การวิจัยตลาดในเอเชียตะวันออกเฉียงใต้

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.

การทำธุรกิจในเอเชียตะวันออกเฉียงใต้:

สภาพอากาศสามารถมีผลกระทบสำคัญต่องานภาคสนาม
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.

การจราจรติดขัดเป็นข้อจำกัดในการเคลื่อนที่
ในเขตเมืองและเมืองใหญ่ การขาดการขนส่งสาธารณะที่มีประสิทธิภาพ ปริมาณรถยนต์จำนวนมาก การขาดการจัดการที่มีประสิทธิภาพ และโครงการโครงสร้างพื้นฐานขนาดใหญ่ทำให้เกิดความแออัดซึ่งส่งผลต่อเวลาและการจัดกำหนดการงานภาคสนาม วิธีนี้จะจำกัดจำนวนการเยี่ยมบ้านและการสัมภาษณ์เชิงลึก (IDI) ต่อวัน เนื่องจากการเดินทางจากพื้นที่หนึ่งไปอีกพื้นที่หนึ่งใช้เวลานานกว่ามาก

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.
แม้ว่าการพัฒนาทางอุตสาหกรรมขนาดใหญ่และการเสริมอำนาจของสตรีกำลังเกิดขึ้นทั่วภูมิภาคเอเชียตะวันออกเฉียงใต้ แต่ยังคงมีจุดมุ่งเน้นที่สำคัญอย่างยิ่งในการเคารพต่อความคิดเห็นและทิศทางของสมาชิกชายในครอบครัว ธุรกิจ และสังคมโดยทั่วไป ในการสนทนากลุ่มสนทนาหรือการเยี่ยมบ้าน ผู้ตอบที่เป็นผู้หญิงส่วนใหญ่อาจไม่สามารถแสดงมุมมองของตนอย่างเปิดเผยเมื่อถูกถามโดยมีผู้ชายอยู่ด้วย

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.

สร้างสายสัมพันธ์และการมีปฏิสัมพันธ์ส่วนบุคคล
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.

ปัจจัยความสำเร็จที่สำคัญ

การศึกษาเชิงปริมาณ

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.

การศึกษาเชิงคุณภาพ

การสัมภาษณ์การวิจัยตลาดเชิงคุณภาพยังคงทำกันแบบดั้งเดิม แม้ว่าจะมีการนำเทคโนโลยีและกระบวนการใหม่ๆ มาใช้เพิ่มมากขึ้นผ่านการใช้ซอฟต์แวร์และแพลตฟอร์มที่เป็นนวัตกรรมใหม่ก็ตาม

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

เอสไอเอส อินเตอร์เนชั่นแนล’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.

เกี่ยวกับ เอสไอเอส อินเตอร์เนชั่นแนล

เอสไอเอส อินเตอร์เนชั่นแนล เสนอการวิจัยเชิงปริมาณ เชิงคุณภาพ และเชิงกลยุทธ์ เราให้ข้อมูล เครื่องมือ กลยุทธ์ รายงาน และข้อมูลเชิงลึกเพื่อการตัดสินใจ นอกจากนี้เรายังดำเนินการสัมภาษณ์ การสำรวจ การสนทนากลุ่ม และวิธีการและแนวทางการวิจัยตลาดอื่นๆ ติดต่อเรา สำหรับโครงการวิจัยการตลาดครั้งต่อไปของคุณ