý đang phải được cân nhắc lại.

3. 7/10 người tiêu dùng Việt Nam quan tâm đến vấn đề Covid nhiều nhất.

Một khảo sát của Cimigo về thế hệ kỹ thuật số từ 16 đến 29 tuổi ở khắp nông thôn và thành thị Việt Nam vào tháng 5 năm 2021, cho thấy rằng việc bảo vệ Việt Nam khỏi Covid là mối quan tâm hàng đầu bởi một tỷ lệ lớn.

4.  Người tiêu dùng Việt Nam tìm kiếm mặt hàng giá trị rẻ hơn

Thay đổi hành vi người tiêu dùng tại Việt Nam thời CovidSự thiếu hụt trong thu nhập hộ gia đình ở Việt Nam đã làm lệch đi xu hướng cao cấp hóa mang tính lịch sử của hàng tiêu dùng đóng gói. Một trong những thay đổi nổi bật nhất trong hành vi của người tiêu dùng Việt Nam chính là tìm những mặt hàng có giá cả hợp lý hơn để giảm bớt ngân sách gia đình. Kinh doanh hàng tiêu dùng đóng gói sẽ tiếp tục giảm mạnh cho đến hết năm 2021. Hàng tiêu dùng đóng gói (CPG) đang có sự sụt giảm kinh doanh đáng kể, do người tiêu dùng đang tiết kiệm với chi tiêu của họ.

5. Người tiêu dùng Việt Nam trì hoãn việc mua hàng có giá trị cao

Thay đổi hành vi người tiêu dùng tại Việt Nam thời CovidVào năm 2020, những thay đổi trong cách nhìn của người tiêu dùng Việt Nam đã dẫn đến việc trì hoãn mua mới hoặc thay thếnhững mặt hàng có giá trị cao. Điều này đã tái diễn trở lại khi người tiêu dùng hoãn các giao dịch mua hàng đã lên kế hoạch từ lâu và trì hoãn chúng cho đến khi niềm tin vào sự ổn định thu nhập của họ trở lại. Căn hộ, nhà cửa, xe có động cơ (2 và 4 bánh), đồ gia dụng, thiết bị điện tử và việc mua sắm đồ đạc trong nhà đều bị trì hoãn.

6. Du lịch nội địa Việt Nam và chi tiêu ở ngoài của người tiêu dùng bị ngừng lại

Thay đổi hành vi người tiêu dùng tại Việt Nam thời CovidNhững thay đổi trong hành vi tiêu dùng của người Việt là bị ép buộc do họ phải tuân theo lệnh giãn cách xã hội. Du lịch nội địa (một huyết mạch còn lại của ngành du lịch và lữ hành kể từ khi biên giới bị đóng cửa đối với khách du lịch nội địa) không còn dễ dàng nữa. Hầu hết các doanh nghiệp kinh doanh dịch vụ hướng tới người tiêu dùng đã mất sáu tuần giao dịch vì họ phải tuân theo các quy định nghiêm ngặt hơn. Người tiêu dùng không có khả năng chi tiêu cho các hoạt động giải trí, ăn uống bên ngoài cũng như không được tận hưởng các dịch vụ spa và làm đẹp.

7. Các nền tảng mua sắm trực tuyến là người hưởng lợi lớn nhất từ những thay đổi trong hành vi của người tiêu dùng Việt Nam

Người hưởng lợi từ những thay đổi trong động thái của người tiêu dùng Việt Nam tiếp tục là các nền tảng mua sắm trực tuyến. Họ đã mở rộng phạm vi thâm nhập, khối lượng giao dịch và tăng mạnh quy mô “giỏ hàng” trong năm 2020, thúc đẩy doanh số thương mại điện tử ở Việt Nam lên đến 54% vào năm 2020. Điều này diễn ra cùng lúc với Covid chứng tỏ một sự thúc đẩy hữu ích, nó đã giúp các kênh mua sắm trực tuyến xây dựng nên sự quen thuộc của người tiêu dùng, sự tin tưởng và ngay bây giờ là sự phụ thuộc.

