Axis Research Ltd. is an independent market research agency established in Ho Chi Minh City in 2001, offering customized research services across various industries. The company has a strong operational framework, extensive experience, and competitive advantages, including advanced research capabilities and ISO 9001-2008 certification. Axis conducts both B2C and B2B research, focusing on quality control and client collaboration throughout the research process.

1. COMPANY INTRODUCTION

2. Outline
1 4
3 5
2
Company Profile Areas of Expertise
Our Clients Key staff’s profile
Competitive Advantages
Company Development
Professional Orientation
Professional Resources
CPP (Concept–Product–Price) Test
Market Potential Explore
U & A Study or Brand Health Check
Advertising Campaign Evaluation
Insight +
Retail Booster
Customer Satisfaction Study
FGD Facility
New Services
B2C Research Industry
B2B Research Industry
Researchers’Profile
Fieldwork’s Profile
Relationship With The Government
Strong Operation
Advanced Capabilities
Quality Standard

3. Axis Research Ltd. is an independent research agency, established in HCMC since April 2001,
with a subsidiary in Hanoi.
Our founders are researchers & marketers with more than 18 years experience in the Local and
International Market Research industry.
We provider of Customized Research – B2C and B2B, conducting Qualitative, Quantitative and
Multi-Method Surveys and analysis of research findings for our clients in a wide range of indus-
tries.
We also provider of Business Consulting in Retail, Services and Manufacturing industries.
Company Profile

4. 2001 20192011
2005 2013
Established in
Ho Chi Minh city
Strategic
Partner
Business partnership
with Laos, Cambodia
Myanmar
Opened branches
in Hanoi & Can Tho
Launched
online survey
& CAPI
Company Development

5. As a professional market research agency, we are:
• A highly qualified and professional team of researchers
• Experienced in various research methodologies and in a wide range of industries
• Extensive coverage: in urban and rural areas of Vietnam
• Member of Esomar, AMA, VCCI, Cancham, YBA, JCI and BNI.
• The first market research agency in Vietnam to achieve ISO 9001-2008 certified by Bureau Veritas (France)
We are member of:
Professional Orientation

6. 9Dimen Research Feedback Business Consulting Services Pvt. Ltd. Kentley Insights Primary Research Group
Accuray Group LLP First Research, Inc. Kline & Company, Inc. PrivCo
Ad-ology FirstWord Koncept Analytics Prof-Research
AIM Market Insights Food Institute Information and Research Center Ledbury Research Pyramid Research
AMA Research FranchiseHelp.com Market Intelligence & Consulting Institute QYResearch Group
American Affluence Research Center Freedonia Focus Reports Marketdata LLC. Renub Research
Analysys Mason Frost & Sullivan MarketLine ResearchFarm Ltd.
Aruvian's R'search Global Industry Analysts MarketLooks - Kalorama Information Richard K. Miller & Associates
ASTA Global Research & Data Services Oy MarketLooks - Packaged Facts S.K. Patil and Associates
Azoth Analytics GlobalData MarketsandMarkets SBI
Banking Reports, Ltd. Grand View Research MicroMarketMonitor Schonfeld & Associates Inc.
Barnes Reports Grey House Publishing Inc Mind Commerce SeeNews - Research & Profiles
BCC Research Gyan Research and Analytics Pvt. Ltd. Mintel - Snapshots SGA ExecutiveTracker
Berg Insight Health Industry Distributors Association (HIDA) Mintel Industrial Reports Simba Information - Reports
BMI Research Heernet Ventures Limited Mintel International Group Ltd. Socintel360
Borrell Associates Inc. Horowitz Associates, Inc. Mordor Intelligence LLP Strategic Defence Intelligence
Business Analysts' Group, The IBISWorld MTW Research Stratistics Market Research Consulting
The Business Research Company iCD Research Natural Marketing Institute Strawhecker Group, The
Canadean Ltd Icon Group International, Inc. NelsonHall SuperAwesome
CBR Pharma Insights, LLC IDATE Netscribes (India) Pvt. Ltd. TechNavio - Infiniti Research Ltd.
CCM International Limited IDC New Nutrition Business TechSci Research
CHI Insight Pharma Reports iGate Research PVT LTD. New Strategist Publications, Inc. Timetric
Childwise IMARC Services Pvt. Ltd. Occams Business Research & Consultancy Total Youth Research
China Research and Intelligence Co., Ltd. IndexBox Marketing Ltd. Oryx Business Intelligence Ltd. Trendtype Ltd.
Compass Intelligence IndustryARC Packaged Facts Unity Marketing Inc.
Conlumino Informa Media and Telecom Packaged Facts Executive Summaries Veraart Research BV
Current Partnering Information Gatekeepers Inc Packaged Facts Market Reports Verdict Financial
Daedal Research Inkwood Research Paul Budde Communication Pty Ltd Verdict Retail
Digital TV Research JapanConsuming PerryHope Partners Visiongain
Emerald Group Publishing Limited just-drinks Plimsoll Publishing Ltd. VPGMarketResearch.com
eStatsIndia JuxtConsult Plunkett Research, Ltd. World Market Intelligence
Euromonitor International Kalorama Information Practel, Inc. Zenith Global Ltd
Evolution Insights Ltd. Ken Research Primary Intelligence
Professional sources of market research data
Company Reports Food & Beverage Life Sciences Public Sector Technology & Media
Consumer Goods Heavy Industry Marketing & Market Research Service Industries

7. Professional Resources
Background of
Researchers
Training &
Development
Operation
• Most of our researchers
are MBA holders or are
pursuing an MBA degree.
• Different majors:
marketing, business,
sociology, psychology,
humanity, etc.
• Trained by local and
overseas professional
trainers in both hard and
soft skills.
• Provide training to clients’
staff on market research
basics & skills.
• Operation staffs are well
trained to deal with a wide
variety of surveys to satisfy
varied technical requirements
and culture.
• Part-timers are students
selected from major universities,
trained and coached by
experienced managers.

8. Competitive Advantages
Competitive
Advantage
Good
relationship
with
Government
Strong
Operations
Professional
recognition
Extensive
experience
throughout
Vietnam
Advanced
research
capabilities

9. Ministry
of Industry
& Trade
Ministry
of Planning &
Investment
Ministry
of Foreign
Affairs
Ministry
ofNatural
Resources&
Environment
Ministryof
Agriculture&
Rural
Development
Ministry
of Health
Relationship With The Government

10. Strong Operation
Professional, experienced and overseas-trained
researchers/marketeers.1
2
3
Well-trained fieldwork team, covering major cities of
Vietnam (Ha Noi, Hai Phong, Da Nang,
Nha Trang, HCMC, Can Tho).
Sampling design based on Vietnam Map plus Multi-stage
and Systematic Sampling.

