Vietnam’s two biggest cities - HCM and Hanoi is said to have a different culture and people living there have different values in opinions. This survey was made in order to clarify those differences This survey was conducted among nearly 500 male and female between 18 - 39 years old in HCM and Hanoi in January 2019

1. Q&Me is online market research provided by Asia Plus Inc.
HCM vs Hanoi : images & characteristic gaps
Asia Plus Inc.

2. Overview
Vietnam’s two biggest cities - HCM and Hanoi is
said to have a different culture and people living
there have different values in opinions. This survey
was made in order to clarify those differences
This survey was conducted among nearly 500 male
and female between 18 - 39 years old in HCM and
Hanoi in January 2019

3. Life value differences between HCM and Hanoi

4. 95% 94% 94% 91%
79% 78%
64% 64% 61%
48%
Important factors in life
Family, health and work are the 3 important factors
Q. Please choose how important the following choices are for your life.

5. Q. Please choose how important the following choices are for your life.
Important factors in life - By City
97% 96% 95% 93%
83%
78% 74%
65% 64%
53%
94% 91% 93% 89%
72%
80%
55% 58%
63%
44%
HCM people
Hanoi people
HCM people put more importance on internet, beauty and entertainment than Hanoi
people

6. Image differences between HCM and Hanoi

7. Image of Ho Chi Minh
Modern, busy and advanced images
Q. What are your images of HCM?
Modern 66%
Advanced 32% Friendly 25%
Exciting 23%
Busy 52%
Trendy 17%

8. Image of Hanoi
Dominant traditional image
Q. What are your images of Hanoi?
Modern 29%
Advanced 32%
Friendly 19%
Busy 29%Traditional 52%
Exciting 19%

9. Image association towards HCM & Hanoi
HCM is associate with modern & busy images, while Hanoi has a strong image
of traditional city
Q. What are your images of HCM? Q. What are your images of Hanoi?
Moder
n
Busy
Advan
ced
Friendl
y
Excitin
g
Trendy
Dange
rous
Chaoti
c
Dirty
Organi
zed
Clean Safe
Traditi
onal
Unfrien
dly
Quiet Others
HCM 66% 52% 32% 25% 23% 17% 13% 12% 7% 7% 6% 6% 4% 2% 2% 3%
Hanoi 29% 29% 19% 19% 16% 10% 7% 12% 13% 13% 6% 14% 52% 14% 14% 7%

10. Negative image of Hanoi among HCM people
18%
63%
40%
42%
Modern
Traditional
Hanoi image
- Traditional / Modern
Hanoi people HCM people
The image of Hanoi is very different between HCM and Hanoi
people
*Very important=33%, important=58%
(out of 4 criteria)
20%
23%
38%
5%
Busy
Quiet
Hanoi image
- Busy / Quiet
Hanoi people HCM people

11. Vietnamese characters and gaps between HCM and Hanoi

12. Vietnamese characteristics
89% 87% 85% 85%
80% 80% 77%
74% 74% 72%
Q. How much are the following keyword applicable to you?
Kind, polite and reliable are the self-estimated characteristics
among Vietnamese

13. Characteristics of HCM and Hanoi people
HCM people estimate themselves are polite, kind. Hanoi people are kind,
cooperative and reliable
Kind Polite Reliable
Cooperativ
e
Honest
Hard-
working
Emotional Effective Easy-going Punctual
Total 89% 87% 85% 85% 80% 80% 77% 74% 74% 74%
HCM people 89% 90% 85% 83% 80% 78% 80% 70% 73% 73%
Hanoi people 89% 84% 86% 87% 80% 82% 75% 79% 76% 74%

14. 78%
70%
73%
71%
66%
67%
82%
79%
74%
75%
63%
62%
Hard-working
Effective
Punctual
Team-working
Logical
Creative
Hanoi people HCM people
Gaps in work style
Family, health and work are the 3 important factors
Q. How much are the following keyword applicable to you?

