UX Research

in Vietnam

Vietnam's demographic landscape is undergoing a gradual yet significant transformation, presenting unique challenges and opportunities for UX research and digital product design.

Vietnam's age structure is evolving, with important implications for digital product development:

• As of 2024, Vietnam's median age is 31.9, reflecting a slow but steady increase from 31.6 in 2020.
• Approximately 40% of the population is under 25, representing a large, tech-savvy youth demographic.
• The working-age population (15-64) accounts for about 68% of the total population, forming a robust base for digital product adoption.
• Projections indicate the over-65 population will double by 2035, reaching 13% of the total population.

These demographic shifts shape our UX research strategies:

• We prioritize recruiting young, digitally native users for innovative product testing while ensuring representation across all age groups.
• Our research explores intergenerational differences in technology adoption, usage patterns, and digital preferences.
• We implement inclusive design practices by actively including older adults in our studies, particularly for essential services and products aimed at improving quality of life.

Vietnam's evolving gender roles are reshaping user behaviors in the digital space:

• Women constitute 48% of the labor force, with a notable rise in female entrepreneurship.
• The gender gap in internet usage has narrowed significantly, with 78% of women now online compared to 85% of men.
• Women influence approximately 80% of consumer purchasing decisions in Vietnamese households.

Our UX research reflects these unique gender dynamics:

• We ensure balanced gender representation in our participant pools, recognizing women's growing digital influence and economic power.
• Our studies examine gender-specific preferences and behaviors in e-commerce, fintech, and social media applications.
• We analyze how family-oriented decision-making processes impact user interactions with digital products, considering the strong influence of women in household purchases.

Vietnam's economic landscape is rapidly evolving, creating diverse user segments with varying digital needs:

• The middle class is projected to reach 75 million by 2030, a substantial increase from 13 million in 2020.
• Urban areas, home to only 36% of the population, account for 70% of the country's GDP, indicating significant economic disparity.
• The average monthly income in major cities is 2.5 times higher than in rural areas, influencing digital product adoption and usage patterns.

Our research strategies account for these economic disparities:

• We recruit participants across various income brackets to capture a comprehensive range of user behaviors and needs.
• Our testing scenarios are tailored to reflect the diverse economic realities of Vietnamese users, from urban professionals to rural consumers.
• We explore how income levels influence feature preferences, willingness to adopt new technologies, and price sensitivity in digital products.

Vietnam's strong focus on education shapes digital literacy and user expectations:

• The literacy rate is 97.7%, providing a strong foundation for digital adoption.
• Digital literacy varies significantly between urban and rural areas, with 70% of Vietnamese internet users being self-taught in digital skills.
• English proficiency is growing, with Vietnam ranking 58th in the global English proficiency ranking for adults.

These educational factors inform our UX research methodologies:

• We design studies that account for varying levels of digital literacy across different user segments, from tech-savvy urban youth to older rural users.
• Our research explores language preferences in user interfaces, considering the growing bilingual user base and the potential for English-language features.
• We investigate how the self-taught nature of digital skills influences user interactions with new technologies and the implications for intuitive design.

The stark contrast between urban and rural areas in Vietnam shapes digital experiences:

• 37.4 million people live in urban areas, which account for 70% of the country's internet users.
• Ho Chi Minh City and Hanoi alone comprise 37% of the total e-commerce market.
• Rural areas lag in digital infrastructure.

Our UX research strategies address this divide:

• We recruit participants from both urban centers and rural areas to capture diverse user perspectives.
• Our usability testing considers varying internet speeds and device preferences across regions.
• We analyze how location impacts feature usage and app preferences in different product categories.

We excel in recruiting diverse, relevant participants for your user research needs:

• Our network spans major cities and rural areas, ensuring representative sampling across Vietnam.
• We employ targeted social media campaigns, leveraging platforms like Zalo and Facebook for recruitment.
• Our screening process considers factors such as digital literacy, dialect variations, and technology adoption levels.

Our skilled moderators are experts in Vietnamese cultural nuances, ensuring rich, contextual UX insights:

• We conduct interviews in Vietnamese and English, accommodating local and international business needs.
• Our moderators are trained in "Thăm dò" techniques, a culturally appropriate method for gradual, indirect questioning.
• We offer in-person moderation in major cities and remote options for nationwide coverage.

We interpret UX insights through the lens of Vietnamese culture, ensuring that design recommendations are both user-centric and culturally resonant:

• We analyze how "Quan he" (relationship-building) influences user trust in digital platforms.
• Our research considers the impact of lunar calendar events on user behaviors and purchasing patterns.
• We explore how the concept of "Tiện lợi" (convenience) shapes user expectations in various digital services.

We combine qualitative insights with quantitative data to provide a comprehensive view of Vietnamese user behavior:

• We utilize advanced analytics tools to identify behavior patterns unique to Vietnamese users.
• Our analysis considers regional variations in user preferences and technology adoption.
• We provide actionable insights that balance global UX best practices with local user expectations.