2. www.ifmresearch.com 2
Typically, panels are not very representative nor accurate, as there is usually a lack of
quality control and panel validation.
To ensure robustness
of data &
representation, we
use multiples
sources to recruit
respondents.
100% VALIDATION
personal &
contact data,
demographics
ownership and
usage.
Call back to any panellist if
responses do not link to
previous data. 3 strike rule –
three non-compliant
responses, panellist is
removed
Repeat for each survey
Each survey repeats “trap
questions” to validate
responses. Also measure time
to validate proper
completion.
Each individual respondent
assign unique ID code.
Cannot complete survey
twice.
RECRUITMENT
high quality control & validation
CONSTANT QUALITY CHECK
On average we screen out
about 20% of all
registered panelists and
provide human
contact with each valid
respondent to ensure
validation and
participation.
Average panellist has
done three survey’s
before inclusion in client
surveys.
3. www.ifmresearch.com 3Update August, 2018
demographic inclusion
Personal Demographics Mobile phone Income Durables
100% of all information for entire data base
Name Employment status Smartphone ownership Family Income Electronics
Email Company Type Preferred mobile number Personal Income Communications
Gender Employee’s Position Smartphone brand Media habits Transportation
Age Employee Industry Monthly mobile bill Media Habits Property
Marital status Education Preferred Media channels
Children > 20 Purchase decision maker Daily media consumption
# of children High end decision maker Daily Media Frequency
FMCG Services
Taste Enhancers Alcohol / Spirits / Beer Life insurance Real estate
Packaged food Dairy / Milk health insurance ATM card
Snacks Personal care Home insurance Credit card
Beverages Household care Car insurance Debit card
Coffee / Tea Females Only Bank Account Other
30 plus demographics, 60 plus FMCG category usage and over 50 ownership categories
4. www.ifmresearch.com 4Update August, 2018
52 48
Gender
Overview n = 56,673 panelists
Single Married
42 58
Marital status
3% 3% 5% 6% 6%
11%
7% 7%
15%
10% 12%
15%
16%
3%
5%
6% 6%
13%
7% 7%
12%
4%
11%
10%
Agriculture Marketing Hospitality Healthcare HR Education Finance Construction Retail IT Other Sales
Urban Rural
Age
Industry
9% 19% 14% 48% 10%
Less than Highschool Highschool Vocational
Uni Grads Uni/Post grad
19% 27% 21% 19% 13%
Education
18-24 25-29 30-34 35-44 45+
5. www.ifmresearch.com 5Update August, 2018
IFMPanel Income:
Consumers are now wealthier and harder to reach. Face-to-face sampling does not pick up
representation of high net worth respondents, while on-line is student driven. IFM Mobile panel
naturally reaches higher net worth individuals with smartphones.
SEC
monthly declared household
income % of pop.
IFM panel
income strata
General
income levels
A+ Above 50,000,001 5.3%
24.7 15.3
A
40,000,001 - 50,000,000 13.7%
30,000,001 - 40,000,000 5.8%
B
25,000,001 - 30,000,000 7.7%
23.9 17.320,000,001 - 25,000,000 17.6%
C 15,000,001 - 20,000,000 11.4%
24.4 30.0D 10,000,001 - 15,000,000 12.8%
E 5,000,001 - 10,000,000 13.6%
27.0 37.4
F
3,000,001 - 5,000,000 7.5%
Below 3,000,000 4.6%
Total 100% 100% 100%
LowHighMiddle
6. www.ifmresearch.com 6Update August, 2018
Location by Sample
Locations
IFM Panel segments Vietnam using the official GSO statistics
for urban metro Vietnam, Secondary cities and rural Vietnam.
Rural are all areas which do not fall into either Metro or
Secondary cities.
