Infocus Mekong Research is Vietnam's first dedicated mobile phone market research provider. They offer mobile panel market research and integrated strategic consulting services to provide actionable insights faster and more cost effectively. Their mobile panel has over 30,000 pre-recruited participants with over 190 data points. They also offer strategic consultancy services to identify business issues and customer needs through multiple data sources to develop rapid decisions and clear action plans.

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Credentials
Mobile Market Research &
Integrated Strategic Consulting
= Actionable Insights

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Infocus Mekong Research is Vietnam’s
first dedicated mobile phone market
research provider, with a mission to
provide insights that are focused,
faster and more cost effective.
Infocus was born out of client’s desire
to access actionable insights and
business driven issue based
research…“faster, better and cheaper”.
With over 20 years of expertise in the
Mekong Region, we have partnered
with MDI & POD Research to provide;
advanced mobile research technology,
Integrated multiple source analysis and
rapid decisions & clear action plans., to
help your business grow.
Who we are?

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Our differentiators
We focus on 2 core deliverables; Mobile Panel Market Research and Integrated Strategic
Research, and have partnered with like-minded companies, who have established
businesses with a true point of difference and a long and successful track record.
IFM MOBILE / PANEL
Consumers at our finger tips
30,000 & growing pre-
recruited panellists with over
190 data points.
STRATEGIC CONSULTANCY
Rapid decisions & clear action
plans by identifying the business
issue & customer needs and
using multiple data sources.
Focused - Faster - Efficient

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IFM MOBILE PANEL
Vietnam’s 1st dedicated mobile
offer; re-shaping research via
technology

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Actionable insights via Mobile
Smart phones are becoming ubiquitous in Vietnam, exceeding 50% penetration
(80% urban) and the average Vietnamese consumer spending more than 3 hours
per day on their smartphone.
We know that the current state of the development of the research industry doesn’t reflect this
opportunity. Thus, we have created solutions to address this reality. While consumers are more difficult to
reach, especially the affluent who are busy or not at home, limiting traditional data collection - we provide
clients with insights that are much more focussed, faster and more cost efficient, with high quality
results.

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We don’t believe in ‘device agnostic’
We believe that the approach to research must be reviewed and customised to
suit mobile in a way that makes sense to consumers: shorter surveys that hold
relevance & allow for in-the-moment feedback - We are mobile phone research
 Mobile specific – fits all phone screens
 Simple – key is to have clear and easy to follow
instructions (limit to 10 attributes max)
 Wide Reach – Flexible across phone types (feature &
smartphones) as well as operating systems, making
wide demographic reach cost effective and fast
 Short survey’s – ideal is 7-10 minutes
 Bunching – can send longer survey’s in increments of
2 to 3 mini surveys
 Insightful – Encouraging top of mind open-ended
responses – extremely diagnostic.
Mobile research does and don’ts

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Swift, economical & actionable
AFFORDABLE
Economies of scale
High effectiveness
FAST
Results in days
Daily updates
Live tweaking strategies
Online reporting
CONVIENIANT & SAFE
State of the art mobile technology
Video compression = no buffering
Security = no leakages can not be viewed again/
forwarded, protecting your IP
HIGH QUALITY
Negates interviewer bias
Built in quality control filters
Physical call back validation
Willing & well paid respondents
SCALABLE:
From monthly to yearly
Dipstick and weekly
Tailor your specific needs.
With IFM Panel we are able to reach more relevant consumers, faster, more cost
effectively, avoid interviewer bias and help focus on key questions which lead to
actionable insights.

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Mobile offer
RAPITEST: ADVERTISING &
CAMPAIGN EVALUATION
Test & validate TVC’s, viral
campaigns and other marketing
materials. Know the results within 48
hours.
 Video compression technology -
quick and uninterrupted viewing
 Security - cannot be viewed again
nor sent onwards,
 300 Plus validated surveys in 24
hours
MYSTERY SHOPPING
Understand in-store performance and
service levels using mobile.
 In-store pictures, video capture
 Bill harvesting and purchase
records
 Real time shopping behavior
 Able to provide brand, category,
price, promotion data
 Fast turn-around time, perfect for
In-store campaign measurement
TACTICAL & IMMEDIATE
RESPONSE (TAIR)
Sometimes you need to know things
quicker. Gain the answers to your
marketing questions in less then 72
hours.
 Turn around up to 15 questions
within 72 hours / nation-wide
 Pre-screened & recruited
respondents (increasing speed /
reducing cost)
Utilizing IFM Mobile Panel we make things happen as never before. Adding more
value to research we provide information faster with more approachable price
range.

