Decision Lab

Decision Lab The leading market research agency for Vietnam We say itโ€™s time to digitalize.
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A market research company on a mission

Brands in Asia are experiencing disruption as consumers adopt new technologies and interact with products and campaigns in new ways. We are here to change the decision making process, making your marketing more agile and more connected to your consumersโ€™ changing habits.

Thrilled to share that our CEO, ๐“๐ก๐ฎ๐ž ๐๐ฎ๐ข๐ฌ๐ญ ๐“๐ก๐จ๐ฆ๐š๐ฌ๐ž๐ง, is taking the Thought Leadership stage at ๐Œ๐Œ๐€ ๐ˆ๐๐๐Ž๐•๐€๐“๐„ ๐•๐ข๐ž๐ญ๐ง๐š๐ฆ ๐Ÿ๐ŸŽ๐Ÿ๐Ÿ”...
10/06/2026

Thrilled to share that our CEO, ๐“๐ก๐ฎ๐ž ๐๐ฎ๐ข๐ฌ๐ญ ๐“๐ก๐จ๐ฆ๐š๐ฌ๐ž๐ง, is taking the Thought Leadership stage at ๐Œ๐Œ๐€ ๐ˆ๐๐๐Ž๐•๐€๐“๐„ ๐•๐ข๐ž๐ญ๐ง๐š๐ฆ ๐Ÿ๐ŸŽ๐Ÿ๐Ÿ” tomorrow, with session "๐“๐ก๐ž ๐’๐ญ๐š๐ญ๐ž ๐จ๐Ÿ ๐€๐ˆ ๐ข๐ง ๐Œ๐š๐ซ๐ค๐ž๐ญ๐ข๐ง๐  ๐ข๐ง ๐’๐จ๐ฎ๐ญ๐ก๐ž๐š๐ฌ๐ญ ๐€๐ฌ๐ข๐š"!

Built on the joint report from Decision Lab and MMA Global, the session goes beyond the hype to reveal how marketers across the region are really using AI, and what separates the leaders from the rest.

Expect sharp, evidence-led insights on:
โ€ข How far marketers have actually taken AI
โ€ข Why most are still stuck in experimentation
โ€ข Where to move next to turn AI into real advantage

Event details:
๐Ÿ“… Thursday, 11 June 2026 | 11:05 โ€“ 11:20 (GMT +7)
๐Ÿ“ Thought Leadership stage, GEM Center (8 Nguyen Binh Khiem, Saigon Ward, Ho Chi Minh City)
๐Ÿ‘‰ Register here: https://shorturl.at/WRlbh

Join us for the latest insights on AI in marketing across Southeast Asia.

๐๐ก๐ฎ ๐๐ฎ๐จ๐œ, ๐๐ก๐š ๐“๐ซ๐š๐ง๐ , ๐š๐ง๐ ๐ƒ๐š ๐๐š๐ง๐  ๐ฅ๐ž๐š๐ ๐๐จ๐ฆ๐ž๐ฌ๐ญ๐ข๐œ ๐ญ๐ซ๐š๐ฏ๐ž๐ฅ ๐ข๐ง๐ญ๐ž๐ง๐ญ ๐š๐ฆ๐จ๐ง๐  ๐•๐ข๐ž๐ญ๐ง๐š๐ฆ๐ž๐ฌ๐ž ๐œ๐จ๐ง๐ฌ๐ฎ๐ฆ๐ž๐ซ๐ฌ ๐ข๐ง ๐๐Ÿ ๐Ÿ๐ŸŽ๐Ÿ๐Ÿ”. ๐Ÿ“Š In Decision Lab's ...
09/06/2026

๐๐ก๐ฎ ๐๐ฎ๐จ๐œ, ๐๐ก๐š ๐“๐ซ๐š๐ง๐ , ๐š๐ง๐ ๐ƒ๐š ๐๐š๐ง๐  ๐ฅ๐ž๐š๐ ๐๐จ๐ฆ๐ž๐ฌ๐ญ๐ข๐œ ๐ญ๐ซ๐š๐ฏ๐ž๐ฅ ๐ข๐ง๐ญ๐ž๐ง๐ญ ๐š๐ฆ๐จ๐ง๐  ๐•๐ข๐ž๐ญ๐ง๐š๐ฆ๐ž๐ฌ๐ž ๐œ๐จ๐ง๐ฌ๐ฎ๐ฆ๐ž๐ซ๐ฌ ๐ข๐ง ๐๐Ÿ ๐Ÿ๐ŸŽ๐Ÿ๐Ÿ”.

