Market surveys are often seen as simple tools—just a list of questions asking people what they like, want, or need. But behind every well-designed survey is a strategic process that aims to uncover real consumer behavior, attitudes, and unmet needs. The nature of market surveys is not just about collecting answers—it’s about translating opinions into insights that shape business decisions. In Vietnam, where cultural context, regional diversity, and rapid digital adoption play unique roles, surveys need to do more than just gather numbers—they need to read between the lines.
At its core, a market survey is a research method used to collect data from a target audience to understand their preferences, perceptions, habits, and intentions. It can be quantitative (structured questions with numeric outputs) or qualitative (open-ended, in-depth responses), though most people associate surveys with the former.
Surveys can help answer questions like:
But the value of a market survey depends entirely on how well it’s designed, who it reaches, and how the results are interpreted.
Before a single question is written, researchers start with a clear objective: What are we trying to learn? Let’s say a local dairy brand wants to understand whether Vietnamese parents prefer fortified milk or organic milk for their children. That objective will shape everything—from sample size to question structure.
The next step is questionnaire design. A good survey avoids leading questions, keeps language neutral and simple, and considers cultural nuances. In Vietnam, for example, asking “Do you trust this brand?” might get polite or vague answers due to social desirability bias. But rephrasing the question to “Would you recommend this brand to a friend?” often yields more honest responses.
Then comes sampling—selecting the right respondents. Surveys should reflect the people the brand wants to serve. For example, if a startup is launching a new healthy snack in Ho Chi Minh City, the survey shouldn't just target “adults aged 18–45.” It should segment respondents by lifestyle (e.g., gym-goers, office workers, busy parents), not just age or income.
Finally, surveys are fielded—via phone, online, in-store, or face-to-face—and the data is cleaned, analyzed, and reported.
Case 1: Coffee Brand Testing Flavor Preferences
A well-known coffee chain in Vietnam wanted to launch a new seasonal drink and commissioned a survey to test flavor preferences among Gen Z and millennials. The brand initially assumed that “Western-inspired” flavors like salted caramel or vanilla bean would be favored. But after running a market survey across 300 young adults in Hanoi and Ho Chi Minh City, they found that “coconut coffee” and “egg coffee” were far more appealing—particularly among TikTok users, who had recently made traditional Vietnamese drinks trend again.
This insight helped the brand design a campaign that emphasized modern takes on heritage flavors, which resonated more deeply than imported trends.
Case 2: Insurance Company Measuring Brand Recall
An international insurance brand wanted to know whether their recent billboard and online ads were improving awareness. They ran a brand tracking survey across five cities. The survey included unaided and aided recall questions, like: “Name any insurance brands you’ve seen recently” (unaided), and “Have you seen any ads for [Brand X] in the past two weeks?” (aided).
The results revealed a surprising pattern: although brand awareness had improved in major cities, in smaller cities like Can Tho and Hai Phong, local competitors were mentioned more often. The company realized it had over-invested in big-city media buys, ignoring the strong presence of community-based insurers in smaller towns. They rebalanced their ad budget accordingly.
Case 3: Exit Interviews for Supermarket Chain
A supermarket chain in Vietnam ran exit surveys at select stores to understand why foot traffic was declining. Interviewers approached shoppers right after checkout to ask quick questions: “How did you find your shopping experience today?” and “Did you find everything you needed?”
The responses revealed a recurring issue: while prices were competitive, many customers mentioned long wait times at checkout counters. Others noted that self-checkout kiosks were confusing for older customers. The retailer hadn’t planned to make operational changes, but thanks to the survey insights, they increased staff during peak hours and improved signage for self-service stations.
Surveys are everywhere—but not all are created equal. A good market survey is:
In Vietnam, surveys also need to be sensitive to regional diversity. A product popular in Da Nang might flop in Hanoi due to climate, habits, or even taste preferences. For example, one beverage company surveyed preferences for hot vs. cold drinks and found that northern consumers preferred warm drinks in the morning, while southerners leaned toward iced drinks year-round. This affected everything from packaging to advertising tone.
Digital tools like online panels, mobile surveys, and social media polls are growing fast in Vietnam’s urban centers. Brands use platforms like Zalo, Facebook, and email panels to collect fast feedback. For tech-savvy respondents, this works well.
But face-to-face surveys remain crucial, especially in rural areas or with older demographics. In-person surveys build trust, allow clarification, and are better for testing reactions to products or visuals. For example, when testing reactions to new shampoo packaging, one brand found that respondents in rural Mekong Delta areas needed to touch and hold the product to give meaningful feedback—a task that digital surveys couldn’t replicate.
Surveys are not just about collecting data—they are about discovering stories through structure. Every percentage, every trendline, every open comment is a fragment of human behavior waiting to be understood. When done well, surveys bring voice to the people who matter most—consumers.
The real value lies in what comes next: interpretation, action, and iteration. The best brands don’t stop at one survey. They track, adapt, and continuously ask smarter questions. Because in today’s dynamic, multi-channel, multi-mindset world, understanding your consumer is not a one-time task—it’s an ongoing conversation.
