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Business 
TEAM 
SERVICES 
QUALITY 
COMMITEMENT 
ABOUT 
US
ABOUT US
WHO WE ARE 
Be founded in Apr 28th, 2011 by market research experts, 
GCOMM is the combined 62 years of experience in market 
research industry for full service functions and categories as 
well as local and Asia Pacific areas. 
With that strong foundation, GCOMM is confident of ability to 
supply each client with full market research services 
INTEGRITY is our belief which is demonstrated in process, 
reporting, company structure to ensure the concise and 
actionable results to clients.
OUR FOCUS 
KNOWING THE CONSUMER MEASURING COMPETITIVE 
PERFORMANCE 
UNDERSTANDING MARKET’S 
DYNAMICS 
HELPING TO DEVELOP 
STRATEGIES TO SUSTAIN 
VALUE GROWTH 
Excellence in building up 
Integrated Business 
Intelligence Solutions
OUR DIFFERENTIAL 
Local competitive advantage 
• Provide the thorough understanding about Vietnam market though local research 
experts’ expertise. 
• Commit the most effective cost by leveraging local advantage. 
Complete project management 
• Devoted support client in achieving business’s 
objective through research insights 
Day to day servicing 
• Offer the flexibility in project execution to deliver the best results for each project. 
• Ensure the professional and client-oriented service.
OUR COVERAGE 
CONSUMERS we have been talking each 111,924 
year from across Vietnam, including rural and 
urban 
4,200 RETAILERS have been interviewed / 
recruited in 2013 
PROJECTS are completed each year, for across 115 
categories / industries
OUR CLIENTS
OUR CLIENTS’ APPRECIATION 
“ I would like to thank you for 
all the efforts you made for the 
consumer visit. Our team were 
very happy” 
Unilever 
“ Gcomm’s fieldwork quality is 
really reliable among agencies 
that we have been working 
with. 
Masan 
“ We appreciate your insightful and 
actionable analysis.” 
“Super fast, very flexible and Shell 
is always trying to prove the 
willingness to deliver the 
excellent result via excellent 
operational performance” 
Kimberly-Clark 
“True partner that we can completely 
rely on” 
Citibank
OUR APPROACH 
Idea 
Generation 
GCOMM 
services 
Concept 
Testing 
Product 
Development 
Test 
Marketing 
GCOMM offers the wide 
range of market research 
product & services from the 
very first stage of product 
launch by answering series of 
unanswered questions… 
Brand 
Monitoring 
National 
Launch 
BRAND ACTIVITIES 
TRADE SCHEME 
ACTIVITIES/ DISPLAY 
SALES EFFORT FOCUS 
360 STRATEGIC 
CONSUMERS PLANNING 
SHOPPERS 
RETAILERS
SERVICES
OUR SERVICES 
USAGE & ATTITUDE 
A study to explore consumer’s usage, purchase habit, attitude towards to the specific 
category/ product. This study is an important step to put marketers in consumer’s shoes, 
from there to identify opportunities in product development, marketing strategy. 
PRODUCT EVALUATION 
A test to provide consumers’ evaluation for products – especially in the pre-launch period. 
It helps R&D team to visualize the target consumer’s taste and estimate the win ability 
prior launch. 
MARKETING DEVELOPMENT (CONCEPT/TVC TEST…) 
More than an early evaluation for the effectiveness of marketing ideas/ materials, it also 
provides the direction based on consumers’ real need to develop approached marketing 
activities.
OUR SERVICES 
BRAND HEALTH CHECK 
A powerful tool to MONITOR your brand performance and positioning over time; IDENTIFY 
the influence of factors; and INFORM plans for further actions which are to improve your 
BRAND EQUITY INDEX 
CONSUMER SATISFACTION 
A study to measure the satisfaction from consumers for your products or services. Not 
only know the evaluation for our current quality, we also know what should be the priority 
list for improvement based on the matrix among what consumers say and what are really 
important with them. 
