Decision Lab

Decision Lab The leading market research agency for Vietnam We say it’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 consumers’ changing habits.

📊 Platform loyalty softens as generational differences re-emerge in Vietnam’s digital behaviour Decision Lab’s Connected...
01/12/2025

📊 Platform loyalty softens as generational differences re-emerge in Vietnam’s digital behaviour

Decision Lab’s Connected Consumer Report Q3 2025 reveals a shift in how Vietnamese users engage online. While social media familiarity remains high, platform loyalty is weakening, and age-based behaviour patterns are becoming clearer again.

✨ Key highlights
1️⃣ Facebook remains widely used, but its indispensability declines for two consecutive quarters while Zalo regains strength, especially among Millennials (Gen Y).
2️⃣ YouTube and TikTok continue to grow across Gen X and Gen Y, reinforcing their leading role among Gen Z and signalling a broader move toward video-first platforms.
3️⃣ Generational preferences diverge: older users choose stable, familiar environments, while younger audiences shift towards fast, dynamic, experience-driven apps.

💬 Ms Nguyen Mai Tram, Head of Insight Velocity Practice at Decision Lab, shares:
“Brands should prepare for a renewed generational split. Facebook and Zalo offer broad reach, but YouTube and TikTok are increasingly shaping how younger audiences discover and engage with content.”

📢 What this means for brands
Vietnam’s social media landscape is no longer converging, it’s segmenting again. To stay relevant, brands need age-sensitive strategies that balance familiarity for reach and video-led content for deeper engagement.

🔗 Explore deeper insights in the full Connected Consumer Q3 2025 report: https://bit.ly/482IxPn

🤖 AI takes root in daily life as user behaviour becomes more intentional Decision Lab’s Connected Consumer Report Q3 202...
27/11/2025

🤖 AI takes root in daily life as user behaviour becomes more intentional

Decision Lab’s Connected Consumer Report Q3 2025 shows that AI has fully moved into mainstream use in Vietnam. With 87% of online users now engaging with AI tools, adoption is becoming more deliberate and value-driven across generations.

📊 Key shifts in Q3 2025

1️⃣ ChatGPT and Gemini remain the top AI platforms, supported by their versatility in conversation, search, and productivity tasks.
2️⃣ Gen Z continues to lead AI experimentation, while older cohorts adopt AI more purposefully, focusing on clear utility.
3️⃣ Specialised AI tools decline, as consumers increasingly prefer simple, multi-purpose AI solutions over niche functions.

💬 Thue Quist Thomasen, CEO of Decision Lab, shares:
“AI adoption is entering a more mature phase. Consumers now focus on tools that add clear value to their daily routines, and brands must design experiences that blend innovation with practicality.”

📢 What this means for brands
AI is reshaping how consumers search, learn, shop, and interact.
✨ Gen Z: open to creative and experimental AI applications, ideal for trend-driven engagement.
✨ Gen Y & Gen X: favour reliability and utility, prioritising clarity, convenience, and problem-solving features.

🔗 Explore more insights in the full Connected Consumer Q3 2025 report: https://bit.ly/482IxPn

📊 Decision Lab’s Connected Consumer Report Q3 2025 is now available, capturing Vietnam’s shift into a more stabilised di...
24/11/2025

📊 Decision Lab’s Connected Consumer Report Q3 2025 is now available, capturing Vietnam’s shift into a more stabilised digital phase.

This quarter, social media familiarity remains high, but platform loyalty is softening as users explore more apps. Digital habits are becoming more intentional, and generational differences are beginning to re-emerge.

✨ Key highlights:
1️⃣ Platform loyalty declines as users diversify beyond single apps.
2️⃣ Digital habits stabilise, with Gen Z experimenting and older groups leaning on trusted tools.
3️⃣ Engagement slows as attention spreads across more formats and content types.

🔗 Full Connected Consumer Q3 2025 report: https://bit.ly/482IxPn
📥 Read the Q3 2025 blog: https://bit.ly/3LIYbrX

The “Unveiling Tet Consumer Trends” Report for 2025 is now available! Dive into Decision Lab’s latest insights on how Vi...
10/11/2025

The “Unveiling Tet Consumer Trends” Report for 2025 is now available! Dive into Decision Lab’s latest insights on how Vietnam’s. The biggest cultural and economic moment has reshaped shopping behaviours. 🎊

This report examines how consumers’ path-to-purchase has evolved throughout Tet- before, during, and after - across nine verticals. Meta platforms have dominated the shopping journey, and AI has transformed how consumers discover and purchase during the holiday season.

Key highlights include:
1️⃣ Tet has unlocked multi-wave demand: Shopping has unfolded in distinct phases: Starting early, pausing during celebrations, and rebounding post-holiday for self-care and personal rewards. Brands must always stay on to capture each demand wave and sustain engagement throughout the full festive cycle.

2️⃣ Values and trust have sealed the deal: Consumers have looked for values for essential verticals, but trust for service-based verticals.