๐Ÿ“Š In Decision Lab's latest Consumer Confidence Index survey (n=1,951), the top three sit almost level: Phu Quoc 33%, Nha Trang and Da Nang both 32%. All three are established beach markets, easy to reach, with an experience travelers can picture before they commit.

That combination matters because of how the decision actually gets made. When travelers take on the planning, they take on the risk, and they navigate toward the lowest one. Travel intent does not converge on the most appealing but the easiest one to choose.

That reframes how destinations compete. The lever is not to become more appealing but to remove what slows the decision, and for every destination on the table, that is where position can shift.

๐Ÿ‘‰ If you're shaping where a destination, route, or proposition competes next, the sharper read sits below the ranking. Reach out to Chi Nguyen, Head of Experience Economy & Consulting at Decision Lab, at [email protected].

๐•๐ข๐ž๐ญ๐ง๐š๐ฆ'๐ฌ ๐…&๐ ๐ฆ๐š๐ซ๐ค๐ž๐ญ ๐ข๐ฌ ๐ฌ๐ฉ๐ฅ๐ข๐ญ๐ญ๐ข๐ง๐ , ๐š๐ง๐ ๐ญ๐ก๐š๐ญ ๐ข๐ฌ ๐ญ๐ก๐ž ๐ฆ๐จ๐ฌ๐ญ ๐ข๐ฆ๐ฉ๐จ๐ซ๐ญ๐š๐ง๐ญ ๐ฌ๐ญ๐ซ๐š๐ญ๐ž๐ ๐ข๐œ ๐ฌ๐ข๐ ๐ง๐š๐ฅ ๐ข๐ง ๐ƒ๐ž๐œ๐ข๐ฌ๐ข๐จ๐ง ๐‹๐š๐›'๐ฌ ๐๐ž๐ฌ๐ญ ๐…&๐ ๐‘๐š๐ง๐ค๐ข๐ง๐ ๐ฌ ๐Ÿ...
08/06/2026

๐•๐ข๐ž๐ญ๐ง๐š๐ฆ'๐ฌ ๐…&๐ ๐ฆ๐š๐ซ๐ค๐ž๐ญ ๐ข๐ฌ ๐ฌ๐ฉ๐ฅ๐ข๐ญ๐ญ๐ข๐ง๐ , ๐š๐ง๐ ๐ญ๐ก๐š๐ญ ๐ข๐ฌ ๐ญ๐ก๐ž ๐ฆ๐จ๐ฌ๐ญ ๐ข๐ฆ๐ฉ๐จ๐ซ๐ญ๐š๐ง๐ญ ๐ฌ๐ญ๐ซ๐š๐ญ๐ž๐ ๐ข๐œ ๐ฌ๐ข๐ ๐ง๐š๐ฅ ๐ข๐ง ๐ƒ๐ž๐œ๐ข๐ฌ๐ข๐จ๐ง ๐‹๐š๐›'๐ฌ ๐๐ž๐ฌ๐ญ ๐…&๐ ๐‘๐š๐ง๐ค๐ข๐ง๐ ๐ฌ ๐Ÿ๐ŸŽ๐Ÿ๐Ÿ”.

In a single year, the Index gap between the top and bottom of the ranking widened from 13.9 to 16.8 points. When a market spreads this way, it points to something specific. Brand position is becoming more sensitive to the quality of management, and less dependent on the momentum of the category.

๐Ÿ’กThat raises one strategic question for every brand: ๐–๐ก๐š๐ญ ๐ข๐ฌ ๐ก๐จ๐ฅ๐๐ข๐ง๐  ๐š ๐›๐ซ๐š๐ง๐ ๐ฉ๐จ๐ฌ๐ข๐ญ๐ข๐จ๐ง ๐ข๐ง ๐ฉ๐ฅ๐š๐œ๐ž ๐ญ๐จ๐๐š๐ฒ?

The Index averages six dimensions: Impression, Quality, Value, Satisfaction, Recommend, and Reputation. The total score shows where a brand stands. The six dimensions show why. A brand can hold a steady score while the structure beneath it shifts, and movement within those dimensions, rather than the headline number, is what shapes advantage in the quarters ahead.

This is why measurement frequency has become a strategic factor. Reading these six dimensions regularly allows a brand to identify a gap while it is still small and act before it reshapes its position.

In a market that is splitting, the advantage belongs to brands that see their own perception clearly and track it consistently.