11. Advanced Capabilities
Quick price software
SmartData software

12. Quality Standard
Axis Research strictly adheres to quality procedures of Esomar/ ICC (International Code of Conduct).
This means 20 -25% of all respondents undergo quality control via spot checks or back checks within
48 hours. 100% quality checks are applied to any interviewer when errors are discovered. Affected
interviewers are required to stop work until the problems are clarified and properly sorted out.
The quality controllers employ a specially designed questionnaire, interviewer contact sheets and site
maps. Sampling, respondent selection criteria and the quality of the interview being performed are
regularly assessed. The Quality controllers are experienced, and well-trained in quality control, honest
and are mindful about the project specifications as well as the interviewers’performance. Their reports
are directly forwarded to the Project Manager and totally separated from fieldwork.
All Axis interviewers undergo a very thorough selection and
recruitment process, professional training, piloting and examination
prior to commencement of fieldwork for any project.
There are likely to be several supervisors involved in a survey. However,
one supervisor will be in-charge of a team of 6-8 interviewers.
Supervisors report directly to the Field Manager.
QUALITY CONTROL
INTERVIEWERS
SUPERVISORS

13. Quality Standard
The questionnaire is typically designed by Axis and approved by Clients. The questionnaire covers
all information required to meet the research objectives. It is tailored such that the length of time is
comfortable for the respondents so as to draw the best quality response from them (maximum 45
minutes for quantitative survey, and 2 hours for Focused Group Discussion Setting (FGDS).
Before starting fieldwork, researchers themselves will organize pilots in order to make sure that the
questionnaire is accurate, relevant, easy to understand, systematically and logically designed.
Respondents are recruited based on criteria stated in the approved proposal.
After the fieldwork briefing, each interviewer is subject to an internal pilot before going to field.
Client’s representatives are invited to attend the fieldwork briefing and internal pilot at Axis office and
are asked to provide their comments for fieldwork improvement. Client’s representatives may likewise
accompany Axis interviewers in the field, if desired.
DESIGN QUESTIONNAIRE
RECRUITMENT
PILOT

14. B2C Research Industry
B2C
Vehicles/
Transportation
Apparels &
Accessories
Food and
Beverages
Services
(Banking, Finance &
Education)
Retail
Real Estate,
Construction
Personal
Care
Health
Care

15. B2C Research Industry

16. B2B Research Industry
B2B
Agriculture
Chemical
Products Wood & Steel
Services
(Finance & education) ICT
Aviation
Electricity
Real
Estate
Food &
Beverage
Health
Care

17. B2B Research Industry

18. Highlights of Axis Experience with clients from Japan
Hino Truck & Bus & Hino Sale Vietnam
• The Exploration of the Vietnamese Bus, Dump Truck and Tow Truck Market, the study included
Desk Research for Market Overview indicators & data, In-depth interview N = 12 for local
manufacturers, Importers & brokers, Quantitative survey N = 270 for purchasers & buyers
(2015).
• The Investigation of the Vietnamese Tractor Heads market and a feasibility study for setting
up a factory of assembling them in Vietnam. The study included Desk research and In-depth
Interview N = 16 for Key Competitors, Distributors and Dealers, Ministry of Transport, VATA (HN
& HCMC) and Registration Office (2015)
• Understanding the Distribution System of Hyundai and Hino Truck / Bus in Vietnam. Explore
the second-hand automotive business. IDIs, Location: Hanoi, Danang, HCMC (3/2014)
• Consumer’s Evaluation & Attitude Toward Chinese Light Duty Trucks in Vietnam. Quantitative
survey + IDIs. Location: Hanoi, Danang, HCMC (2009)
Toyota Vietnam
Exploring Customers Needs, Preference and Behaviors to further understand potential
customers in order to to fine-tune the communication plan for the coming launch of Camry
2.0E. IDIs, Location: Hanoi and HCMC (2013)
• Customers perception towards new Lexus website. IDIs. HCMC (2013)
• Toyota Innova launching: Testing new model compared with Zace, as well as price
assessment. FGDs, HCMC (2006)

19. Highlights of Axis Experience with clients from Japan
Dentsu + Daihatsu
Identifying the pros & cons of Daihasu & Terios cars in terms of design, price, advertisment etc.
for the re-launching in 2008. FGDs, HCMC
Sumitomo Corporation
Explore the Vietnamese light truck market to understand the current market situation,
customers’usage and attitude towards light truck products and brands. Customers Price
Sensibility towards Japanese, Korean, and Chinese vehicles. Quantitative survey, location:
Hanoi, Hai Phong, Danang, Can Tho, HCMC (2013)
Tadano – Sumitomo
Survey potential market for Aerial Platform Truck Company. Indepth Interview N= 10 Electric
Company (Hai phong, Ninh Binh, Hai Duong Da Nang, HCM, Khanh Hoa ) in 2010.
MARUBENI
Getting key players profiles of Feed mill industry in Vietnam (market volume by animal types,
livestock head counts of chicken, ducks, swine): Desk research & CATI survey of top 20 feed mill
& aqua feed mill companies in Vietnam & CATI (N=10) (2017).
Market survey in 11 important Sea Ports in The North and South of Vietnam - 2016

20. MENARD - HIGH CLASS COSMETICS SPA/SHOP CHAIN
Axis conducted an integrated study for VMT Group, a representative of Menard Cosmetics
(Japan) in Vietnam. The study is to learn about the high-end cosmetics market and
Menard’s current business model.
This study used a combination of different methods, including desk research, focus group
discussion (N = 6), in-depth interview (N = 41), quantitative (N = 720) and mystery shopper
(N = 14) in 5 major cities such as Ho Chi Minh, Hanoi, Hai Phong, Da Nang and Quang
Ninh. Besides, mystery shopper was conducted for MENARD’s SHOP / SPA’s to evaluate
brand identification system and service delivery process, attitude and counseling skills of
employees. This study was conducted in November – December 2015.
Highlights of Axis Experience with clients from Japan
Sojitz Japan
• Concept & product test for Healthy Drink Brands of IMV (January, 2011)
• Home placement test for Pudding & Original Dessert Mix (June, 2011)
• Central Location Test For Vitamin Drink (July, 2011)
• Understanding customers’perception & acceptance on Functional foods & drinks
(November, 2011)
• Understanding of candy market in vietnam and customers’acceptance towards Fujiya’s
candy products (June, 2013)

21. Sony Vietnam
Assessment of major Retail shops and electronic supermarkets in HCMC for Sony New
Electronic Shop’s launch (2/2012).
AEON
Axis conducted a study for Aeon to count the number of customers entering and leaving
Vincom Time City at different times of the week as well as evaluating the status of outlets.
The purpose of learning about customer potential and competitiveness before Aeon Mall is
scheduled to open in Vinh Tuy, Hanoi in 2012.
SSRI
Study on tropical diseases using rapid test (IM) & MDX (qPCRs) in Ha Noi & HCM, IDIs, 2018.
KOHKEN / IMC
Survey on PHENOLIC LAMINATED SHEETS VIETNAM MARKET with 12 IDIs
Survey on logistic industry with Sea Ports in Quang Ninh province.
HONDA
Survey on CAR & MOTOCYCLE B2C MARKET in Vietnam. N=22 IDIs and N = 1,000 quantitative
survey in Ho Chi Minh, Hanoi & Da Nang.
Highlights of Axis Experience with clients from Japan

22. Highlights of Axis Experience on Banking & Finance Services
Delta Bank
Measured awareness, usage habits of loan services for household electronic appliances,
mobile phones, PC/ laptop, furniture and building materials in Vietnam. Studied the potential
market for Delta Bank’s express loan and credit card services at HCM City & HaNoi (2008).
Savico - ANZ
Explored the potential of financial leasing services for Motorbike and Automobile Purchasing
of SMEs, Individual Customers across 4 key cities: HCM City, Hanoi, Da Nang & CanTho (2008).
Commonwealth Bank
Measured customers’satisfactions with Commonwealth services in HCMC Branch as well as
lending services among commercial customers (2011).

