Market & Consumer Research
Know the market before you bet on it. Evidence sized to the decision, never research for its own sake.
- Market sizing
- Competitor mapping
- IDI / FGD
- Quantitative surveys
- Shopper & channel audits
- Social listening
Business strategy consultancy · Ho Chi Minh City
Strategy youcan act on.
We turn market evidence into clear decisions, then stay to make them work in the field. Corporate-grade rigor at the speed and cost of a boutique.
One team, end to end.Research, strategy and execution support under one roof.
Numbers finance will sign.Every figure sourced, every assumption stated.
Built for Vietnam.FMCG, consumer goods, agriculture and healthcare. English and Vietnamese.
down
01 · Point of view
Most strategy fails between the deck and the field.
The analysis is rarely the problem. Value leaks after sign-off, when choices stay vague and nobody owns the number.
Choices left open
A plan that targets every segment targets none. We force the trade-offs into writing: where to play, where not to, and why.
Numbers nobody owns
Targets without a KPI tree and an owner become wishes. We build the tree with your finance team, so the plan and the budget match.
A field that never heard the story
Sales teams and dealers adopt what they understand. We translate strategy into playbooks and routines they use every week.
02 · Services
Four practices, one line of sightfrom evidence to execution.
Strategy & Planning
Make the choices explicit: where to play, how to win, and what you stop doing.
- Growth strategy
- Where-to-Play / How-to-Win
- Segmentation & targeting
- Portfolio review
- Annual & 3-year business plans
Brand Strategy & Identity
One position, carried consistently from the strategy document to the shelf.
- Positioning
- Brand architecture
- Naming
- Visual identity
- Packaging
- POSM
Go-to-Market & E-commerce
Take the strategy to market with the right channels, the right sequence and a launch plan the team can run.
- Channel strategy
- Launch plans
03 · Method
Discover. Decide. Deliver.
Each stage ends in a decision you sign. Evidence earns the right to choose. A clear choice earns the right to spend.
Discover
Facts before opinions.
We establish what is true about the market, the customer and the channel. The result is one fact base that leadership, finance and sales all accept, so the debate that follows is only about choices.
Decide
Choices in writing.
Strategy is what you will do and what you will stop doing. We put the trade-offs on the table, size each option, and help the leadership team commit to a short list it can fund.
Deliver
Plans in the field.
A decision creates value only when people act on it. We turn it into owners, targets and a weekly rhythm, and stay close until the change shows up in the numbers.
04 · Frameworks
The tools behind every decision.
Structure is how we keep debates short. These four frameworks carry most of our client decisions.
Fw · 01
Where-to-Play / How-to-Win
Two choices that define a strategy. Everything else follows from them.
Fw · 02
TAM–SAM–SOM
Market size you can defend line by line to finance.
Fw · 03
Needs-based segmentation
Group customers by why they buy, not only by who they are.
Fw · 04
Attractiveness × Ability-to-Win
Ranks options by size of prize and your real odds of taking it.
Who we are.
Fifteen years inside the businesses we now advise. That is why our plans hold up in the field.
trade.lab is led by a senior practitioner from FMCG, consumer goods, agriculture and healthcare. We keep the spotlight on your decision, so we share our background and references in person, in confidence.
15+Years in industry
4Core sectors
2Working languages
05 · Blog
Notes from the field.
Our frameworks applied to real questions, plus anonymised client cases. Each note answers one question with one exhibit.
- Note 01Which segments deserve the next VND?Framework
- Note 02Where the value of a signed-off strategy leaksPoint of view
- Note 03A regional feed producer found its growth in two of seven segmentsCase · Agriculture
- Note 04A juice brand relaunched with one position instead of fourCase · FMCG
- Note 05Making marketplaces a profit channelConcept · Go-to-market
For boards, CEOs and commercial directors
Get the trade.lab capability profile
Leave your details and we will email you the profile: services, method, frameworks and anonymised cases in one short PDF.
06 · Contact
Bring us the decisionyou are stuck on.
A 45-minute call with the principal. You leave with a clear view of the problem and a proposed scope, whether or not we work together.