Blog

• Research Methodologies

Conjoint analysis forces real trade-off decisions to reveal what consumers actually value and what they will pay. This is how it works, when to commission it, and what the output tells you.

• Research Methodologies

Singapore is where international businesses brief qualitative research — not just for Singapore consumers, but for ASEAN markets. Running a focus group in Singapore requires multicultural design, ethnic quota sampling, and moderators who understand what English fluency conceals. Running ASEAN-wide qualitative research from Singapore requires something more.

• ASEAN Market Intelligence

Singapore is Southeast Asia’s wealthiest market and its most researched. It is also the one most frequently misread as a proxy for the region. A population of 6.11 million, GDP per capita of nearly $99,000, and a median age of 43 — Singapore is not a consumer market you scale from. It is a gateway you think through.

• ASEAN Market Intelligence

Malaysia is Southeast Asia’s most accessible market on paper — English-speaking, digitally connected, politically stable, and economically mature. It is also one of the most structurally segmented. Three major ethnic communities share one market but do not constitute one consumer. This guide covers what that means for research before entry.

• ASEAN Market Intelligence

Vietnam achieved 8% GDP growth in 2025, crossed the $500 billion economy threshold, and attracted $27.6 billion in disbursed FDI — the highest in five years. International businesses arrive with a supply chain brief. Most leave needing a consumer research programme too. This guide covers the gap between those two briefs.

• ASEAN Market Intelligence

The Philippines is Southeast Asia’s most English-fluent consumer market — 113 million people across 7,600 islands, with a young, digitally active population and consumption patterns shaped by remittances, BPO income, and strong regional identity. This guide covers what international businesses need to know before entering — and what research is required before the brief is written.

• ASEAN Market Intelligence

Indonesia is Southeast Asia’s largest economy and its most demanding research environment. 285 million people, 17,000 islands, and consumer behaviour that varies sharply by island, religion, generation, and income tier. This guide covers what international businesses need to know before entering — and what research is required before the brief is written.

• Research Methodologies

Most new products fail — not because the idea was wrong, but because the research that should have validated it was cut, compressed, or never commissioned. This guide covers the 7 stages of new product development, where research fits inside each one, and what that means for teams launching in Thailand.

• Research Methodologies

Every business faces the same founding question before launch, before a campaign, before a product brief: who is this actually for? This guide covers what a target audience is, why most definitions are wrong, and how research finds the real one.