Decision Lab

Decision Lab The leading market research agency for Vietnam We say it’s time to digitalize.

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 consumers’ changing habits.

⬆️ 𝐄𝐯𝐞𝐫𝐲 𝐛𝐚𝐧𝐤 𝐢𝐧 𝐭𝐡𝐢𝐬 𝐲𝐞𝐚𝐫'𝐬 𝐓𝐨𝐩 𝟏𝟎 𝐢𝐦𝐩𝐫𝐨𝐯𝐞𝐝 𝐢𝐭𝐬 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐬𝐚𝐭𝐢𝐬𝐟𝐚𝐜𝐭𝐢𝐨𝐧 𝐬𝐜𝐨𝐫𝐞.But the gains were not evenly shared.The ba...
15/09/2026

⬆️ 𝐄𝐯𝐞𝐫𝐲 𝐛𝐚𝐧𝐤 𝐢𝐧 𝐭𝐡𝐢𝐬 𝐲𝐞𝐚𝐫'𝐬 𝐓𝐨𝐩 𝟏𝟎 𝐢𝐦𝐩𝐫𝐨𝐯𝐞𝐝 𝐢𝐭𝐬 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐬𝐚𝐭𝐢𝐬𝐟𝐚𝐜𝐭𝐢𝐨𝐧 𝐬𝐜𝐨𝐫𝐞.

But the gains were not evenly shared.

The banks already at the top gained the least. The fastest gains came from those climbing toward it. Near the ceiling, each point is harder to win, so a leading position now takes more effort to defend than to reach.

When the whole field is improving, improvement alone stops being an advantage. The edge belongs to banks that see the shift early and act before it reaches the ranking.

👉 𝐃𝐨𝐰𝐧𝐥𝐨𝐚𝐝 𝐭𝐡𝐞 𝐫𝐞𝐩𝐨𝐫𝐭 𝐚𝐧𝐝 𝐭𝐫𝐚𝐜𝐤 𝐭𝐡𝐞 𝐬𝐡𝐢𝐟𝐭 𝐛𝐞𝐟𝐨𝐫𝐞 𝐢𝐭 𝐬𝐡𝐨𝐰𝐬 𝐢𝐧 𝐭𝐡𝐞 𝐫𝐚𝐧𝐤𝐢𝐧𝐠: https://na2.hubs.ly/H07QtYl0

𝐀 𝐧𝐞𝐰 𝐛𝐞𝐧𝐜𝐡𝐦𝐚𝐫𝐤 𝐟𝐨𝐫 𝐦𝐞𝐚𝐬𝐮𝐫𝐢𝐧𝐠 𝐀𝐈 𝐦𝐚𝐭𝐮𝐫𝐢𝐭𝐲 𝐢𝐧 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠.Our new blog post sets out a new benchmark for AI maturity in mar...
09/09/2026

𝐀 𝐧𝐞𝐰 𝐛𝐞𝐧𝐜𝐡𝐦𝐚𝐫𝐤 𝐟𝐨𝐫 𝐦𝐞𝐚𝐬𝐮𝐫𝐢𝐧𝐠 𝐀𝐈 𝐦𝐚𝐭𝐮𝐫𝐢𝐭𝐲 𝐢𝐧 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠.

Our new blog post sets out a new benchmark for AI maturity in marketing, drawn from what lies beneath the findings of State of AI in Marketing 2026, our report with MMA APAC.

As marketing teams across Southeast Asia plan their 2027 investment, maturity is no longer measured by how much AI a company uses. It is measured by three things:
• whether AI creates real commercial value
• how fast the team adapts as the technology evolves
• how far AI is absorbed into the way the organisation works

Where an organisation stands on these three says more about its 2027 readiness than any tool it adds.

👉 Read the full benchmark here: https://na2.hubs.ly/H07Jfgp0

The fastest gains in customer satisfaction this year came from digital-first banks. Timo and Ngân hàng Số Vikki are two ...
07/09/2026

The fastest gains in customer satisfaction this year came from digital-first banks.

Timo and Ngân hàng Số Vikki are two of the three largest improvers in the 𝐁𝐚𝐧𝐤 𝐒𝐚𝐭𝐢𝐬𝐟𝐚𝐜𝐭𝐢𝐨𝐧 𝐑𝐚𝐧𝐤𝐢𝐧𝐠𝐬 𝟐𝟎𝟐𝟔. Both are built around digital, with a digitally focused customer model.

Vietnam's top-scoring banks already run mature digital platforms, so the signal is not digital capability. It is the model, and this year that model posted the steepest gains.

Last year, one digital-first bank featured among the top improvers. This year, two. It is an early signal, and one that only becomes visible when rankings are read across cycles.

A single ranking shows where the market stands. Reading the movement shows where it may be heading.

Download the full ranking to track the shifts over time: https://bit.ly/4g7nU8K

Today, millions of Vietnamese students start a new school year 🎒And what parents hope their kids bring home goes well be...
05/09/2026

Today, millions of Vietnamese students start a new school year 🎒

And what parents hope their kids bring home goes well beyond good grades.

