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Banking & Finance

Bank Satisfaction Rankings 2026: Vietcombank leads the rankings as competition tightens amongst top players

MRC Programme 2026

Welcome Decision Lab's new class of the Market Research Consultant Programme 2026

Digital Marketing

State of AI in Marketing 2026: Organisational capability becomes the competitive edge

Digital Marketing

A new benchmark for AI maturity in marketing

Thue Thomasen5 min read

Decision Lab brand satisfaction ranking

01

Vietcombank ▲ +84.0

02

Techcombank ▲ +83.6

03

Military Bank (MB) ▲ +81.0

04

BIDV ▼ +78.1

05

VietinBank ▲ +77.9

Customer Experience

Decision Lab partners with Alchemer to strengthen Customer Experience (CX) solutions in Vietnam

Food & Beverage

Decision Lab Best F&B Rankings 2026: Vietnam’s F&B brand landscape shows a widening gap between leaders and the rest

The rise of independent travel in Vietnam is changing how destinations, airlines, and tour brands compete

Building Successful Brands

Brand satisfaction in Vietnam, 2020–2026

Vietcombank tops the Decision Lab Bank Satisfaction Rankings as Techcombank makes strong gains

Toyota is the healthiest brand in Vietnam’s automotive industry

Travel Trends 2024: Vietnam Airlines dominates as travel enthusiasm surges in Vietnam

Economic Sentiment

Decision Lab invests in Vietnam's Experience Economy with the appointment of a new Practice Lead

Vy Nguyen3 min read

European businesses reaffirm Vietnam's long-term potential

EuroCham9 min read

EuroCham Vietnam’s Q1 2025 Business Confidence Index

Vietnam’s Resilience Shines: EuroCham Business Confidence Index Grows Amidst Typhoon Yagi’s Aftermath

Vietnamese consumers prioritise savings while dining out remains essential

Embracing AI in Vietnam: How businesses are leveraging AI to redefine marketing

The Connected Consumer

Vietnam’s digital dynamics: Experience-led competition takes shape

Tra Ngo4 min read

Vietnam’s Digital Plateau: Platform loyalty softens, generational patterns re-emerge

Ha Dang3 min read

Vietnam’s Tet shopping journey: Demand extends beyond Tet and across digital touchpoints

Vietnam’s digital landscape: Reshaped by AI, livestreaming, and social platforms

Digital dynamics: The mainstreaming of AI tools in 2025 in Vietnam

Vietnam’s digital leap: Current signals and what lies ahead

New this quarter

The Connected Consumer, Q4 2025

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Industry insights

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What brings customers back

Decision Lab Best F&B Rankings 2026: Vietnam’s F&B brand landscape shows a widening gap between leaders and the rest

Decision Lab invests in Vietnam's Experience Economy with the appointment of a new Practice Lead

KFC tops the third year in a row, with Jollibee jumping 4 spots in Decision Lab’s Best F&B Rankings 2025

Decision Lab F&B Trends in Vietnam 2024

Finance & Banking

Winning the primary relationship

Bank Satisfaction Rankings 2026: Vietcombank leads the rankings as competition tightens amongst top players

MB is named the Best Bank of 2026 for the first time; SHB advances into Vietnam’s Top 10 private banks

Vietcombank, MB, and Techcombank lead the Best Future Wealth Bank 2025, with VIB breaking into the Top 4 for customer satisfaction

Decision Lab Best Bank Rankings 2024 report

Automotive

The EV transition and who wins it

Vietnam’s digital dynamics: Experience-led competition takes shape

Vietnam’s digital leap: Current signals and what lies ahead

Toyota is the healthiest brand in Vietnam’s automotive industry

Now fielding

Automotive Rankings 2026 — the wave closes in November

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Digital Platforms

Turning adoption into profit

Vietnam’s digital dynamics: Experience-led competition takes shape

Vietnam’s Digital Plateau: Platform loyalty softens, generational patterns re-emerge

Vietnam’s digital landscape: Reshaped by AI, livestreaming, and social platforms

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The Connected Consumer Q4 2025

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Education

Proving ROI before enrolment

Education Market Study 2024 report

Shaping the future of education in Southeast Asia: Introducing Decision Lab’s Education Practice