CENSUS 
A retailer map that allows us to zoom in high-revenue zones- our presence vs. 
competitors, price, display, stock? That can be provided by Census to maximize the 
effectiveness of sales team.
OUR SERVICES 
RETAIL AUDIT 
How is your brand’s performance at store? Based on the recording of brand movement in 
terms of sales out, purchase, stock, distribution, price, we can track our growth vs. 
competitors. A clear direction to develop the effective distribution channel will be 
provided 
FIELD PERFORMANCE 
A tool to measure the effectiveness of sales/ PG team at store through the Mystery 
Shopper methodology. 
CALL CENTER RESEARCH 
A quick tool to connect with consumers- get feedbacks for product quality or validate 
internal big data.
OUR METHODOLOGY 
QUALITATIVE 
QUANTITATIVE 
RETAIL 
MEASUREMENT 
SERVICES 
FOCUS GROUP DISCUSSION 
IN DEPTH INTERVIEW 
IN HOME VISIT 
ETHNOGRAPHY 
ACCOMPANIED SHOPPING IN STORE OBSERVATION 
CENTRAL LOCATION TEST 
HOME PLACEMENT TEST 
DOOR TO DOOR INTERVIEW 
TELEPHONE INTERVIEW 
MYSTERY SHOPPER 
RETAIL TRACKING 
STORE OBSERVATION 
CENSUS 
PRICING CHECK
QUALITY COMMITMENT
QUALITY COMMITMENT 
QUALITATIVE PROJECTS QUANTITATIVE/ RETAIL TRACKING 
PROJECTS 
• Respondents recruited by field 
recruiters. 
• 100% respondents reviewed by 
field supervisors and QC team. 
• 100% respondents will be final spot 
check right before conducting 
group. 
• Data collection finished with 5% 
accompany by QC team 
• 25% back check across each Field 
staff 
• 100% back check on “alarming” 
Field staff 
• Data input finished with 5% double 
code. 
• 50% random check across coders. 
• 100% recode on “alarming” 
Coders. 
FIELDWORK CONTROL 
FIELDWORK & DATA PROCESSING 
CONTROL
TEAM
Tran Hung Thien 
General Manager 
Research Experience: 12 years 
Education: 
Bachelor – Business Administration 
MBA - Hawaii Vietnam Executive MBA Program 
Thien has been with Nielsen for almost 8 years before owning the 
GCOMM Vietnam which has been established by April 2011. Starting 
as a Research Assistant in 2003 he soon became one of the most 
capable Managers in 2005 then Associate Director in 2008. He used 
to be Retail Measurement Services expert, Total Client Solution 
(Quantitative, Qualitative and Retail Audit) champion and then Head 
of Global Business Solution handling across teams including Data 
Acquisition, Governance Office, Quality Control, MSCi and Mapping 
team. 
Thien has received the Award of Best Employee of the Year in 2006, 
2007 and Go for Growth Prize from Nielsen Managing Director in 
September 2008 
With strong record of running the Client Service and Operation team, 
GCOMM will strongly and firmly provide excellent service to its client 
under the management of Thien.
Nguyen Ngoc Quang 
Operation Senior Manager 
Research Experience: 5 years 
Education: 
Finishing his Marketing BA Certification with UEH 
Quang started his research career with Nielsen in 2006 as a Quality 
Controller, Quang has been one of the super stars in Operation team 
and continuously nominated for mulit-tasking position. He used to be 
QC supervisor, Operation assistant, Operation Coordinator, Operation 
Senior Executive. 
Quang has been nominated for the “Emerging Leader” Program of 
Nielsen and successfully leading the team to complete crucial projects 
such as Census, Digital Map, Adhoc project of both RMS and CRS to 
name just a few…. 
One of his successful factors is the quality oriented. With his oversee, 
the project will be 100% safe with outstanding KPIs in terms of quality 
and reliability. 
Joining GCOMM Vietnam, Quang is more than capable and 
passionate to contribute.