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Mobile offer
CUSTOMER SATISFACTION
Real –time customer satisfaction
scores utilizing mobile research
 Measures actual satisfaction, not
perceived memory
 Allows for detailed overview of
transactions (Banking, Insurance,
Automotive)
SPONSORSHIP EVALUATION
SponsorMap™ assesses influence of
sponsorship on consumers’ attitudes
& behavior changes. . Ideal for
immediate event measurement
 Know emotional connection
metrics across properties
 Recognise the impact on desired
brand KPIs
U&A / TRACKING
Unique alternative to traditional U&A
and tracking work with Mobile data
capture. You can receive your core
brand health measures within days
 Results updated on to your own
portal dashboard.
 Up to 15 questions / 20 minutes ,
 Knowing demographics we make
things even more efficiently.
 Bunching: can send longer surveys
in groups of 2-3
We empower research making it more efficiently with use of state-of-the-art
mobile technology.

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A mobile-based survey tool that delivers high-quality
compressed video or digital images & surveys
Rapitest is ideal for testing your marketing materials, from print to TVC’s.
Surveys can be shared via SMS
to respondents or embedded in
an app, branded or unbranded
or emailed if required
 Ad Pre / Post-Testing
 Talent Evaluation
 Communications Concept
Tests
 Product / Concept Tests
 Sponsorship Evaluation
 Positioning Evaluation
 Brand Activation Evaluation

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Active & Managed Mobile
Panel
Robust - Representative -
High net worth

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What is ?
IFM Panel is a pre-recruited active, managed and representative smartphone
panel, which includes over 190 core consumer data points for FMCG, services,
Durables and demographics.
 1.5 million active and cleaned contacts
 100,000 intenders (expressed interest in joining)
 30,000 and growing pre-recruited and demographic panel
 250 (average) new panelists recruited / day
 30% average response rate / survey
 300-800 completed survey’s / day
 110 plus consumer demographics
 80 plus FMCG categories
 Portal based collection via mobile phone (On-line option)
IFM Panel by the numbers

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Typically, panels are not very representative nor accurate, as there is usually a lack
of quality control and panel validation.
To ensure
robustness of data
& representation,
we use multiples
sources to recruit
respondents.
100% VALIDATION
personal &
contact data,
demographics
ownership and
usage.
Call back to any panelist if
responses do not link to
previous data. 3 strike rule
– three non-compliant
responses, panelist is
removed
Repeat for each survey
Each survey repeats “trap
questions” to validate
responses
Each individual respondent
assign unique ID code.
Cannot complete survey
twice.
RECRUITMENT
: High Quality Control & Validation
CONSTANT QUALITY CHECK
On average we screen
out about 20% of all
registered panelists and
provide human
contact with each valid
respondent to ensure
validation and
participation

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Why IFM Mobile Panel?
Our online panel is a professionally
managed database of consumers. Each
member has given their background
information and is willing to be invited for
mobile based surveys.
A survey is set up and monitored in our
online survey system and a link is sent
directly via mobile to panel members
selected on base of our highly quality
background information.
Example of survey
BACKGROUND VARIABLES
GENDER DISTRIBUTION PANELIST BY AGE
5446
18-24 25-29
Male
Female
GENERAL INFORMATION
Daily recruitment rate 300
Current active panel members 30,000
Response rate 30%+
Provinces with panel members
Unreached provinces
Ho Chi Minh City. 48%
Ha Noi. 28%
Da Nang. 7%
Can Tho. 8%
Panelists Background Geographic Distribution
Gender
Current Occupation
Ages
Employment Status
Education
Children Status
Household & Family
Size
Country
Income
A:12
B:11
C:15
D:17
E:21
F:19
<:6 38% IFM
Panel
=SEC:ABC
PANELIST BY INCOME [%]
30-3940-49 50-59 60+
17
20
34
16
10 3
Census
IFM panel

