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  Trends & Prospective Publication

  57% APAC citizens if given the choice, would prefer to have grown up at the time when their parents were children

  The rosy retrospection of nostalgia provides fertile territory for brand activations. Help customers to find the feel-good factor in their past

  26.06.23
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  Trends & Prospective Publication

  90% of Vietnamese say the world is changing too fast

  Helping people feel stable and valued helps them to deal with uncertainty and inequality

  26.06.23
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  Trends & Prospective Publication

  86% of Vietnamese say they try to buy products from brands that act responsibly, even if it means spending more

  There are signs of a reset in attitudes towards wealth, money, and status. Many people want brands to help society, and claim to be prepared to pay more to support them.

  26.06.23
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  Trends & Prospective Publication

  92% of Vietnamese consumers agree that it is up to everyone to work out their own set of principles to guide their decisions

  Divisions can be created by inequalities and rising diversity, but they also create fertile territory where brands can have a voice

  26.06.23
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  Trends & Prospective Publication

  89% of Vietnamese think globalisation is 'good for my country'

  Over the past year, there has been a marked return to global brands, but the industry is still seeking the right balance between global and local

  26.06.23

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  Trends & Prospective Publication

  91% of Vietnamese feel it is possible for a brand to support good causes and make money at the same time

  Corporations are responding to calls for fairness and support for key issues by making an effort to demonstrate their empathy.

  16.06.23
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  Trends & Prospective Publication

  85% of Vietnamese feel that it is inevitable that we lose privacy in the future because of technological developments

  While there is concern about loss of privacy, most feel it is inevitable. Still, businesses cannot take access to private data for granted.

  15.06.23
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  Trends & Prospective Publication

  79% of Vietnamese cannot imagine life without the internet

  People need to be persuaded that new technologies will improve their lives rather an adopting them without question

  15.06.23
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  Trends & Prospective Publication

  91% of Vietnamese feel that we are heading for environment disaster unless we change our habits quickly

  Climate change has become a visceral reality and people want collaborative leadership

  15.06.23
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  Environmental, Social and Governance (ESG) Publication

  How research can help understand and close the gap in inequality

  In our latest white paper 'More equal than others', we delve into the challenges posed by inequality, highlighting its various dimensions and shedding light on the imperative for proactive efforts to address it head-on.

  14.06.23
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  Artificial Intelligence (AI) Publication

  Conversations with AI: How generative AI and qualitative research will benefit each other

  Generative AI could be an enabler to deliver faster, cheaper, and better research results, but the key is asking the right questions.

  14.06.23