Thai Hang 
Client Service Senior Manager 
Research Experience: 6 years 
Education: 
Bachelor of International Business Administration, 
University of Economics, HCMC 
Before joining Gcomm, Hang has been with Nielsen for 4 years at the 
role of Manager Client Service. With the major field FMCG , she has 
been experienced in working with key clients across categories-includes 
both multinational and local companies. Supportive, having 
great contribution in client business growth by delivering market insights 
and actionable recommendations are her strengths that are appreciated 
by clients. She is also leading some new initiative launches and was the 
top 3 best presenters of 2008 in Nielsen Retail Client Service Vietnam. 
Previously, Hang served as manager of Customer Business 
Development in P&G Vietnam. Deep understanding about sales 
structure as well as distribution system build is also a great asset that 
she can contribute to her clients. 
With solid back ground of Market Research- Client Service, Hang 
strongly commits high standard service for all Gcomm’s clients
Huynh Duc Tam 
Client Service Senior Executive 
Research Experience: 4 years 
Education: 
Bachelor of International Business Administration, 
University of Economics, HCMC 
Before becoming a full-service Senior Research Executive of GCOMM, Tam 
has had experiences in Nielsen Vietnam, Kirin Acecook and Super Coffemix 
Vietnam. Besides market research knowledge, Tam is well-known at 
Marketing operation – brand development as well as distribution network 
expanding , trade marketing and various activities at store level. 
Being delegated, fully honest and passion for every piece of details, Tam is 
one of the rarest researchers that deliver the completely reliable research 
results to his clients. 
In GCOMM, he has experiences in retail measurement, quantitative and 
qualitative research as well as ad-hoc project for across industries. He got a 
great compliment from his clients such as Citibank, Kimberly 
Clark,Unilever, … to name just a few
Tang Thuy Nga 
Client Service Senior Executive 
Research Experience: 3 years 
Education: 
Bachelor of Business Administration, University of 
Economics and Law, Vietnam National University 
Current student of UEL’s MBA 
Graduated with Business Administration major in 2011, Nga started her 
research career with GCOMM. Working as Research Executive, she has been 
experienced in many projects of key clients across categories in both 
quantitative and qualitative research. Besides, she also get experiences in FW 
management. 
With high education in statistics and analysis, Nga has great contribution in 
developing new analysis methodology. She has received Gcomm’s Gold Award 
for Growth in 2012 and 2013. 
High level of commitment is Nga’s strength, she is a young market researcher 
of great promise
Thank you

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Vietnam Research Company_GCOMM Credential

  • 1. Business TEAM SERVICES QUALITY COMMITEMENT ABOUT US
  • 3. WHO WE ARE Be founded in Apr 28th, 2011 by market research experts, GCOMM is the combined 62 years of experience in market research industry for full service functions and categories as well as local and Asia Pacific areas. With that strong foundation, GCOMM is confident of ability to supply each client with full market research services INTEGRITY is our belief which is demonstrated in process, reporting, company structure to ensure the concise and actionable results to clients.
  • 4. OUR FOCUS KNOWING THE CONSUMER MEASURING COMPETITIVE PERFORMANCE UNDERSTANDING MARKET’S DYNAMICS HELPING TO DEVELOP STRATEGIES TO SUSTAIN VALUE GROWTH Excellence in building up Integrated Business Intelligence Solutions
  • 5. OUR DIFFERENTIAL Local competitive advantage • Provide the thorough understanding about Vietnam market though local research experts’ expertise. • Commit the most effective cost by leveraging local advantage. Complete project management • Devoted support client in achieving business’s objective through research insights Day to day servicing • Offer the flexibility in project execution to deliver the best results for each project. • Ensure the professional and client-oriented service.