15. Image Gaps for Ho Chi Minh people
No.1
No.2
No.3
No.4
No.5
HCM people
Polite
Kind
Reliable
Cooperative
Honest
Open
Cooperative
Trendy
Easy going
Polite
Hanoi people

16. Image Gaps for Ho Chi Minh people
58%
26%
HCM people Hanoi people
Quiet
42%
75%
HCM people Hanoi people
Trendy
64%
44%
HCM people Hanoi people
Patient

17. 90% 89%
85% 83%
80% 80% 78%
74% 73% 73% 71% 70% 68% 67% 66%
73%
70%
57%
78%
65%
69% 70%
84%
56%
75%
72% 72%
52%
68%
59%
-17%
-19%
-28%
-5%
-15%
-11%
-7%
10%
-17%
2% 1% 2%
-17%
2%
-8%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
HCM Hanoian view of HCM Gao
Image gap about HCM people
Q. How much are the following keyword applicable to you?
Hanoi people think HCM people as open, cooperative and easy-going

18. Image gaps for Hanoi people
No.1
No.2
No.3
No.4
No.5
HCM people
Clever
Hardworking
Polite
Trendy
Effective
Kind
Cooperative
Reliable
Polite
Hardworking
Hanoi people

19. Image gaps for Hanoi people
37%
76%
HCM people Hanoi people
Easy-going
61%
25%
HCM people Hanoi people
Picky
45%
80%
HCM people Hanoi people
Honest

20. Image gap about Hanoi people
Q. How much are the following keyword applicable to you?
HCM people think Hanoi people as hard-working, polite and effective
89% 87% 86% 84% 82%
80% 79%
76% 75% 75% 74% 73%
70%
63% 63%
55%
63%
36%
69% 71%
45%
66%
37%
55% 55%
52%
58%
51%
48%
54%
-34%
-24%
-50%
-15%
-11%
-35%
-13%
-39%
-20% -20%
-23%
-15%
-20%
-16%
-9%
-60%
-50%
-40%
-30%
-20%
-10%
0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Hanoi HCM people view of Hanoi Gap

21. Do they trust each other?
Both of Saigon and Hanoi people consider the
others not reliable
85%
57%
HCM people
Hanoi people
Is HCM people reliable?
36%
89%
HCM people
Hanoi people
Is Hanoi people reliable?
Gap = 53%
Gap = 28%

22. Audience profile (N=480)
Male, 50%Female, 50%
Gender
18-24, 33%
25-29, 33%
30-39, 33%
Age
HCM, 50%Hanoi, 50%
City

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25. Our advantage: Direct Panel Management
Our strength is 16-39 years old and urban areas. This is where most biz
customers would like to research. 400,000 members as of Nov, 2018
0%
1%
18%
31%
22%
14%
7%
3% 3%
1%
Age
19%
18%
6%
4%3%3%
47%
HCM Hanoi Can Tho Da Nang
Hai Phong Dong Nhai Others
56%
44%
Male Female
Gender City

26. Our advantage – Quick with quality
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SPEEDERS SCORE
97%
QUALITY CHECK SURVEY SPECIFICATION
N (Sample size) 300
IR (Incident rate) 100%
LOI (Lenght of Interview) 10 minutes
Success Criteria Overral score of 80% or higher
THE RESULTS
Overal score 93.5%
Average score
in the industry
73%
(*) QC scores are generated by Survey Sampling International (SSI), the Worldwide Leader in Survey Sampling and Data Collection
Solutions. Asia Plus (Q&Me) is the preferred partner of SSI in Vietnam.
Our quality score by SSI

27. Our quality assurance process
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exact profile
• Refined and very
derailed database
panel
Take out users
with irrelevant
replies
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questions hit
users
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Contradicted
answer users
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answer users
Take out speed
users
• We count the
average median
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less than that
Manual check by
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researchers
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researchers will
check the
relevance as well
as open
comments
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survey results, bad
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good feedbacks.

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