Base %
Mekong Rural 2%
South East Rural 5%
North Rural 4%
Central Rural 1%
2nd cities 7%
Cần Thơ 2%
Đà Nẵng 4%
Hà Nội 32%
Hải Phòng 2%
Hồ Chí Minh 41%
Grand Total 100%
Locations Panelists %
Rural 6,748 11%
2nd cities 5,018 7%
Metro 44,907 82%
Grand Total 56,673 100%
Urban tier cities
7. www.ifmresearch.com 7Update August, 2018
1. North Mountains
Pop. 11,595,761
Total 1,108
Provinces 1,108
Hà Giang 24
Cao Bằng 32
Bắc Kạn 21
Tuyên Quang 58
Lào Cai 56
Yên Bái 42
Thái Nguyên 230
Lạng Sơn 50
Bắc Giang 187
Phú Thọ 130
Điện Biên 40
Lai Châu 135
Sơn La 45
Hoà Bình 58
2. Red River Delta
Pop. 19,584,287
Total 20,130
Hà Nội 17,217
Hải Phòng 1,238
Provinces 1,675
Quảng Ninh 97
Hải Dương 259
Hưng Yên 181
Thái Bình 209
Hà Nam 101
Nam Định 193
Ninh Bình 113
Vĩnh Phúc 191
Bắc Ninh 331
3. North Central
Pop. 10,070,311
Total 1,668
Provinces 1,668
Thanh Hoá 263
Nghệ An 673
Hà Tĩnh 151
Quảng Bình 184
Quảng Trị 91
Huế 306
4. South Central31
Pop. 8,764,843
Total 3,120
Đà Nẵng 2,064
Provinces 1,056
Bình Định 415
Phú Yên 80
Khánh Hoà 119
Ninh Thuận 52
Bình Thuận 139
Quảng Nam 153
Quảng Ngãi 98
5. Highlands
Pop. 5,115,135
Total 389
Provinces 431
Kon Tum 30
Gia Lai 104
Đắk Lắk 169
Đắk Nông 18
Lâm Đồng 110
6. South East
Pop. 14,067,361
Total 24,252
Hồ Chí Minh 22,109
Provinces 2,143
Bình Phước 77
Tây Ninh 77
Bình Dương 828
Đồng Nai 919
Bà Rịa/Vũng
Tàu 242
7. Mekong Delta
Pop. 17,191,470
Total 2,865
Cần Thơ 1,279
Provinces 1,586
Long An 138
Tiền Giang 126
Bến Tre 110
Trà Vinh 54
Vĩnh Long 149
Đồng Tháp 121
An Giang 299
Kiên Giang 125
Hậu Giang 72
Sóc Trăng 90
Bạc Liêu 57
Cà Mau 245
North Central South
Covers 63 provinces
▪ 5 major urban centres (represents 24 Million or 26% of pop.)
▪ 13 secondary cities (5 million or 5%)
▪ 45 rural areas (64 Million or 69%)
8. www.ifmresearch.com 8Update August, 2018
Employment Status / Position
Occupation
Urban Rural Metro 2nd cities HCM Hanoi
Staff 75 70 75 80 77 73
Manager/ Senior Manager 5 6 6 2 8 6
CEO/ MD/ GM 1 1 1 0.3 1 1
Business owner 11 13 11 13 11 11
Other 8 10 7 5 3 9
Position
4%
13%
1%
5%
10%
1%
65%
Urban Rural Metro 2nd cities HCM Hanoi
Full time
Part time
Self-employed
Unemployed
Retired
Student
Homemaker 6%
15%
2%
6%
10%
1%
60%
4%
14%
1%
5%
10%
0%
66%
3%
11%
1.0%
3%
11%
2%
69%
3%
11%
1%
4%
10%
0%
70%
4%
15%
2%
6%
10%
0%
63%
Base: n = 30,252
11. www.ifmresearch.com 11Update August, 2018
Communication ownership Transportation ownership
40%
58%
90%
81%
39%
96%
98%
57%
42%
58%
84%
70%
34%
94%
98%
42%
Urban
Rural
Ipad tablet
Mobile feature phone
Smartphone
Fixed line phone
Cable TV
Laptop/ Notepad
Desktop computer
Printer
Urban / Rural
96%
4%
2%
6%
5%
98%
3%
2%
9%
5%
Urban Rural
Car – new
Car - Used
Passenger van
Truck
Motorcycle 94%
2%
1%
2%
3%
98%
2%
1%
3%
4%
99%
4%
3%
7%
15%
AB CD EF
IncomeUrban / Rural
12. www.ifmresearch.com 12Update August, 2018
1%
3%
12%
18%
6%
73%
2%
5%
13%
30%
12%
55%
Urban Rural
Real Estate ownership
Own Family house
Own family apartment
Rental property
Second house for rent
Second apartment for rent
Vacation home
1%
2%
7%
35%
6%
52%
1%
2%
9%
32%
8%
57%
2%
8%
18%
21%
15%
62%
AB CD EF
IncomeUrban / Rural
13. www.ifmresearch.com 13Update August, 2018
Financial product ownership
Insurance (Any)
Bank account
ATM card
Credit card
Debit card
Investment fund
8%
16%
24%
94%
43%
80%
12%
30%
37%
96%
53%
79%
Urban Rural
Urban / Rural
5%
14%
18%
89%
31%
68%
9%
22%
30%
96%
47%
79%
16%
38%
47%
97%
65%
85%
AB CD EF
Income
14. www.ifmresearch.com 14Update August, 2018
57%
61%
97%
42%
7%
56%
67%
92%
65%
10%
Urban Rural
44%
51%
93%
42%
6%
55%
65%
94%
57%
8%
63%
75%
92%
73%
13%
AB CD EF
In the Kitchen ownership
Urban / Rural
Coffee Maker
Electric Oven
Cylinder based Gas
Stove
Water Heater
Water Filtering device
Income
15. www.ifmresearch.com 15Update August, 2018
28%
18%
58%
82%
19%
92%
30%
4%
43%
21%
74%
86%
15%
93%
25%
6%
Urban Rural
Creature Feature ownership
Urban / Rural
Dish Washing Machine
Basic Refrigerator
Fridge Freezer
Separate Deep Freezer
Washing Machine
Air conditioning
Electric Clothes Dryer