BritCham's Vietnam Education Market Report: Three Signals Every School Should Watch

Vietnam Consumer AI market 2025: 78% of online population have engaged with AI, one-third turn it into a daily habit

Travel & Tourism

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Decision Lab Travel Trends 2026

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Converting arrivals into value

The rise of independent travel in Vietnam is changing how destinations, airlines, and tour brands compete

Vietnam’s Resilience Shines: EuroCham Business Confidence Index Grows Amidst Typhoon Yagi’s Aftermath

Travel Trends 2024: Vietnam Airlines dominates as travel enthusiasm surges in Vietnam

Real Estate

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Decision Lab Real Estate Sentiment 2026

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Vietnam's Remarkable Rebounce Amidst Global Uncertainties

Vietnam's economic rise fuels European optimism, yet regulatory hurdles persist: EuroCham Vietnam’s Business Confidence Index

2023 Wrapped from Decision Lab: Top 5 insights into Vietnamese consumers

What buyers will pay a premium for

FMCG

Decision Lab Best Retail Rankings 2024 report

Vietnam’s Tet shopping journey: Demand extends beyond Tet and across digital touchpoints

European businesses reaffirm Vietnam's long-term potential

EuroCham Vietnam’s Q1 2025 Business Confidence Index

Where the premium still holds

Media & Entertainment

Vietnam’s digital landscape: Reshaped by AI, livestreaming, and social platforms

Digital dynamics: The mainstreaming of AI tools in 2025 in Vietnam

The Fengshui formula behind TikTok’s meteoric rise in Vietnam

Proving effectiveness that sticks

Health & Wellness

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Decision Lab Health & Wellness Tracker 2026

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Novo Nordisk and Decision Lab release a landmark report calling for obesity to be reframed as a chronic disease in Vietnam

What does the ideal workplace look like for Vietnamese employees?

COVID-19 cited as young Vietnamese' top motivation for healthy eating

The shift from cure to prevention

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From the room

What Vietnamese travellers book first

Finance & Banking

Who wins the primary relationship

Food & Beverage

Eating out, one year on

On the record

Where the hours actually go

Health & Wellness

From the clinic to the kitchen

Impact stories

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Featured Stories

Bridging the Gap: The journey to validating RMIT’s new academic programmes

Quyen Nguyen2 min read

More than music to ears: How Lava Digital Group uses Spotify audio ads to drive action

Linh Vu4 min read

Food & Beverage

From Insights to Impact: How Pizza Hut Vietnam Leveraged Real-time Tracking to Secure Market Leadership

Thought leadership report by The Sentry and Decision Lab helps uncover the future of work in Vietnam

Happiness Saigon leveraging omnibus service for rapid consumer insights

Facebook turns to Decision Lab to understand the importance of ‘chat’ in Vietnam

Media Newsroom

Visit the media centre

Decision Lab On-Air

How to target your audience better - Thue Quist Thomasen, CEO at YouGov Vietnam | VI S3 EP14

MMA Talk Hub 2023 #1 - Decision Lab I The State of The Connected Consumers

Episode 64 - Market Research in Vietnam with Thue Quist Thomasen, CEO of Decision Lab

2024 will be an exciting year for Finserv in Vietnam...

Our biggest ranking of the year - Decision Lab Best Brand Rankings 2023 - is out! 🚀🚀

Listen

Decision Lab On-Air

How to target your audience better

MMA Talk Hub

The state of the connected consumer

Market Research VN

Research in Vietnam, with Thue

Decision Lab On-Air

A year of brand rankings

Knowledge Library

Browse the download library

Connected Consumer Report - Q3 2024

Vietnam Education Market Report 2024

The Connected Consumer

Connected Consumer Report - Q3 2024

Connected Consumer Report - Q2 2024

EuroCham Business Confidence Index

Vietnam Business Confidence Index Report - Q3 2024

Vietnam Business Confidence Index Report - Q2 2024

Decision Lab Brand Rankings

Bank Satisfaction Rankings Report 2024

Automotive Rankings Report 2024

Trend Reports

Vietnam Business Messaging Report 2024

F&B Trends Report - Vietnam 2024

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