Etude de marché en Asie du Sud-Est

SIS International Southeast Asia guides clients in navigating through the many opportunities and challenges of conducting research in SEA.

The primary challenge often encountered is “Language,” as each country has at least five to hundreds of languages spoken. Indonesia has over 700 languages, and in the Philippines, although English and Filipino are the official languages, there are 185 languages spoken.

Unlike most Western and developed economies, secondary (including online and offline) research data is limited. Government transparency is not consistently practiced, and censorship exists for online content.

Faire des affaires en Asie du Sud-Est :

La météo peut avoir un impact majeur sur le travail sur le terrain
Most countries in the region are within the path of annual tropical typhoons. Between May and October of every year, SEA experiences heavy rains and typhoons that heavily impact fieldwork scheduling and mobility due to flooding and power and telecommunications failures, especially in countries with poor infrastructure.

Les embouteillages routiers limitent la mobilité
Dans les zones urbaines et métropolitaines, le manque de transports publics efficaces, le volume massif de véhicules, le manque de gestion efficace et les projets d'infrastructure à grande échelle provoquent des embouteillages qui affectent le calendrier et la planification des travaux sur le terrain. Cela limite le nombre de visites à domicile et d'entretiens approfondis (IDI) par jour, car les déplacements d'une zone à une autre prennent beaucoup plus de temps.

Be mindful of safety concerns at night time.
Mobility for the masses is limited due to a lack of reliable public transportation, petty crimes, and the unscrupulous practices of taxi drivers. It is also difficult to schedule interviews late at night; scheduling is often done during the day until early evening to ensure the safety of the respondents and the research team.

Due respect and compliance with prayer times and religious holidays must be made.
In predominantly Christian countries like the Philippines and East Timor, Easter and Christmas are major holidays, and businesses are closed for a week to two weeks before, during, and after these holidays. In predominantly Muslim countries like Indonesia, Brunei and Malaysia, home visits and interviews must be scheduled considering prayer times and religious holidays.

Understand the culture of hospitality and hierarchy.
Foreigners, especially Westerners, are still highly regarded in most SEA societies. There is a high degree of service and respectfulness, resulting in deference and agreement, which can often be misinterpreted as a lack of analytical input and initiative.

Recognize the continued existence of Patriarchal Societies.
Alors qu’une industrialisation massive et l’autonomisation des femmes se produisent dans l’Asie-Pacifique, l’accent reste fortement mis sur le respect de l’opinion et de l’orientation des membres masculins de la famille, de l’entreprise et de la société en général. Lors de discussions de groupe ou de visites à domicile, la plupart des femmes interrogées pourraient ne pas être en mesure d'exprimer ouvertement leurs points de vue lorsqu'elles sont interrogées en présence d'un homme.

Learn proper Communication and Feedback practices.
Across the Asian culture, agreeableness, diplomacy, and respectfulness are essential in communication. Direct language and demands are met with silence and agreement but not necessarily understanding, acceptance, and compliance. Negative opinions or feedback are also culturally unacceptable. Hence, a positive approach to sharing information and constructive criticism is needed to have open and transparent communication and proper execution of the project.

Établir des relations et des interactions personnelles
It is very important to establish personal rapport, either in conducting business or in conducting interviews. Although there is widespread adoption of technology in terms of mobile telecommunication and the Internet, a personal meeting must precede business transactions, and in-depth interviews must be done face-to-face. There is a very low uptake of online surveys as there is a general distrust and perceived inappropriateness of asking for someone’s opinion and perspective without being physically present. Hence, the better options are Computer-Aided Personal Interviews or in-facility online surveys to encourage successful execution.

Always consider the localization of concepts and nuances of Language.
Concepts and context must be clearly understood. SEA languages are contextual, and definitions and meanings are affected by different tones; the same words with slight differences in tones can mean something completely different. It is essential that project objectives, screeners, questionnaires and expected outputs are discussed and understood in detail prior to the project. There must be an emphasis on proper translation of documents as rough interpretations may totally change meanings and definitions.

