Understand modern consumers
View all insightsSimilar usage, different preference: how each generation chooses Vietnam’s leading digital platforms
Connected Consumer H1 2026: Vietnam’s top apps reach similar numbers of people. The difference is which platform Gen Z, Gen Y and Gen X prefer.
5 min read Digital MarketingA new benchmark for AI maturity in marketing
5 min readBank Satisfaction Rankings 2026: Vietcombank leads the rankings as competition tightens amongst top players
Bank Satisfaction Rankings 2026: Vietcombank returns to the top as competition tightens, with 25 banks ranked by customer satisfaction.
6 min read MRC Programme 2026Welcome Decision Lab's new class of the Market Research Consultant Programme 2026
4 min readState of AI in Marketing 2026: Organisational capability becomes the competitive edge
State of AI in Marketing 2026: adoption is now table stakes across Southeast Asia. Leaders win by scaling AI across functions and building capability.
6 min read Customer ExperienceDecision Lab partners with Alchemer to strengthen Customer Experience (CX) solutions in Vietnam
3 min read
Tien HuynhDecision Lab brand satisfaction ranking
Vietcombank
▲ +84.0
Techcombank
▲ +83.6
Military Bank (MB)
▲ +81.0
BIDV
▼ +78.1
VietinBank
▲ +77.9
Toyota
▼ +19.5
Mercedes-Benz
▼ +19.1
Honda
▲ +19.0
BMW
▼ +18.9
VinFast
▲ +17.4
Vietnam Airlines
▲ +47.8
VietJet Air
▲ +24.1
Traveloka
▲ +20.0
Bamboo Airways
▼ +19.8
Booking.com
▲ +14.3Building Successful Brands
Brand satisfaction in Vietnam, 2020–2026
Vietcombank tops the Decision Lab Bank Satisfaction Rankings as Techcombank makes strong gains
Decision Lab, the exclusive partner of YouGov in Vietnam, has released the annual Decision Lab Bank Satisfaction Rankings 2024. The report assesses the Vietnamese banking sector's performance through the lens of customer satisfaction, offering invaluable insights into how well each bank has met the evolving needs and expectations of its customers in an increasingly competitive and digitally driven landscape.
Duong TrinhToyota is the healthiest brand in Vietnam’s automotive industry
3 min read
Travel Trends 2024: Vietnam Airlines dominates as travel enthusiasm surges in Vietnam
Travel and tourism are witnessing a remarkable resurgence in popularity among the Vietnamese. But with fierce competition, who will come out on top?
Linh Vu
BaoViet Life is the best insurance brand in Vietnam
3 min read
Phong DoEconomic Sentiment
Vy Nguyen
EuroChamEuroCham Vietnam’s Q1 2025 Business Confidence Index
Decision Lab surveys European business confidence in Vietnam for EuroCham. Report covers growth factors, challenges, EVFTA and CBAM.
7 min readVietnam’s Resilience Shines: EuroCham Business Confidence Index Grows Amidst Typhoon Yagi’s Aftermath
5 min readVietnamese consumers prioritise savings while dining out remains essential
The F&B industry is adapting to ongoing economic shifts. The report delves into consumer habits, preferences, and key strategies for thriving businesses.
3 min readEmbracing AI in Vietnam: How businesses are leveraging AI to redefine marketing
4 min readNew 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 salaries and financial struggles. Learn how companies can bridge the credit and financial literacy gaps. Download the full report for insights.
4 min readVietnam's business confidence gains traction in Q4 2023 amid challenges: EuroCham report
7 min read
The Connected Consumer
Vietnam’s digital dynamics: Experience-led competition takes shape
Social media leadership holds, while platform choice of consumers becomes more intentional. Read Decision Lab’s Connected Consumer Q4 2025 report.
4 min readVietnam’s Digital Plateau: Platform loyalty softens, generational patterns re-emerge
3 min readVietnam’s Tet shopping journey: Demand extends beyond Tet and across digital touchpoints
Decision Lab's latest Tet Consumer Path-to-purchase Report for 2025, in collaboration with Meta, has revealed Vietnam's shopping landscape entering a transformative phase during the nation's most significant cultural and economic moment.
4 min readVietnam’s digital landscape: Reshaped by AI, livestreaming, and social platforms
3 min readDigital dynamics: The mainstreaming of AI tools in 2025 in Vietnam
AI tools are mainstream in Vietnam by 2025, reshaping digital habits and social media usage across generations. Discover the latest trends in Decision Lab's Q1 2025 report.
3 min read
Quyen Nguyen
