2. Corporate vision
“Excel with world-class research expertise
which is genuinely powered by strategic understanding
of client’s business & market”

3. Corporate missions
finest service attitude – by which we work closely with client
trusted project quality – in this, client trusts us
actionable marketing & business recommendation – with this, we
add real value to our client’s business

4. Company milestones
2009
2006
• 100 researchers
2004
• 40 researchers • First in VN to obtain ISO
20252 – British Standard
Institute
• Representative of ESOMAR in
• 20 researchers Viet Nam
2002 • Marketer support program via
Viettrack & FTA CRM
• National expansion • Professional market research
training via Marcom, Pace, IAM
• Start-up head
office in HCMC
• ESOMAR
member

5. Company strengths & service differentiators
7. Strategic care
6. In house business experts
5. Practical risk minimizing research products
3. World class quality standard 4. Intensive local experience
1. Nation - wide data collection coverage 2. Advanced data processing

6. 1. Nation wide data collection coverage
• More than 500 well trained interviewers across urban and rural
Vietnam
• Comprehensive training provided to interviewers including:
– communication and interviewing skill
– types of questions and how to ask each type of questions
– following sampling instruction.
• Motivating reward & punishment system to ensure maximum
compliance from interviewers
• Accessible & open process for client to accompany and observe at
any time

7. 2. Advanced data processing
• Licensed data processing & analysis suite from Plenari Australia
– fast data cleaning and logic check, enabling double key punching
quality control on data input
– minimizing man made errors via automatic charting function
– reducing reporting time significantly (3 times against other traditional
software)
– compatible with other common software like Quantum, SPSS, MS
Access, Excel
• Unique & powerful analysis
– automatic highlight of significant differences in data sub groups
– allowing insightful and deep data mining
– offering advance multivariate analyses
• Various applications on:
– Online survey
– CATI
– PAP

8. 3. World class quality standard
• The first research agency in Vietnam (Nov 2009)
and among the first 30 agencies in the world
successfully implementing ISO 20252, certified
by British Standard Institute. Thus, we have:
– Internationally equivalent quality
– Resource competence & qualification qualifying
– International quality control standard for
standardized steps in quantitative and qualitative
research process.
• ESOMAR representative in Vietnam
– Promoting code of research practices - ICC/ ESOMAR
– Attending and participating ESOMAR conference,
workshop on updating research methodology,
practices, and trends
– Promoting the use of professional market research in
the local Vietnam market
• International facilities & equipments (CLT studio,
one way mirror focus group, CATI stations, online
panel, block sampling system)

9. well recognized by international agencies
HANSA Research

10. 4. Intensive local experience
Advertising Appliance Automotive Agriculture
Dentsu Samsung Honda Greenfeed
JWT Panasonic Piaggio Quang Dung
Richard More Midea SYM Dalat Hasfarm
Orchid Electrolux ISUZU Uni-president
Ogilvy LG Mitsubishi ADC
Dien Quang Harvest
Banking & Finance Beverage Confectionery Construction
ACB Sabeco Lotte Holcim
Techcombank Pepsi Kinh Do Levis paints
AIA Insurance Tribeco Orion American Home
Vina Capital Moet Hennessy Perfetti Van Melle Lotus
VIB bank MFB Bibica Bluescope Steel
HSC Vinacafe Akzo Nobel
Laska Dong Lam
Dairy Products Distribution Education Food
Vinamilk Diethelm Apollo Ajinomoto
Nestle APL Logistics RMIT Vifon
Abbott Fedex ILA Uni-president
Dumex IKEA AEI Inter food
NIIT KFC
Dale Carnegie Loteria
Tan Tan

11. with more than 2,000 projects across 30 categories
Footwear Home/personal care Hospital Internet/Computer
Bitis Unilever FV hospital Yahoo
Nike Nivea Hanh Phuc hospital IBM
Kao Intel
L’Oreal Vinagame
Unza
Industrial Media Non profit Office Equipment
Petrol Vietnam Chicilon media IFC Thien Long
Vinashin Golden MPDF Hong Ha
Vinakyoei Marketing magazine GAIN Double A
Kim Vy Sunflower media World Lung Toshiba
TTGas Bac Dau Hong Anh
Vietcom
VTV
Pharmaceutical Plastic & rubber Paper Recreation
GSK Dai Dong Tien Saigon Paper Cosmo
Sanofi-Aventis Cao su mien nam Unicharm Orient
Zuellig Pharma Diana Qi
Novartis Megastar
MSD Song Be Golf
United Pharma

