Thanks to the popularity of internet and social media, the information that Vietnamese receive become more versatile. So what are the effective information for them? This survey is conducted in order to track the trend of usage and trusted information sources.

1. Asia Plus Inc.
Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc.
Vietnam media effectiveness tracking (2018, May)

2. Thanks to the popularity of internet and
social media, the information that
Vietnamese receive become more
versatile. So what are the effective
information for them?
This survey is conducted in order to track
the trend of usage and trusted information
sources.
The survey was conducted to 597
respondents from 16-39, nationwide in
May 2018.
Objective

3. Our method
We evaluate the information source in terms of usage / trust by asking
the respondents to evaluate them from 1 (lowest) - 10 (highest), then
take the mean opinion score (MOS)
How much you use the following to receive the information ?
(1 - lowest, 10 - highest)
How much you trust the following to receive the information ?
(1 - lowest, 10 - highest)

4. Media effectiveness - General
Information from friends / families are used and trusted the most
Q. Please rate how much you use the following to receive the information (1 - lowest, 10 - highest) – MOS
Q. Please rate how much you trust the following in receiving the information (1 - lowest, 10 - highest) - MOS
7.7
7.3
6.6 6.5 6.5 6.4 6.3 6.3 6.2 6.1
5.9
5.4 5.3
5.0
4.8 4.7
7.6
6.3 6.3 6.2
6.5
6.3
6.1 6.1 6.2 6.1
5.8
5.4 5.4
5.2
4.9
5.2
Information in use Information to trust

5. Information / media in use
Friend
s/famil
ies
Social
networ
king
servic
e
TV
progra
m
TVCF
Manuf
acture
rs
websit
e
Store
POP
KOLs
Magaz
ine,
newsp
aper
Store
staff
Events
Online
ads
OOH
Flyer,
DM,
Catalo
gue
E-mail
newsl
etter
SMS Radio
High (8-10) 62% 51% 33% 33% 35% 31% 29% 31% 29% 26% 22% 15% 15% 14% 12% 13%
Mid (5-7) 32% 41% 53% 52% 48% 55% 54% 52% 53% 56% 57% 61% 57% 52% 48% 44%
Low (1-4) 5% 8% 13% 15% 16% 14% 16% 17% 18% 18% 21% 24% 28% 34% 40% 43%
MOS 7.7 7.3 6.6 6.5 6.5 6.4 6.3 6.3 6.2 6.1 5.9 5.4 5.3 5.0 4.8 4.7
3
4
5
6
7
8
9
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Friends/family and social network are the two most highly used information source
Q. Please rate how much you use the following to receive the information (1 - lowest, 10 - highest)

6. Trustful information / media
Information from friends/ families and manufacturer website are the most trustworthy
sources.
Q. Please rate how much you trust the following in receiving the information (1 - lowest, 10 - highest)
Friends
/familie
s
Manufa
cturers
website
Store
POP
Social
network
ing
service
TV
progra
m
Store
staff
TVCF Events KOLs
Magazi
ne,
newspa
per
Online
ads
OOH
Flyer,
DM,
Catalog
ue
Radio
E-mail
newslet
ter
SMS
High (8-10) 59% 34% 27% 28% 29% 26% 27% 26% 26% 25% 17% 12% 12% 16% 13% 11%
Mid (5-7) 35% 51% 58% 57% 58% 59% 59% 58% 55% 58% 62% 62% 61% 54% 57% 53%
Low (1-4) 6% 14% 15% 15% 13% 14% 15% 17% 19% 17% 20% 26% 27% 30% 30% 36%
MOS 7.6 6.5 6.3 6.3 6.3 6.2 6.2 6.1 6.1 6.1 5.8 5.4 5.4 5.2 5.2 4.9
3
4
5
6
7
8
9
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%

7. Friends / Family
Friends / family is the best information
source that Vietnamese use, as well as
they trust
6.1
7.7 7.8 7.6 7.7
6.0
7.6 7.6 7.6 7.7
Average Total 16 - 23 24 - 29 30 - 39
In Use Trustful

8. Social network
Social network is popular information tool
although trust is not as high as in usage
6.1
7.3 7.4 7.2 7.3
6.0
6.3 6.4 6.3 6.4
Average Total 16 - 23 24 - 29 30 - 39
In Use Trustful

9. TVCF
TVCF increases the popularity and usage
for elderly people
6.1
6.5
6.1
6.5
6.8
6.0
6.2
6.0
6.3
6.5
Average Total 16 - 23 24 - 29 30 - 39
In Use Trustful

10. Brand website
Brand website is generally trusted. People
in mid 20’s and above tend use it more
often
6.1
6.5
6.1
6.6 6.7
6.0
6.5
6.4
6.6
6.7
Average Total 16 - 23 24 - 29 30 - 39
In Use Trustful