Two years running, our research with BritCham shows Vietnamese parents put 𝐬𝐭𝐫𝐨𝐧𝐠 𝐞𝐭𝐡𝐢𝐜𝐬 𝐚𝐧𝐝 𝐜𝐫𝐢𝐭𝐢𝐜𝐚𝐥 𝐭𝐡𝐢𝐧𝐤𝐢𝐧𝐠 right at the top, even before academic results. Mental wellbeing, curiosity, and strong social skills sit high on the list too.

For Vietnamese families, raising a good person matters just as much as raising a good student.

Wishing every student a year full of growth, friendships, and big curious questions ✨

📊 Our full report with BritCham breaks down what today's parents really want from education. A useful read for anyone building schools, programs, or brands for Vietnamese families: https://bit.ly/4gBK30H

𝐎𝐧𝐥𝐲 𝐨𝐧𝐞 𝐛𝐚𝐧𝐤 𝐚𝐩𝐩𝐞𝐚𝐫𝐬 𝐢𝐧 𝐛𝐨𝐭𝐡 𝐭𝐡𝐞 𝐓𝐨𝐩 𝟏𝟎 𝐚𝐧𝐝 𝐭𝐡𝐞 𝐓𝐨𝐩 𝟑 𝐈𝐦𝐩𝐫𝐨𝐯𝐞𝐫𝐬 𝐨𝐟 𝐭𝐡𝐞 𝐁𝐚𝐧𝐤 𝐒𝐚𝐭𝐢𝐬𝐟𝐚𝐜𝐭𝐢𝐨𝐧 𝐑𝐚𝐧𝐤𝐢𝐧𝐠𝐬 𝟐𝟎𝟐𝟔 𝐭𝐡𝐢𝐬 𝐲𝐞𝐚𝐫. A hig...
03/09/2026

𝐎𝐧𝐥𝐲 𝐨𝐧𝐞 𝐛𝐚𝐧𝐤 𝐚𝐩𝐩𝐞𝐚𝐫𝐬 𝐢𝐧 𝐛𝐨𝐭𝐡 𝐭𝐡𝐞 𝐓𝐨𝐩 𝟏𝟎 𝐚𝐧𝐝 𝐭𝐡𝐞 𝐓𝐨𝐩 𝟑 𝐈𝐦𝐩𝐫𝐨𝐯𝐞𝐫𝐬 𝐨𝐟 𝐭𝐡𝐞 𝐁𝐚𝐧𝐤 𝐒𝐚𝐭𝐢𝐬𝐟𝐚𝐜𝐭𝐢𝐨𝐧 𝐑𝐚𝐧𝐤𝐢𝐧𝐠𝐬 𝟐𝟎𝟐𝟔 𝐭𝐡𝐢𝐬 𝐲𝐞𝐚𝐫.

A high ranking shows where a bank stands today. A large gain shows how much that position has changed. Congratulations to Timo, the only bank doing both, climbing ten places to #𝟔 overall while ranking #𝟐 among the year's three biggest improvers.

As a digital bank, Timo's result suggests strong customer satisfaction is not confined to traditional, branch-led models. This points to customer experience as a growing factor in where banks land in the ranking.

Its ten-place climb also suggests how quickly a bank's standing can shift. Satisfaction may be quick to gain when performance moves in the right direction, but sustaining it over time is a different challenge.

This is why the two rankings are read together. See what they reveal about the changing shape of Vietnam's banking sector: https://bit.ly/4g7nU8K

02/09/2026

🇻🇳 𝐇𝐚𝐩𝐩𝐲 𝟖𝟏𝐬𝐭 𝐍𝐚𝐭𝐢𝐨𝐧𝐚𝐥 𝐃𝐚𝐲, 𝐕𝐢𝐞𝐭𝐧𝐚𝐦!

Over the past 81 years, Vietnam has grown with remarkable energy, openness and ambition. Each generation has shaped a country that keeps evolving, with people, businesses and communities driving its progress every day.

At Decision Lab, we are proud to have observed this journey through our research across many sectors, quarter after quarter, year after year. From the rise of digital payments to the central role of mobile in everyday life, shifts in consumer behaviour offer a fascinating view of how Vietnam is embracing change and shaping modern life.

We are honoured to support the businesses driving this journey. As Vietnam looks ahead, we are excited to see the country reach further, grow stronger and proud to grow alongside it.

𝐂𝐡𝐮́𝐜 𝐦𝐮̛̀𝐧𝐠 𝟖𝟏 𝐧𝐚̆𝐦 𝐧𝐠𝐚̀𝐲 𝐐𝐮𝐨̂́𝐜 𝐤𝐡𝐚́𝐧𝐡 𝐕𝐢𝐞̣̂𝐭 𝐍𝐚𝐦! 🇻🇳

Not every big move shows up in the top ten. Ngân hàng SeABank posted the largest year-on-year gain in the Bank Satisfact...
28/08/2026

Not every big move shows up in the top ten. Ngân hàng SeABank posted the largest year-on-year gain in the Bank Satisfaction Rankings 2026, up 13.7 points, while still sitting outside the leading positions (n= 203 - 2,897).

