• Project manager of new product exploration projects: initial concept research, assessment of the concept viability in the Vietnamese market, design of the implementation guideline for concept development in the VPS ecosystem• Team lead on customer segmentation projects for the VPS customer database, starting from identification of parameters for SDK attachment onto the customer app journey to capture user behaviour and ending with devising the framework for the tiered service model based on customer segments• Team lead on product experience studies regarding financial tools accessible for customers on VPS trading app

• PIC of development and maintenance of the INTAGE Vietnam’s online research panel• A key contributor (along with the regional INTAGE team) towards internal modification of research platforms• Supervising the introduction, implementation and testing of new, pioneering research solutions into Vietnamese market.• Business development head representative at Hanoi office.

SPECIALISATIONIntegrated market research solutions involving usage & attitude analysis and brand tracking to aid market entrance or brand development strategies.PROJECTS • Advisory on market entrance for new F&B concepts through utilization of quantitative consumer usage & attitude data (Golden Gate Group, Samsung Welstory)• Strategy repositioning studies that explore the customer journey from brand awareness and perception to customer satisfaction and triggers and barriers in brand consideration (AIA, Pizza Hut)• Annual brand tracking (Golden Gate Group, Electrolux)• Providing deep-dive learning of customer’s brand perception by implementing qualitative research (NISO, Grab)• Consultancy on the product line development direction (VinCommerce, The Coffee House)• Brand imagery A/B testing (SuntoryPepsiCo, Heineken, Abbott)

MAIN RESPONSIBILITIES• Supervision and maintenance of the Foodservice Monitor, the first out-of-home consumption tracker (online survey) in Vietnam• Drafting questionnaire for the surveys that fit the client’s research purpose without compromising the respondent’s answering experience• Following up on the distribution and targeting of the survey• Quantitative Data Analysis on: o Out-of-home visit behaviour: demographic segmentation, time-series assessment of average spending and traffic by channels, triggers and barriers of outlet choices, customer satisfaction and etc.o Brand tracking: interpreting brand data and brand journey from awareness to consideration to purchase triggers and net promoter score (NPS)