Vacuum Cleaner
25%
14%
51%
73%
15%
86%
23%
3%
35%
20%
68%
85%
15%
93%
24%
4%
53%
25%
84%
92%
17%
96%
29%
8%
AB CD EF
Income
Entertainment ownership
LCD TV
Digital TV / Smart TV
Xbox / Playstation
Home Entertainment / HDD
Multimedia Player
Hi-Fi or Music Centre/System
Video Camera/Camcorder
Digital Camera / Still camera
MP3 Player
(including iPod)
36%
44%
17%
55%
29%
8%
30%
62%
40%
55%
22%
65%
34%
9%
38%
70%
49%
71%
33%
72%
44%
13%
53%
79%
AB CD EF
Income
16. www.ifmresearch.com 16Update August, 2018
Car & Motorcycles Brand ownership
Car Brand – New Motorcycle brand – Used
Income
1%
3%
4%
20%
70%
3%
3%
4%
16%
72%
Urban Rural
2%
1%
2%
2%
5%
17%
72%
1%
1%
2%
3%
4%
18%
72%
1%
1%
3%
3%
5%
16%
72%
AB CD
Urban / Rural Income
Honda
Yamaha
SYM
Suzuki
Piaggio
5%
2%
6%
11%
4%
6%
11%
33%
4%
4%
5%
7%
9%
10%
16%
29%
Urban Rural
6%
3%
4%
3%
9%
6%
13%
30%
2%
2%
4%
12%
8%
10%
16%
30%
4%
5%
6%
7%
9%
10%
15%
30%
AB CD EF
Urban / Rural Income
Toyota
Kia
Honda
Ford
Huyndai
Mazda
Mercedes Benz
Chevrolet
17. www.ifmresearch.com 17Update August, 2018
Cars lifecycle
29%
25%
17%
13%
8% 8%
500K VND
- 1M VND
1M VND -
2M VND
2M VND -
3M VND
3M VND -
5M VND
5M VND -
7M VND
7M VND +
Car maintenance services fees for one visit
25%
46%
8%
21%
Less than 1
years ago
Between 1
and 3 years
ago
Between 3
and 5 years
ago
More than 5
years ago
Last purchase car frequency
18. 11,991 Smokers nation wide
Urban Metro
Semi Urban
Rural Vietnam
23% Incidence Total base Smokers %
Hà Nội City 14,812 3,287 24%
Hồ Chí Minh City 19,962 3,920 29%
Hải Phòng City 727 175 1%
Đà Nẵng City 1,757 1,080 8%
Cần Thơ City 638 208 2%
Total urban 37,896 8,670 64%
36% Incidence Total Base Smokers %
North Rural 1447 355 3%
Central Rural 912 286 2%
South Rural 1737 840 6%
4096 1481 11%
43% Incidence Total Base Smokers %
Bà Rịa–Vũng Tàu 186 37 0%
Bình Định 379 322 8%
Đắk Lắk 169 44 1%
Đồng Nai 849 501 6%
Khánh Hòa 171 57 1%
Lâm Đồng 110 8 0%
Nam Định 141 17 0%
Nghệ An 409 220 3%
Phú Thọ 98 15 0%
Quảng Ninh 45 9 0%
Thái Nguyên 191 29 0%
Thanh Hóa 177 43 0%
Thừa Thiên–Huế 279 89 1%
3204 1391 20%
Smokers
22. www.ifmresearch.com 22Update August, 2018
IFM Panels Connecting you to your target consumers
IT Specialists
N = 5,328
CEO / Business Owners
N = 6,279
Financial Services
N = 3,875
Credit / Debit Card
Panel N = 17,040
HR Specialists
N = 3,875
Insurance Owners
N = 26,244
Income 30 Mil VND Plus
N = 12,110
Education Pros
N = 2,401
Home owners
N = 3,546
Retailers
N = 4,359
Mothers
N = 7,044
Healthcare Pros
N = 1,200
FMCG Panel
N = 30,020
Automotive
N = 5,034
Mobile Phone
N = 48,438
Rural Panel
N = 5,521
We recruit up to 250 new panelists daily and are adding new panels monthly
23. www.ifmresearch.com 23Update August, 2018
Anti-Spam regulated by Decree 90/2008/ND-CP (Decree No. 77) (the “Anti-spam Decree”), which
applies to advertising emails and text messages. And requires…
▪ You must give prior consent before an email or text
message may be sent.
▪ Your “Consent Notice” must be clearly expressed
▪ Your Records of the consents must be saved
▪ A general description of information to be provided in
the advertising and the products and services concerned;
▪ Notice of the maximum number of advertising emails
that will be sent and when.
▪ Recipients must be given an opportunity to opt-out from
receiving advertising emails/messages.
▪ We send out short invitation to join our panel (joining is
voluntary)
▪ You have option to open link and join / unsubscribe
▪ Saved in our data base portal and backed up
▪ We are a market research company gathering data to
improve brands and service (see about us)
▪ Your data is protected by ESOMAR privacy codes and
only used in aggregate ( no names, or personal detailed
divulged)
▪ We note that we shall contact you a few times / month
during work hours as a maximum
▪ You may unsubscribe at anytime
The Vietnam Law States Infocus Actions
The Consent Notice must inform recipients of the following
Basic Privacy laws Mobile / Internet usage Vietnam
Source: Baker McKenzie
