EPINIONA MARKET RESEARCH AGENCYWITH A DIGITAL EDGECOMPANY CREDENTIALS

Introduction

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

2

Engage more effectively with your future consumers

YEARLY INTERVIEWS CONDUCTED

>2,000,000

NO. OF ISSUED REPORTS /YEAR

>1,800

INDUSTRY EXPERTISE

Epinion at a glance

QUESTIONS ANSWERED /YEAR

>1,400

REVENUE (USD Mil.)

15.02010

40.02014 (target)

IT

Business Advisory

Statistics/Maths

CORE SKILLS AND EXPERTISELEADERSHIP

The people

Ph.D.

MA/MSc/MBA

BA/BSc

EDUCATION BACKGROUND

MEMBERS OF ONLINE PANEL

Denmark

Ukraine

Norway

Findland

Sweden

Vietnam

123,0

00

5,000

21,00

0

15,00

0

24,00

0

90,00

0

The company

DENMARK

2000

Aarhus

80

Copenhagen

Year of Establishment

Consultants

Offices

VIETNAM

2008

35

Ho Chi Minh City

Associations & Accreditations

MEMBERSHIPS CERTIFICATION

Mogens S Jakobsen

Søren H Justesen

Thomas Y Andersen

Terje Vammen

Aske NB Østergård

Thue Q Thomasen

Infant and Children’s Nutrition

Banking and Insurance

Beer and Softdrink

Packaged Goods

Human Resource Management

Media And Entertainment

Retail

Transport and Infrastructure

Mobile and Telecom

Travel and Leisure

Investment

Education and Research

Introduction 3

Introduction 4

We create impact based on a strong research framework

DATA MANAGEMENT

We are the only Microsoft Certified Gold Partner in Business Intelligence in Vietnam and have the competency to handle big data.

DATA COLLECTION

ONLINE PANEL

CALL CENTER

FOCUS GROUPS FACE TO FACE

REPORTING SOLUTIONS

Our solutions focus giving your team actionable recommendations without delay.

CREATING BUSINESS IMPACT

Our team of consultants uses both their international and local experience to make sure data converts to impact for your company.

On the following pages you can explore our work from data collection to client action >

Data Collection 5

Online panelWe offer the largest professional online panel in Vietnam

Our online panel is a professionally managed database of consumers in Vietnam. Each member has given their background information and is willing to be invited for online surveys.

A survey is set up and monitored in our online survey system and a link is sent by e-mail to selected panel members.

Example of an online survey

BACKGROUND VARIABLES

GENDER DISTRIBUTION PANELIST BY AGE

4555

3%

58%

33%

5% 2% 1%

>5515-

24

25-34

35-44

45-54

<15

Male

Female

GENERAL INFORMATION

Daily recruitment rate 600

Current active panel members 90,000

Response rate 25-30%

Provinces with panel members

Unreached provinces

Ho Chi Minh City. 45%

Ha Noi. 15%

Da Nang. 2%

Can Tho. 2%

Panelists Background Geographic Distribution

Gender

Current Occupation

Ages

Employment Status

Education

Children Status

Household & Family Size

Country

Income

Data Collection 6

Call centerOur call center in HCMC offers interviews in a controlled environment

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Epinion Production Dashboard

Our office in Ho Chi Minh City operates a modern call-center for conducting Computer Assisted Telephone Interviews (CATI).

Our response rate in Vietnam is usually at 95% and our professional call staff is perfectly suitable for Business to Business interviews and other difficult target groups.

2 5

4

3

Interviewers (Full & Part-time) 30

CATI stations 15

Hardware Computer Assisted

Software TricTrac Survey Tool

Quality measurement system

Epinion Production Dashboard

Technical Specifications

Call staff under operation. The interview begins with background information for screening the target profile.

1

Epinion’s production dashboard. We have developed our management tool to precisely adjust performance, quality and productivity.

2

The call center overview, working environment and call interviewers.

3

Another angle of our call center.4

A call staff is conducting interview from Epinion’s system, which stores target sample and questionnaires.

5

Data Collection 7

Focus groups and face to face interviewsThe right conditions for in-depth insights

FOCUS GROUP DISCUSSIONS

Epinion employs some of Vietnam’s most experienced qualitative researchers and moderators. Our focus groups are most often conducted as an exploratory phase prior to a quantitative survey.

