Decision Lab

📣 Which AI platform for which task? Vietnamese user preferences revealed! Vietnamese consumers are not sticking to just one AI tool: on average, they use 2 platforms depending on their needs, blending global giants with rising local stars. Key findings from Decision Lab’s State of Consumer AI in Vietnam 2025: 1️⃣ ChatGPT is the all-rounder for translation, research, and professional tasks, holding the highest satisfaction score. 2️⃣ Homegrown AI Hay bridges education and entertainment, ranking 2nd in customer satisfaction, ahead of several global competitors. 3️⃣ Gemini (Google) and DeepSeek AI stand out as study companions, helping users learn new skills. 4️⃣ Microsoft Copilot is preferred for information searches, while Meta AI (Meta) wins on daily conversations and casual Q&A. 💡 Vietnamese users are savvy experimenters, matching the right AI to the right task. Want to understand how AI is reshaping consumer behavior in Vietnam? Download the full State of Consumer AI in Vietnam 2025 report today: https://bit.ly/4oZqIIQ #DecisionLab #AI #ConsumerTrends #ChatGPT #Gemini #MetaAI #AIHay

🚀 🚀 Decision Lab launches Experience Economy Practice to drive experience-led growth in Vietnam We’re excited to introduce our new Experience Economy Practice — a strategic move to help brands in Vietnam turn data, culture, and innovation into meaningful, measurable experiences. Leading this new chapter is Nguyễn Thị Uyên Chi - Chi Uyen Nguyen appointed as Head of Practice. With over a decade of experience in brand strategy, digital marketing, and consumer insight — including roles at Millward Brown, MullenLowe Mishra, Mirum and Marou Chocolate — Chi brings the blend of local expertise and creative leadership. 📈 As Vietnam’s economy accelerates and industries converge, experience has become a core driver of brand value. F&B is embedded in real estate. Healthcare borrows from hospitality. Tourism is storytelling. Brands must now design with this complexity in mind. “With Chi on board, we’re combining great local talent with global expertise to help our clients lead through experience.” — Thue Quist Thomasen, CEO, Decision Lab “This practice is about more than research or campaigns — it’s about helping brands grow through experiences that are relevant, consistent, and commercially effective.” — Nguyễn Thị Uyên Chi, Head of Experience Economy #DecisionLab #ExperienceEconomy #Leadership #CustomerExperience #BrandStrategy #VietnamBusiness #YouGovVietnam

📣 The State of Consumer AI in Vietnam 2025 is now live! The AI landscape in Vietnam is advancing fast and gaining strong public interest, moving quickly from hype to everyday adoption. 📊 Decision Lab’s State of Consumer AI in Vietnam 2025 is among the first studies to spotlight the consumer perspective, uncovering behaviors, motivations, and barriers shaping how Vietnamese are bringing AI into daily life. Key findings include: 1️⃣ 78% of Vietnamese online users have used at least one AI platform in the past three months, with Gen Z leading in both adoption and daily engagement. 2️⃣ On average, users engage with 2 AI platforms. International players like ChatGPT, Gemini (Google) and Meta AI (Meta) dominate the market, while homegrown AI Hay ranks 2nd in customer satisfaction, ahead of several global competitors. 3️⃣ AI is becoming a mainstream companion from work and study to entertainment. See what these findings mean for Vietnam’s AI future in our blog: https://bit.ly/3HFcr3a 📩 Download the full The State of Consumer AI in Vietnam 2025 report here: https://bit.ly/4fKB3UH #DecisionLab #AI #Thoughtleadership #ChatGPT #Gemini #MetaAI #AIHay

🌟 AI has gone mainstream in Vietnam — and now people use AI tools in their daily lives. Specifically, nearly 80% of Vietnamese users now utilise AI-powered tools, with each user averaging two tools. ChatGPT leads adoption, followed by Gemini (Google) and Meta AI, reflecting a strong preference for conversational AI and virtual assistants that enhance productivity and decision-making. 📢 What should brands do?: AI could reshape the way consumers interact with brands. Therefore, let's seize this moment to create AI-friendly experiences — from optimised content to tools that consumers can access directly within AI platforms. The race for AI relevance has begun! 👉 Learn more in our Q1 2025 Connected Consumer report — link in comments! #DecisionLab #ConnectedConsumer #Q12025 #AI #ChatGPT #Gemini #MetaAI #ConsumerTrends #Vietnam

