Thế hệ số tại Việt Nam

Cimigo
Th2 16, 2022

Báo cáo thế hệ số tại Việt Nam. Vào tháng 5 năm 2021, Cimigo đã thực hiện một cuộc khảo sát trên phạm vi toàn quốc (bao gồm cả thành thị và nông thôn) về thế hệ số tại Việt Nam với 1,500 người Việt Nam có độ tuổi từ 16 – 29 và được biết đến là nhóm người hiểu biết về kĩ thuật số.

Tác giả: Bình Đồng, Giám đốc nghiên cứu, Cimigo

4 phút đọc bài.

Kết quả cuộc khảo sát nhằm mục đích khám phá các đặc điểm của thế hệ trẻ Việt Nam trong độ tuổi từ 16-29 và chiếm 21% tổng dân số với 20,225,046 người.

  • Tại sao những người trẻ tuổi từ 16-29 tuổi được gọi là thế hệ số?
  • Quan điểm của họ về gia đình và xã hội?
  • Họ mong đợi và chuẩn bị như thế nào cho nghề nghiệp tương lai?
  • Họ làm gì trong thời gian rảnh rỗi để giải trí?
  • Họ chi tiêu vào việc gì và phương thức thanh toán như thế nào?

Thế hệ số tại Việt Nam là ai?

Sinh ra và lớn lên trong thời đại bùng nổ của Internet, nhóm người trong độ tuổi từ 16-29 có những đặc điểm khác biệt so với các thế hệ trước đây. Cimigo đặt tên cho nhóm người này là thế hệ số tại Việt Nam.

Với xu hướng phát triển của Internet và những tiện ích đi kèm theo nó, thế hệ số tại Việt Nam có xu hướng quen thuộc hơn với điện thoại di động, điện thoại thông minh và các nền tảng trực tuyến. Nhóm người trẻ tuổi này có thể được chia thành 3 nhóm nhỏ:

  • Nhóm 25-29 tuổi: Trải nghiệm Yahoo, điện thoại nhiều tính năng, trang nghe nhạc trực tuyến và có những ngày đầu tiếp cận các nền tảng mạng xã hội.
  • Nhóm 20-24 tuổi: Trải nghiệm điện thoại thông minh và lướt web qua thiết bị di động, quen thuộc với các ứng dụng mạng xã hội.
  • Nhóm 16-19 tuổi: Trải nghiệm sự phát triển của phát song trực tuyến (Livestream), thương mại điện tử, thương mại xã hội và thanh toán không dùng tiền mặt khi mua sắm.

Thế hệ số Việt Nam

Thế hệ số Việt Nam phát triển cùng với sự trỗi dậy của internet và các hoạt động thương mại điện tử. Họ là thế hệ đi đầu trong việc tối đa hóa những tiện ích mà internet và điện thoại thông minh mang lại. Nhận thức của những người thuộc thế hệ này mang tính chất toàn cầu hơn, họ nhạy cảm hơn với các vấn đề xã hội cũng như có những khát khao với sự tiến bộ của nền kinh tế. Hiểu được thế hệ số tại Việt Nam có thể giúp các doanh nghiệp tận dụng mong muốn của họ và tạo nên những cú hích truyền thông mạnh mẽ hơn. Thế hệ số Việt Nam sẽ là động lực thúc đẩy sự phát triển nhanh chóng của nền kinh tế – xã hội Việt Nam trong thập kỉ tới.

Tải báo cáo tại đây

Chênh lệch kĩ thuật số giữa thành thị và nông thôn tại Việt Nam là không đáng kể

Thái độ và mong muốn giữa thế hệ số giữa thành thị và nông thôn là gần như tương đồng. Cuộc sống số của người Việt Nam ở thành thị và nông thôn trong thế hệ số có sự chênh lệch ít hơn nhiều so với những gì người đọc có thể mong đợi. Các nền tảng xã hội được sử dụng tương tự nhau ở cả thành thị và nông thôn Việt Nam, với tỷ lệ thâm nhập gần như giống nhau đối với các nền tảng hàng đầu. Trong khi người Việt Nam ở thành thị sử dụng trung bình 4.6 nền tảng thì người Việt Nam ở nông thôn sử dụng 4.5 nền tảng.