IN-DEPTH INTERVIEWS

Epinon’s researchers are experienced in generating data from in-depth interviews. We will suggest the right team based on industry experience and target group.

General Information

Group discussion rooms 3

Focus group large room 1

FACE-TO-FACE INTERVIEWS

Epinion can also apply face-to-face interviews. These interviews are suggested when respondents are difficult to reach with online interviews. Face-to-face interviews can also be relevant when intercepting customers at point of purchase.

We apply Computer Assisted Personal Interviews (CAPI) instead of traditional paper and pen interviews. Our interviewers apply our survey tool on their smart-phones to ensure correct input and routing in the questionnaire. The data is sent by 3G technology to our database immediately. This is an effective tool in quality assurance and time saving.

Solutions 8

Utilize the strong research framework with Epinion’s solutions

MARKET INTELLIGENCE

Get an overview of your most important market KPIs. Epinion designs and implements online dashboards and scorecards.

ADVERTISING TESTING

Receive fast response before and after your campaign, by using the power of Epinion’s online panel.

CUSTOMER VALUE MANAGEMENT

Optimize your product’s custom-er value and increase sales with this advanced analytical tool.

BRAND*EQUITY TRACKING

Adapt faster to market changes with continuos brand equity tracking. Data is instantly avail-able through online dashboards.

RETAIL FEEDBACK

Receive feedback on four parameters and benchmark your trade activities towards the competition.

USER REPORT

Get precise background data on your website user and get the tools to improve usability.

EMPLOYEE SATISFACTION SURVEY

Develop and retain your staff with yearly satisfaction surveys from Epinion.

Our solutions are developed from the principles of providing fast reliable data and actionable recommendations to all relevant stakeholders in your organization.

Impact 9

Our team brings commercial experience, technical insights and new thinking

THUE QUIST THOMASEN

Regional Manager

BSc in Int. Business and Politics.

Leader in business development in the HCMC office.

Four years experience from South East Asia.

A strategic thinker, that creates impact on projects by reframing questions, challenging existing thinking and guiding the team to understand the business context.

ASKE ØSTERGÅRD

Regional Manager

BSc in Math and Economics.

Leader in statistics and IT development in Epinion.

An invaluable expert on Discrete Choice Models, Random Utility Theory, Conjoint analysis, Customer segmentation, Data Mining, Sampling strategies, forecasting, and behaviour analysis.

Experience from working with leading financial companies.

NGUYEN TUAN

ANH

Qualitative leader

BA in EnglishLeader in qualitative research in the Saigon Office.

More than 10 years experience from the market research industry in Vietnam.

Experience especially from working with large food and beverage clients.

Experienced in U&A, market segmentation and brand positioning.

HUYNH BA DUY

Senior Manager

BA in Information Technology. MBA from CFVG

The founder of online research in Vietnam.

Experienced in handling large complex international research projects.

Experienced project manager for large private and public organizations in Vietnam and abroad.

TRAN LIEN PHUONG “SKINNY”

Research Director

BA in Foreign Trade & Economics.

Guru in the Vietnamese research industry with +16 years experiences in leading agencies eg. TNS, Ogilvy & Mather.

A honorary lecturer of The HCMC University of Economics, Vietnam MarCom and the Inter-national Advertising Association.

An opinion leader on branding and com-munication in Vietnam.

HUYNH HUU TINH

Senior Consultant

B.Eng. in Telecommunications and Electronics and Advanced Diploma in Software Engineering.

Leader in Business Intelligence in Epinion.

More than eight years of experience from Samsung, IBM and United Pharma.

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.

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Impact 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 RepresentativeArla Foods Vietnam

Impact 12

Customer Value ManagementImpact Story: Saxo Bank

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.

ADDRESSING THE ISSUESSaxo Bank enquired Epinion to implement a customer value added survey which was based on the main concept “Customer Value Management” (CVM).

The concept should be seen not just about customer satisfaction but further about customer perception of value. The survey would continually add significant new action oriented insights for Saxo Bank. Saxo Bank provided a list of respondents to answer via web interface.

THE APPROACH

Epinion conducted an online survey with 817.633 participants, including 9 regions via 14 languages. The two types of respondents are: Client (Saxo Bank customer) and Lead (Competitor customer has visited the Saxo Bank homepage and given email).

