End to End User Research Services in Vietnam

Observing, understanding & solving user pain points

“Good design only comes when it is informed by good research.”

At Netizen eXperience, we are attuned to the vibrant and evolving landscape of Vietnam. Our team is deeply embedded in the cultural, and technological intricacies of the country, ensuring that our insights are both authentic and actionable.

Tailored Research Methods

Our consultants are proficient in Vietnamese and English and adept at navigating the linguistic nuances to capture the essence of the user experience in Vietnam. We ensure that our insights are comprehensive, catering to various local Vietnam audience segments.

Cross-Border Studies in Asia

Our insights are enriched by our extensive experience across Asia. While we have extensive experience conducting studies in Vietnam, the regional perspective adds depth and breadth to our research, offering a balanced and holistic view.

Analytics and Optimisation

Utilise our expertise in analytics and optimization tools to refine and elevate the user experience specifically for the Vietnamese audience.

Need User Research Services in Vietnam?

Importance of User Research in Vietnam

Cultural Nuances

Vietnam has a rich cultural heritage. User research helps unveil user behaviours and preferences shaped by these cultural nuances.

Digital Evolutions

With a rapidly growing digital user base, insights into the online user experience are essential for businesses targeting Vietnam.

User Expectations

Vietnamese users have specific preferences and expectations. User research is pivotal in identifying and addressing these unique needs.

Market Insights

The Vietnamese market is evolving rapidly. Data-driven insights are essential to navigate, innovate, and succeed in this dynamic landscape.

Customer Satisfaction

Research to understand the information that’s vital to the local Vietnamese audience.

Increase ROI

Helps increase user productivity, and decreases user errors and user support as well as to save on overall costs.

Our UX Research Consultants for Vietnam

Our user research consultants bring a wealth of experience, offering insights across various industries in the Vietnamese market.

We employ the latest tools and methodologies to deliver insights that are both innovative and actionable. Our research strategies are tailored to meet the specific needs and goals of your business in the Vietnamese context.

Our User Research Services in Vietnam

User research methods are either qualitative (based on behavioural assessment and observation) or quantitative (based on numerical data and statistics) in nature.
Qualitative Research Methods

Depth Interview

Our user researcher conducts in depth interview with users of the targeted demographic. Interviews allow us to understand deeply about the user’s pain point and their needs.

In-person interview usually takes an hour to complete with each user.

These insights empower us to design a solution that will actually solve their problem rather than just looking pretty.

UX Audit

When a sanity check is needed on your design, our team of usability professionals can review and tell you how usable your system really is.

We will review different areas of your system ranging from navigation, how information is organized and presented, whether users can complete the key tasks easily.

It does not stop there, we will also suggest fast, low cost ways to improve your system usability.

Persona / Customer Journey Map

Based on research and your validating with your business team, we help you to define your target user’s needs, pain points, attitudes as well as behaviors.

Personas help to put a face and name to represent the collective needs of your users. Persona helps to keep design focus on the needs of the users.

Card Sorting (Information Architecture)

We study how users group similar information together in order to build an intuitive navigation menu and information architecture.

We put the users through testing different navigation structure to see which performs better.

In-the-field Research & Observations

Field studies allow you to see firsthand how your users actually use your system in their normal environment, where they are delighted or where they are disappointed.

Sometimes, there is just no other way to do it such as testing a new in-car navigation design or setting up in-home broadband TV service.

Diary Studies

Your system may require the users to use it for a period of time to familiarize. Diary studies help to collect the thoughts, actions, feelings from your target users, recorded as they happen.

This allows us to understand the natural behavior of the users and provides very good insights for UX strategy planning.

Task Modelling

Task modelling helps to define how our system or website should perform in order to reach the user’s goals. We build the task model of your product based on the user requirements that we got from user interview, research and user testing.

For example, it is quite common for users to make adjustment of their online shopping cart. This adjustment action may take one step or multiple steps depending on the complexity of the purchase.

The user may also go back and forth on the purchase decision.

Our task models show the business stakeholders what their system will need to do support the users through these steps (be it building a feature like wish list or to do list).

