Publication date
22 month 08, 2023
The Education landscape in Vietnam is undergoing a period of openness, embracing new educational trends with numerous new programs and multicultural influences. This creates a diverse and rich educational market. Simultaneously, educational companies and enterprises are facing a competitive and rapidly evolving environment.

Market Research Approaches for the Education Segment

We provide consultancy and research solutions in the Education field, encompassing specialized areas such as English language education, Early Childhood Education... Our goal is to help businesses understand the market, the needs, and desires of parents and students/ pupils. Below are the commonly used research types within the education sector:

  1. Usage and Attitude (U&A) Research

  • Identify users' attitudes and perspectives towards the current Education system. 

  • Understand the needs and expectations of Parents/ Students regarding Educational services. 

  • Evaluate the quality and effectiveness of Educational programs.

  1. Brand Health Check

  • Measure brand recognition/ awareness and usage levels. 

  • Assess brand communication performance. 

  • Evaluate brand positioning.

  1. Market Overview and Trends Analysis

  • Explore industry potential and trends for the upcoming 3-5 years. 

  • Estimate competitor market share and size. 

  • Identify strengths and potential for market entry.

  1. Business Service Quality Assessment and Customer Satisfaction: 

There are two methods to measure Business Service Quality:

  • Mystery Shopper

  • Customer Satisfaction Survey. 

Detailed Content: 

  • Evaluate staff advisory services and their friendliness, professionalism, and dedication to customers. 

  • Measure current customer satisfaction (Parents/ Students) with Courses/ Programs/ Services. 

  • Use Net Promoter Score (NPS) to gauge customer satisfaction & loyalty.

  1. Concept Test/ Product Test

  • Assess customer evaluation and interest and purchase intention for new ideas/products. 

  • Determine unique selling points for potentially successful ideas/ products. 

  • Gather feedback for idea/product improvement.

  1. Campaign Effectiveness Evaluation

  • Measure customer awareness, message recall, and interaction with advertising campaigns. 

  • Evaluate the impact of advertising campaigns on customer purchasing decisions.


☑ Desk research

☑ In-depth interview – IDI

☑ Focus group discussion – FGD

☑ Mystery Shopper

☑ Quantitative Survey

☑ Central location test – CLT

🗆 Home In use Test – HIV

🗆 Trade Census

🗆 Retail Audit 

Utilizing market research in the Education sector helps businesses seize opportunities and navigate competitive challenges. We are committed to delivering high-quality, reliable research projects that align with your business objectives. Our team of experts is ready to support you throughout the research process, providing in-depth insights into the Education market in Vietnam.

Contact us today to learn more about how we can assist your business in research projects!


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