23. Highlights of Axis Experience on Banking & Finance Services
AB Bank
Research & measure the customers’satisfaction on ABBank’s services versus competitive banks,
including all touched points at major branches (among individuals & Corporate customers)
from 2013-2014.
HD Bank
1/ Research Study on brand satisfaction levels at all touch-points, included both Quantitative
Survey (N=600) and In-depth Interviews (N-30) among corporate and individual customers in
Hanoi & Ho Chi Minh City.
2/ Band Health Check Study, a quantitative survey (N=1130) conducted in 6 cities of Vietnam
among corporate and individual customers (2014).
CommonWealth Bank
Research Study on Unsecured Personal Lending product, benchmarking unsecured personal
lending product of CommWealth Bank Vietnam with some peers in the market, in terms
of Detailed Product Features, Interest rate & Payment terms, Application Process, Turn-
Around Time and Distribution Channel. The project included Mystery Shopping at both
CommonWealth Bank and Standard Chartered Bank (N=4) in May 2016.

24. Highlights of Axis Experience on Agriculture
Asia Dragon JSC
Identify the potential of fishing accessories market, focusing on rope products. Desk research,
an interview indepth with N = 18, and quantitative survey with N = 250 were conducted. The
target respondents were fishermen in Binh Dinh, Quang Ngai, Binh Thuan, Vung Tau, Kien
Giang, Ben Tre and Ca Mau. The project was conducted in May 2017.
VIETNAM NATIONAL OIL AND GAS GROUP PETROVIETNAM FERTILIZER
AND CHEMICALS CORPORATION (PVFCCO)
Identify the potential of paddy/rice market in rural areas of Vietnam. Desk research, Indepth
interviews with N=57, FGD with N=3 and quantitative research with N=420 were conducted in
whole country (2012).
Identify the market potential of organic fertilizer in rural areas of Vietnam. Desk research,
Indepth interview with N = 15, and quantitative research project with N=360 were conducted
in whole country (2012).
Dam Phu My (DPM)
Research about wholesale and retail distribution system of phosphate and nitrogen fertilizers
in rural areas of Vietnam (2008). Quantitative research project with N = 90.
Siam Brothers
B2B study on Crop Advancement Product, conducted for Siam Brothers, Thailand (Desk
research and quantitative survey with N=200 at 2 provinces Long An, Dong Thap (2013)
Exploring brand extension opportunities for Siam and brand heath-check for rope and fishing
nets products. (2012)

25. Highlights of Axis Experience on Agriculture
Syngenta
Research about pesticides market in Bac Giang, Hoa Binh, HCMC. Indepth research with N= 18
companies and quantitative research with N= 200 (2008).
Cargill Vietnam Ltd.
Research about the properties of food for shrimps and farming practices in aquaculture farms.
Quantitative research project with N= 50 in Can Tho, Dong Thap, An Giang, Vinh Long (2009).
Strategy Asia Group
Market research about NPK and SA fertilizers. Desk research, Indepth interviews with N= 70 in
Northern, Central, Highland, and Southern areas. (2008).
GIZ
3 baseline studies and 9 value chains for fruits and vegetables in Quang Nam, Gia Lai, Dalat,
Ninh Thuan, Binh Thuan, HCMC, Vinh Long & An Giang (2005 - 2006).
IFC - MPDF
Assessment of food market (processed meat) in Vietnam across all cities (2001). Assessment of
balsam oil market in Vietnam in Hanoi, Danang, HCMC (2002).
Market Education, understanding of intensive in house and outdoor training courses for
Vietnamese enterprises in Hanoi, HCMC (2004).

26. World Lung Foundation/Vital Strategies
ANTI-SMOKING AD CAMPAIGN EVALUATION
Anti-smoking ad campaign evaluation and assessment of Knowledge & Attitudes toward
Tobacco smoking, Smoking cessation in 5 cities as Hanoi, HCMC, Danang, Thai Binh & Dong
Thap continuously in 2010, 2013, 2014, 2015, 2016 and 2017.
Used research methodology is Quantitative, face to face interviews in households with
systematic, multi-stage random sampling (Kish-grid applied) with total sample size N = 2.000.
ROAD SAFETY AD CAMPAIGN EVALUATION
Road safety ad campaign evaluation and assessment of Knowledge & Attitudes toward Road
Safety Law in Ho Chi Minh city in 2016 and 2017.
Used research methodology is Quantitative, face to face interviews in households with
systematic, multi-stage random sampling (Kish-grid applied) with total sample size N = 1.060
IFC - MPDF
Assessment of food market (processed meat) in Vietnam across all cities (2001). Assessment of
balsam oil market in Vietnam in Hanoi, Danang, HCMC (2002).
Market Education, understanding of intensive in house and outdoor training courses for
Vietnamese enterprises in Hanoi, HCMC (2004).
GIZ
3 baseline studies and 9 value chains for fruits and vegetables in Quang Nam, Gia Lai, Dalat,
Ninh Thuan, Binh Thuan, HCMC, Vinh Long & An Giang (2005 - 2006).
Highlights of Axis Projects for NGO clients

27. Hino Truck & Bus & Hino Sale Vietnam
• The Exploration of the Vietnamese Bus, Dump Truck and Tow Truck Market, the study included
Desk Research for Market Overview indicators & data, In-depth interview N = 12 for local
manufacturers, Importers & brokers, Quantitative survey N = 270 for purchasers & buyers
(2015).
• The Investigation of the Vietnamese Tractor Heads market and a feasibility study for setting
up a factory of assembling them in Vietnam. The study included Desk research and In-depth
Interview N = 16 for Key Competitors, Distributors and Dealers, Ministry of Transport, VATA (HN
& HCMC) and Registration Office (2015)
• Understanding the Distribution System of Hyundai and Hino Truck / Bus in Vietnam. Explore
the second-hand automotive business. IDIs, Location: Hanoi, Danang, HCMC (3/2014)
• Consumer’s Evaluation & Attitude Toward Chinese Light Duty Trucks in Vietnam. Quantitative
survey + IDIs. Location: Hanoi, Danang, HCMC (2009)
Toyota Vietnam
Exploring Customers Needs, Preference and Behaviors to further understand potential
customers in order to to fine-tune the communication plan for the coming launch of Camry
2.0E. IDIs, Location: Hanoi and HCMC (2013)
• Customers perception towards new Lexus website. IDIs. HCMC (2013)
• Toyota Innova launching: Testing new model compared with Zace, as well as price
assessment. FGDs, HCMC (2006)
Axis Experience in Automotive Industry

