Understanding to Love More: Decoding Ho Chi Minh City Through a Multidimensional Lens
The Challenge: Vietnam Brand Purpose, in collaboration with AVSE Global, initiated a project to redefine Ho Chi Minh City’s brand positioning in a strategic and sustainable way. Long regarded as Vietnam’s economic engine, the city now faces a more complex challenge: building a strong, widely shared, and enduring city brand. To achieve this, brand architects […]
Understanding to “Refresh”: Unlocking the Potential of Herbal Tea
The Challenge: Today’s consumers—especially women—are increasingly health-conscious and inclined toward healthier lifestyles. This shift has driven a growing preference for products of natural origin, positioning herbal tea as a promising category. However, the segment faces several challenges: fragmented consumer perceptions, a brand image often associated with being outdated, and the absence of a strong category […]
Money mindsets across generations in vietnam: financial security or the pursuit of self-actualization?
Money is not merely a medium of exchange; it is deeply intertwined with emotions, lived experiences, and the values that shape each generation in Vietnam. Financial matters often become a source of tension within families, particularly between parents and their Gen Z children. These differences go beyond financial disagreements—they reflect contrasting life philosophies: older generations […]
Spotting what had yet to be named – from e-commerce to shoppertainment through a qualitative lens
There are subtle moments in focus group rooms that make us pause—not because of a single striking answer, but because of a pattern quietly repeating itself. This is often how new trends begin to take shape: subtle, yet consistent. In one group discussion following a series of in-depth interviews with Gen Z users, we identified […]
The role of professional qualitative market research firms in the age of ai
In an era of rapid AI advancement, technology is reshaping industries—from manufacturing and finance to marketing and market research. AI empowers organizations with fast data processing, automation, and large-scale trend analysis. However, in qualitative market research—where the focus lies on deeply understanding human behavior, emotions, and underlying motivations—AI’s limitations become increasingly evident. It is within […]
Understanding to Drive Growth: Decoding Online Shopping Behavior and KOL Influence
The Challenge: In an increasingly competitive e-commerce landscape, consumers now have a wide array of shopping platforms to choose from. For Lazada, the challenge extends beyond attracting and retaining shoppers to deeply understanding how KOLs and influencers shape consumer perceptions and purchasing behavior. Effectively leveraging this source of influence is critical to building a sustainable […]