3️⃣ Digital discovery has gone intelligent: Meta platforms and e-commerce channels have dominated the journey from awareness to purchase. At the same time, brands incorporate AI tools into consumers’ digital journey as they expect more personalised recommendations for better purchase planning.

👉 Discover what these shifts mean for brands during Tet 2025 through our blog: https://www.decisionlab.co/blog/tet-consumer-trends-reshaped-by-dual-wave-demand-path-to-purchase-and-ai-integration

📩 Download the full Tet Consumer Trends 2025 report here: https://www.decisionlab.co/decision-lab-meta-tet-report

📊 Generational divide narrows as Vietnam’s social media habits converge Decision Lab’s Connected Consumer Report Q2 2025...
24/10/2025

📊 Generational divide narrows as Vietnam’s social media habits converge

Decision Lab’s Connected Consumer Report Q2 2025 shows the generational gap is closing fast. All age groups now use around three must-have apps, proving digital habits are becoming more similar across generations.

✨ Key highlights
1️⃣ Facebook and Zalo remain the most-used among Millennials, while YouTube has risen, showing stronger interest in video content.
2️⃣ Gen Z now blends Facebook, TikTok, and Zalo, a mix of social connection and entertainment.
3️⃣ Gen X still relies on Facebook and Zalo, but TikTok is gradually entering their routines.

💬 Nguyen Thi Mai Tram, Head of Insight Velocity Practice at Decision Lab, notes:
“Audience segmentation by age is no longer enough. Brands should combine Facebook and Zalo for broad reach, and use TikTok and YouTube to build stronger cultural engagement.”

📢 What this means for brands
Vietnam’s social media landscape is converging, but not identical. Brands should build cross-generational strategies, balancing familiar platforms for reach and video-led formats for deeper engagement.

🔗 Discover more insights in the full Connected Consumer Q2 2025 report: https://bit.ly/42SbCvl

📊 Decision Lab’s latest Connected Consumer Report Q2 2025 is now available and reveals a new phase of convergence in Vie...
14/10/2025

📊 Decision Lab’s latest Connected Consumer Report Q2 2025 is now available and reveals a new phase of convergence in Vietnam’s digital behaviour.

This quarter shows social media habits are aligning across generations, AI has become an integral part of daily life, and livestreaming is transforming from entertainment into a powerful driver of commerce and connection.

✨ Key highlights include:

1️⃣ Generational divide narrows as Vietnam’s social media habits converge.
2️⃣ AI continues its shift from early adoption to embedded utility.
3️⃣ Livestreaming has consolidated its role beyond entertainment.

🔗 Discover the full Connected Consumer Q2 2025 report: https://bit.ly/42CEibC

📥 Read our Connected Consumer Q2 2025 blog: https://bit.ly/3L8MGJK

🚀 Empowering Insight through Innovation: Decision Lab’s New Associate to Represent Vietnam at ACIYLS 2025We’re delighted...
10/10/2025

🚀 Empowering Insight through Innovation: Decision Lab’s New Associate to Represent Vietnam at ACIYLS 2025

We’re delighted to welcome Đặng Nhật Hạ to Decision Lab as an Associate Market Research Consultant under the MRC Program 2025.

🏆 Recently crowned National Champion at the ASEAN–China–India Youth Leadership Summit (ACIYLS) 2025, Hạ will represent Vietnam in the international round this October in Singapore 🇸🇬 Her award-winning project, TROVIA, leverages Ice Thermal Energy Storage to help hotels reduce electricity costs by up to 40% and cut over 66 tons of CO₂ emissions annually - a powerful example of how data and innovation can drive sustainable impact.

💡 At Decision Lab, Hạ joins the Insight Velocity (IV) team, contributing to agile research projects with media agencies and FMCG brands - where speed, precision, and data-driven thinking make the difference.

Congratulations, Hạ, on this incredible milestone! We’re proud to have such a talented and forward-thinking young leader on our team, and can’t wait to see how your passion for innovation and sustainability will continue to make an impact here at Decision Lab.

🎉 Decision Lab Welcomes the Market Research Consultant (MRC) Class of 2025! 🎉At Decision Lab, we are committed to empowe...
22/09/2025

🎉 Decision Lab Welcomes the Market Research Consultant (MRC) Class of 2025! 🎉

At Decision Lab, we are committed to empowering organisations to make better decisions through innovative market research and behavioural science. To achieve this, we invest in the next generation of researchers through our annual Market Research Consultant (MRC) program.

This year, we are thrilled to welcome seven outstanding young talents to our team as part of the MRC 2025 cohort!

💡 A Growing Team with Fresh Perspectives
Joining us from top universities across Vietnam and abroad—including Foreign Trade University, Fulbright University Vietnam, International University (VNU-HCMC), RMIT University, and the University of British Columbia—our new consultants bring rich academic backgrounds in economics, business, data science, and psychology.