12. and more than 150 clients in past 8 years
Retail Real estate Telecommunication Textile/ fashion
Metro Cash & Carry CBRE VDC N&M
G7 Mart GS SPT FOCI
Parkson SG Diamond Viettel
Nguyen Kim La Salle VNPT
Citimart Bitexco VTI
Best Caring Bourbon
Hoang Quan
Tobacco Travel
Vinataba Fidi Tour
ITG - Bastos Theme travel
IVD - West Mai Linh
Vinasun

13. for leading brands in Vietnam

14. 5. practical products
- for minimizing client’s business risks
- start from our intensive understanding & experience in
the local market over the past years

15. risks along a product life cycle
customers not loyal
competitor reactions sales not growing
new opportunities missed
distribution issue
new development
marketing mix
not effective
maximizing
business ideas not accepted
wrong consumer insights growth
wrong segment
market not attractive
pre –launch

16. practical & tailor-made research products
Customer
satisfaction
Diagnostic
Distribution research
check
new development
maximizing
Concept
Product
Copy growth
Segmentation
U&A
Bi pre –launch

17. brief product introduction
• Market Entry & Business Intelligence Bi
– Business intelligence using Delphi methodology
– Combining desk research with opinion leader in depth interviewers
– Providing thorough market overview, market structure, entry
potentiality and feasibility
• Gap finder
– Exploratory qualitative
– Providing insights across the “need triangle” (critical needs, unmet
needs and trends)
– Using advanced projective & enabling techniques for reaching
consumers’ subconscious layers
• U&A (usage & attitude)
– Consumer behaviors & usage drivers
– Consumers’ attitudes towards brands

18. brief product introduction
• Segmentation
– Demographic segmentation
– Psychographic segmentation
• Factor analysis
• Cluster analysis
• Norm test
– Including product test, concept test and advertising copy test
– Providing market benchmarks by categories, time, target
customers
– Overall liking and drivers for overall liking using regression
analysis

19. brief product introduction
• Brand check
– Brand health measures – the BABL model
• Awareness, Trial, Usage
• Consideration, Satisfaction, Bonding
– Brand equity index (loyalty based) & brand equity drivers
– PCM positioning choice map
– MCA multi dimension correspondence brand map
• 360 mixeval
– Single integrated index for marketing mix evaluation
– Identify sales volume (100 unit sales) contribution from push and pull
activities
– Establish category ideal mix
– Base for effective communication channel & marketing budget
allocation

20. brief product introduction
• Distribution check
– Coverage/ availability rate
– Share of sales
– POSM evaluation
– Retailers’ insights, behaviors & attitudes
• Customer satisfaction
– Overall satisfaction index
– Factors & elements driving the index
– Strategic analysis for improving customer satisfaction
• Diagnostic research
– A combination of different research method to best identify problem
areas and corrective actions

21. 6. In house business experts
• Currently employing 11 blue chip client service heads (directors &
senior managers) with 7 heading quantitative and 3 heading
qualitative, 1 heading CRM.
• Having various qualification mixes from both local and overseas:
– Master of Marketing from France (1)
– Master of Business Administration from Australia (2)
– Master of Foreign Trade (2)
– Master of Public Services from USA (1)
– Bachelor of Marketing (1)
– Bachelor of Social Sciences (3)
– Bachelor of Information Technology (1)
• 8 to 15 years of experience across marketing, research, business
in both leading international and local corporations:
– Unilever, Nielsen, Philip Morris, P&G, AIM, Kinh Do, NFO, FTA

22. 7. Strategic care
CRM system
Research client satisfaction tracking
Project quality monitoring
Customer supports via
Update clients with free market information and new research methodologies

23. We thank you & cordially invite you to
join our panel to get free monthly market research information &
methodology updating
Mail to: viettrack@fta.com.vn
Call: 84 8 3514 2584 for Ms Thuy Loan – CRM manager
Or visit: www.ftaresearch.com