About us - The Window

About
The Window

Guiding Brands with Deep Insight

About The Window
Our Mission
Our Vision

Two Decades of Leading Through Human Understanding

Founded by one of Vietnam’s leading qualitative research experts, The Window brings together a team of experienced specialists with deep insight into social and cultural life. With over 15 years of practice, we have partnered with more than 100 local and international brands on projects that demand depth, nuance, and a genuine understanding of people.

In a landscape shaped by rapidly evolving data and technology, The Window believes that sustainable brand value begins with a profound understanding of consumer psychology, emotions, and motivations—something no technology can replace. We specialize in uncovering the “golden insights” embedded deep within the lives of Vietnamese consumers.

A Journey to Connect Brands with Vietnamese People

We open the window for brands to connect with and understand Vietnamese people—deeply, humanely, and in ways grounded in real life.

At The Window, we believe brand strength does not come from speaking louder, but from listening more deeply. With over 15 years of research into Vietnamese behavior, psychology, and culture, we help businesses see beyond the numbers—into everyday stories, subtle values, and genuine emotions—shaping strategies that are distinctly human and built for lasting impact.

Creating Sustainable Brand Value

The Window aspires to be a pioneering qualitative research firm in Vietnam—where strategic thinking, cultural depth, and a human-centered perspective come together.

We believe that brands can achieve sustainable growth only when they truly understand the people they serve. That is why The Window goes beyond data, exploring the motivations, emotions, and stories behind consumer behavior—to help brands create genuine value and build lasting connections with a Vietnamese society in constant transformation.

WHAT SETS US APART

How The Window Creates Distinct Value

Rooted Locally. Connected Globally.

The Window is deeply grounded in Vietnamese culture and social context, while applying global thinking and research standards. This balance allows us to deliver solutions that are locally nuanced yet internationally aligned—offering brands both cultural depth and a broader strategic perspective to navigate complex markets and build sustainable growth.

Integrity & Transparency

Every stage of research at The Window is governed by rigorous quality control and strict objectivity. We ensure all data accurately reflects real market dynamics, while each solution is carefully tailored to specific needs. This commitment delivers practical, reliable, and actionable outcomes—creating long-term value and trust for our partners.

Creativity & Flexibility

The Window does not rely on fixed formulas. Instead, we design bespoke research approaches for each industry and business challenge. Our flexible and creative methodologies allow us to focus on what truly matters, uncovering the most relevant insights and enabling brands to make informed, confident decisions.

Client-Centered Approach

Every solution at The Window begins with a deep understanding of our clients’ objectives, context, and challenges. By listening closely and designing research around real needs, we deliver insights that are highly actionable, easy to apply, and impactful—supporting effective decision-making and fostering long-term, collaborative partnerships.

THE WINDOW EXPERT TEAM

Founder & Managing Director

Nguyen Khanh Minh Thuy

With nearly 30 years of experience in qualitative research, Minh Thuy is recognized as one of Vietnam’s leading experts. Trained in global research environments, she brings deep analytical insight.

Professional Analyst

Luu Tran Khanh Ngoc

Joining The Window in 2016, Khanh Ngoc serves as a lead moderator on youth and emerging consumer studies, working closely with major brands such as Highlands, Chanel, and PNJ to uncover strategic consumer insights.

Senior Fieldwork Manager

Chung Cam Lieu

With extensive experience in market research, particularly within FMCG, Cam Lieu oversees fieldwork operations at The Window, ensuring data quality through rigorous execution, attention to detail, and strong operational discipline.

You Ask
The Window Answers

When Should You Use Qualitative Research?

Qualitative research is the right choice when businesses need to:

• Understand customers more deeply: build personas, explore motivations, emotions, and the hidden factors behind consumer behavior.

• Discover growth opportunities: identify unmet needs to guide new product or service development.

• Position or reposition the brand: understand how consumers perceive and interpret the brand, communications, and packaging in real-life contexts.

• Evaluate creative ideas: gauge customer reactions to concepts, TVCs, storyboards, packaging, or marketing campaigns.

• Uncover inspiring insights: provide strategic material for creative, marketing, and communication teams.

• Lay the groundwork for quantitative research: generate hypotheses and guide question design and measurement in the next phase.

What Methods Are Included in Qualitative Research?

Research methods are tailored to the study objectives, with three of the most common approaches:

• FGD (Focus Group Discussion):Explore group feedback and observe the ripple effects of discussion on concepts, packaging, TVCs, or campaigns.

• IDI (In-Depth Interview):Conduct one-on-one interviews to understand individual perspectives, ideal for sensitive industries (finance, healthcare, controversial topics) or special audiences such as experts, KOLs, and premium customers.

• Ethnography (In-Home Visit / Shop-Along / Consumer Immersion): Observe real consumer behavior in everyday life contexts—such as eating habits, childcare routines, or product usage.

How Reliable Are Qualitative Research Results Despite Small Sample Sizes?