Tỷ lệ trò chơi trực tuyến trong một tháng qua ở khu vực thành thị là 54% và ở khu vực nông thôn là 41%, tỷ lệ mua sắm trực tuyến trong một tháng qua ở khu vực thành thị là 54% và ở khu vực nông thôn là 43%, tỷ lệ thanh toán không dùng tiền mặt đối với mua sắm trực tuyến của Việt Nam tại thành thị là 42% và ở nông thôn là 31%. Tỷ lệ sử dụng ví điện tử trong một tháng qua cho bất kỳ mục đích nào, bao gồm cả mua sắm trực tuyến, ở khu vực thành thị là 67% và ở khu vực nông thôn là 66% trong một tháng qua.

Các kênh hàng đầu về tin tức là Facebook (85%), YouTube (49%), Zalo (36%) và TikTok (30%), người dân nông thôn phụ thuộc rất nhiều vào các nền tảng này so với cư dân thành thị. Thế hệ sốở nông thôn có xu hướng sử dụng tin tức và các ứng dụng TV để xem tin tức ít hơn so với thành thị.

Truyền thông và xã hội số Việt Nam đang giúp cho thế giới quan của thế hệ sốở thành thị và nông thôn trở nên gần gũi hơn.

Một thế hệ số Việt Nam lạc quan

 

Thế hệ số lạc quan về việc thành lập một gia đình của riêng họ và sở hữu một ngôi nhà. Ngày càng nhiều người mong muốn có một gia đình nhỏ sống độc lập với phụ huynh, nhưng hơn hết, truyền thống trong việc kết nối với đại gia đình qua bữa tối vẫn được đánh giá cao.

Sự nghiệp, thu nhập, gia đình và nền tảng giáo dục là những yếu tố chính hình thành quan điểm của thế hệ số. Vai trò giữa nam và nữ được nhận thức bình đẳng hơn trong việc đạt được sự độc lập về tài chính.

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Cụ thể hơn, mạng xã hội định hình về góc nhìn thế giới của họ. Thế hệ số tìm kiếm sự độc lập về tài chính, phát triển sự nghiệp và được gia đình yêu thương.

70% khao khát trở thành nhà lãnh đạo trong công việc và chủ sở hữu doanh nghiệp. Phụ nữ tỏ ra lo lắng hơn nam giới, đặc biệt là đối với sự phân hóa xã hội và ổn định thu nhập.

Thế hệ số Việt Nam và các vấn đề xã hội

Thế hệ số quan tâm nhiều đến các vấn đề xã hội. Thế hệ sốquan tâm đến vấn đề ô nhiễm, bảo vệ môi trường và an toàn thực phẩm. Phụ nữ đặc biệt quan tâm đến bình đẳng giới trong khi nhóm tuổi 25 – 29 thì quan tâm sâu sắc đến chủ quyền của Việt Nam trên Biển Đông.

Hai phần ba thế hệ số quan tâm đến tác động xã hội tích cực. 6 trên 10 mong muốn có tác động tích cực đến cuộc sống của những người kém may mắn và 8 trên 10 mong muốn đóng góp tích cực vào sự phát triển của xã hội Việt Nam.

Tải báo cáo tại đây

Giải trí, mạng xã hội và trò chơi điện tử ở Việt Nam

Giải trí là một phần không thể thiếu trong cuộc sống của thế hệ số tại Việt Nam. Sự lên ngôi của điện thoại thông minh mang đến nhiều cơ hội phát triển cho các nhà phát hành game phục vụ nhu cầu hơn một nửa thế hệ số hàng tuần.

Điện thoại thông minh (49%) và máy tính (30%) là hai trong số những thiết bị được cộng đồng kỹ thuật số sử dụng nhiều nhất để tham gia game, trong khi đấu trường trực tuyến nhiều người chơi (MOBA), trò chơi bắn súng và cuộc chiến hoàng tộc (battle royale) là phổ biến nhất trong thế hệ số hôm nay.

Mua sắm trực tuyến tại Việt Nam

47% thế hệ số tại Việt Nam mua sắm trực tuyến, với tần suất trung bình 3,5 lần mỗi tháng. Tỷ lệ này cao hơn ở phụ nữ (55%) và khu vực thành thị (54%). 3 danh mục mua sắm trực tuyến phổ biến nhất tại Việt Nam là thời trang (57%), mỹ phẩm và chăm sóc cá nhân (24%) và phụ kiện điện tử (21%). Shopee (69%), Facebook (32%), Lazada (32%) và Tiki (16%) là những nền tảng thương mại điện tử phổ biến nhất tại Việt Nam trong thế hệ số.