11. Flyer / DM / Catalogue
Paper material (flyer, DM, catalogue) are
referred more by elderly group.
6.1
5.3
5.0
5.3
5.96.0
5.4
5.0
5.3
5.8
Average Total 16 - 23 24 - 29 30 - 39
In Use Trustful

12. OOH
Store POP
Radio
Magazine, newspaper
Flyer, DM,
Catalogue
SNS
E-mail
newsletter
Online ads
SMS
Manufacturers website
Store staff
Friends / Families
KOLs
TVCF
TV program
Events
4
5
6
7
8
4 5 6 7 8
Trust
Usage
Q. Please rate how much you use the following to receive the information (1 - lowest, 10 - highest) – MOS
Q. Please rate how much you trust the following in receiving the information (1 - lowest, 10 - highest) - MOS
Media effectiveness correlation: General

13. Media effectiveness correlation: 16-23 years old
OOH
Store POP
Radio
Magazine,
newspaper
Flyer, DM,
Catalogue
SNS
E-mail
newsletter
Online ads
SMS
Manufacturers website
Store staff
Friends / Families
KOLs
TVCF
TV program
Events
4
5
6
7
8
4 5 6 7 8
Trust
Usage
Q. Please rate how much you use the following to receive the information (1 - lowest, 10 - highest) – MOS
Q. Please rate how much you trust the following in receiving the information (1 - lowest, 10 - highest) - MOS

14. Media effectiveness correlation: 24-29 years old
OOH
Store POP
Radio
Magazine,
newspaperFlyer, DM,
Catalogue
SNS
E-mail
newsletter
Online ads
SMS
Manufacturers website
Store staff
Friends / Families
KOLs
TVCFTV program
Events
4
5
6
7
8
4 5 6 7 8
Trust
Usage
Q. Please rate how much you use the following to receive the information (1 - lowest, 10 - highest) – MOS
Q. Please rate how much you trust the following in receiving the information (1 - lowest, 10 - highest) - MOS

15. OOH
Store POP
Radio
Magazine,
newspaper
Flyer, DM,
Catalogue
SNS
E-mail
newsletter Online ads
SMS
Manufacturers website
Store staff
Friends / Families
KOLs
TVCF
TV programEv…
4
5
6
7
8
4 5 6 7 8
Trust
Usage
Q. Please rate how much you use the following to receive the information (1 - lowest, 10 - highest) – MOS
Q. Please rate how much you trust the following in receiving the information (1 - lowest, 10 - highest) - MOS
Media effectiveness correlation: 30-39 years old

16. Respondent profile (N=597)
Gender
Male, 51%Female, 49%
16 - 23, 35%
24 - 29, 39%
30 - 39, 26%
Age
HCM, 36%
Hanoi, 34%
Others, 30%
City

17. Q&Me – About Online Market Research Services

18. Enhanced Service 3: Business survey
Provide the technology-driven solution to understand the market better
Our research solutions
Online market research
Quick data collection and real-time analysis
using online technology
Offline data collections research
Traditional market research with technology,
for better quality assurance

19. Our Solution
Survey is conducted via mobile phone and the data is processed real-time
Affordable Quick High quality
Takes 24 - 48 hours for
most surveys, proving
real-time analysis
Superb real-time
analysis for flexible and
accurate data collection
1/3 of the competitor
pricing

20. 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. 330,000 members as of Mar, 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

21. Process for the quality assurance
Questionnaire
based on the
exact profile
• Refined and very
derailed database
panel
Take out users
with irrelevant
replies
• Remove Fake
questions hit
users
• Remove
Contradicted
answer users
• Take out straight
answer users
Take out speed
users
• We count the
average median
time and take out
those who are
less than that
Manual check by
the experienced
researchers
• Our experienced
researchers will
check the
relevance as well
as open
comments
Re-assortment of
panelist priorities
• Based on the
survey results, bad
users are screened
out while prioritizing
those who return s
good feedbacks.

22. Online is considered to be “cheap and bad” in general. Q&Me provides
several methods providing data with quality
FACT CONSISTENCY SCORE
97%
THOUGHT
CONSISTENCY SCORE
91%
STRAIGHT-LINER/ FLAT-
LINER SCORE
89%
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
Evaluation for our quality assurance

23. Contact Us
URL: http://www.qandme.net
Contact: info@qandme.net
Q&Me is operated by Asia Plus Inc.
Asia Plus Inc.
Floor 2, Songdo Tower, 62A Pham Ngoc Thach Street, Ward 6, District 3,
HCM City, Vietnam
Tel. +84 839 100 043