Focus Group / User Workshop

This includes creating a controlled environment for discussions with a user group. The goal is to generate insights into user attitudes, behaviour, and needs.
Quantitative Research Methods

Online Surveys

Discover quickly who are the people using your system and what they really like and dislike by doing user survey.

Survey is great if you don’t know much about your users. It can help to benchmark your user satisfaction before and after a redesign. Survey provide the most useful insights when use together with user interview and also user testing.

Click Testing

User research based on website navigation. The goal is to see where the user would first navigate to when given a scenario. This helps to evaluate if navigation design supports the users’ expectation.

This can be performed on a current website, a prototype, or even a wireframe.

Website Intercepts

Website interceptors seeks to get users’ feedback and rating when they are browsing your website or as they are leaving your website

Digital Analytics Based Research

We use tools such as Google Analytics, Adobe Analytics or heatmapping tools to understand how users use and how they are abandoning your website or mobile app.

More About Vietnam!

Quick Facts about the Vietnam

Public Holidays in Vietnam (2024)

  • Capital City: Hanoi
  • Population: Approximately 100.3 million (as of 2023)
  • Currency / monetary units used: Vietnamese Dong (VND)
  • Literacy Rate: 96.1% (2023 est.)
  • Languages spoken: Vietnamese (official), English (increasingly favored as a second language), some French, Chinese, and Khmer; mountain area languages (Mon-Khmer and Malayo-Polynesian)
  • Major religion: Buddhism, followed by Christianity, and indigenous beliefs
  • Unemployment rate (2022): 1.92%
  • Inflation rate: 3.2%
  • Vietnamese using smartphones (2024): 84.46 million
  • Projected number of users in the eCommerce market in Vietnam (2029): 34.6 million
  • 1 January: New Year’s Day
  • 9-15 February: Tet Nguyen Dan (Vietnamese Lunar New Year)
  • 18 April: Hung Kings Commemoration Day
  • 30 April: Reunification Day
  • 1 May: International Labor Day
  • 2 September: Independence Day
  • 2 September: Independence Day off

Vietnam, a vibrant country in Southeast Asia, is known for its rich history, diverse cultures, and stunning landscapes. Vietnam’s economy has seen rapid growth and transformation, moving from agriculture-based to a focus on manufacturing, technology, and services. It has become an important hub for electronics manufacturing, textiles, and agriculture in the global market.

Vietnam’s communal culture extends to the business environment, where relationships and trust play a crucial role. Understanding the Vietnamese market requires a nuanced approach to user research, considering the country’s diverse cultural norms, languages, and regional differences.

Engaging with local experts who grasp these subtleties is crucial for businesses looking to connect effectively with Vietnamese consumers.

Consider the following tips to take note before planning a user research study in Vietnam:

  • The rich cultural heritage of Vietnam influences diverse online behaviours, making user research crucial to understanding these cultural nuances in the digital sphere.
  • It is important to have a Vietnamese moderator, as most of the majority of the people speak that language.
  • With a population of approximately 100.3 million, Vietnam offers a vast and varied sample for user research, allowing for comprehensive insights into user behaviours.
  • Understanding the use of Vietnamese Dong (VND) is essential for studies related to eCommerce and digital transactions in Vietnam.
  • A high literacy rate of 96.1% makes online surveys, website intercepts, and other digital research methodologies highly effective in Vietnam.
  • The prevalence of Vietnamese and English, along with other languages, highlights the need for multilingual research capabilities to effectively reach and understand different user segments.
  • The predominant religions, including Buddhism and Christianity, can influence online behaviour and preferences, making it essential to consider these factors in user research.
  • With a low unemployment rate of 1.92%, user research can target a broad and economically active population.
  • An inflation rate of 3.2% impacts consumer behaviour and purchasing power, which user research can help to analyse and understand.
  • Most users in Hanoi are tech-savvy. With 84.46 million Vietnamese using smartphones, mobile-based user research methods are particularly relevant and effective.
  • The projected 34.6 million eCommerce users by 2029 emphasises the growing importance of understanding online shopping behaviours through user research.
  • It is important to avoid the festive season when conducting research in Vietnam. For example, awareness of public holidays like Tet Nguyen Dan is crucial for timing user research activities to maximise participation and relevance.

Interested in unlocking the potential of the Vietnamese market with
insights that are locally rooted and globally informed?