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Notes @ the Lab

Read our latest insights on the Vietnam consumer landscape

KFC tops the Decision Lab Best F&B Rankings for the second year in a row

New report highlights the growing demand for consumer credit in Vietnam due to lower ...
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New report highlights need for more accessible credit and better financial literacy

New report highlights the growing demand for consumer credit in Vietnam due to lower ...
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Vietnam's economic rise fuels European optimism, yet regulatory hurdles persist: EuroCham Vietnam’s Business Confidence Index

EuroCham Vietnam's Business Confidence Index shows rising optimism among European ...
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Vietnamese shift towards social commerce for online shopping

Vietnamese consumers are shifting towards social commerce for online shopping, with ...
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BaoViet Life is the best insurance brand in Vietnam

Discover the top insurance brands in Vietnam, with BaoViet Life leading the rankings for ...
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Thế Giới Di Động is the best retail brand in Vietnam

Discover the top general retail brands in Vietnam according to Decision Lab Best Retail ...
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Webinar offers key insights for brands to build winning strategies in 2024

Recent Decision Lab webinar highlighted pivotal trends and metrics that are crucial for ...
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2024 Marketing forecast: prioritising value and efficiency in a shifting economy

Brands in 2024 will face challenges due to economic uncertainty and the rapid development ...
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Vietcombank tops Decision Lab Best Bank Rankings 2024

Vietcombank tops Decision Lab Best Bank Rankings 2024. Download the full ranking at ...
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Haidilao is Vietnam’s biggest brand mover for December 2023

Discover Vietnam's biggest brand movers for December 2023. Haidilao takes the top spot ...
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Vietnam's business confidence gains traction in Q4 2023 amid challenges: EuroCham report

EuroCham Vietnam's Q4 2023 Business Confidence Index shows signs of resilience in ...
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2023 Wrapped from Decision Lab: Top 5 insights into Vietnamese consumers

Discover the top five insights into Vietnamese consumers in 2023, from the innovative ...
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Samsung tops the Decision Lab Best Brand Rankings for the third year in a row

Samsung has once again claimed the 'best brand' title in Vietnam, according to the ...
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Gen Z wants to disconnect

Vietnam's Generation Z is showing a trend of disconnecting from social media, with 76% ...
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Vietcombank has the happiest customers in Vietnam

Discover the Decision Lab Bank Satisfaction Rankings 2023 for Vietnam. Vietcombank leads ...
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TikTok is having the best quarter ever

TikTok is booming in Vietnam. Learn how Gen Z and consumers use it for entertainment, ...
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Vietnam’s business landscape is brightening, says EuroCham Business Confidence Index Q3 2023

Insights on Vietnam's business landscape from EuroCham Business Confidence Index Q3 2023 ...
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Toyota leads Vietnam’s first-ever automotive brand ranking, Vinfast secures a spot in the top 5

Decision Lab, the exclusive partner of YouGov in Vietnam, has unveiled the Decision Lab ...
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What does the ideal workplace look like for Vietnamese employees?

Find out how Vietnamese employees prefer hybrid working mode, and what they look for in a ...
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GrabFood and ShopeeFood are locked in a tight race for the food delivery crown

According to the latest Decision Lab Connected Consumer, the second quarter of 2023 saw a ...
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Five must-read articles about Marketing Mix Modeling

Read five must-read articles covering the latest Marketing Mix Modeling trends. Learn ...
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KFC tops the Decision Lab's F&B rankings 2023

Decision Lab reveals the F&B rankings 2023 in Vietnam based on data from YouGov ...
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ACB’s chairman rocks the stage and the ad awareness in Vietnam

ACB's chairman Tran Hung Huy's performance at the Gala Night celebrating the 30th ...
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EuroCham Vietnam’s Q2 2023 Business Confidence Index reveals a modest decline, reflecting prevailing market conditions