8. Hoạt động giao hàng và đặt xe đã được thúc đẩy nhanh nhờ những thay đổi trong hành vi của người tiêu dùng

Hầu hết các doanh nghiệp kinh doanh dịch vụ đã và đang làm việc tại nhà. Điều này cùng với sự gia tăng chóng mặt trong thương mại điện tử đã thúc đẩy hơn nữa nhu cầu các dịch vụ giao hàng và đặt xe ở, cùng với đó là sự gia tăng số lượng người dùng hiện có lẫn người dùng mới.

Các trò chơi trực tuyến và phát nội dung trực tuyến thông qua YouTube, TikTok và Qiy đều tăng lên khi người tiêu dùng dành ít thời gian ở ngoài hơn và dành nhiều thời gian trên điện thoại thông minh của mình.

9. Ví điện tử được hưởng lợi từ những thay đổi trong hành vi của người tiêu dùng Việt Nam

Mong muốn không tiếp xúc và sự tiện lợi của thanh toán di động ở Việt Nam đang làm giảm nhẹ việc sử dụng tiền mặt khi giao hàng, đây là một động lực mà thanh toán điện tử thực sự cần. Đại đa số người mua hàng thích tiền mặt khi giao hàng vì điều này mang lại cho người tiêu dùng sự kiểm soát nếu sản phẩm không đáp ứng được kỳ vọng.

10. Những thay đổi tạm thời trong hành vi người tiêu dùng Việt Nam

Nhiều sản phẩm tiêu dùng nhanh liên quan đến vệ sinh và ngăn ngừa lây truyền đã phát triển mạnh mẽ trong thời kỳ đại dịch. Chúng bao gồm nước rửa tay, khẩu trang, thậm chí cả xà phòng dạng thanh và nước thông thường, sữa tắm và cả nước súc miệng do tin đồn về việc Covid bám lại trong cổ họng.

Các danh mục sau đây đã chứng kiến sự phát triển vượt bậc do kết quả của Covid:

  1. Giao đồ ăn và thức uống.
  2. Tích trữ thực phẩm đóng gói dành cho người tiêu dùng trong trường hợp đặt hàng tại nhà.
  3. Thực phẩm chức năng để duy trì sức khỏe và xây dựng khả năng miễn dịch mạnh mẽ hơn
  4. Sách và văn phòng phẩm để giải trí tại nhà và học tập.
  5. Các mặt hàng điện tử để chơi game và giải trí trực tuyến trong nhà
  6. Trang phục thể thao để phục vụ lối sống lành mạnh hơn.

Ngay khi Covid kết thúc thì các danh mục này sẽ đảo ngược trở lại quỹ đạo tăng trưởng điển hình của chúng được thấy lần cuối vào năm 2019.

11. Hãy bắt đầu lập kế hoạch tiếp thị từ bây giờ để chuẩn bị cho sự phục hồi trở lớn

Changes in Vietnamese consumer behaviour

Hãy đọc phương pháp tiếp cận của Cimigo về việc lập kế hoạch tiếp thị để chuẩn bị cho sự phục hồi lớn.  Đại dịch đã buộc phải thay đổi hành vi của người tiêu dùng. Cuộc sống sẽ không trở lại bình thường, một sự “bình thường mới” sẽ mọc lên với những thói quen và nghi lễ mới. Suy nghĩ và hành vi của người tiêu dùng đã thay đổi, một số sẽ là tạm thời nhưng với  những người khác sẽ trở thành vĩnh viễn. Những thay đổi này sẽ cần được nắm bắt nhanh chóng cũng như sản phẩm, giá cả, định vị thương hiệu và các kênh tiếp thị của bạn sẽ cần được điều chỉnh.

Hãy liên hệ với chúng tôi tại ask@staging.cimigo.com nếu bạn cần giúp đỡ.

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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.