With nearly 30 years of experience in qualitative research, Minh Thuy is recognized as one of Vietnam’s leading experts in the field. Trained within global research environments, she is known for her deep understanding of consumer psychology and behavior.
As the founder and driving force behind The Window, she has shaped a human-centered philosophy across every project, designing research approaches tailored to each brand and category.
Under her leadership, The Window has become a bridge between data and emotion—where brands uncover insights that are authentic, deeply human, and strategically meaningful.
Joining The Window in 2016, Khanh Ngoc has played a key role in research projects focused on younger consumer segments—audiences that demand fresh perspectives and flexible thinking. As a lead moderator for major brands including Highlands, Caryn, Bobby, Chanel, and PNJ, she is known for building genuine connections and deep understanding across Gen Z and Millennial consumers.
In 2023, her professional journey expanded to France, where she contributed to international research projects in the cosmetics and premium goods sectors. This cross-cultural experience strengthened her analytical and project coordination capabilities, bringing a global perspective to The Window while preserving a nuanced understanding of local contexts.
With a working style that is youthful, creative, and culturally attuned, Khanh Ngoc brings breakthrough perspectives to brands engaging with the next generation of consumers—where values, emotions, and authenticity matter most.
With over 20 years of experience in market research, Lieu is a highly experienced fieldwork specialist, particularly within the FMCG sector. Beginning her career at Nielsen, a multinational research corporation, she quickly mastered qualitative methodologies and built extensive hands-on field experience.
At The Window, she serves as a vital link between the fieldwork teams and the research consultants, overseeing quality across the entire data collection process. Guided by sharp professional intuition and a strong systems mindset, she ensures that every data point reflects authentic consumer perspectives—forming a critical foundation for meaningful and reliable insights.
