1. EPINION
A MARKET RESEARCH AGENCY
WITH A DIGITAL EDGE
COMPANY CREDENTIALS

2. Engage more effectively with your future consumers
The focus of Epinion is to deliver breakthrough market research solutions
in order to address and track critical business issues. Based on our
findings, we help shape the foundation for our clients’ future growth.
We understand that it is not just about how good the ideas behind the
solutions are, but also the effectiveness of creating and delivering results
to our clients. By that view, Epinion has developed a strong core
business framework and product portfolio, which rely on our digital
capabilities to create long-lasting impact as well as satisfy the needs for
speed and flexibility.
Your business context is changing and so are the issues and challenges
arising. In order for you to engage with your consumers and
stakeholders, now and in the future, you need a research partner that
can show you the way.
We are looking forward to working with you!
EPINION
Introduction 2

3. Epinion at a glance The people
YEARLY INTERVIEWS NO. OF ISSUED REPORTS LEADERSHIP EDUCATION BACKGROUND CORE SKILLS AND EXPERTISE
CONDUCTED /YEAR
Mogens S Jakobsen
>2,000,000 >1,800 Søren H Justesen
Thomas Y Andersen
MA/MSc/MBA
BA/BSc
Business Advisory
Statistics/Maths
Terje Vammen Ph.D. IT
QUESTIONS ANSWERED REVENUE (USD Mil.) Aske NB Østergård
/YEAR Thue Q Thomasen
15.0
>1,400
2010
2014 (target) 40.0 The company
DENMARK VIETNAM MEMBERS OF ONLINE PANEL
INDUSTRY EXPERTISE
Year of Establishment 2000 2008 Vietnam 90,000
Infant and Children’s Retail Sweden 24,000
Nutrition Transport and Infrastructure Offices Copenhagen Ho Chi Minh City
Findland 15,000
Banking and Insurance
Mobile and Telecom Norway 21,000
Aarhus
Beer and Softdrink Travel and Leisure Ukraine 5,000
Packaged Goods Investment Consultants 80 35 Denmark 123,000
Human Resource
Education and Research
Management
Media And Entertainment
Associations & Accreditations
MEMBERSHIPS CERTIFICATION
Introduction 3

4. We create impact based on a strong research framework
On the following pages you can explore our work from data collection to client action >
DATA REPORTING CREATING
DATA
MANAGEMENT SOLUTIONS BUSINESS IMPACT
COLLECTION
ONLINE PANEL
CALL CENTER
FOCUS GROUPS
FACE TO FACE We are the only Our solutions focus Our team of
Microsoft Certified Gold giving your team consultants uses both
Partner in Business actionable their international and
Intelligence in Vietnam recommendations local experience to
and have the without delay. make sure data
competency to handle converts to impact for
big data. your company.
Introduction 4

5. We offer the largest professional online panel in Vietnam
Online panel
Our online panel is a professionally Panelists Background Geographic Distribution
managed database of consumers in
Vietnam. Each member has given their GENERAL INFORMATION
background information and is willing to
Current active panel members 90,000
be invited for online surveys.
Daily recruitment rate 600
A survey is set up and monitored in our Ha Noi. 15%
online survey system and a link is sent Response rate 25-30%
by e-mail to selected panel members.
GENDER DISTRIBUTION PANELIST BY AGE
Example of an online survey
58% Da Nang. 2%
33%
55 45 Female
Male 3% 5% 2% 1%
<15 15- 25- 35- 45- >55
24 34 44 54
BACKGROUND VARIABLES
Ho Chi Minh City. 45%
Gender Children Status
Current Occupation Household & Family Size
Can Tho. 2%
Ages Country
Employment Status Income
Education Provinces with panel members
Unreached provinces
Data Collection 5

6. Our call center in HCMC offers interviews in a controlled environment
Call center
Our office in Ho Chi Minh City operates a Technical Specifications
modern call-center for conducting
Computer Assisted Telephone Interviews CATI stations 15
(CATI).
Interviewers (Full & Part-time) 30
Our response rate in Vietnam is usually
Hardware Computer Assisted
at 95% and our professional call staff is
perfectly suitable for Business to Software TricTrac Survey Tool
Business interviews and other difficult
Quality measurement Epinion Production
target groups. system Dashboard
3
Epinion Production Dashboard
Call staff under operation. The interview begins
1
with background information for screening the
target profile.
4
2 Epinion’s production dashboard. We have
developed our management tool to precisely
adjust performance, quality and productivity.
3 The call center overview, working environment and
call interviewers.
4 Another angle of our call center.
5 A call staff is conducting interview from Epinion’s
1 2 5 system, which stores target sample and
questionnaires.
Data Collection 6