Decision Lab surveys European business confidence in Vietnam for EuroCham. Report covers ...
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Cautious consumers hope to ride out financial turbulence

How are Vietnamese consumers coping with the cost-of-living crisis? Find out in Decision ...
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Robyn Redefines Marketing Mix Modeling with Next-Generation AI Technology

Introducing Robyn, an AI-powered marketing mix modeling solution brought to Vietnam by ...
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Meta and Decision Lab bring AI-powered Marketing Mix Modeling Robyn to Vietnam

Learn how to make the most of real-time brand tracking, even with a tight budget. ...
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Three ways to leverage real-time brand tracking when budgets are tight

Learn how to make the most of real-time brand tracking, even with a tight budget. ...
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Vietnam Airlines flies high in the travel brand ranking

Discover the Travel Brand Ranking by Decision Lab. See how Vietnam Airlines, Bamboo ...
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What’s hot and what’s not: Social media preferences of Vietnamese consumers in Q1 2023

Learn how Vietnamese Connected Consumers interact with social media platforms in Q1 2023. ...
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Vietnamese consumers indulge themselves in Shoppertainment

The Connected Consumer Q1 2023 was released by Decision Lab and the Mobile Marketing ...
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From restructuring to rocketing: Bach Hoa Xanh crowned Vietnam's Biggest Brand Mover of April 2023

Learn about the ten brands that have shown the most improvement across media, perception, ...
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Vietnam’s biggest brand movers for March 2023

Learn about the ten brands that have shown the most improvement across media, perception, ...
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European businesses see signs of stabilisation in Vietnam's economy but remain cautious

European business leaders remain cautious but see signs of improvement in Vietnam's ...
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How to influence your brand health metrics and win over consumers

This article is a field guide for brand managers seeking to understand brand health ...
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Vietnam’s most talked-about brands for February 2023

Decision Lab, YouGov's exclusive partner in Vietnam, introduces the most talked-about ...
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Zalo remains Vietnam's #1 messaging app in 2022

Zalo continued to be Vietnam's most-used messaging application in 2022.
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Decision Lab appoints two new key members to its growing team

Decision Lab is excited and proud to announce the latest members of the Decision Lab team.
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TikTok's first-mover advantage challenged

Decision Lab and MMA have just released the latest report on The Connected Consumer. ...
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Which Brands Stood out from the Crowd this Tết?

According to YouGov BrandIndex data, e-commerce was the most successful of all product ...
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European Business Confidence In Vietnam's Economic Performance Continued To Decline In Q4 2022

YouGov’s latest “Global Best Brand Ranking 2022” is a celebration of brands with the best ...
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Fintech and Mobile Banking Lead YouGov’s Bank and Payment System Consideration Rankings in Vietnam

The biggest consumer finance survey in Vietnam has named MoMo (30.8 points), Vietcombank ...
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Samsung ranked ‘Best Brand’ in Vietnam for the second year running

Samsung has once again been named ‘Best Brand’ in Vietnam. For the second year in a row, ...
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EUROPEAN BUSINESS CONFIDENCE IN VIETNAM'S BUSINESS CLIMATE SLIPS FURTHER BUT REMAINS STRONG IN Q3 2022

During the third quarter of 2022, European business stakeholders' perception of Vietnam's ...
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New partnership offers brands in Vietnam world-leading digital tools and first-class consumer insights

YouGov Vietnam and Decision Lab have joined forces. The two business units will create ...
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COVID-19 cited as young Vietnamese' top motivation for healthy eating

46% of Vietnamese Gen Y & Gen Z consumers cited COVID-19 as the main motivator for ...
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Homegrown Coc Coc fast-rising among international web browsers

In the first quarter of 2022, Coc Coc is rising fast in terms of usage and user ...
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Vietnamese return to old Internet habits after pandemic

Vietnamese consumers are going back to pre-pandemic levels of usage and preference for ...
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Are Vietnamese tweeting more? A review of social media use in Q1 2022

Social media platforms are more popular than ever in Vietnam, after a period of ...
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Are brands in Vietnam doing enough to save the environment?