Brand health is not a marketing score. It is an early management signal.

๐Ÿ‘‰ Download the report here to read the market signal first: https://shorturl.at/lLHGr

๐ˆ๐ง๐๐ž๐ฉ๐ž๐ง๐๐ž๐ง๐ญ ๐ญ๐ซ๐š๐ฏ๐ž๐ฅ ๐ข๐ฌ ๐ง๐จ๐ฐ ๐ก๐จ๐ฐ ๐ฆ๐จ๐ฌ๐ญ ๐•๐ข๐ž๐ญ๐ง๐š๐ฆ๐ž๐ฌ๐ž ๐ฉ๐ฅ๐š๐ง ๐ญ๐ก๐ž๐ข๐ซ ๐ญ๐ซ๐ข๐ฉ๐ฌ ๐Ÿ“Š Our Q1 2026 travel data shows 57% of Vietnamese travell...
04/06/2026

๐ˆ๐ง๐๐ž๐ฉ๐ž๐ง๐๐ž๐ง๐ญ ๐ญ๐ซ๐š๐ฏ๐ž๐ฅ ๐ข๐ฌ ๐ง๐จ๐ฐ ๐ก๐จ๐ฐ ๐ฆ๐จ๐ฌ๐ญ ๐•๐ข๐ž๐ญ๐ง๐š๐ฆ๐ž๐ฌ๐ž ๐ฉ๐ฅ๐š๐ง ๐ญ๐ก๐ž๐ข๐ซ ๐ญ๐ซ๐ข๐ฉ๐ฌ

๐Ÿ“Š Our Q1 2026 travel data shows 57% of Vietnamese travellers choosing to travel independently, compared with 27% choosing full packages and 16% using a hybrid approach.

This shifts where destinations need to compete. In a self-directed market, attention is won at the consideration stage, before the booking decision is made.

The continued strength of Phu Quoc, Nha Trang and Da Nang reflects this shift. Core assets like beaches are expected. What increasingly drives choice is a clear and distinctive proposition travellers can recognise instantly.

For destination brands, the implication is strategic clarity. Strong positioning now depends less on broad appeal, and more on owning a specific experience, identity or travel association that stays memorable in a fast comparison environment.

Independent travel is not changing where people travel. It is changing how
destinations need to position themselves to compete.

๐Ÿ‘‰ For destination strategy, positioning, or experience proposition work, contact Chi Nguyen, Head of Experience Economy & Consulting at Decision Lab - [email protected].

๐Ÿ๐ŸŽ,๐ŸŽ๐ŸŽ๐ŸŽ ๐œ๐จ๐ง๐ฌ๐ฎ๐ฆ๐ž๐ซ๐ฌ. ๐Ÿ‘๐Ÿ”๐Ÿ“ ๐๐š๐ฒ๐ฌ ๐จ๐Ÿ ๐ญ๐ซ๐š๐œ๐ค๐ข๐ง๐ . ๐€ ๐Ÿ๐ฎ๐ฅ๐ฅ ๐ฒ๐ž๐š๐ซ ๐จ๐Ÿ ๐›๐ซ๐š๐ง๐ ๐ก๐ž๐š๐ฅ๐ญ๐ก. Best F&B Rankings 2026 maps a full year of how Viet...
03/06/2026

๐Ÿ๐ŸŽ,๐ŸŽ๐ŸŽ๐ŸŽ ๐œ๐จ๐ง๐ฌ๐ฎ๐ฆ๐ž๐ซ๐ฌ. ๐Ÿ‘๐Ÿ”๐Ÿ“ ๐๐š๐ฒ๐ฌ ๐จ๐Ÿ ๐ญ๐ซ๐š๐œ๐ค๐ข๐ง๐ . ๐€ ๐Ÿ๐ฎ๐ฅ๐ฅ ๐ฒ๐ž๐š๐ซ ๐จ๐Ÿ ๐›๐ซ๐š๐ง๐ ๐ก๐ž๐š๐ฅ๐ญ๐ก.

Best F&B Rankings 2026 maps a full year of how Vietnam sees, trusts, and chooses its leading food and beverage brands, drawn from a nationally representative sample of adults aged 18+.

Every brand, measured across six dimensions: Impression, Quality, Value, Satisfaction, Recommendation, and Reputation. The result is a decision tool: benchmark your position, see where perceptiondiverges from performance, and spot where competitors are gaining ground.