  • 6. OUR COVERAGE CONSUMERS we have been talking each 111,924 year from across Vietnam, including rural and urban 4,200 RETAILERS have been interviewed / recruited in 2013 PROJECTS are completed each year, for across 115 categories / industries
  • 8. OUR CLIENTS’ APPRECIATION “ I would like to thank you for all the efforts you made for the consumer visit. Our team were very happy” Unilever “ Gcomm’s fieldwork quality is really reliable among agencies that we have been working with. Masan “ We appreciate your insightful and actionable analysis.” “Super fast, very flexible and Shell is always trying to prove the willingness to deliver the excellent result via excellent operational performance” Kimberly-Clark “True partner that we can completely rely on” Citibank
  • 9. OUR APPROACH Idea Generation GCOMM services Concept Testing Product Development Test Marketing GCOMM offers the wide range of market research product & services from the very first stage of product launch by answering series of unanswered questions… Brand Monitoring National Launch BRAND ACTIVITIES TRADE SCHEME ACTIVITIES/ DISPLAY SALES EFFORT FOCUS 360 STRATEGIC CONSUMERS PLANNING SHOPPERS RETAILERS
  • 11. OUR SERVICES USAGE & ATTITUDE A study to explore consumer’s usage, purchase habit, attitude towards to the specific category/ product. This study is an important step to put marketers in consumer’s shoes, from there to identify opportunities in product development, marketing strategy. PRODUCT EVALUATION A test to provide consumers’ evaluation for products – especially in the pre-launch period. It helps R&D team to visualize the target consumer’s taste and estimate the win ability prior launch. MARKETING DEVELOPMENT (CONCEPT/TVC TEST…) More than an early evaluation for the effectiveness of marketing ideas/ materials, it also provides the direction based on consumers’ real need to develop approached marketing activities.
  • 12. OUR SERVICES BRAND HEALTH CHECK A powerful tool to MONITOR your brand performance and positioning over time; IDENTIFY the influence of factors; and INFORM plans for further actions which are to improve your BRAND EQUITY INDEX CONSUMER SATISFACTION A study to measure the satisfaction from consumers for your products or services. Not only know the evaluation for our current quality, we also know what should be the priority list for improvement based on the matrix among what consumers say and what are really important with them. CENSUS A retailer map that allows us to zoom in high-revenue zones- our presence vs. competitors, price, display, stock? That can be provided by Census to maximize the effectiveness of sales team.
  • 13. OUR SERVICES RETAIL AUDIT How is your brand’s performance at store? Based on the recording of brand movement in terms of sales out, purchase, stock, distribution, price, we can track our growth vs. competitors. A clear direction to develop the effective distribution channel will be provided FIELD PERFORMANCE A tool to measure the effectiveness of sales/ PG team at store through the Mystery Shopper methodology. CALL CENTER RESEARCH A quick tool to connect with consumers- get feedbacks for product quality or validate internal big data.
  • 14. OUR METHODOLOGY QUALITATIVE QUANTITATIVE RETAIL MEASUREMENT SERVICES FOCUS GROUP DISCUSSION IN DEPTH INTERVIEW IN HOME VISIT ETHNOGRAPHY ACCOMPANIED SHOPPING IN STORE OBSERVATION CENTRAL LOCATION TEST HOME PLACEMENT TEST DOOR TO DOOR INTERVIEW TELEPHONE INTERVIEW MYSTERY SHOPPER RETAIL TRACKING STORE OBSERVATION CENSUS PRICING CHECK
  • 16. QUALITY COMMITMENT QUALITATIVE PROJECTS QUANTITATIVE/ RETAIL TRACKING PROJECTS • Respondents recruited by field recruiters. • 100% respondents reviewed by field supervisors and QC team. • 100% respondents will be final spot check right before conducting group. • Data collection finished with 5% accompany by QC team • 25% back check across each Field staff • 100% back check on “alarming” Field staff • Data input finished with 5% double code. • 50% random check across coders. • 100% recode on “alarming” Coders. FIELDWORK CONTROL FIELDWORK & DATA PROCESSING CONTROL
  • 17. TEAM
  • 18. Tran Hung Thien General Manager Research Experience: 12 years Education: Bachelor – Business Administration MBA - Hawaii Vietnam Executive MBA Program Thien has been with Nielsen for almost 8 years before owning the GCOMM Vietnam which has been established by April 2011. Starting as a Research Assistant in 2003 he soon became one of the most capable Managers in 2005 then Associate Director in 2008. He used to be Retail Measurement Services expert, Total Client Solution (Quantitative, Qualitative and Retail Audit) champion and then Head of Global Business Solution handling across teams including Data Acquisition, Governance Office, Quality Control, MSCi and Mapping team. Thien has received the Award of Best Employee of the Year in 2006, 2007 and Go for Growth Prize from Nielsen Managing Director in September 2008 With strong record of running the Client Service and Operation team, GCOMM will strongly and firmly provide excellent service to its client under the management of Thien.
