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Cao Huỳnh Ngọc Mai

Người dẫn chương trình (Chair)
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1 Giới thiệu về tổng quan Chuỗi tập huấn (Training Camp)

2 Giới thiệu và chào mừng diễn giả

3 Tập huấn về Nghiên cứu thị trường (Market Research)

4 Tập huấn về Phân tích dữ liệu (Data Analysis)

5 Tổng kết Buổi Tập huấn số 1

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Anh Nguyễn Chí Thiện Chị Nguyễn Ngọc Thanh Vy

Research Director Công ty Cổ phần Nghiên Quản lý cấp quốc gia chương trình Thực
cứu Thị trường GCOMM tập Trực tuyến Quốc tế cùng AIESEC
 MARKET RESEARCH

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 Chị Nguyễn Ngọc Thanh Vy
Quản lý cấp quốc gia chương trình Thực tập Trực tuyến Quốc tế cùng AIESEC

Đặt câu hỏi cho diễn giả tại chatbox

 Behind the screen:
Thanh Vy
● Graduated Professional Communication | RMIT
● President AIESEC in RMIT Vietnam (HCMS)
● ULEAD Program | Unilever
● Associate Community Manager | BoringPPL
● National Product Director of
AIESEC in Vietnam
 01 Session’s Focus Introduction

Content 02 Market Research Overview

Line, Design thinking flow step by step
03 (Focused in Desk Research)

04 Practice space

Market Research by . Thanh Vy

1. SESSION'S FOCUS
INTRODUCTION
 Design Thinking Flow

MARKET
RESEARCH

DESIGN
THINKING

Desk/Quali Research Today

content focus
2. MARKET RESEARCH
OVERALL
 Market Research is the process of gathering information about your
What is ● business's buyers personas

Market ● target audience

● customers (consumer insight and behaviour)
Research? to determine how successful your product or service would be among these
people etc (based on business problem

Research provide us insight through fact/data to review on our brand &

community (MKT) and product development/building strategy to
customer.
Improve quality of Focus on keeping Understand changes
Trace problem existing customers
decision making in market place

Why
Market
Research?
 1. Problem
7. Description of What stop the brand
defining and
opportunities grow or thing that we
research
need to change
objective
Information that help us
to solve the issue and
inspire good ideas 6. Report 2. Research
preparation and design
presentation

5. Data
preparation, 3. Sampling
analysis and
interpretation
4. Data collection

Market Research
General Process,
 SECONDARY
Desk Research
RESEARCH

QUALITATIVE QUALITATIVE
RESEARCH RESEARCH

Market overview
Validate hypothesis
Crafting insight into larger population
PRIMARY
Hypothesis for potential RESEARCH
Metho quantitative research

dology,
Market Research A2Z 02 . b2cmkt
Data
types,
QUALITATIVE RESEARCH QUANTITATIVE RESEARCH
● Large number of respondents, sampled to be
● Small number of respondents, sampled representative
for range of views
● Questionnaire
● Discussion
● More rigid and scientific
● More flexible: Can watch/take part
○ Large sample sizes
○ Statistical validation

● Researcher is interviewer ● Researcher is not interviewer

● To explore, investigate, understand, ● To compare, confirm, justify and validate,
answering WHY? answering HOW MANY, HOW MUCH
● Often (not necessarily) cheaper and quicker ● Often more expensive (relatively) and longer
● Give suggestions ● Give recommendations
 EXPLORATION VALIDATION

Desk Research Quantitative

Qualitative

Types of
Framework,
M
3. DESIGN THINKING FLOW
What is Design Thinking provides a solution-based approach to
solving problems
Design
Thinking?

We are facing challenges that The known solution of yesterday can't solve the
no one faced before problems of tomorrow

Why
Design
Thinking?
Design
Thinking
General Process,
5 Phase of
Design
Thinking,
 Problem space
First you define the challenge, and you proceed to
Stage 1: Empathize, understanding the audience.
Understand
Example: my coffee is not selling well.
I asked my customers for feedback, they said its too sweet. I
asked my employees, they said marketing is not good.

Questions - What is your Research Question?

What are the challenges that customers are facing?
 Problem space
Then, I defined the problem based on the
Stage 1: Empathize, inputs the above:
Understand Example: My coffee’s flavor is too sweet, my customers are
not served good drink.
Or marketing is not enough to attract customers.
Stage 2: Define Define the core problems:
● What is the challenge you want to solve?
● What is the define stage and why is it necessary?
● What is a meaningful problem statement?
 These are the space that requires
Stage 1: Empathize, Research (Desk, Qualitative)
Stage 1: Empathize
Understand 1. Reliable and Unreliable Sources

