IFM Qualitative Offer

1. IFM Qualitative Credentials
1

2. most agencies report repetition of
what was said and do not analyze how
“what is being said” can be interpreted
to meet client objectives. AT IFM we
focus on how consumer’s emotive
behavior can grow your business
Actionable Strategic Insights &
Recommendations
IFM prides itself on speed of
delivery and being able to quantify
our qualitative results via Vietnam’s
only Mobile based consumer panel
– Providing you with validation with
speed – cost efficiency and accuracy
Agility
Across industries F&B, Spirits,
Banking, Automobile, Health Care,
Electronics, Gaming, Social
Networks, Personal Care, Foods,
Telecom
Industry Expert Moderators
48 years of Qualitative innovation & thought leadership in Vietnam
Why choose IFM for your qualitative needs
50
Qualitatively trained since 1994 –
has over 3,000 Qualitative
projects in Vietnam under his
belt
More than 20 years in qualitative
research. Directly conducted/coordinated
all types of qualitative work – FGDs, IDIs,
Immersion, Ethnography etc
Ralf Matthaes, MD
Tuan Anh

3. 3
Market assessment/
positioning &
segmentation
U&A exploration
Segmentation &
Positioning
Research &
Development
Concept test &
Product test
Communication Creative
Ad/Comm Test
Post-launch/ Brand
Health Monitoring
Brand tracking
Brand Diagnostics
Negative Check
Brand Review
Customer
Satisfaction
Mystery shopper
Why we need qualitative research in most stages of your brand development
Qualitative research explores the insights and reasons behind category behavior and brand
choice – learning for strategic consideration at different important check-points of brands
It provides frameworks and models for quantitative validation

4. IFM Tool Box
Brand
Communication
Usage & Attitude
Study
Exploratory
Research
Concept Test
Trade Channel
Research
Immersion/
Ethnography
Positioning &
Segmentation
Shopper Study

5. 5
AD-HOC RESEARCH
Complete range of Qualitative services – directly handled by experienced researchers
Over 200 FGD’s per year
covering many sectors
and brands
Focus Group
Discussion
In-depth
Interview
Ethnography/
Immersion
Online
interview
4- 8 hour creative FGDs
for consumer Co-
creation
Super Groups
Quantitative -
Qualitative in
depth responses
Car clinics
Qualitative
Product testing
Over 400 IDI’s per year
covering many sectors
and brands
Over 80 ethnographic
project covering Urban /
Rural Vietnam
Zoom Link FGD’s in duel
language capacity and
live view
Able to solicit In-depth
Qualitative insights via
Mobile quantitative surveys
Pre – post FGDs with car
clinics in between
Pre – post FGDs with
Product taste / UX
experience in between

6. Sector expertise
FMCG Health care Banking &
Finance
Food &
Beverage
Household care
Digital &
Technology
Automotive &
Tobacco
Education &
Consulting
Personal care Retail
All of our moderators, both male and female have between 10 to 20 years experience and most are Unilever accredited.
We select moderators for your project based on their background and experience in our customers specific field, from Luxury cars, to B2B
to Travel and Pharmaceutical expertise.
Moderation

7. Some Qualitative Case studies
FGDs among luxury car owners
• Objectives: Drivers behind BMV choice vs
competitors, perception of BMW image
and how it aligns with brand DNA
• Methods: Qual FGDs among luxurious car
owners
• Deliverable: Insights for finetuning brand
communication, realigning brand
perception with DNA
Immersion FGDs – on-premise
consumption observation and discussion
• Objectives: Influences on choice of drink,
drinking experience and gratification,
testing new drinks/recipes
• Methods: Immersive focus groups among
drinkers, at venue
• Deliverable: Insights for building strategy
to expand occasion, volume for Vodka
IDIs with consumers
• Objective: Consumer journey,
product and brand touch-points,
brand loyalty, need gap
• Methods: IDIs with users of
potency products
• Deliverable: Idea for new product,
direction for targeting and
communication
FGDs among high-rolling investors
• Objective: Preferred investment channels
and drivers, concept test
• Methods: FGDs among investors
• Deliverable: Direction for potential product
development, defining target audience and
key motivation
IDIs with doctors/pharmacists
• Objective: Generic drug market
assessment, competitive landscape,
potential portfolio
• Methods: IDIs with high-profile
practitioners/pharmacists
• Deliverable: Defining potential
therapeutic areas for portfolio
expansion

8. Our Philosophy
8
OUR
PHILOSOPHY
02
Expertise topic guide
design to allow for
natural flow, genuine
and open conversation.
03
Trained and experienced
topic and target relevant
moderation to drive
engagement and
openness
01
Accurate target specific
recruitment and utilize
our 70,000 strong IFM
panel to augment
traditional recruitment
04
Experienced market
interpretation of results,
gained by two decades of
Qualitative in Vietnam

9. Why IFM Qualitative?
9
SERVICE
 Full service offer: From
ethnography to co- creation
to Focus groups and IDIs
 Offer nationwide
ACTIONABLE LEARNING
IFM does not just deliver
insights, our experts turn
insight into actionable
recommendation
BUSINESS-ORIENTED
Design, execution and delivery
is done with razor-sharp focus
on resolving the key business
objectives of client
EXPERIENCE
 50 years of qualitative
experience in Vietnam
 Moderators with more than
10 years of experience
EXPERIENCE
BUSINESS-
ORIENTED
ACTIONABLE
LEARNING
SERVICE

10. Facilities & deliverable
We have one way Mirrored FGD facilities in HCMC, Hanoi and Danang,
Other locations we use closed circuit TV or ZOOM Meetings
• Recruitment
• Moderation
• Facilities
• Incentives
• Simultaneous Translation
(many languages)
• all facets of project Mgmt
• Transcripts
• Audio / Video feeds
• Zoom Links in dual language
• Full report with verbatims
Infocus shall provide
the following
HCMC Hanoi

11. Agile - Accurate - Actionable
Ralf Matthaes | Managing Director
Website: www.ifmresearch.com
ifmpanel website: www.ifmpanel.com
Email: Ralf.matthaes@infocusmekong.com