The questionnaire is mainly focused on five dimensions which are extracted from the CVM model: product, service, trading platform, reputation and price. Each question was given a scale of 1 to 10 for a detailed evaluation.

THE RESULTS

Compared performance of Saxo Bank with competitors in terms of perceived quality and price to:

Identify the relative strength and weakness of Saxo Bank.

Identify the current position of Saxo Bank in the market.

Indicate customer overall satisfaction towards Saxo Bank’s service performance in different customer-segments or different countries within the same region.

Point out which dimension to be improved and how to make it efficient.

Saxo Bank Headquarters in Copenhagen, Denmark

The online research method is an appropriate choice to reduce the cost with surveys in many locations. Two main methods are used to process data:

Multiple regressions.

Net Promoter Score (NPS): Percentage of detractors subtracted from the percentage of Promoters. On the recommend question a detractor scores 1-6, a passively satisfied scores 7-8 and a promoter 9-10.

Impact 13

Customized ResearchImpact Story: Dragon Capital

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

With an innovative vision for Vietnam’s future sustainable energy production, Green Energy Vietnam and Dragon Capital engaged on a journey to develop locally produced biofuels. To examine the market potential and competitive environment, Epinion was requested to unveil the reality.

What is the potential for Pure Plant Oil (PPO) and Biomass fuel in Vietnam?”

Getting started by this interesting yet challenging question, the team set the direction of the research and furthermore elaborated the issues of identifying industrial demands for PPO as a fossil fuel alternative and Biomass fuel as a wood/coal replacement domestically.

During the study, Epinion completed more than 500 telephone interviews with potential users in six provinces of Vietnam. The process of gaining trust and achieving a high success-rate was accomplished by using a team of persuasive interviewers and building relationships with interviewees.

THE APPROACH

THE RESULTSThe final result became an important element of the commercial due diligence of the Green Energy project and the knowledge was used in the Investment Memorandum as an objective third party assessment of the market potential.

Will Jatropha be a daily alternative for fossil energy in Vietnam?

By top-down methodology Epinion’s consultants established the three logical sub-questions:

What is the current market demand?

How best to distribute the products?

How is the market acceptance of these new products?

Impact 14

Retail FeedbackImpact Story: Arla Foods

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.

ADDRESSING THE ISSUES

It is an essential element of all business enterprises to monitor and evaluate the effectiveness of its supply chain. In order to operate viably within the Vietnamese Market, Arla Foods changed its distribution partner. Arla Foods requested a report from Epinion to determine the satisfaction of their retailers in regards to this change.

THE RESULTS

The Final Report by Epinion for Arla Foods resulted in:

An Evaluation of Overall Retailer Satisfaction in relation to the Distribution Agent MESA.

Recommendations on the importance of varying promotional techniques along with improving sales team performance to increase future demand and develop strategic marketing approaches

A conclusive statement regarding Milex’s market share and brand equity in Hanoi thus far.

To give a comprehensive analysis of the distribution chain, Epinion conducted an extensive telephone-based survey with the participation of 74 Milex retailers situated in Hanoi. The questionnaire was customized and focused on the five important factors directly impacting a retailer’s satisfaction. promotional campaigns, payment policies, sales team performance, sales revenue and overall distribution efficiency. Each question was given a scale of 1 to 5 for a detailed evaluation.

THE APPROACH

Epinion’s call center staff spent approximately 20 minutes with each interview respondent and all answers were recorded directly into a data collection system. This research method not only minimizes quality risk, but also is cost saving. Information keyed into this system is kept confidential. Together with various statistical applications, a frequency, mean and cross-tab method were used to process the collected data.

Clearing road blocks for the growth

EPINION COPENHAGEN RYESGADE 3F2200 COPENHAGENDENMARKT: +45 70 23 14 23E: INFO@EPINION.DKW: WWW.EPINION.DK

EPINION AARHUS SØNDERGADE 1A8000 AARHUS CDENMARKT: +45 87 30 95 00E: INFO@EPINION.DKW: WWW.EPINION.DK

EPINION SAIGON 11TH FLOOR, DINH LE BUILDING1 DINH LE STREET, DISTRICT 4, HCMC, VIETNAMT: +84 8 38 26 89 89E: OFFICE@EPINION.VNW: WWW.EPINION.VN