Facteurs clés de succès

Études quantitatives

Successful Quantitative Market Research is often conducted face-to-face, whether through intercepts or door-to-door. Personal interaction is imperative in Southeast Asia, and despite the wide adoption of internet usage and mobile phones, interviews are still conducted in person. The low cost of labor and operating costs allow for the inexpensive execution of paper-aid personal Interviews. Since online surveys are often not successfully and properly executed, a growing alternative is Computer-Aided Personal Interviews, which are conducted in-facility or using handheld devices (in urban areas). Hence, at SIS International, we have our on-the-ground resources to ensure localized, efficient, and successful execution of fieldwork studies.

Études qualitatives

Les entretiens d'études de marché qualitatives sont encore réalisés de manière traditionnelle, bien que l'on assiste à une adoption croissante de nouvelles technologies et de nouveaux processus grâce à l'utilisation de logiciels et de plateformes innovants.

Competitive Intelligence and Business-to-Business (B2B) Interviews

Although often difficult at the initiation due to the lack of databases and secondary materials to identify the proper respondents, once professional and personal connections are established, most Southeast Asians are often open, helpful, and eager to share information with another professional.

Panel Providers have increased their coverage in the region, with the growing demand for market entry, industry landscape, and competitive studies. The best sources remain memberships in professional, social, religious, and practice groups.

How SIS International’s Market Research in Southeast Asia Helps Businesses

SIS International’s market research in Southeast Asia equips businesses with the critical insights needed to navigate one of the most diverse and fast-growing regions in the world. Comprising countries like Indonesia, Vietnam, Thailand, the Philippines, and Malaysia, Southeast Asia is home to rapidly expanding economies, rising middle classes, and a growing appetite for innovation and consumer goods. Here’s how our market research helps businesses capitalize on the opportunities this dynamic region presents:

• Understanding Market Diversity:

  • Our market research in Southeast Asia helps businesses understand the distinct characteristics of each market, from consumer behavior in urban centers like Jakarta and Bangkok to the unique business environments in emerging economies such as Cambodia and Myanmar. This deep understanding allows businesses to tailor their strategies to the needs and preferences of each market, increasing the likelihood of success.

• Identifying Growth Sectors and Opportunities:

  • Our research identifies the fastest-growing industries and provides businesses with a roadmap for entering these high-potential markets. Whether a company is looking to invest in Vietnam’s booming tech scene or take advantage of Indonesia’s growing middle class, our insights ensure businesses are well-positioned to tap into lucrative opportunities.

• Navigating Local Regulations and Market Entry:

  • SIS helps businesses navigate local laws, trade agreements, and regulatory hurdles. By understanding the regulatory landscape in countries like Singapore, which serves as a business hub, or in more complex markets like Thailand, businesses can minimize risks and ensure compliance when entering new markets.

• Consumer Behavior and Preferences:

  • Our team uncovers the factors driving consumer decisions across the region, including purchasing power, brand loyalty, and digital behavior. This allows businesses to tailor their marketing and product strategies to align with the preferences of different demographic groups.

• Adapting to Digital and E-Commerce Trends:

  • Countries like Vietnam and the Philippines are seeing rapid adoption of online shopping and digital services. Our research helps businesses stay ahead of these trends, providing data on internet usage, mobile adoption, and e-commerce growth. With these insights, companies can leverage digital platforms to reach their target audiences and enhance customer engagement.

À propos de SIS International

SIS International propose des recherches quantitatives, qualitatives et stratégiques. Nous fournissons des données, des outils, des stratégies, des rapports et des informations pour la prise de décision. Nous menons également des entretiens, des enquêtes, des groupes de discussion et d’autres méthodes et approches d’études de marché. Contactez nous pour votre prochain projet d'étude de marché.