28. Dentsu + Daihatsu
Identifying the pros & cons of Daihasu & Terios cars in terms of design, price, advertisment etc.
for the re-launching in 2008. FGDs, HCMC
Sumitomo Corporation
Explore the Vietnamese light truck market to understand the current market situation,
customers’usage and attitude towards light truck products and brands. Customers Price
Sensibility towards Japanese, Korean, and Chinese vehicles. Quantitative survey, location:
Hanoi, Hai Phong, Danang, Can Tho, HCMC (2013)
Kotra Automobile
Explore Business Cooperation Opportunities for Korean Companies with local Enterprises.
Find out potential Vietnamese companies which specialize in production in the Automotive
industry for cooperation. IDIs, Location: Nationwide (2012).
Deloitte
Understanding of aftersales services among Toyota car owners in Hanoi, Ho Chi Minh City,
Danang, and Hai Phong. Quantitative survey, N=860, 2014.
Axis Experience in Automotive Industry

29. Piaggio Vietnam
Understand the strengths of Piaggio Vespa distribution network, Customers’satisfaction
towards Piaggio – Sapa after-sale service. FGDs, Location: HCMC (2012)
Kymco Motorcycle
Explore usage and attitude of female motorcycle customers, experience the new model Kymco
scooters. CLT, Location: HCMC (2012)
Casumina
Tire Casumina brand health check (brand awareness, purchasing behaviors and Casumina
brand image vs. competitors). Quatitative survey N =440 HCMC, Hanoi, Dong Nai , Hue & Da
Nang (2006).
Axis Experience in Automotive Industry

30. VIETNAM AIRLINES
A study of customers behavior, usage habit and demand for air services of the Korean and
Japanese communities in the South of Vietnam (2009).
JETSTAR
Telephonic interview to measure customer satisfaction with domestic airlines on domestic
flights. The project was conducted in Ho Chi Minh City (2009).
SCANAVIA
Assessing the competency of potential partners in aviation (2007).
SASCO CORPORATION
Market survey to identofy passengers demand for ground services at domestic airports (2006).
Axis Experience in Aviation Service

31. VietJet Air
• Study the customers behavior, usage habit and demands of aviation service, measure airlines
brands satisfaction in flight routes between Vietnam and Taiwan, Souuth Korea, Singapore,
Malaysia, Hong Kong and Thailand in 2018.
• Market feasibility study for opening new flight routes of LCC airlines from Vietnam to Taiwan,
Japan, South Korea, Singapore in 2015
• Study the customers behavior and demands of aviation service, measure brand health of
domestic airlines as Vietjetair, Vietnam Airlines and Jetstar. The project is implemented twice a
year from 2013 to 2014. The study was conducted in 16 cities across the country.
• Measure the satisfaction of customers with the quality of products and customer service of
domestic airlines. The project is implemented twice a year from 2013 to 2014. The research is
done in 16 cities across the country.
• The project analyzes the international and domestic routes based on the Department of
Aviation data. The project is implemented twice a year from 2011 to 2014.
Axis Experience in Aviation Service

32. BlueScope Steel
Project 1/ Market overview for PEB Lite solution including regulatory, competitors landscape
assessment and identification of the value delivery system. In-depth interview N= 13 and
Quantitative survey N =380 in HCMC and surroundings (2008).
Project 2/ The concept test for Rainbuild concept products (sheds/ factory/ warehouses) to
further understand the market both from supply-side and demand-side. Indepth interview N =
16 contractors, 10 suppliers and 60 users/buyers at 4 cities HCMC, Hanoi, Da Nang and Can Tho
(2010).
Artglass – ITPC
Market overview of the mosaic market (market size, share, key players, distribution network,
end consumers etc.
Testing concept of Artglass’products among specialists (architects, construction engineers)
and retailers (2006-2007).
Nguyen Hung Phat Company (Austdoor)
Understanding consumer’s habit & use of platinum doors for the villas & townhouses’
usage in Ho Chi Minh City and Hanoi, their assessment, satisfaction toward Austdoor versus
competitors’products, as well as testing the new platinum doors of Austdoor for launching
(2010). N=6 FGDs.
Axis Experience in Construction Industry

33. Ariston Company
Vietnam market for water heaters, consumers perceptions & attitudes toward Ariston brand
versus competitors. Methods are: Desk research, In-depth interview N= 16 and Home visit N
=60 in HCMC, Hanoi & Vinh (2011).
SCG (Siam Corporation Thailand)
Testing the Corporate Brand Equity 2010 (N=200).
CSN Thailand
FGDs (N=4) and Home Visit (N=10) for interior design, including furniture, lighting system and
bathroom products in Ho Chi Minh City & Hanoi.
Karofi & Richard Moore Associates
Consumer insights about water heater, new logo, packaging design’s testing for Karofi.
FGD N=4 (Hanoi & Ho Chi Minh City) 2014.
UHM Company (Thailand)
To understand the plastic pipe & tube market, the water meter market in Vietnam, as well as
testing the new PPR products of UHM among potential customers. IDIs N=55, Quantitative
Survey N=300. Nationwide, 8/2016 .
Axis Experience in Construction Industry

34. Highlights of Axis’Experience on Telecom
Retail survey on mobile phone set retail outlets in order to check the quality of salesmen’s
consult - Tracking Study (2007- 2008), conducted for Motorola – Australia and Orient Pacific
Century – Malaysia.
Overview of Vietnam ICT in 2007, aiming at promoting business between Vietnam and Den-
mark on ICT, conducted for Danish Embassy in Vietnam.
Exploring opportunity for Telecom services in rural Vietnam 2008, including IDIs to leading
suppliers like VNPT, FPT, EVN, Viettel and large banks. The project was carried out for CKS
India.
Exploring the market potential of GPS device, measuring market size, share and needs from
enterprises and individual in Vietnam. The project was designed with Qualitative method
covering 4 major cities of Vietnam. Each IDIs were filmed, (n=240) in 2009.
Exploring market potential of 2 way radio in Vietnam with the following brands Icom, Motoro-
la and Kenwood, conducted for Synovate in 2009.
Customer Satisfaction Study for various services provided by VNPT in comparison with com-
petitors’deliverables in 2009, 2010.