📣 The Connected Consumer Report for Q1 2025 is now available! Dive into Decision Lab’s latest insights on how Vietnam’s digital habits continue to evolve 🚀 This quarter reveals how AI tools are becoming a daily norm, social platforms are fragmenting, and consumers are increasingly drawn to lighter, low-effort content across more apps. Key highlights include: 1️⃣ AI becomes mainstream: Vietnamese now use AI tools in daily life 2️⃣ TikTok and Threads continue to rise – especially among Gen Z & Gen Y 3️⃣ Consumers divide their attention across more browsing platforms 👉 Discover what these shifts mean for brands in 2025 through our blog: https://bit.ly/4msCKs3 📩 Download the full Connected Consumer Q1 2025 report here: https://bit.ly/4ommD0P #DecisionLab #ConnectedConsumer #ConsumerTrends #DigitalMarketing #AI #SocialMedia #Vietnam #DigitalBehaviour

🐝 Big leap, bold momentum! Congratulations to Jollibee Vietnam Co., Ltd for not just entering the Top 5 of the Decision Lab Best F&B Rankings 2025, but also earning the title of Top Improver of the Year, jumping an impressive 4 spots with a 2.2-point boost! 👏 We had the pleasure of recognising the Jollibee team for this remarkable achievement — a true testament to their energy, vision, and connection with Vietnamese consumers. ⬆️ This remarkable rise reflects more than numbers: it’s the reward for elevated customer experience, consistent product quality, and the brand’s commitment to creating joyful, memorable moments, not just meals. 2025 is clearly the year of momentum for Jollibee Vietnam. Keep soaring! 📊 Check out the full report here: https://bit.ly/4lyqgiy #DecisionLab #BestFnB #Vietnam #Jollibee #BrandRankings #Jollibee #FoodAndBeverage

⏰ 1 Day Left to Apply! If you’ve been thinking about joining the Market Research Consultant (MRC) Programme 2025 at Decision Lab... this is your final call 🔔 🌱 Whether you're fresh out of university or looking to pivot into insights and strategy, the MRC Programme is your gateway into the world of data, brands, and business impact. Why join us? 💡 Learn from the best — get hands-on mentorship from our senior managers and directors 📊 Work with 120+ progressive brands in Vietnam to support decision making 🎯 Discover your path — build the mindset, skillset, and toolkit of a modern researcher 📍 Deadline: 15 July 2025 (tomorrow!) 📘 Download Info Pack: https://bit.ly/3IoyWcF 📝 Submit Your CV: https://bit.ly/40OLNLv We’re incredibly excited to welcome the next generation of consultants — and you might be one of them. Let’s grow together! #MRC2025 #DecisionLab #ApplyNow #MarketResearch #Hiring

⏳ Only 5 Days Left — Final call to apply for the MRC Programme 2025! Here’s what makes it worth your while: 🔥 Train with leading experts during an exclusive bootcamp 🔥 Work on real-life projects with top companies post-training 🔥 Grow with a clear path to becoming a consultant Still not sure? Tap the photos to hear it from our Associate Director and MRC alumni themselves. 🎯 Deadline: 15th July 2025 📘 Info Pack: https://lnkd.in/g26umhxq 📝 Application Form: https://lnkd.in/g45XYkGJ #MRC2025 #DecisionLab #ApplyNow #CareersInResearch #GraduateOpportunities #FreshGradJobs #Hiring #Marketresearch

Thank You for Joining Our Hybrid Career Day – What’s Next? 🚀 The journey begins here! A huge thank you to everyone who joined our Hybrid Career Day 2025 at Decision Lab! We loved seeing your curiosity, enthusiasm, and thoughtful questions — whether in person or online. If you're feeling inspired to explore a career in market research and consulting, our Market Research Consultant (MRC) Programme 2025 might just be your next step. 📥 Download the MRC Info Pack to learn more about: • Role responsibilities & learning outcomes • Career progression and mentorship • Application tips and timelines 👉 https://lnkd.in/gHrPi7XH 📬 Ready to apply? 👉 https://lnkd.in/g45XYkGJ We’re excited to meet the next generation of consultants – and we hope it’s you! #DecisionLab #MRC2025 #MarketResearchCareers #FreshGradJobs #ConsultingLife #VietnamJobs #HybridCareerDay

🚨 Only 3 Days Left to Register! Thinking of applying to Decision Lab's MRC 2025? Before you 'hit' apply, our Hybrid Career Day is happening this Friday, 4th July 2025 🤝 Don’t miss your chance to connect directly with our CEO Thue Quist Thomasen, the Decision Lab team, and our former MRCs now working as consultants 📍 Location: The Sentry CONNECT, District 1, HCMC 💻 Or join us online via Microsoft Teams 🕔 Time: 5:00 PM – 7:00 PM 🎟️ Reserve your seat now ( In-person or online — you choose!): 👉 https://lnkd.in/gMCPCmsF ⚠️ Reminder: Offline seats are limited to 40 — first come, first served. But online registration is unlimited, so feel free to join from anywhere! #DecisionLab #CareerDay #MRC2025 #MarketResearchCareers #VietnamJobs #FreshGradJobs #HybridEvent #MeetTheTeam #Hiring