Vietnam market research that ends in a decision
Six weeks on one product line’s market in Vietnam: how large it is, who buys and at what price, who already sells it, and whether it is worth a budget at all.
Short answer
Vietnam Market Research is a six-week study of one product line’s market in Vietnam, from USD 9,000: market size and structure, buyers and how they decide, the price the market accepts, competitor presence by channel, and the partner and distributor landscape. It ends with a written answer on whether Vietnam is worth a budget and where to start, presented to your leadership in English. It is the research phase of Go-to-Market Strategy sold on its own, so continuing into the plan later does not repeat it.
Three situations this is built for
A board asked for a Vietnam number and nobody has one
You need a defensible figure for market size and a realistic view of what share is reachable in the first two years — not a top-down percentage of a regional total.
The category looks like a market you know, and you suspect it is not
Buying behaviour, price sensitivity, channel mix and the role of creators differ enough here that a transferred assumption usually breaks quietly.
You need to know whether to enter before planning how
Head office wants to know whether Vietnam deserves a budget at all. An entry plan answers the wrong question until that one is settled.
Scope
Agreed in writing before work starts. The published fee covers one product line over six weeks; a full category, primary consumer fieldwork or a second study is quoted on its scope.
- Category
- One product line, or a category with several — defined with you
- Research method
- Desk research, platform and marketplace data, interviews with people who work in the category
- Geography
- National, with Hanoi and Ho Chi Minh City reported separately where your category behaves differently
- Consumer fieldwork
- Surveys and focus groups are not in the standard scope. Where a decision needs them, we write the brief and quote them separately, or introduce a research firm and take no commission
- Language
- Delivered in English; interviews conducted in Vietnamese
Six weeks
Week 1
Define the question
A 90-minute session to turn the entry decision into questions research can answer, and to list what the business case already assumes. Scope and delivery date are fixed at the end of it.
Weeks 2–5
Research
Desk research, platform and marketplace data, and interviews with people who work in the category here. Every figure is sourced; what cannot be established is marked as such.
Week 6
Report and present
A written report and a one-page summary for headquarters, then a 120-minute presentation to your leadership, with the parts we are confident about separated from the parts we are not.
Vietnam Market Research
from$9,000per project
The decisions MWY helps you make
- Whether Vietnam is worth a budget at all, and how large
- Which segment to enter first, and at what price point
- Hanoi, Ho Chi Minh City, or both
- Which competitors actually matter here, and which are noise
What you receive
- A 1-page summary for headquarters
- Market size and structure for your category, with sources named
- Buyer profiles and how the purchase decision is actually made
- The price range the market accepts, and what sits at each level
- Competitor presence by channel, including who is not here yet
- The partner and distributor landscape for your category
- A written recommendation: whether to enter, and which segment and city to start with
- What we could not establish, and what it would take to establish it
Frequently asked questions
What does market research in Vietnam cost with MWY?
From USD 9,000 for one product line over six weeks, paid 50% on signature and 50% on the final presentation. A full category, primary consumer fieldwork or a second study is quoted on its scope before any work starts, and the fee does not change once it is agreed.
What if we want the entry plan afterwards?
The work continues into Go-to-Market Strategy from where the research ends. The research is not repeated and only the planning phase is quoted, so research and plan bought in two steps cost the same as Go-to-Market bought at once.
Should we hire a market research firm instead?
Hire one when the decision needs large-scale fieldwork: a national survey, a product test, focus groups in several cities. MWY does not run fieldwork. We start from the decision, use desk research, platform data and interviews, and say plainly what could not be established. Where fieldwork is needed, we write the brief and introduce a research firm, taking no commission.
Do you cover Hanoi and Ho Chi Minh City?
Yes. Interviews are held in both, and where the category behaves differently in the two cities the findings are reported separately rather than averaged. The central region, the Mekong Delta or secondary cities are added to the scope when your category depends on them.
How long does it take?
Six weeks for a single product line, counted from the day the scope is signed. A full category gets its own delivery date, fixed in writing in the scoping session before any work starts. Either way the date is a commitment, not an estimate.
Will you tell us not to enter?
If that is what the research says, yes. We sell no execution service in this market, so we gain nothing from your decision going one way rather than the other.
Related reading
How big is Vietnam’s middle class? What the figures measure, and the number a brand actually needs
Entry decks quote Vietnam’s middle class as if it were one number. It is at least four, built on different definitions, and none of them is the number a pricing decision needs.
The Vietnam cosmetics market in 2026: what the figures show, and what a foreign beauty brand has to settle
The figure most often quoted for Vietnam’s cosmetics market is smaller than what four marketplaces alone sold last year. That gap is the place to start.
Vietnamese Gen Z consumers: what the 2026 data shows, and what it changes for a foreign brand
Every entry deck has a slide on Gen Z. Few of them say which Gen Z, measured by whom, and what it changes in the launch budget.
Start by agreeing the question
A 30-minute call is usually enough to tell whether research is what you need, or whether you already know enough to plan the entry.