35. Korea Trade – Investment Promotion Agency (Kotra)
Understand the machinery industry market, to ultimately seek out the opportunities of
investment on this industry in Vietnam. Desk research and Indepth Interview N =23, 2013
The survey aim to explore cooperation opportunity between Korean companies and overseas
companies in eight sectors: Semiconductor; Electronics; Automobile; Ship building; Airplane
mfg; Textile; Chemical industry; and Steel industry. Axis used Desk research method and
indepth interview N = 65 all country in 2011.
Hero Chemicals LTD
Exploring and monitoring about the activities as well as any production plan in the coming
years of the key player“Dow Chemicals Company”in Vietnam dye’s market. Axis conducted
indepth Interview with N =12 in HCMC , 2011.
Comprehensive research project including desk research, mystery shopping and indepth
interview (N= 20) on Dye and OBA market in Vietnam in 2011.
Tadano – Sumitomo
Survey potential market for Aerial Platform Truck Company. Indepth Interview N= 10 Electric
Company (Hai phong, Ninh Binh, Hai Duong Da Nang, HCM, Khanh Hoa ) in 2010.
Pall Corporation
Understand about Power Generation and Industrial Manufacturing markets in general (market
products, market share, growth, trend etc.). Desk research and Indepth Interview N = 39 in
HCMC & Hanoi, 2009.
Highlights of Axis’Experience on Industry

36. MARUBENI
Getting key players profiles of Feed mill industry in Vietnam (market volume by animal types,
livestock head counts of chicken, ducks, swine): Desk research & CATI survey of top 20 feed
mill & aqua feed mill companies in Vietnam & CATI (N=10) (2017)
EXTENDA
Desk research of greenhouse in Vietnam. Usage of greenhouse in agriculture development.
(2016). Desk research of suppliers & consumption of olive oil in Vietnam. (2016)
DUY TAN PLASTIC JSC
Market Feasibility Study for plastic drums incl. market information, supply chain, market size/
share, new demand, key players, B2B and B2C users. Desk Research, IDIs N= 86. Quantitative
Survey (N=150 companies in agriculture, heavy industry). Feb & March 2017.
Market Feasibility Study for plastic pallet including market overview, supply chain, market
size/share, new demand, key players, B2B and B2C users. Desk Research, IDIs N= 29.
Quantitative Survey (N=292 companies in agriculture, heavy industry). Sep 2016 - Jan 2017.
VIET TIEP JSC
A comprehensive survey on household plastic market in Vietnam, Myanmar, Philippines, and
Cambodia. Desk Research, IDIs N=128, and Quantitative Surveys N= 550. Nationwide. From
Jan to May 2017.
Highlights of Axis’Experience on Industry

37. NASTEEL VINA
Vietnam steel market evaluation survey. Desk research & In-depth interview were conducted
with N= 26 companies including competitors, importers & distributors in North, Middle & South
regions. The project was executed from June – August 2017.
Kim Tin Company
Updating information MDF & PB wood market . Axis conducted desk research to collect data
and In-depth interview N= 35 companies (wood manufacturers, importers, wood processing
companies), 2009
Phú An Thành
Understand about MDF wood market and need for domestic and export. Desk research and
Indepth Interview N= 24 all country, 2007.
Synovate Business Consulting (Malaysia) & Blue Scope Steel
• Concept test for BlueScope Steel (sheds/ factory/ warehouses) to further understand the
market both from supply-side and demand-side. Axis conducted In-depth interview with N
=90 (Supplier and Users) in HCM, HN, DN, Can Tho, 2010.
• Understanding the Market of PEB Lite Solutions in Vietnam. Indepth Interview N = 13 in
HCMC and surroundings and quantitative N = 420, 2008.
Essar Steel Holdings Limited
Understand the market demand for hot rolled coils, sheets and plates. Desk research, In-depth
interview and Quantitative N =408, in HCM, Hanoi, Hai Phong, Da Nang in 2008.
Highlights of Axis’Experience on Industry

38. MENARD - HIGH CLASS COSMETICS SPA/SHOP CHAIN
Axis conducted an integrated study for VMT Group, a representative of Menard
Cosmetics (Japan) in Vietnam. The study is to learn about the high-end cosmetics
market and Menard’s current business model.
This study used a combination of different methods, including desk research, focus
group discussion (N = 6), in-depth interview (N = 41), quantitative (N = 720) and
mystery shopper (N = 14) in 5 major cities such as Ho Chi Minh, Hanoi, Hai Phong,
Da Nang and Quang Ninh. Besides, mystery shopper was conducted for MENARD’s
SHOP / SPA’s to evaluate brand identification system and service delivery process,
attitude and counseling skills of employees. This study was conducted in November –
December 2015.
Highlights of Axis’Experience on Cosmetics

39. PIGEON
Quantitative study of U & A (Usage & Awareness) on products such as shampoo, oil, shower gel and test
of new products – baby wipes. N = 1,000 in 4 major cities (2002, 2003).
KAO (Dentsu)
Studied insights of Feather shampoo compared to other competitors on quality of product, packaging,
price and test print ads (Focus group N=4) (2002).
KAJLA - MINH VIET
The comprehensive study of the cosmetic market, including market size, market share, growth
rate, import and export by official and non-official channels, system of agents, distributors and end
consumers. (Desk Research, In-depth interview with competitors, retail agents in 5 cities. (2004) Test
packaging for Kaila products (facial wash, rose water, whitening facial wash, foundation) - qualitative
study - Focus Group (N = 8).
IMV
TVC test, concept test of Kaila essence from rice for print ads – 2005 qualitative study N=1000 samples
on Using habit of facial wash, whitening facial wash, nourishing cream amongst teenagers/ young girls
(2005). Testing non-water hand sanitizer products (2009)
DIANA
Concept test on brand and new package design, TVC test. Focus Group N=8 in Hanoi & HCMC.
Test new product of Diana, baby wipes, U & A, HUT (2003 - 2007).
UNILEVER
SunSilk shampoo, Dove, skin care product such as Hazeline, washing powder such as OMO, VISO,
detergent water such as Sunlight (1995-1999) including U & A study, HUT, CLT.
Highlights of Axis’Experience on Cosmetics

40. Mayora Indonesia
• Reviewing Kaila performance for brand relaunch strategy (January, 2011)
• Understanding of coffee market & customers’acceptance towards Mayora’s product
(December, 2011)
• Product test for Mint Milk candy (November, 2011)
• Understanding of confectionary market & customers’acceptance towards Mayora’s
products (January , 2012)
• Understanding of nutritious cereal drink market & customers’acceptance towards
Mayora’s products (June, 2012)
• Understanding customers’acceptance & potential segment of slai o’lai sandwich
biscuits (September, 2012)
• Evaluate customers’acceptance of mayora’s rtd tea vs. Competing products in
vietnamese market (September, 2012).
• A post evaluation for energen launch (November, 2012)
• Exploring customers’acceptance & feedback on WHITE COFFEE / L.A cofee and RTD
Coffee 780c (February, 2013)
• Product test of“Coffee 3in1”versus“Nescafe Dam Da”(June, 2013)
• Exploring customers’acceptance & feedback on KOPPICCINO concept & product
(November, 2013)
Highlights of Axis’Experience on Food & Beverage Products

41. Garuda Food
Understanding of peanut & drink snack market , and customers’acceptance towards
Garuda Food’s products (March, 2012)
Minh Viet JSC
Concept & product test for Healthy Drink Brands of IMV (January, 2011)
Heineken Vietnam
Central Location Test for Bottled and Canned Beers (twice each year from 2012 up
to 2014)
Nestle Vietnam
Testing Nestle products and identify customers’usage, attitudes and preferences
(Nescafe, Nestea, Milo, Yoghurt, soy, Maggi soy sauce etc.) (from 2005 to 2012)
Dong A Food
The feasibility study for launching new orange juice products into Vietnam market.
(October, 2011)
Highlights of Axis’Experience on Food & Beverage Products