  • 19. Nguyen Ngoc Quang Operation Senior Manager Research Experience: 5 years Education: Finishing his Marketing BA Certification with UEH Quang started his research career with Nielsen in 2006 as a Quality Controller, Quang has been one of the super stars in Operation team and continuously nominated for mulit-tasking position. He used to be QC supervisor, Operation assistant, Operation Coordinator, Operation Senior Executive. Quang has been nominated for the “Emerging Leader” Program of Nielsen and successfully leading the team to complete crucial projects such as Census, Digital Map, Adhoc project of both RMS and CRS to name just a few…. One of his successful factors is the quality oriented. With his oversee, the project will be 100% safe with outstanding KPIs in terms of quality and reliability. Joining GCOMM Vietnam, Quang is more than capable and passionate to contribute.
  • 20. Thai Hang Client Service Senior Manager Research Experience: 6 years Education: Bachelor of International Business Administration, University of Economics, HCMC Before joining Gcomm, Hang has been with Nielsen for 4 years at the role of Manager Client Service. With the major field FMCG , she has been experienced in working with key clients across categories-includes both multinational and local companies. Supportive, having great contribution in client business growth by delivering market insights and actionable recommendations are her strengths that are appreciated by clients. She is also leading some new initiative launches and was the top 3 best presenters of 2008 in Nielsen Retail Client Service Vietnam. Previously, Hang served as manager of Customer Business Development in P&G Vietnam. Deep understanding about sales structure as well as distribution system build is also a great asset that she can contribute to her clients. With solid back ground of Market Research- Client Service, Hang strongly commits high standard service for all Gcomm’s clients
  • 21. Huynh Duc Tam Client Service Senior Executive Research Experience: 4 years Education: Bachelor of International Business Administration, University of Economics, HCMC Before becoming a full-service Senior Research Executive of GCOMM, Tam has had experiences in Nielsen Vietnam, Kirin Acecook and Super Coffemix Vietnam. Besides market research knowledge, Tam is well-known at Marketing operation – brand development as well as distribution network expanding , trade marketing and various activities at store level. Being delegated, fully honest and passion for every piece of details, Tam is one of the rarest researchers that deliver the completely reliable research results to his clients. In GCOMM, he has experiences in retail measurement, quantitative and qualitative research as well as ad-hoc project for across industries. He got a great compliment from his clients such as Citibank, Kimberly Clark,Unilever, … to name just a few
  • 22. Tang Thuy Nga Client Service Senior Executive Research Experience: 3 years Education: Bachelor of Business Administration, University of Economics and Law, Vietnam National University Current student of UEL’s MBA Graduated with Business Administration major in 2011, Nga started her research career with GCOMM. Working as Research Executive, she has been experienced in many projects of key clients across categories in both quantitative and qualitative research. Besides, she also get experiences in FW management. With high education in statistics and analysis, Nga has great contribution in developing new analysis methodology. She has received Gcomm’s Gold Award for Growth in 2012 and 2013. High level of commitment is Nga’s strength, she is a young market researcher of great promise