Vietnam's food culture is deeply rooted in freshness, balance, and seasonality. From a steaming bowl of phở at dawn to a midday cơm tấm plate loaded with grilled meat and pickled vegetables, Vietnamese meals have long embodied an unspoken health consciousness. But as modern life speeds up, the traditional image of a wholesome, home-cooked meal is evolving. Increasingly, consumers are being drawn to products labeled "organic," "low-fat," "no MSG," and "natural." The big question is: are Vietnamese consumers truly willing to pay more for healthier food?

Vietnam’s streets are known for their bustling traffic and the dominance of motorbikes. But in recent years, a quiet revolution has begun—literally. Electric vehicles (EVs), once a futuristic dream, are now becoming a key part of Vietnam’s transportation evolution.

In today's fast-paced marketing environment, making smart decisions without reliable data is almost impossible. Yet not every insight needs to come from fresh surveys or new fieldwork. Secondary data research—using information that already exists—is often a faster, cheaper, and smarter first step in understanding markets, spotting trends, and shaping strategies.

In qualitative market research, getting people to express their honest thoughts can be surprisingly difficult—especially when the topic is sensitive, personal, or tied to identity. That’s where projective techniques come in. One of the most engaging and effective tools in this space is the cartoon test.