42. Sojitz Japan
• Concept & product test for Healthy Drink Brands of IMV (January, 2011)
• Home placement test for Pudding & Original Dessert Mix (June, 2011)
• Central Location Test For Vitamin Drink (July, 2011)
• Understanding customers’perception & acceptance on Functional foods & drinks
(November, 2011)
• Understanding of candy market in vietnam and customers’acceptance towards
Fujiya’s candy products (June, 2013)
TAMPICO
• Feasibility study of launching a new orange juice product into Vietnam market
(October, 2011)
REDSUN GROUP
1. Testing 3 new models of Food Cours/Downtown Food Centers in Ho Chi Minh
City. Experimental Study + Mystery Shoppers. N=39, May & June 2017.
2. Feasibility study on Kim Chi Product (all variants). Desk Research, Product test
(CLT N=300), and quantitative Survey N=600 (Hanoi & Ho Chi Minh City). May &
June 2017.
Highlights of Axis’Experience on Food & Beverage Products

43. Delta Valley (Russia) and CBRE
Evaluate the feasibility of commercial complex of entertaining places, shopping mall, hotel
and luxury apartment in Binh Thuan (2009). The research consisted of in-depth interviewing
foreigners, visitors, golf manager, investors and end-consumers.
CBRE
Customer’s purchasing habit & satisfaction toward supermarket & hypermarket in Tien Giang &
Can Tho in 2016. Quanti N = 200.
Tay Ho JSC (Long Thuan Loc)
Research on the real estate market in Dong Nai and testing the concept of Long Thuan Loc project
in Long Thanh (2008)
Nam Long JSC
Evaluate the feasibility of Cho Moi project in Long An (2011)
CSN & Associates CO., Ltd
Exploration of the housing design in Vietnam, especially in Hanoi & Hai Phong (2010)
Dat Xanh Group
Research on the apartment market and measuring brand health for Dat Xanh. The research
consisted of FGDs and quantitative survey with the sample size N=450 in 3 cities HCM, Ha Noi, Da
Nang (2014 – 2015)
Highlights of Axis’Experience on Real Estate Products

44. E & Y Japan, GIBC
Feasibility study on opening a Japanese hospital in Vietnam. The study aimed at
understanding the hospital market in Vietnam, all models operated, their strengths and
weaknesses; identifying key international/well doing business hospitals (such as Vinmec, Hoan
My, CIH, Cotec...), their business index, competitiveness, SWOT analysis, 5 forces potter analysis
etc. The study also included M & A abilities, and other important recommendations. Desk
Research, and IDI (in-depth interviews among KOLs, key competitors). Jan 2019.
VICTORIA HEALTHCARE
• Brand heath check study for Victora Healthcare. Quantitative research, N=300, HCM. (2018)
• Ability of opening a new hospital on Dist.2. Desk Research, FGD, IDIs, Quantitative research
(2010)
• Feasibility study on hospital market, tested a new concept of a chain of American clinics
in Ho Chi Minh City, Vietnam. Desk Research, In-depth interview, FGDs, and Quantitative
research (2004).
Highlights Of Axis’Experience on Health Care & Pharmaceutical Products

45. CLEARSTATE
• Study on oncologists using ablation and embolization techniques in cancer treatment in Ha
Noi & HCM, IDIs, 2019.
• Study on oncologists in Ha Noi & HCM, IDIs. 2018
• Study on usage rapid test (IM) & MDX (qPCRs) on Respiratory tract infection, Hepatitis, HIV,
Enteric, & Vector-borne diseases (VBD) in Ha Noi, Hung Yen, Da Nang, Hue, HCMC, Dong Nai,
Binh Duong & Can Tho. Quantitative survey & IDIs. 2018
• Study on the usage of cardiovascular drugs. IDI among cardiologists in HCMC and Hanoi,
2018.
SSRI
• Study on tropical diseases using rapid test (IM) & MDX (qPCRs) in Ha Noi & HCM, IDIs, 2018
KOTRA
• Study on Quality Review of Health Check Up at hospitals in HCM, Binh Duong & Dong Nai.
Quantitative research N=200 & IDI N=5. 2013.
Highlights Of Axis’Experience on Health Care & Pharmaceutical Products

46. GFK
• Study on diabetes. Quantitative research among cardiologists, endocrinologists, GP & IM in
HCMC (N=55) and Hanoi, 2016
• Study on chronic heart disease. Quantitative research among cardiologists,
endocrinologists (n = 80) in HCMC and Hanoi, 2015
• U & A study on Insulin. Quantitative research among cardiologists, endocrinologists (n =
140) in HCMC and Hanoi, from 2012 -2013
NOVARTIS
• Study on the usage of cardiovascular drugs & adverse effects, N=100 in Ha Noi & HCMC,
2016.
• Data processing and analysis reports for business evaluation of the Novartis dealer’s
distribution. N = 300 in HCMC and Hanoi, 2012
IPSOS
• Evaluation study on sales team of pharmaceutical representatives. Performance study.
Quantitative research of specific diabetes (T2DM), blood pressure (Hypertension), Heart
(Cardiology), N = 150 samples in HCMC and Hanoi, 2013.
Highlights Of Axis’Experience on Health Care & Pharmaceutical Products

47. PSI
• CAPI N=957 households to assess current sanitation and handwashing practices
(hygienic, unhygienic—broken down by specific type) among rural households in districts
covered by PSI’s sanitation and hygiene programming. 7 districts in Tien Giang provinces
(Chau Thanh, Cai Be, Cai Lay, Go Cong Tay, Cho Gao, Tan Phu Dong and Tan Phuoc). All
households got GPS (10/2018)
• CENSUS, Mapping Private Outlets in 3 hamlets in Dak Nong Province for clinic, pharmacy
& worksite (agriculture, mining, logging or dams.) for malaria programming. Cu Jut, Dak
Mil, Tuy Duc districts. All outlets got GPS. (9/2018)
• CENSUS, Mapping Private Outlets in 3 hamlets in Binh Phuoc Province for clinic,
pharmacy & worksite (agriculture, mining, logging or dams.) for malaria programming.
An Khuong – Hon Quan district, Phuoc Tan & Phu Trung – Phu Rieng district. All outlets
got GPS. (5/2018)
• CENSUS, Mapping Private Outlets in 3 Districts Near Forest in Khanh Hoa Province
for clinic, pharmacy & worksite (agriculture, mining, logging or dams.) for malaria
programming. Khanh Vinh, Khanh Son, & Cam Lam districts. All outlets got GPS. (3/2018)
• CAPI N=800 households for dengue & malaria prevention, especially for forest goers. (Dak
Lak, Dong Thap, Ho Chi Minh). All households got GPS (11/2017).
Highlights Of Axis’Experience on Health Care & Pharmaceutical Products