Explore the full rankings ๐Ÿ‘‰ https://shorturl.at/lLHGr

29/05/2026

๐๐ž๐ฌ๐ญ ๐…&๐ ๐‘๐š๐ง๐ค๐ข๐ง๐ ๐ฌ ๐ซ๐ž๐ฉ๐จ๐ซ๐ญ ๐Ÿ๐ŸŽ๐Ÿ๐Ÿ”: ๐ญ๐จ๐ฉ ๐Ÿ๐ŸŽ ๐š๐ง๐ ๐ญ๐จ๐ฉ ๐Ÿ‘ ๐ข๐ฆ๐ฉ๐ซ๐จ๐ฏ๐ž๐ซ๐ฌ ๐š๐ญ ๐š ๐ ๐ฅ๐š๐ง๐œ๐ž.

Food brands drove this year's gains. Jollibee rose 6.3 points and four places, with KFC and McDonald's also moving higher. Coffee and tea chains saw a softer year across the board.

The full report maps where each category is heading and where the next pocket of growth sits, the same evidence behind the strategies of this year's leading brands.

Check the full report in the comment below.

๐•๐ข๐ž๐ญ๐ง๐š๐ฆ'๐ฌ ๐€๐Ÿ๐Ÿ๐ฅ๐ฎ๐ž๐ง๐ญ ๐š๐ง๐ ๐Œ๐š๐ฌ๐ฌ ๐€๐Ÿ๐Ÿ๐ฅ๐ฎ๐ž๐ง๐ญ ๐ข๐ง๐ฏ๐ž๐ฌ๐ญ๐จ๐ซ๐ฌ ๐š๐ซ๐ž ๐ฆ๐š๐ค๐ข๐ง๐  ๐ฆ๐จ๐ซ๐ž ๐๐ž๐ฅ๐ข๐›๐ž๐ซ๐š๐ญ๐ž ๐๐ž๐œ๐ข๐ฌ๐ข๐จ๐ง๐ฌ ๐ญ๐ก๐š๐ง ๐ž๐ฏ๐ž๐ซ.They are prioritising savi...
26/05/2026

๐•๐ข๐ž๐ญ๐ง๐š๐ฆ'๐ฌ ๐€๐Ÿ๐Ÿ๐ฅ๐ฎ๐ž๐ง๐ญ ๐š๐ง๐ ๐Œ๐š๐ฌ๐ฌ ๐€๐Ÿ๐Ÿ๐ฅ๐ฎ๐ž๐ง๐ญ ๐ข๐ง๐ฏ๐ž๐ฌ๐ญ๐จ๐ซ๐ฌ ๐š๐ซ๐ž ๐ฆ๐š๐ค๐ข๐ง๐  ๐ฆ๐จ๐ซ๐ž ๐๐ž๐ฅ๐ข๐›๐ž๐ซ๐š๐ญ๐ž ๐๐ž๐œ๐ข๐ฌ๐ข๐จ๐ง๐ฌ ๐ญ๐ก๐š๐ง ๐ž๐ฏ๐ž๐ซ.

They are prioritising savings. They are reshuffling portfolios with a clear eye on macro conditions. And they have a strong sense of what they want from financial institutions โ€” and what they don't.

These are not assumptions. They come from 837 investors surveyed across Vietnam in early 2026, across income levels, asset bands, and geographies.

๐Ž๐ฎ๐ซ ๐•๐ข๐ž๐ญ๐ง๐š๐ฆ ๐€๐Ÿ๐Ÿ๐ฅ๐ฎ๐ž๐ง๐ญ & ๐Œ๐š๐ฌ๐ฌ ๐€๐Ÿ๐Ÿ๐ฅ๐ฎ๐ž๐ง๐ญ ๐ˆ๐ง๐ฏ๐ž๐ฌ๐ญ๐ฆ๐ž๐ง๐ญ ๐ˆ๐ง๐ฌ๐ข๐ ๐ก๐ญ๐ฌ ๐Ÿ๐ŸŽ๐Ÿ๐Ÿ” ๐ซ๐ž๐ฉ๐จ๐ซ๐ญ ๐œ๐จ๐ฏ๐ž๐ซ๐ฌ:
โ†’ How Affluent and Mass Affluent customers differ in financial mindset, spending priorities, and decision-making
โ†’ Where portfolios are sitting today and how they have shifted since H2 2025
โ†’ What drives trust in financial advice and what makes customers walk away
โ†’ How the Priority Banking landscape stacks up across awareness, conversion, and brand perception

Relevant for banks, wealth managers, securities firms, insurers, and strategy teams working in the affluent segment.