According to a recent Decision Lab survey, Vietnamese believe that corporations can do ...
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Embracing social commerce: A consumer journey perspective

Learn how social commerce shoppers circumvent risks of online commerce frauds using ...
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The state of social commerce in Vietnam

MMA Vietnam and Decision Lab recently launched a report which sheds light on the state of ...
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Facebook, an influential presence in the Vietnamese omnichannel consumer journey

Facebook's influence on commerce in Vietnam extends beyond the online world: Facebook ...
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Facebook gained new E-Commerce grounds

Facebook, the top social media platform in Vietnam, might have found another way to ...
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TikTok is now the biggest short-video platform in Vietnam

TikTok has officially been Vietnamese’s favorite short video platform in Q4 2021, despite ...
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This Valentine's day, Vietnamese are swiping right for love

How do the digitally connected Vietnamese find romance in 2022?
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Move over—here comes Zalo!

In Q4 2021, the Vietnamese unicorn VNG’s Zalo beat the likes of Facebook & YouTube to ...
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3 quick facts about E-wallets this Tet

3 quick facts about how E-wallet user behavior will shift during the upcoming Tet holiday ...
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Meet the newest members of Decision Lab!

Market research company Decision Lab expands its presence in Southeast Asia with six new ...
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How E-commerce brands fared during the fourth wave

During lockdown, E-commerce platforms became more important as consumer staples became ...
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Fifteen percent of Vietnamese consumers can now no longer live without TikTok

The success of Vietnamese TikTok creators in keeping consumers watching beyond the end of ...
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End of lockdown sees social media use dip in Vietnam

The end of lockdowns in the third quarter of 2021 in Vietnam has resulted in a reduction ...
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Decision Lab served as Knowledge Partner at APAC and Vietnam MMA Smarties Awards 2021

Decision Lab served as the Knowledge Partner to the 2021 MMA Smarties Awards in APAC and ...
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E-wallet in Vietnam: Solving the user (dis)loyalty puzzle

Ewallet providers may boost customer loyalty and incentivize more spending if they ...
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Promotion, Security, Availability still biggest drawcards in Vietnam’s crowded E-wallet market

Our fresh insights indicate that e-wallets users from different age groups and locations ...
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Demystifying the rise of E-wallets in Vietnam

The rising popularity of E-wallets in Vietnam suffers from a lack of careful examination. ...
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TikTok continues to rise, Zalo claims top position in quarter 2/2021

The digital landscape in Vietnam continued to change in quarter 2/2021, as incumbents ...
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Vietnam driven to social media distraction during 2nd quarter lockdown

An extended period of physical lockdown during the second quarter of 2021 has seen ...
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Shopee cements dominant position in Vietnam’s still booming e-Commerce industry

Strict lockdowns and work from home orders during the second quarter of 2021 have forced ...
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Netflix can't chill: Streaming giant struggles to capture Vietnamese connected consumers' attention

Despite being a domineering streaming platform worldwide, Netflix struggles to capture ...
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Gen Z’s social distraction gives new platforms hope in Vietnam

Gen Z consumers' increasing distraction across media devices and channels opens up ...
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Shopee still dominates Vietnam’s urban e-commerce landscape, social start-ups see opportunity elsewhere

Decision Lab's Connected Consumer quarterly study continues to explore trends and changes ...
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Fifty-five percent of Gen Z now using TikTok in Vietnam: Facebook, YouTube launch 'Reels' and 'Shorts'

Decision Lab's Connected Consumer quarterly study continues to explore trends and changes ...
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Google partners up with Decision Lab to uncover the latest insights for Summer 2021

Decision Lab to provide Google with exclusive and highly customized data for a successful ...
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Decision Lab to welcome the next generation of agile consultants