Reliable Sources = TRUSTWORTHY SOURCES

Stage 2: Define - Written by experts in that particular field
Unreliable Sources = SOURCES THAT CAN BE ALTERED BY
ANYONE
- sources, such as Wikipedia, are not reliable because the
authors may not have a thorough knowledge or full
understanding of a topic
 This is the space that requires
Desk Research
Stage 1: Empathize, 1. Reliable and Unreliable Sources
Stage 1: Empathize
Understand ● Book - ● Wikipedia: although this is a good starting point for finding
● Newspaper & initial ideas about a topic, some of their information and
Magazines attached resources may not be reliable
● Blogs, tweets
Stage 2: Define ● Peer reviewed
journals
●
●
Personal websites
Forums
● Peer review ● Sites created by organizations that may have political or
articles biased agendas
● PhD or MBA ● Sites that provide biased information
dissertations ● Self-published sources
and research ● Opinionated articles such as editorials
● Public library ● Online sources with an URL that ends in html, which is the
● Scholarly basic building blocks of web pages
articles ● Some online sources with an URL that end in .com are
unreliable:
● Sites of companies that conduct their business over the
internet. Some of these sites are unreliable because they
have hidden agendas.
● THINK: are they trying to sell me something? A product?
An idea?
 This is the space that requires
Desk Research
Stage 1: Empathize, 1. Reliable and Unreliable Sources
Stage 1: Empathize
Understand Look at the
- URL’s ending:
● If the site ends in .edu, it is most likely a reliable educational institution.
● If the site ends in .gov, it is most likely a reliable government website.
Stage 2: Define These sites usually provide good sources for statistics and objective
reports.
● If the site ends in .org, it is usually a reliable non-profit organization.
News sources:
● Every television and print news source has a website
● Beware! Sometimes their focus is to entertain rather than inform**
The author's profile: With any source, you must check the author to
determine reliability
 This is the space that requires
Desk Research
Stage 1: Empathize,
Stage 1: Empathize 2. Common mistakes
Understand
Use too many data:
Stage 2: Define ● Always remember what are the question you
are asking, what is your research
question/what is the data you are looking for?
● If the data is not very significant, you can put it
in appendix!
Freaking out when always seeing the source that
cannot bring the direct information
● It's alright, some data will give you the context
and big picture understanding
● Connecting the dots, don't expect for an
absolute answer
 Solution space
Stage 1: Empathize, Once we defined the problem, we ideate some
possible solutions using brainstorm/brainwrite.
Understand
Example: reduce sugar, add honey, more coffee, change
Stage 2: Define cups,....

Stage 3: Ideate Brainstorm 101:

 Brainstorm 101
1. We can use brainstorm to ideate and formulate some new solutions:

BRAINSTORM No idea is stupid.

RULES No discussions, only provide suggestions.
Throwing out idea and thoughts
Set a fixed time for brainstorm.
 Brainstorm 101
2. Upon finishing elimination, perform categorization and selection.
Eliminate all irrelevant suggestions first.
ELIMINATION
Discuss on the remaining suggestions either
RULES
to eliminate or keep.
Healthy arguments are encouraged.
CATEGORIZE Combine similar suggestions into different blocks.
RULES Name the blocks into something that represents the
suggestions in it.

SELECTION Final few discussion rounds to determine which

RULES blocks are relevant.
Set actions based on the blocks.
Stage 1: Empathize,
Understand
Stage 2: Define When you have the final idea, create a
prototype and test it.
Stage 3: Ideate Example: I create 10 different testing flavours and put up a
promotion for taste testing

Stage 4: Prototype
Stage 1: Empathize,
The prototype that shows positive test result
Understand will become the solution.
Example: The top 3 best seller becomes the permanent
Stage 2: Define menu

Stage 3: Ideate
Questions:
What will be its MoS?
Stage 4: Prototype How to evaluate its success in reality?
What are the routine to test and evaluate it?

Stage 5: Test
Design thinking flow
4. Practice Space
http://bit.ly/YS_PracSpace
 Be simple, Be single minded and
“The ability to solve a problem comes first
Trust
with the ability tothe progress!
choose the critical one.”
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MARKET RESEARCH
MARKET RESEARCH
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BREAK
MARKET RESEARCH
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MARKET RESEARCH
DATA ANALYSIS
ĐỐI TÁC MIỀN BẮC ĐỐI TÁC MIỀN TRUNG ĐỐI TÁC MIỀN NAM

Anh Nguyễn Chí Thiện

Research Director Công ty Cổ phần Nghiên cứu Thị trường GCOMM

Đặt câu hỏi cho diễn giả tại chatbox

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● Data analysis là gì?

● Khi nào nên áp dụng Data Analysis?
● Theo anh, nó quan trọng như thế nào
MARKET RESEARCH
trong cuộc sống, công việc và đặc biệt
trong các cuộc thi về xây dựng giải pháp
ý tưởng?
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Đâu là những lưu ý cần được quan tâm đặc

MARKET
biệt để phân RESEARCH
tích data một cách hiệu quả
(Về thời gian, mindset….)?
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Data Analysis thường sẽ có những mô hình

hay quy trình như thế nào? Với anh thì anh
MARKET RESEARCH
sẽ áp dụng những mô hình hay quy trình ấy
như thế nào ?
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Với những trường hợp không thu thập đủ

mẫu hayMARKET RESEARCH
thiếu dữ liệu thì lời khuyên của
anh là gì?
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Lời khuyên của anh dành cho các bạn Top

MARKET
31 thí sinh tham giaRESEARCH
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phần thi hiệu quả nhất?
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