Vietnam might be one of Asia’s tiger economies, a much hyped ‘next 11’ boom market. But, dwarfed by its noisy northern neighbour, the country and its brands face huge challenges as they adjust to a more prominent role on the world stage.
In mature markets, where marketing has penetrated all layers of society, the benefits of market research are generally understood. But what is the situation in emerging markets such as Central and Eastern Europe and the Middle East? Do these regions’ research suppliers promote their skills sufficiently?
Consumer spending in the USA and Canada seems to be recovering. Can market research benefit now that the tide is (perhaps) turning? We asked North American clients and suppliers about the latest trends and developments in consumer research.
Ralf Matthaes, the ESOMAR Representative for Vietnam talks us through the background and makeup of one of the most vibrant and unique regions in Asia and the challenges and opportunities that market research in the region presents.