48. AstraZeneca
The study evaluated the effectiveness of communication in HCMC and Hanoi Med Rep (n = 240)
6/2007.
Bristol - Myers Squibb
The study to rate TVCs of Upsa products, 11/2003
Checking inventory of OTC brands. Tracking Research is done quarterly, 2006-2007.
Booz&co
Study habits of uisng Insulin drug in the treatment of diabetes today. Perform in-depth interview
subjects doctor endocrine treatment with N = 10, and the purchaser at the hospital (n = 4), in
HCMC and Hanoi, 12/2011.
Frost & Sulivan
• Study the way to use and needs of the hospital with endoscopic equipment in Ho Chi Minh
City and Hanoi (n = 180 doctors and 4 IDIS to distributors) - 2009 Quantitative Research and
Qualitative 2010
• Study of Diabetes products: IDIS n = 18 pharmacies / distribution agent, 1 FGDs patients,
quantitative study N = 120 patients. Disinfectants: Qualitative Research: Dr. N = 100, N = 100
pharmacies. N = 73 doctors.
Highlights Of Axis’Experience on Health Care & Pharmaceutical Products

49. Ariston Company
Vietnam market for water heaters, consumers perceptions & attitudes toward Ariston brand
versus competitors. Methods are: Desk research, In-depth interview N= 16 and Home visit N
=60 in HCMC, Hanoi & Vinh (2011).
CSN Thailand
FGDs (N=4) and Home Visit (N=10) for interior design, including furniture, lighting system and
bathroom products in Ho Chi Minh City & Hanoi.
Karofi & Richard Moore Associates
Consumer insights about water heater, new logo, packaging design’s testing for Karofi.
FGD N=4 (Hanoi & Ho Chi Minh City) 2014.
Philips & Feedback Consulting
Retail price tracking study of compact & LED lighting. This project is conducting every quarter
in Hanoi, Ho Chi Minh, Da Nang & Can Tho from 2012 until now.
Sony Vietnam
Assessment of major Retail shops and electronic supermarkets in HCMC for Sony New
Electronic Shop’s launch (2/2012).
Axis Experience in Home Appliance

50. Saigon Coop
Large Mystery Shopper Survey to assess Customer Service Quality based on 4 KPI developed
by Axis as Service Attitude, Working Manners, Knowledge & Skill and Problem Solving. The
assessment was made for 15 different work positions at each of 84 supermarkets in 38 cities &
provinces in the whole country. The total sample size was N = 3,316 mystery shoppers done by
Axis from October to December 2017.
Emart
Purchasing habit & satisfaction of Emart supermarket users in area of 5 km from Emart
supermarket Phan Van Tri, HCM, Quantitave survey N = 300.
To Test a new hypothesis of Emart versus Lotte (located on Govap district). FGDs N= 4 groups, Ho
Chi Minh City, 3/2017.
Metro Cash & Carry
- Monitoring wholesale and retail price of all food categories (300,000 SKUs) from Feb 2002 to
Dec 2005- Price Tracking Project, using Quick Price as an interactive data input and processing
software (2002-2005)
- Exploring the potential of Mekong Delta market for Metro core products, including vegetables,
fruits, meat and fish (from May 2003 to Jun 2004).
- Canvassing/ Re-canvassing Metro new customers and existing customers in order to update its
customer base in HCMC, Hanoi and Buon Me Thuot city (2009-2010), including 500,000 customers.
- Exploring the potential of Thai Nguyen, Kien Giang, Tien Giang provinces and HN market for
Metro’s new stores (2/2010-6/2011)
Highlights Of Axis’Experience on Retail

51. Vincommerce
Identify the strengths and weaknesses of key 3 minimart chains including Vinmart+, Bach Hoa
Xanh and Coop Food in Ho chi Minh city. The quantitative F2F interview was conducted with
sample size
N = 240 in 12 stores in various districts in Ho Chi Minh city.
AEON
Axis conducted a study for Aeon to count the number of customers entering and leaving Vincom
Time City at different times of the week as well as evaluating the status of outlets. The purpose of
learning about customer potential and competitiveness before Aeon Mall is scheduled to open in
Vinh Tuy, Hanoi in 2012
PEPSI IBC
Retail Census of CSD outlets in 12 centre districts of HCMC (Aug. 2001).
Census on Horeca channels in core districts, Dist. 1 and 3 of HCMC (Nov. 2010).
Philips & Feedback Consulting
Retail price tracking study of compact & LED lighting. This project is conducting every quarter in
Hanoi, Ho Chi Minh, Da Nang & Can Tho from 2012 until now.
Highlights Of Axis’Experience on Retail

52. Sony Vietnam
Assessment of major retail shops and electronic supermarkets in HCMC for Sony New Electronic
Shop’s launch (2/2012).
Casumina Vietnam
Quantitative surveys in 2005 and 2006, including Brand Health Check on wholesalers and retailers
of tires in the South of Vietnam.
GTZ (Germany)
Studying 7 value chains for dragon fruits (Binh Thuan province), grape (Ninh Thuan), watermelon
(Long An), pomelo (Tien Giang), mango (An Giang), & safe vegetables (HCMC & Dalat) – 2006
/2007.
VNPAL - Itochu Group (Japan)
Study on retail market and consumer demand for luxury fashion (2008).
Highlights Of Axis’Experience on Retail

53. VICTORIA HEALTHCARE
• Brand health check study for Victoria Healthcare. Quantitative research, N=300, HCM. (2018)
• Feasibility study for opening a new hospital on District 2. Desk Research, FGD, IDIs, Quantitative
research (2010)
• Feasibility study on hospital market; tested a new concept of a chain of American clinics in Ho
Chi Minh City, Vietnam. Desk Research, In-depth Interview, FGDs, and Quantitative Research
(2004)
AUSTDOOR (NGUYEN HUNG PHAT COMPANY)
• Brand heath check for AUSTDOOR. FGD N=6, IDIs N=25, & Quantitative research N=950, 52 cities
and provinces. (2018).
• Understanding consumer’s habit & use of aluminium doors profiles for the villas &
townhouses’usage in Ho Chi Minh City and Hanoi; their assessment and satisfaction toward
Austdoor
Highlights Of Axis’Experience on Brand Health Check

54. HD BANK
• Research study to measure brand satisfaction levels at all touch-points including Quantitative
Survey (N=600) and In-depth Interviews (N-30) among corporate and individual customers in
Hanoi & Ho Chi Minh City (2014).
• Band Health Check including Quantitative Survey (N=1130) conducted in 6 cities across Vietnam
among corporate and individual customers (2011).
NEW TOYO PULPY
• Brand Health Check, a quantitative survey (N=1500) & in-depth interview (IDI) N=12 conducted
in Hanoi, Quang Ninh, Son La, Da Nang, & Can Tho (2012 & 2015).
MAI PHUONG
• Brand Health Check for Mai Phuong telecommunications retail system in Bien Hoa, Binh Duong
in comparison with competitors like Thegioididong, FPT Shop, Vien Thong A, Tin Viet Tien, etc.
through a Quantitative Survey N=500 (2014).
Highlights Of Axis’Experience on Brand Health Check