Qualitative research is not designed to measure large populations but to explore the “why” behind behaviors. Even with small samples, results remain reliable by carefully selecting participants, probing deeply with specialized techniques, and verifying recurring insights across multiple participants. This approach enables businesses to uncover hidden truths, providing a solid foundation for product, brand, and communication strategies.

What are the expertise and research experience of The Window’s moderators and qualitative researchers?

The Window’s moderators each have at least five years of hands-on experience leading major domestic and international projects. They excel in deep probing techniques—such as projective methods, storytelling, laddering, and metaphor elicitation—and naturally connect with participants, enabling authentic sharing even with hard-to-reach groups like Gen Z, children, or high-income segments.

Alongside them, a specialized analysis team handles data aggregation, coding, and report storytelling, ensuring results are both accurate and strategically valuable. Moderators bring insights from the field, while analysts reinforce them with precision and depth, maintaining high-quality outputs even under tight deadlines.

Additionally, our professional and experienced fieldwork team ensures the accuracy of research inputs, forming a crucial foundation for reliable and actionable qualitative research outcomes.

Besides general consumers, what special target groups has The Window conducted research on?

Beyond general consumers, The Window has conducted research with a variety of specialized and hard-to-reach groups, including:

• High-income individuals (HNWIs, class A+++) and public figures such as KOLs, KOCs, and influencers.

• Healthcare and pharmaceutical caregivers, including nurses, pharmacists, and related professionals.

• Children and adolescents, studied using age-appropriate methods with parental consent.

• Professional specialists, such as doctors, pharmacists, teachers, and professional chefs or baristas.

• Behavior-specific consumer segments, including lifelong vegetarians, professional athletes, and environmentally conscious consumers.

The Window believes that high-quality outputs begin with ensuring quality inputs—from carefully selecting participants and designing appropriate questions to creating an open sharing environment:

• Rigorous participant selection: We apply strict screening processes to ensure participants match the target research personas.

• Safe and friendly conversation space: During moderation, we foster an environment where participants feel comfortable sharing openly.

• Experienced moderation: The primary moderator is the Research Lead or a Senior Moderator with extensive experience in the relevant industry. Moderators are assigned based on their understanding of the target audience, ability to connect, and industry knowledge to uncover the deepest insights.

• Advanced probing and creative techniques: Moderators use deep-dive methods (laddering, probing) alongside creative approaches (projective techniques, storytelling, personification, metaphor mapping) to move from observed behaviors to motivations, emotions, and values, uncovering hidden needs and nuanced perceptions that direct questions alone cannot reveal.

Do The Window’s research results provide insights and actionable recommendations?

The Window’s reports are always developed with an ‘Insight to Action’ approach—going beyond data analysis to provide clear insights, interpret business implications, and offer concrete recommendations. The goal is to enable clients to immediately apply research findings to marketing, product, or communication strategies.

We go further than simply delivering reports by partnering with clients in internal presentations or insight-activation workshops. These sessions help teams across departments understand consumers deeply and translate insights into ideas, solutions, or actionable strategies. Workshops are designed to be interactive, visual, and inspiring for participants, fostering practical application of research insights.

Can The Window adapt flexibly if research objectives, participant criteria, timelines, or methods need to change during the study?

One of The Window’s key strengths is flexibility in research implementation. Our goal is to ensure that every critical insight is captured, regardless of changes throughout the research process.

• We can adjust or expand objectives, add participant criteria—even at the last minute—or tailor approaches for each discussion group to ensure the most valuable insights are gathered.

• Discussion flows are managed flexibly by moderators, who follow the agreed research framework while being ready to probe deeper or explore emerging topics during sessions.

• Timelines and methods can be adapted to client needs: shortening project schedules, combining multiple methods (e.g., FGD + Ethnography, Diary + IDI) to increase depth and broaden perspectives.

Does The Window commit to maintaining the confidentiality of participants and client information?

We are fully committed to maintaining the confidentiality of both clients and research participants. All personal data and project information are handled, stored, and used in compliance with current laws and international security standards. Data is anonymized before analysis and used solely for the research purposes agreed upon with both clients and participants.

We strictly adhere to ethical standards and best practices in market research, including the ESOMAR Code of Conduct and the UK Market Research Society (MRS) guidelines. This ensures that all research activities at The Window are transparent, respect participant rights, and provide clients with accurate and reliable data.

How long does it take to complete a qualitative research project at The Window?

Typically, a qualitative research project at The Window takes 3–6 weeks from receiving the brief to delivering the final report.

• Design & Preparation (1–2 weeks):Understanding the brief, designing the methodology, developing guidelines, and selecting participants.

• Fieldwork & Data Collection (1–2 weeks):Conducting FGDs, IDIs, IHVs, etc., depending on the methodology and project scale.

• Analysis & Reporting (1–2 weeks):Aggregating data, coding, analyzing insights, and crafting the report story.

For projects with special requirements or tight timelines, The Window works closely with clients to optimize processes, shorten timelines, and deliver initial results promptly to support quick decision-making. Leveraging experienced teams and a strong network of partners for recruitment, fieldwork, and analysis, we ensure flexible execution while maintaining insight depth and quality, even under urgent conditions.

About The Window