Diagnosis
Our analysis delved into Vietnamese cultural codes: conducting semiotics research as well interviews with representatives of the key target groups. We defined what empowerment means to women in Vietnam on various levels: personal, family and society; and what hopes inspire them to follow their own path in life. Their goals ranged from becoming entrepreneurs to maintaining independence within marriage and family life,
From this social and cultural mapping, an unexpected perspective emerged on how Vietnamese women grapple with the tensions between the expectations of others and their personal aspirations. Identifying their problems enabled us to determine the wider role of the personal care category for our target customers; and to help our client’s brand became part of the solution.
Methodology
- Consumer insight
- Communication strategy
- Consumer ethnography
- In-depth interviews
- Cultural mapping