Objective

Observing Vietnamese mind and moods and that

change over time, in the context of Coronavirus crisis

Conducted by:
23-25 Mar 2020

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 What: 16 interviews in HCM & HN How: Live Stream Depth Interview
We interview with the same people to follow changes in their mind and
mood
• Gender: male & female
• Age: 16-40 y.o
• Marital status: single & parents with kids
• Occupation: Office workers – self employed/ housewife/ student

When:
Round 1: 13-15 Feb 2020
Round 2: 23-25 Mar 2020

Announcement of locking down all business

Source: baoquocte.vn services in key cities, active from 28Mar

Number of infected case in Vietnam

134

Stop all the entertaining

The milestone
services in HCM 85
In which 7 cases of the 17th case
44 23-25 Mar
has been recovered

16 17 Round 2
20 Mar
Download report 13 Mar
round 1 here 06 Mar
13-15 Feb

Round 1
22
From feeling INCONVENIENT ➔ to real concern of BEING INFECTED!

Announcement of locking down all business

services in key cities, active from 28Mar
Source: baoquocte.vn
Number of infected case in VN 134

Stop all the entertaining

The milestone
services in HCM 85
In which 7 cases of the 17th case
has been recovered 44
16 17

13 Mar 20 Mar 23-25 Mar

06 Mar
13-15 Feb

THREATENED
SCARED OF BEING INFECTED
Feeling INCONVENIENT

Accept → Calm down/ alert mode

Panic (mom with kid) → Prepare & Manage expectation
Watch out Concern (male/ single)
Attitude Not too worry yet

Having trust on government

It is suddenly so tangible Feeling thankful for their better situation vs. others
Why Information overload -
Lack of confidence

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Crisis is tenser – Concerns are more realistic!

THE CRISIS IS ELSEWHERE… IT’S HERE

→ Feeling annoyed rather than concerned • Dead is yet a concern - spreading the virus is! Everyone feels it

• Either mom or kid is quarantined would be disaster

• The healthcare system could be collapsed if the infection is
not controlled as the health system is already overloaded
• Fulfill study program is seen as mission impossible &
intangible burden This feeling more
over-whelms among
• Ensure food diversity for the family would be tough & moms
tougher if the zone is locked down

NO CONSEQUENCE IS TANGIBLE ENOUGH CONSEQUENCES ARE TANGIBLE NOW

TO BE SEEN
• Income decrease impacts long-term plan
More among working
• Struggle to recover after the crisis / main income earner

• Study result will not be good Student

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FAMILY SAFETY & WELL PREPARED for any circumstances (including the after-crisis)
are top priority

“This is a PAUSE – short-term is still ok

→ Life is yet hit both in short-term but LONG-TERM IS DEFINITELY HIT.
quality and long-term plan.
Thus, I need to prepare from now to face
→ Still be optimistic and hope this the post-crisis consequences.”
crisis will be over soon.

WAIT & SEE PREPARE & BE READY

for the future
White collar

“This is yet in Vietnam; however, I “This is a DISASTER, the FUTURE IS

still do as recommended – wear UNFORESEEN-ABLE. I need to ensure
mask/ wash hand/ minimize my family; esp. my kids are well protected
human interaction” now.”

Passively Actively, strictly

FOLLOW CONTROL
Freelancer / Housewife what people do whatever controllable

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TRUST the government done good job & encourage strong unification in the community

PROUD OF

VIETNAM -

UNITY

STRENGTH
LACK OF ABSOLUTE TRUST
CONFIDENCE leads to strong collaboration
→ Information is overloaded → Action speaks louder than words

→ Doubtful on how Vietnam would handle this

Government doing their best to take care of the people
• Clear vision: manage risk well and take tough action on time
• Sharp action: clear message, determined action yes still with
humanity

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Despite losses, deep-down, people acknowledge they gain MEANINGFUL realization
going through this crisis

- Discipline, actively follow the basic rules to

keep family safe (handwash, mask,…)

- However bad the crisis is, people manage to - Everyone united & share same goal & support
keep positive mindset, thinking of themselves each others
“Lucky” (e.g better off than others)
- Government leads with clear vision & action

1 Remind and be
reminded of what is
3 Witness more love
/ decency from
MOST IMPORTANT people

2 4
Realize the ability PROUD OF
to stay POSITIVE VIETNAM
through crisis

- A chance to remind everyone they are loved - Everyone support government / each
others in different ways
- Having more time to show love and to learn
how to overcome their struggle to love and
bond stronger, even afterwards.

88
Starting from 0h 28Mar, government has updated more
rules to help control the infection spreading which may
again impact people’s mindset and behaviour

Let’s register for our next round findings to see how

people’s mindset and behaviour keep changing!

More detail kindly contact

Truc.tran@thejourneysresearch.com

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Q&A

10
Q&A - Brand

Q. What brand communication has strong impact during this crisis so far?
A. Coke is most mentioned with its communication ‘stopping all advertising to reserve 7B VND to support
the crisis’. This is clear that at this stage “caring for each other / giving a hand to community” touches
people’s hearts

GIVING A
HAND is
heart-touching

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Q&A – consumption / spending behavior

Q. Family & Personal spending change prior & during Covid-19

➢ Compared to the last time we talked to them (February 20200, we have not observed much change in
spending and usage behavior
➢ However, people seem to store more dry/packed food for long-term use, just in case of quarantine.
➢ Most people believe they will resume their normal behavior / spend as soon as the crisis is over to make
up for lost time. In their language, they call it “release from the prison”.
➢ Frozen/ packed vegetables for long term storage is suggested as this is the only missing food type
during this critical time.

Q. How about beer?

➢ On-trade consumption has definitely dropped.
➢ In home consumption is not seen as an alternative since gathering at home is even more
risky than on-trade (people are even closer together), while drinking alone is not fun.
➢ This change is driven by the mentality of self-protection, not due to income impact.
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Q&A - Vaccination

Q. How mom with kids react to vaccination? Do they delay kid’s vaccination due to Covid-19?

A - Normally, with regards to the first dose (for newborns), mums tend to strictly follow the recommended
injection schedule, however, with regards to follow up doses, they accept to delay the injection as they see
hospitals/clinics as high risk areas for the spread of disease and is hard to control one’s child from
fidgeting and touching different things around the hospital (normally for slightly older children who can
independently run around and play)

B - During this time, they tend to avoid “complimentary” vaccines and only follow the standard, originally
agreed upon vaccine schedule, due to fears of disease spread (even if they are “reputable” places)

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THANK YOU