It's a reminder that the top ten only tells part of the story. Some of the sharpest gains in customer satisfaction are happening further down the table.

👉See the full picture in the Bank Satisfaction Rankings 2026: https://bit.ly/4g7nU8K

One year. Nine places. Ngân Hàng TMCP Bắc Á - BAC A BANK breaks into the top ten of the Bank Satisfaction Rankings 2026,...
26/08/2026

One year. Nine places. Ngân Hàng TMCP Bắc Á - BAC A BANK breaks into the top ten of the Bank Satisfaction Rankings 2026, one of the sharpest climbs on this year's leaderboard.

The top ten this year is closer than it looks. Small gaps in satisfaction score can be enough to decide who makes the cut.

Congratulations to Bac A Bank on entering the top ten, now among the ten banks Vietnamese customers rate most highly for satisfaction out of the twenty-five ranked this year.

👉 The full ranking shows who else climbed, and how much the leaderboard has shifted: https://bit.ly/4g7nU8K

25/08/2026

🔎 Adoption. Integration. Capability. Operationalisation. Four ideas that together tell a much bigger story about where AI marketing is heading.

The State of AI in Marketing 2026 by MMA x Decision Lab captures a market moving forward, but not evenly. As AI adoption becomes more widespread, the differences increasingly lie in how organisations integrate AI, build capability, and turn it into part of how marketing operates.

📊 We’ve brought together 04 of the report’s big ideas worth another look. But consider them a snapshot, not the whole story.

Because the more interesting question isn’t whether marketers are using AI. It’s what separates organisations moving ahead from everyone else.

📕 Missed the report? Explore the findings behind the headlines in The State of AI in Marketing 2026: https://mmaglobal.com/documents/state-ai-marketing-sea-report-2026?utm_source=linkedin&utm_medium=post&utm_campaign=soai2026

HSBC Vietnam 𝐦𝐨𝐯𝐞𝐬 𝐢𝐧𝐭𝐨 𝐭𝐡𝐞 𝐭𝐨𝐩 𝐟𝐢𝐯𝐞 𝐨𝐟 𝐭𝐡𝐞 𝐁𝐚𝐧𝐤 𝐒𝐚𝐭𝐢𝐬𝐟𝐚𝐜𝐭𝐢𝐨𝐧 𝐑𝐚𝐧𝐤𝐢𝐧𝐠𝐬 𝟐𝟎𝟐𝟔, 𝐫𝐢𝐬𝐢𝐧𝐠 𝐟𝐨𝐮𝐫 𝐩𝐥𝐚𝐜𝐞𝐬 𝐲𝐞𝐚𝐫 𝐨𝐧 𝐲𝐞𝐚𝐫.An internat...
21/08/2026

HSBC Vietnam 𝐦𝐨𝐯𝐞𝐬 𝐢𝐧𝐭𝐨 𝐭𝐡𝐞 𝐭𝐨𝐩 𝐟𝐢𝐯𝐞 𝐨𝐟 𝐭𝐡𝐞 𝐁𝐚𝐧𝐤 𝐒𝐚𝐭𝐢𝐬𝐟𝐚𝐜𝐭𝐢𝐨𝐧 𝐑𝐚𝐧𝐤𝐢𝐧𝐠𝐬 𝟐𝟎𝟐𝟔, 𝐫𝐢𝐬𝐢𝐧𝐠 𝐟𝐨𝐮𝐫 𝐩𝐥𝐚𝐜𝐞𝐬 𝐲𝐞𝐚𝐫 𝐨𝐧 𝐲𝐞𝐚𝐫.

An international bank now sits among the five highest-ranked names for customer satisfaction in Vietnam, adding another dimension to the group setting the benchmark this year.

What makes the move significant is its pace. HSBC moved four places in a single year, showing how quickly the group defining customer satisfaction can evolve as customer perceptions shift.

For banks tracking the market, the benchmark is therefore broader and more dynamic than a fixed peer set. The banks shaping the standard today may look different a year from now.

👉 𝐃𝐨𝐰𝐧𝐥𝐨𝐚𝐝 𝐭𝐡𝐞 𝐟𝐮𝐥𝐥 𝐫𝐚𝐧𝐤𝐢𝐧𝐠 𝐭𝐨 𝐬𝐞𝐞 𝐡𝐨𝐰 𝐭𝐡𝐞 𝐫𝐞𝐬𝐭 𝐨𝐟 𝐭𝐡𝐞 𝐦𝐚𝐫𝐤𝐞𝐭 𝐢𝐬 𝐦𝐨𝐯𝐢𝐧𝐠, 𝐚𝐧𝐝 𝐰𝐡𝐢𝐜𝐡 𝐧𝐚𝐦𝐞𝐬 𝐚𝐫𝐞 𝐫𝐞𝐬𝐡𝐚𝐩𝐢𝐧𝐠 𝐭𝐡𝐞 𝐥𝐞𝐚𝐝𝐞𝐫𝐛𝐨𝐚𝐫𝐝: https://na2.hubs.ly/H07kZqV0

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