55. MINH LONG
• Brand Health Check for MINH LONG 1 with Focus Group Discussion (FGDs) N=8 & In-depth
Interview (IDI) N=112 within big cities/provinces with expats, stylists, distributors, & B2B
customers (2016).
VIETJET
• Measure the customers’satisfaction regarding customer service in domestic aviation market. The
research was done in 16 cities across the country, N=5000 (2014).
• Study the customers’behavior and demands for aviation service; Brand Health Check on
domestic airlines including Vietjet Air, Vietnam Airlines, and Jetstar. The project was implemented
twice a year, N=2000 (2012-2014). The study was conducted in 16 cities across the country.
DAT XANH GROUP
• Brand Health Check for Dat Xanh Corporation including FGDs, N=6, & quantitative survey, N=450
in HCM, Ha Noi, & Da Nang (2015).
Highlights Of Axis’Experience on Brand Health Check

56. Mai Phuong
Measuring brand health check of Mai Phuong telecommunications retail system in Bien Hoa, Binh
Duong. Comparing to competitors like Thegioididong, FPT Shop, Vien Thong A, Tin Viet Tien, etc.
Projects was conducted using Focus Group Discussion, Mystery Shopper & Quantitative Survey at the
end of 2014.
Viettel
Studying usage habits & potential assessment of retail market (shopping malls) in Ha Nam (2010) for
Viettel Venture Corporation.
Vien Thong A
Assessing service quality of telecommunication retail system (phones, tablets, laptops) via customers’
satisfaction level nationwide in 2013. Additionally, this project also serves a purpose of measuring VTA
brand health check comparing to competitors.
VTN
Studying and measuring satisfaction level of customers using VNPT services comparing to competitors
in data transmission field (private leased circuit, MegaWan, & MetroNet) in 2010. Via“Mystery
Shopping”, the project also assessed service quality of VNPT Call Center in providing, consulting
information regarding mentioned services.
Highlights Of Axis’Experience on ICT

57. EHTC - VNPT
Studying and measuring satisfaction level of customers using EHTC services (Eastern Hochiminh
Telephone Company) comparing to competitors in landline phones, ADSL, data transmission
(private leased circuit, MegaWan, & MetroNet) from 10/2009-1/2010.
Synovate International
Exploring market of 2 way radio in Vietnam for Icom, Motorola and Kenwood, conducted for
Synovate International in7-8/2009.
BDMI
Studying GPS device, measuring market size, share and needs from enterprises and individuals
in Vietnam. Qualitative method in 4 major cities, including video recording of each IDI N=240) in
5-6/2009.
CKS
Studying service of telecommunications company for telecommunication market in rural Vietnam in
2008, including IDI to major suppliers VNPT, FPT, EVN, Viettel and major banks, conducted for Indian
CKS.
Denmark Embassy
Studying overview ICT market (Information and communication technolofy) in Vietnam in 2007,
aiming to promoting business in ICT field for Danish Embassy in Vietnam.
Highlights Of Axis’Experience on ICT

58. Areas of Expertise
CPP Test
(Concept – Product – Price)
Market &
industry
overview
survey
KEY PRODUCT
SERVICES
Market
Potential
Explorer
Campaign
Evaluation
U & A Study
Brand Health
Check
Insight +
Customer
Satisfaction
Study

59. CPP (Concept – Product – Price) Test
CONCEPT
PRODUCT
PRICE
PACKAGING

60. Market Potential Explore
• Is one of the most
comprehensive study,
digging into key intelligent
topics of concern to new
market players.
• It covers the most
diversified research
methodologies (qualitative
& quantitative), gathering
secondary and primary data.
• Thorough analysis of these
brings about understanding
of the existing market and
prospective new ones.
How does it work?

61. U & A Study or Brand Health Check
Analysis Correlation
Make Sale
Propose
Identify
It perfectly reflects the picture of customers’
portrait and market environment which can be
considered as a foundation for further business
program planning and execution.
It is deemed an elementary step for any businesses
to take for a profound understanding on customers’
awareness, usage, purchase behaviours and their
attitudes towards brands in the market

62. Advertising Campaign Evaluation
How does it work?
It is designed as a fast track study to
pre or post- evaluate the effectiveness
of a campaign (advertising, promotion,
launch, or below the line activities etc.…)
Its ultimate objective is to make the most
use of a business’expenditure on sales
and marketing.

63. Insight +
How does it work?
It is purely a qualitative method approaching to
customers’thoughts and their lifestyles , using
Ethnography: hangout with respondents 4-5 hrs. per
day (day & evening time) to observe and understand
their circle of friends, their favourites, etc.. (photos
taken, where appropriate)
Blog & Facebook analysis: ask owner’s permission to
visit their blogs / facebook to understand their POV,
values and beliefs, etc.
Insight + designates the following key objectives:
• To explore and get thorough understanding of target
consumers, their values, attitudes, etc.
• To gain full picture of their lifestyle in social context
with their friends/ peers/ relatives, etc.
• To give insights through observations on target
consumers’habits, e.g. consumption pattern,
purchase, entertainment, etc.
• To help validate findings from Focus groups

64. Retail Booster
How does it work?
It is a customized distribution measurement
program conducted in the form of in-person store
visits to all types of retail and service establishments
throughout Vietnam.
It is the most cost-effective, highly accurate and
actionable approach for businesses to control
their push operation system and elicit price/trade
strategies.

65. Customer Satisfaction Study
How does it work?
It is the most critical research for any product
and service provider, rooting from the
philosophy that maintaining existing or
repeating customers is prioritized as it is less
difficult and costly than finding new.
It is used as a tool to gain customers’feedback
on product and service offers as well as
evaluation on providers in general via mystery
shops, in-depth interviews and surveys.
It finally helps businesses develop market
strategies and build customers’knowledge if
conducted periodically.

66. FGD Facility
One-way-mirror rooms
In-house FGD rooms are fully facilitated
with high quality surrounding system,
wireless headsets.
Besides English, Axis also provide
professional interpretation services in
Japanese, Korean, and Chinese.

67. New Services
• Development of technical and innovative
tools such as on-line survey, CATI, and CAPI,
which have brought about advantages to Axis
as a wide-range of research service provider.
• Axis’Online Survey (named www.6sao.vn) is
now widely known among internet users and
site visitors.

68. Contact us
Floor 6, A Entrance, BCONS Tower, 176 Alley, D1 Street,
Ward 25th
, Binh Thanh District, Ho Chi Minh City, Vietnam.
Room 404, Thang Long GTC Building, 113- 115 Le Duan Street, Cua Nam Ward,
Hoan Kiem District, Hanoi City, Vietnam
193 West 3rd Avenue, Vancouver BC V5Y1E6 Canada
Headquarter:
Hanoi office:
Canada Office:
Tel. 84-8-2253 9799
Email: info@axisgroup.vn
Website: www.axisgroup.vn
Key email: lebachhoa@axisgroup.vn