๐Ÿ‘‰ ๐๐ซ๐ž๐ฏ๐ข๐ž๐ฐ ๐ญ๐ก๐ž ๐ซ๐ž๐ฉ๐จ๐ซ๐ญ ๐ก๐ž๐ซ๐ž: https://bit.ly/4uTty48

To purchase or discuss contributing questions to the 2027 edition (planned February 2027), contact [email protected]

๐ˆ๐Ÿ ๐ฒ๐จ๐ฎ'๐ฏ๐ž ๐š๐ฉ๐ฉ๐ฅ๐ข๐ž๐ ๐ญ๐จ ๐Œ๐‘๐‚ ๐Ÿ๐ŸŽ๐Ÿ๐Ÿ”, ๐ก๐ž๐ซ๐žโ€™๐ฌ ๐ฐ๐ก๐š๐ญ ๐œ๐จ๐ฆ๐ž๐ฌ ๐ง๐ž๐ฑ๐ญ. Over the next 8 weeks, youโ€™ll move through three rounds with us t...
25/05/2026

๐ˆ๐Ÿ ๐ฒ๐จ๐ฎ'๐ฏ๐ž ๐š๐ฉ๐ฉ๐ฅ๐ข๐ž๐ ๐ญ๐จ ๐Œ๐‘๐‚ ๐Ÿ๐ŸŽ๐Ÿ๐Ÿ”, ๐ก๐ž๐ซ๐žโ€™๐ฌ ๐ฐ๐ก๐š๐ญ ๐œ๐จ๐ฆ๐ž๐ฌ ๐ง๐ž๐ฑ๐ญ.

Over the next 8 weeks, youโ€™ll move through three rounds with us to explore whether Decision Lab is the right fit for you โ€” from an online test, to peer-to-peer conversations with our talents, and finally, an interview with our management team.

All timelines and details are in the carousel below. Please follow the schedule closely, and if you have any questions, feel free to contact us at [email protected].

We look forward to seeing your potential unfold in the upcoming rounds.

๐Œ๐š๐ซ๐ค๐ž๐ญ ๐‘๐ž๐ฌ๐ž๐š๐ซ๐œ๐ก ๐‚๐จ๐ง๐ฌ๐ฎ๐ฅ๐ญ๐š๐ง๐ญ ๐๐ซ๐จ๐ ๐ซ๐š๐ฆ๐ฆ๐ž ๐Ÿ๐ŸŽ๐Ÿ๐Ÿ” ๐š๐ฉ๐ฉ๐ฅ๐ข๐œ๐š๐ญ๐ข๐จ๐ง๐ฌ ๐œ๐ฅ๐จ๐ฌ๐ž ๐š๐ญ ๐Ÿ๐Ÿ‘:๐Ÿ“๐Ÿ— ๐ญ๐จ๐ง๐ข๐ ๐ก๐ญ. To everyone who applied, thank you for yo...
24/05/2026

๐Œ๐š๐ซ๐ค๐ž๐ญ ๐‘๐ž๐ฌ๐ž๐š๐ซ๐œ๐ก ๐‚๐จ๐ง๐ฌ๐ฎ๐ฅ๐ญ๐š๐ง๐ญ ๐๐ซ๐จ๐ ๐ซ๐š๐ฆ๐ฆ๐ž ๐Ÿ๐ŸŽ๐Ÿ๐Ÿ” ๐š๐ฉ๐ฉ๐ฅ๐ข๐œ๐š๐ญ๐ข๐จ๐ง๐ฌ ๐œ๐ฅ๐จ๐ฌ๐ž ๐š๐ญ ๐Ÿ๐Ÿ‘:๐Ÿ“๐Ÿ— ๐ญ๐จ๐ง๐ข๐ ๐ก๐ญ.

To everyone who applied, thank you for your interest and the time you put into this. We'll review your applications carefully and get back to you soon.

To everyone still thinking, this is the last call. The link is one tap away, and the next intake is a year away.

๐Ÿ‘‰ ๐€๐ฉ๐ฉ๐ฅ๐ฒ ๐ง๐จ๐ฐ: https://bit.ly/41zig8I

We look forward to meeting you as the next talent cohort of 2026!

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The Sentry Connect, 15 Le Thanh Ton, District 1
Ho Chi Minh City

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Monday 09:00 - 18:00
Tuesday 09:00 - 18:00
Wednesday 09:00 - 18:00
Thursday 09:00 - 18:00
Friday 09:00 - 18:00

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