Tải báo cáo tại đây

Mua sắm trực tuyến và sự gia tăng của thanh toán kỹ thuật số tại Việt Nam

64% người mua sắm trực tuyến tại Việt Nam sử dụng tiền mặt khi giao hàng (COD). 22% người mua sắm trực tuyến tại Việt Nam sử dụng chuyển khoản ngân hàng và 13% sử dụng ví điện tử. Ví điện tử Momo chiếm 51% thị phần ví điện tử dùng để mua sắm trực tuyến tại Việt Nam, tiếp theo là Shopee pay (15%) và ZaloPay (11%). Thị phần còn lại được phân bổ đồng đều cho hơn 40 nhà cung cấp khác như Moca / GrabPay, BankPlus, ViettelPay, v.v.

Tỉ lệ sử dụng ví điện tử trong một tháng qua cho bất kỳ mục đích nào, bao gồm cả mua sắm trực tuyến, đạt đến 66% thế hệ số của Việt Nam trên toàn quốc.

Mạng xã hội ở Việt Nam ngày càng đa dạng

Facebook (85%), Youtube (72%) và Zalo (65%) là 3 nền tảng xã hội được sử dụng nhiều nhất tại Việt Nam. Tiktok (52%) được sử dụng bởi hơn một nửa thế hệ số tại Việt Nam. Trung bình mỗi cá nhân sử dụng 4-5 nền tảng mạng xã hội như một phương tiện để giải trí, kết nối bạn bè và là nơi để thể hiện bản thân.

Tải báo cáo tại đây

 

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Minh Thu - Consumer Market Insights Manager

Working with Cimigo has been incredibly rewarding. Their exceptional service and unwavering commitment to excellence have been truly impressive. Together, we've successfully completed projects ranging from fabric care like detergents and fabric softener to home essentials like floor cleaner and dishwashing liquid in both urban and rural settings, showcasing Cimigo's versatility and dedication to reaching diverse markets. Thanks to Cimigo's dedication and expertise, we secured a major project with our client last year. I'm grateful for our partnership and excited for future collaborations.
Working with Cimigo has been incredibly rewarding. Their exceptional service and unwavering commitment to excellence have been truly impressive. Together, we've successfully completed projects ranging from fabric care like detergents and fabric softener to home essentials like floor cleaner and dishwashing liquid in both urban and rural settings, showcasing Cimigo's versatility and dedication to reaching diverse markets. Thanks to Cimigo's dedication and expertise, we secured a major project with our client last year. I'm grateful for our partnership and excited for future collaborations.

Travis Mitchell - Executive Director

Cimigo has been an excellent partner for AmCham. They provided insightful feedback during the planning phase of our project and offered suggestions to ensure that we met our goals. Their analysis was comprehensive, thoughtful, and accurate, and I appreciated their customer service skills – I always felt that Cimigo had our best interests at heart. I’m very much looking forward to working with Cimigo again in the near future!
Cimigo has been an excellent partner for AmCham. They provided insightful feedback during the planning phase of our project and offered suggestions to ensure that we met our goals. Their analysis was comprehensive, thoughtful, and accurate, and I appreciated their customer service skills – I always felt that Cimigo had our best interests at heart. I’m very much looking forward to working with Cimigo again in the near future!

Malcolm Farmer - Managing Director

I have never seen or had support for our business like we have received from Cimigo Vietnam. The depth & understanding of our business shows how well you have studied both Jardines Distribution Inc. and Koppers Performance Chemicals. We, (JDI & KPC), really appreciate the efforts the whole Cimigo team have put into your research. The help to connect potential distributors for both our Industrial and retail products are absolutely on point. I will have no hesitation in recommending Cimigo Vietnam to any company wanting to venture into the Vietnam market.
I have never seen or had support for our business like we have received from Cimigo Vietnam. The depth & understanding of our business shows how well you have studied both Jardines Distribution Inc. and Koppers Performance Chemicals. We, (JDI & KPC), really appreciate the efforts the whole Cimigo team have put into your research. The help to connect potential distributors for both our Industrial and retail products are absolutely on point. I will have no hesitation in recommending Cimigo Vietnam to any company wanting to venture into the Vietnam market.

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.