✨ The MRC Journey
The program kicks off with a 2.5-week bootcamp covering Decision Lab’s research methodologies and proprietary platforms. This is followed by an 18-month rotation across key verticals—Finance, Experience Economy, Education, FMCG, and Agencies—equipping them with real-world experience and the skills to thrive in consulting.

🚀 As they begin their journey, we’re excited to see how this new generation of Labsters will shape the future of market research in Vietnam and beyond.

👉 Explore more information about our MRC Program here: https://www.decisionlab.co/mrc-2025-programme

🚀 Momentum builds as users move beyond follower apps The shift away from traditional “follower” platforms is acceleratin...
11/09/2025

🚀 Momentum builds as users move beyond follower apps
The shift away from traditional “follower” platforms is accelerating, with Millennials (Gen Y) driving a new wave of digital versatility. Once relying on just two apps, they now match Gen Z in juggling three must-have platforms for daily life.

📊 Generational divide in platform reliance
Older Vietnamese generations have continued to rely heavily on Zalo and Facebook. Gen Y has also maintained strong reliance, where Facebook has reached 66% and Zalo 61%, while YouTube has increased to 57%—marking a broader adoption of video content.

In contrast, Gen Z has shown a clear shift toward video-first platforms, with Facebook reaching 68%, closely followed by TikTok at 53% and Zalo at 51%.

📢 What’s next for brands?
Brands need to tailor strategies by generation and channel’s roles to maximise impacts—creating seamless cross-platform experiences across all generations, long-format content for Gen Y, while delivering snackable, authentic formats for Gen Z. Success will depend on balancing consistency for older users with experimentation for younger ones.

👉 Discover the full insights in our Q1 2025 Connected Consumer report — link in comments!

🚀 🚀 Decision Lab launches Experience Economy Practice to drive experience-led growth in VietnamWe’re excited to introduc...
29/08/2025

🚀 🚀 Decision Lab launches Experience Economy Practice to drive experience-led growth in Vietnam

We’re excited to introduce our new Experience Economy Practice — a strategic move to help brands in Vietnam turn data, culture, and innovation into meaningful, measurable experiences.

Leading this new chapter is Nguyễn Thị Uyên Chi appointed as Head of Practice. With over a decade of experience in brand strategy, digital marketing, and consumer insight — including roles at Millward Brown, MullenLowe Mishra, Mirum and Marou Chocolate — Chi brings the blend of local expertise and creative leadership.

📈 As Vietnam’s economy accelerates and industries converge, experience has become a core driver of brand value. F&B is embedded in real estate. Healthcare borrows from hospitality. Tourism is storytelling. Brands must now design with this complexity in mind.

“With Chi on board, we’re combining great local talent with global expertise to help our clients lead through experience.”
— Thue Quist Thomasen, CEO, Decision Lab

“This practice is about more than research or campaigns — it’s about helping brands grow through experiences that are relevant, consistent, and commercially effective.”
— Nguyễn Thị Uyên Chi, Head of Experience Economy

📣 Which AI platform for which task? Vietnamese user preferences revealed!Vietnamese consumers are not sticking to just o...
29/08/2025

📣 Which AI platform for which task? Vietnamese user preferences revealed!

Vietnamese consumers are not sticking to just one AI tool: on average, they use 2 platforms depending on their needs, blending global giants with rising local stars.

Key findings from Decision Lab’s State of Consumer AI in Vietnam 2025:
1️⃣ ChatGPT is the all-rounder for translation, research, and professional tasks, holding the highest satisfaction score.
2️⃣ Homegrown AI Hay bridges education and entertainment, ranking 2nd in customer satisfaction, ahead of several global competitors.
3️⃣ Google Gemini and DeepSeek stand out as study companions, helping users learn new skills.
4️⃣ Microsoft Copilot is preferred for information searches, while Meta AI wins on daily conversations and casual Q&A.

💡 Vietnamese users are savvy experimenters, matching the right AI to the right task.

Want to understand how AI is reshaping consumer behavior in Vietnam?
💡 Download the full State of Consumer AI in Vietnam 2025 report in the comment below!

🌟 AI has gone mainstream in Vietnam — and now people use AI tools in their daily lives. Specifically, nearly 80% of Viet...
17/08/2025

🌟 AI has gone mainstream in Vietnam — and now people use AI tools in their daily lives. Specifically, nearly 80% of Vietnamese users now utilise AI-powered tools, with each user averaging two tools.

ChatGPT leads adoption, followed by Gemini (Google) and Meta AI, reflecting a strong preference for conversational AI and virtual assistants that enhance productivity and decision-making.

📢 What should brands do?: AI could reshape the way consumers interact with brands. Therefore, let's seize this moment to create AI-friendly experiences — from optimised content to tools that consumers can access directly within AI platforms. The race for AI relevance has begun!

👉 Learn more in our Q1 2025 Connected Consumer report: https://www.decisionlab.co/connected-consumer-report-q12025

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