At the helm of Decision Lab, Thue leads with visionary strategy and data-driven expertise. A graduate of Copenhagen Business School, he combines entrepreneurial acumen with a passion for building high-performing teams and innovative market solutions.

Thuy Tien utilises her Bachelor’s degree in Digital Marketing from RMIT University to provide strategic market research. Her work centres on the Media and Entertainment sector, driving thought leadership and enhancing market knowledge through impactful research.

A data storyteller with keen analytical instincts, Giang Huong translates complex market signals into clear direction across Vietnam's financial and education sectors.

Minh Hoang transforms market complexities into clear, actionable strategies, drawing from his education in strategic marketing management at Aston Business School. Fluent in English and Russian, he excels at delivering global-standard insights tailored to Vietnam’s dynamic market.

Uyen is a research expert, specializing in consulting brand health performance, market trends and consumer behaviours. She has a proven track record of conducting studies in diverse sectors and markets such as Education, FMCG, Finance, F&B, etc. Her work has helped clients in Vietnam and across the ASEAN region make informed decisions about their business strategies.

Thuy Dung, Associate Director at Decision Lab, is a seasoned market intelligence and consumer insight strategist with over ten years of proven success. Her experience at L'Oréal, Heineken, and Ipsos equips her to pinpoint critical growth drivers and guide clients towards impactful strategic decisions.

As an Executive Assistant (EA) at Decision Lab, Ha plays a pivotal role in optimising the CEO's calendar and coordinating his participation in various chambers of commerce. Ha needs to ensure effective communication and build rapport with stakeholders, represent the CEO and the company professionally. She coordinates and assists CEO at public speaking events and media interviews. In the HR and strategy domain, Ha oversees strategic initiatives, supports senior recruitment efforts and fosters a positive work environment.

Nguyen-Tognetti Thanh Cao, Head of Business Management at Decision Lab, combines global expertise with local insight. With a Master’s in International Business from INSEEC France, she excels in digital research and strategic leadership, delivering exceptional results for clients and ensuring Decision Lab’s success.

A graduate of Ho Chi Minh City Open University with over 13 years of financial expertise, Hoa ensures precision and foresight in every project. She is a trusted advisor on financial planning and strategy.

Known for her creativity and depth in qualitative research, Linh Tra delivers impactful client solutions at Decision Lab. With a strong foundation as a research assistant at UEH University and consulting experience at Ipsos, she combines academic rigor with practical insights to shape transformative strategies.

As a Sociology graduate from The London School of Economics and Political Science, Linh Dan transforms her sociological understanding and expertise in research methodology into practical market strategies to deliver consumer insights to clients across industries and regional markets. Her expertise in decoding market trends and behaviour enhances Decision Lab’s consulting services, making her a key driver of strategic, data-driven decision-making.

Tuyet Nhi blends top-tier CFA Level I performance with academic excellence at Western Sydney University. She applies her analytical and financial knowledge to optimize short- and long-term capital management. She ensures financial accuracy and efficiency while contributing to strategic decision-making.

Sharp financial strategist combining investment banking expertise with export sector insights to strengthen operational excellence.

Tina is a Senior Consultant at Decision Lab, leveraging her Bachelor of Commerce in Marketing and over four years of experience to deliver strategic, data-driven solutions for clients. With a strong foundation in partnerships and business development, she is passionate about exceeding client goals through agile research and market insights. She currently specialises in the F&B industry, helping brands optimise their business efficiency and consumer engagement.

As a consultant with a strong foundation in market research and strategy, Huyen blends her Creative Technology Management degree from Yonsei University with hands-on consulting and marketing experience to deliver high-impact solutions.

A seasoned quantitative research expert with a proven track record in client consultancy, consumer insights, and strategic market analysis. A Marketing graduate from the University of Wollongong, Huynh specialises in brand health tracking, account management, and data product implementation. At Decision Lab, she leads key finance sector accounts, delivering high-quality insights and driving strategic growth.