7. The right conditions for in-depth insights
Focus groups and face to face interviews
FACE-TO-FACE INTERVIEWS FOCUS GROUP General Information
Epinion can also apply face-to- DISCUSSIONS
face interviews. These Epinion employs some of Focus group large room 1
interviews are suggested when Vietnam’s most experienced Group discussion rooms 3
respondents are difficult to qualitative researchers and
reach with online interviews. moderators. Our focus groups
Face-to-face interviews can also are most often conducted as
be relevant when intercepting an exploratory phase prior to
customers at point of purchase. a quantitative survey.
We apply Computer Assisted IN-DEPTH INTERVIEWS
Personal Interviews (CAPI) Epinon’s researchers are
instead of traditional paper and experienced in generating
pen interviews. Our interviewers data from in-depth interviews.
apply our survey tool on their We will suggest the right
smart-phones to ensure correct team based on industry
input and routing in the experience and target group.
questionnaire. The data is sent
by 3G technology to our
database immediately. This is an
effective tool in quality
assurance and time saving.
Data Collection 7

8. Utilize the strong research framework with Epinion’s solutions
Our solutions are developed from the principles of providing fast RETAIL FEEDBACK
reliable data and actionable recommendations to all relevant Receive feedback on four
stakeholders in your organization. parameters and benchmark your
trade activities towards the
competition.
BRAND*EQUITY TRACKING CUSTOMER VALUE USER REPORT
Adapt faster to market changes MANAGEMENT Get precise background data on
with continuos brand equity Optimize your product’s custom- your website user and get the
tracking. Data is instantly avail- er value and increase sales with tools to improve usability.
able through online dashboards. this advanced analytical tool.
ADVERTISING TESTING MARKET INTELLIGENCE EMPLOYEE SATISFACTION
Receive fast response before Get an overview of your most SURVEY
and after your campaign, by important market KPIs. Epinion Develop and retain your staff
using the power of Epinion’s designs and implements online with yearly satisfaction surveys
online panel. dashboards and scorecards. from Epinion.
Solutions 8

9. Our team brings commercial experience, technical insights and new thinking
TRAN LIEN ASKE ØSTERGÅRD HUYNH BA DUY HUYNH HUU TINH NGUYEN TUAN THUE QUIST
PHUONG “SKINNY” Regional Manager Senior Manager Senior Consultant ANH THOMASEN
Research Director Qualitative leader Regional Manager
BA in Foreign Trade & BSc in Math and BA in Information B.Eng. in BA in English BSc in Int. Business
Economics. Economics. Technology. MBA from Telecommunications Leader in qualitative and Politics.
Guru in the Vietnamese CFVG and Electronics and research in the Saigon Leader in business
Leader in statistics and
research industry with Advanced Diploma in Office. development in the
IT development in The founder of online
+16 years experiences Epinion. research in Vietnam. Software Engineering. More than 10 years HCMC office.
in leading agencies eg. Leader in Business experience from the Four years experience
An invaluable expert on Experienced in handling
TNS, Ogilvy & Mather. Intelligence in Epinion. market research from South East Asia.
Discrete Choice large complex
A honorary lecturer of industry in Vietnam.
Models, Random Utility international research More than eight years A strategic thinker, that
The HCMC University Theory, Conjoint projects. of experience from Experience especially creates impact on
of Economics, Vietnam analysis, Customer Samsung, IBM and from working with large projects by reframing
Experienced project
MarCom and the Inter- segmentation, Data United Pharma. food and beverage questions, challenging
manager for large
national Advertising Mining, Sampling clients. existing thinking and
private and public
Association. strategies, forecasting, Experienced in guiding the team to
organizations in
An opinion leader on and behaviour analysis. Vietnam and abroad. U&A, market understand the
branding and com- Experience from segmentation and business context.
munication in Vietnam. working with leading brand positioning.
financial companies.
Impact 9

10. Cases and references
Working closely with our clients, we
aim at delivering breakthrough
solutions and changes for better
business results and long-terms
impacts.
Read our impact stories to see how we
manage to create values for our clients.
10

11. Clients serviced from the office in Ho Chi Minh City
I am delighted with the
deliverable as it gives us a
comprehensive analysis
regarding our distribution
performance. I have no
hesitation in recommending
the services of Epinion
Vietnam, and we will
certainly be calling on them
again as the need arises.
CLAUS PEDERSEN
Chief Representative
Arla Foods Vietnam
Impact 11