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Strategic Integrated Research
Rapid Decisions & Clear Action
Plans
POD MARKET RESEARCH

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We provide practical research-driven consultancy
services.
 We focus on resolving business issues. This is where our
point of difference really kicks in. Based on our extensive
knowledge of, and experience in, customer, market and
financial realms, we can provide relevant, bespoke
solutions and pragmatic, applicable actions to a vast
array of clients’ business issues.
 Our services are based on the complementary insights
that stem from primary and secondary research,
economic modelling and our wide-ranging commercial
experiences.
With our partners Pod Research, we identify the business issues first by
engaging with senior management and formulating hypothesis, which drive the
investigation and which stakeholders to include from the onset.

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Traditional market research often lacks impact
What is the
business problem?
What do
customers want?
What actions are
going to deliver that?
Traditional research
focuses on this step
in isolation
Delivering Customer
Research
Lots of data – little
insight
Insights not aligned
to implementation
levers
Results don’t
reconcile to other
data sources
Little cross-
functional input
from across the
business
Critical data not
gathered e.g. to
build the business
case
Large teams
working in silos
Our experience of working with traditional market research firms was highly frustrating
Rapid Decisions &
Clear Action Plans
Shaping the
Business Issues
Market research
agencies focus on
the customer
question in isolation
without considering
the underlying
business issues
clients face

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Ngoc Ta Thi Boi | Director
Ngoc is a founding member of
Infocus and specializes in data
base acquisition, cleaning and
control panel management.
Ngoc has over 18 years
experience gained at TNS
Vietnam.
Greg Laski | Managing
Partner
Greg is an innovative digital &
mobile research expert , who
has 18 plus years of digital
operations systems experience
garnered with TNS in 3 different
markets (Poland, Germany,
Vietnam).
IFM / MDI / POD Management Team
Ralf Matthaes | M D
Ralf is the MD of Infocus.
Previously he set up TNS
Vietnam, Cambodia, Myanmar,
Kantar Media/ Worldpanel, and
managed TNS Thailand
/Malaysia. He has worked in
Vietnam for 22 years and has
unrivalled consumer knowledge.
James Fergusson | CEO
James is CEO of MDI. Prior to
founding MDI, James spent 12
years at TNS where he held a
variety of Global and Regional
roles including Global Head TNS
Digital and Global Head of
Emerging Markets.
Nigel Green | Partner
Nigel has over 20 years research
and analytics experience gained
with TNS Conversa, Carter Holt
Harvey, Deutsche Bank and The
Treasury (NZ), in senior
strategic and analytics
positions.
Kirsty Smit | Director
Kirsty is an experienced
researcher who has consulted to
clients across various sectors
and global markets. Before
joining MDI, Kirsty worked as a
Managing Consultant at TNS
where she specialised in
research optimisation.
Nicolai Schleip | Partner
Nicolai has a very diversified
strategic background gained
over 18 years with PepsiCo, A.T.
Kearney, Lansdowne Consulting,
Co-founder Sainsbury’s, Head of
Strategy and provides marketing
and retail strategic consulting.
Ryan Versfeld | Director
Ryan is a mobile and digital
expert who joined MDI after six
years at TNS, where he
managed the largest global
mobile study across 54
countries.
Simon Dorris | Partner
Simon has worked as a
management consultant for
over 18 years for Lansdowne
Consulting, Soundview
Investment, A.T. Kearney, and
bring a wealth of strategic
business management
expertise to the group.

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Ralf Matthaes | Managing Director
Tel: +84-8 2262-7627
Mobile: +84-903-949-531
Website: www.ifmresearch.com
ifmpanel website: www.ifmpanel.com
Email: Ralf.matthaes@infocusmekong.com
1 Dang Huu Pho Street, Thao Dien, An Phu,
HCMC, Vietnam