Market research company Decision Lab expands its presence in Southeast Asia with six new ...
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Shopee holds off Lazada, others to maintain favoritism in Vietnam’s booming digital economy

Decision Lab's Connected Consumer quarterly study continues to explore trends and changes ...
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TikTok grows beyond Gen Z, while old habits persist despite ‘divided’ attention

Decision Lab's Connected Consumer quarterly study continues to explore trends and changes ...
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Facebook less newsworthy in 2020, but still Vietnam’s most popular platform overall

Per Decision Lab's latest Connected Consumer study, Facebook loses spot as Vietnam’s ...
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Despite rapid digitalization, connecting and gathering remain the core of Tet

Amidst the digital transformation in Vietnam, Tet is still the time for reunions, be it ...
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YouGov and Decision Lab join forces to bring state-of-the-art data solutions to brands in Vietnam

YouGov, the international research and data analytics group headquartered in London, ...
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Gen X driving Grab towards Vietnam’s $4 billion ride-hailing future

Grab continues to dominate the future $4B ride-hailing market in Vietnam, and the force ...
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Shopee still Vietnam’s favorite place to buy online; COVID accelerates digital transformation

Vietnamese retailers adapt to life with COVID-19 as shoppers make more purchases online. ...
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Will Instagram Reels slow TikTok’s growth in Vietnam?

Driven by the country’s massive population of 15-23 year-old ‘Generation Z’, TikTok has ...
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3 Ways To Respond To A New Normal During COVID-19

By pivoting towards kindness, acting with agility and safeguarding the ability to thrive ...
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Decision Lab to partner with Statista, world-leading statistics portal

Decision Lab recently announced its data partnership with Statista, world-leading ...
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Decision Lab to onboard top-notch graduates as new consultants

Market research company Decision Lab expands its presence in Southeast Asia with four new ...
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Vietnam’s Gen Z more likely to dump apps, Facebook still number one source of mobile news

Decision Lab’s Connected Consumer Report for Q1 2020 has confirmed Vietnam’s huge ...
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Vietnam not immune to TikTok’s global charm, local Facebook-alternatives make gains in Q1 2020

A nationwide study by Decision Lab has confirmed the rise in popularity of the ...
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Decoding the habits of the connected Vietnamese consumer this Tết

Exponential increases in smartphone usage and Internet connectivity has led to incredible ...
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Mobile Gaming Revenue tops $1billion in Southeast Asia

The addictive nature of playing games on mobile phones has seen advertising revenues in ...
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Are you measuring up when it comes to measuring your marketing effort?

Marketers who put measurement at the center of their growth strategy are four times more ...
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At a glance: The everything you need-to-know of mobile gaming in Vietnam

With revenues from mobile games in Vietnam already at $136 million* at the beginning of ...
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Adtima locks in Decision Lab to measure campaign effectiveness

Via the partnership, Adtima will provide its clients with more than just performance and ...
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Vietnamese diners put down the burgers and pizza in favour of Japanese, BBQ and Hotpot

There’s been a shift in the way Vietnamese spend their money when it comes to eating out. ...
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The Price of Victory: Analysing the value of an ad during the recent AFF Cup Final.

According to Brands Vietnam, a 30s spot during the 2nd leg of the 2018 AFF Cup Final ...
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Is your Tet TVC doing enough?

If you are going to invest in making a commercial or online video that leverages the most ...
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Vietnam Foodservice Seminar 2018 makes headlines

Decision Lab and Eurocham welcomed over 150 of Vietnam’s top F&B executives and ...
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Packaging perfection at Tet. What did and didn’t work in 2018...

With the busiest retail period of the year fast approaching, we decided to test three ...
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Yes, the Internet is redefining Gen Z’s TV habits

Research by Decision Lab has revealed that although tech-savvy GenZers have ...
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Study dispels myths about online shopping behavior in Vietnam

Research conducted by Decision Lab has revealed that Vietnamese men are more likely to ...
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