12. Impact Story: Saxo Bank
Customer Value Management
Saxo Bank is one of the global leading investment banks specializing in online trading
and investment across international financial markets. With clients worldwide, Saxo
Bank is recognized as excellence in service and technology.
The online research method is an appropriate choice to
reduce the cost with surveys in many locations. Two
THE RESULTS
main methods are used to process data:
Multiple regressions. Compared performance of Saxo Bank with competitors
in terms of perceived quality and price to:
Net Promoter Score (NPS): Percentage of detractors
subtracted from the percentage of Promoters. On Identify the relative strength and weakness of Saxo
the recommend question a detractor scores 1-6, a Bank.
passively satisfied scores 7-8 and a promoter 9-10. Identify the current position of Saxo Bank in the
Saxo Bank Headquarters in Copenhagen, Denmark market.
Indicate customer overall satisfaction towards Saxo
Bank’s service performance in different customer-
segments or different countries within the same
ADDRESSING THE ISSUES THE APPROACH region.
Saxo Bank enquired Epinion to implement a customer Epinion conducted an online survey with 817.633 Point out which dimension to be improved and how
value added survey which was based on the main participants, including 9 regions via 14 languages. The to make it efficient.
concept “Customer Value Management” (CVM). two types of respondents are: Client (Saxo Bank
The concept should be seen not just about customer customer) and Lead (Competitor customer has visited
satisfaction but further about customer perception of the Saxo Bank homepage and given email).
value. The survey would continually add significant The questionnaire is mainly focused on five dimensions
new action oriented insights for Saxo Bank. Saxo Bank which are extracted from the CVM model:
provided a list of respondents to answer via web product, service, trading platform, reputation and price.
interface. Each question was given a scale of 1 to 10 for a
detailed evaluation.
Impact 12

13. Impact Story: Dragon Capital
Customized Research
Dragon Capital, one of the veterans in Vietnam private equity market decided to make
new move into alternative energy business with its partner Green Energy Vietnam. This
is an unprecedented attempt to create a whole new industry.
ADDRESSING THE ISSUES THE APPROACH
During the study, Epinion completed more than 500
With an innovative vision for Vietnam’s future
telephone interviews with potential users in six
sustainable energy production, Green Energy Vietnam
provinces of Vietnam. The process of gaining trust and
and Dragon Capital engaged on a journey to develop
achieving a high success-rate was accomplished by
locally produced biofuels. To examine the market
using a team of persuasive interviewers and building
potential and competitive environment, Epinion was
relationships with interviewees.
requested to unveil the reality.
Will Jatropha be a daily alternative for fossil energy in
Vietnam?
What is the potential for Pure Plant Oil (PPO) and
Biomass fuel in Vietnam?”
By top-down methodology Epinion’s consultants
THE RESULTS
Getting started by this interesting yet challenging established the three logical sub-questions:
question, the team set the direction of the research What is the current market demand? The final result became an important element of the
and furthermore elaborated the issues of identifying commercial due diligence of the Green Energy project
How best to distribute the products? and the knowledge was used in the Investment
industrial demands for PPO as a fossil fuel alternative
and Biomass fuel as a wood/coal replacement How is the market acceptance of these new Memorandum as an objective third party assessment of
domestically. products? the market potential.
Impact 13

14. Impact Story: Arla Foods
Retail Feedback
Arla Foods, a Nordic Corporation, is one of the leading suppliers of powdered milk
products throughout Europe. The company first introduced its Milex brand to Vietnam
during 2007 after its expansion into China previously proved a success.
THE APPROACH
To give a comprehensive analysis of the distribution Epinion’s call center staff spent approximately 20
chain, Epinion conducted an extensive telephone-based minutes with each interview respondent and all
survey with the participation of 74 Milex retailers answers were recorded directly into a data collection
situated in Hanoi. The questionnaire was customized system. This research method not only minimizes
and focused on the five important factors directly quality risk, but also is cost saving. Information keyed
impacting a retailer’s satisfaction. promotional into this system is kept confidential. Together with
Clearing road blocks for the growth
campaigns, payment policies, sales team various statistical applications, a frequency, mean and
performance, sales revenue and overall distribution cross-tab method were used to process the collected
efficiency. Each question was given a scale of 1 to 5 data.
for a detailed evaluation.
ADDRESSING THE ISSUES THE RESULTS
It is an essential element of all business enterprises to The Final Report by Epinion for Arla Foods resulted in:
monitor and evaluate the effectiveness of its supply An Evaluation of Overall Retailer Satisfaction in relation to the Distribution Agent MESA.
chain. In order to operate viably within the Vietnamese
Market, Arla Foods changed its distribution partner. Arla Recommendations on the importance of varying promotional techniques along with improving sales team
Foods requested a report from Epinion to determine the performance to increase future demand and develop strategic marketing approaches
satisfaction of their retailers in regards to this change. A conclusive statement regarding Milex’s market share and brand equity in Hanoi thus far.
Impact 14

15. EPINION COPENHAGEN EPINION AARHUS EPINION SAIGON
RYESGADE 3F SØNDERGADE 1A 11TH FLOOR, DINH LE BUILDING
2200 COPENHAGEN 8000 AARHUS C 1 DINH LE STREET, DISTRICT 4,
DENMARK DENMARK HCMC, VIETNAM
T: +45 70 23 14 23 T: +45 87 30 95 00 T: +84 8 38 26 89 89
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