Decision Lab
Decision Lab is a Ho Chi Minh City-based boutique market research consultancy and exclusive YouGov partner in Vietnam, providing brand tracking, consumer profiling, custom research, and syndicated studies to enterprise clients in banking, F&B, technology, and consumer goods.
- Company typePrivate
- Founded2016
- HeadquartersHo Chi Minh City, Vietnam
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Decision Lab does
Decision Lab is a Vietnam-based boutique market research and consulting firm, headquartered in Ho Chi Minh City and legally incorporated as Decision Lab Inc. in Singapore. Founded in 2016 by Aske Østergård and Thue Quist Thomasen through a management buyout from Epinion Asia, the company operates as YouGov's exclusive partner in Vietnam and serves enterprise clients across banking and finance (HSBC, Techcombank, ACB, Home Credit, Mekong Capital, Dragon Capital), food & beverage (Sabeco, Nestle, Pizza Hut), technology (Samsung, Grab, Meta), consumer goods, consulting, and media (groupM, OMD). The firm positions itself as Vietnam's "most modern" market research agency, aiming to lead the local market through technology-enabled, agile research services.
The company's core technology stack rests on YouGov BrandIndex for real-time brand and campaign tracking and YouGov Profiles (a living dataset of 10,000+ demographic, psychographic, and attitudinal variables), supplemented by proprietary agile research tools — Creative Decider (ad testing), Pack Decider (packaging testing), Quick Decider (rapid surveys), Effect Lab (campaign effectiveness), AudienceReport (audience verification), and Foodservice Monitor (continuous tracking of out-of-home consumption with 16,000 annual interviews). Research is executed through a 150,000-member online panel and an international team of "Decision Consultants." In 2025 the company expanded into structured customer experience (CX) and voice-of-the-customer (VoC) programmes through a partnership with Alchemer, and distributes Meta's AI-powered Marketing Mix Modeling tool Robyn in Vietnam.
Decision Lab's revenue model combines subscription-based brand tracking (annual YouGov BrandIndex engagements), project-based custom research, CX consulting and platform implementation, and syndicated report sales (The Connected Consumer quarterly study, Best F&B Rankings, Best Bank Rankings, Foodservice Monitor). Go-to-market is sales-led and enterprise-focused with dedicated relationship managers, quote-based pricing (no public rates), and an annual billing cadence for subscriptions. The company is privately held with no disclosed institutional funding and is registered in Singapore, serving a single-country market (Vietnam) under a multi-partner ecosystem that includes YouGov, Meta, Alchemer, EuroCham, BritCham, MMA Vietnam, and Statista.
Decision Lab firmographics
Firmographics- Name
- Decision Lab
- Legal name
- Decision Lab Inc.
- Website
- https://decisionlab.co
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Decision Lab is a Ho Chi Minh City-based boutique market research consultancy and exclusive YouGov partner in Vietnam, providing brand tracking, consumer profiling, custom research, and syndicated studies to enterprise clients in banking, F&B, technology, and consumer goods.
- Ownership category
- akta.pro rank
Decision Lab industry classification
Industry- Product category
- Market Research Services
- NAICS
- Marketing Research and Public Opinion Polling (541910), Management Consulting Services (54161)
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- Survey, Panel & Fieldwork Services (BPAHALAJ)
Keywords
Where Decision Lab is headquartered
LocationHeadquarters
- HQ city
- Ho Chi Minh City
- HQ country
- Vietnam
- HQ region
- Asia
Offices1 record
Markets served
Decision Lab business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales
Revenue model
- Brand Tracking Services: Subscription-based brand and campaign performance tracking using YouGov BrandIndex, providing continuous insights to enterprise clients
- Custom Research Projects: Agile custom marketing research solutions for specific business challenges, typically project-based engagements
- CX Consulting & Implementation: Customer Experience strategy design, platform implementation, and ongoing optimization services in partnership with Alchemer
- syndicated Reports: Quarterly studies including The Connected Consumer, Best F&B Rankings, Best Bank Rankings, and industry-specific reports available for purchase or download
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise subscription for brand tracking and research services |
Go-to-market motion3 records
Distribution channels2 records
Marketing channels7 records
Decision Lab product offering
Product offeringCore offering
Decision Lab is an agile market research agency operating as YouGov's exclusive partner in Vietnam, offering brand tracking (YouGov BrandIndex), consumer profiling (YouGov Profiles), and customized research solutions for enterprise clients. The firm also delivers proprietary assessment tools (Creative Decider, Pack Decider, Quick Decider, Effect Lab, AudienceReport), syndicated tracking studies (Foodservice Monitor), and Customer Experience/Voice of the Customer programmes through its Alchemer partnership.
Product overview
Decision Lab is an agile market research agency operating as YouGov's exclusive partner in Vietnam, offering a portfolio of research solutions organized around three core pillars: brand tracking (YouGov BrandIndex), consumer profiling (YouGov Profiles), and customized research. The company provides specialized assessment tools including Creative Decider (ad testing), Pack Decider (packaging testing), Quick Decider (rapid surveys), Effect Lab (campaign effectiveness), and AudienceReport (audience analysis). Decision Lab also produces syndicated research including the Foodservice Monitor tracking out-of-home consumption, and has partnered with Alchemer to deliver customer experience and voice-of-the-customer programmes combining platform implementation with consulting services.
Differentiator
Problem solved
Functional benefit
Products and services
- YouGov BrandIndex Real-time brand and campaign performance tracking solution monitoring consumer perception across Impression, Quality, Value, Satisfaction, Recommend, and Reputation metrics for enterprise clients in Vietnam.
- YouGov Profiles Living consumer dataset containing 10,000+ demographic, psychographic, and attitudinal variables used for strategic planning and audience targeting by enterprise clients.
- Customised Research Agile and custom marketing research solutions designed to address specific business challenges with tailored methodology for enterprise clients across multiple sectors.
- Creative Decider Ad testing solution that evaluates whether marketing creative is strong enough to go live, providing pre-campaign validation of creative assets for brand marketers.
- Pack Decider Packaging testing solution that predicts whether consumers will select new packaging and place it in their basket, used by F&B and consumer goods brands.
- Quick Decider Fast and flexible online survey tool enabling rapid consumer research with quick turnaround times for time-sensitive business decisions.
- Effect Lab Digital brand campaign effectiveness measurement solution that evaluates campaign performance and attribution across digital channels.
- Foodservice Monitor Continuous syndicated report tracking Vietnamese consumers' out-of-home eating and drinking behavior with 16,000 annual interviews, covering restaurant visits, spend, food types, occasions, and motivations across Hanoi, Ho Chi Minh City, and Da Nang.
- AudienceReport Digital campaign audience analysis solution that determines whether marketing campaigns are reaching the right target audience for brand marketers.
- Customer Experience (CX) and Voice of the Customer (VoC) Solutions Structured CX and VoC programmes combining real-time feedback capture across digital and physical touchpoints with advanced analytics to link customer experience improvements to commercial outcomes including retention and revenue.
Quantifiable outcome
- KFC retained top F&B brand position for fourth consecutive year in Decision Lab Best F&B Rankings 2026
- +4 more outcomes
Companies that use Decision Lab
Customer profileNamed customers14 records
Segments6 records
Ideal customer profiles5 records
Decision Lab technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature9 records
Decision Lab partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core, major and minor.
- AlchemercorePartnership to strengthen Customer Experience (CX) solutions in Vietnam. Combines Decision Lab's consulting and advanced analytics with Alchemer's Voice of the Customer platform. Focus sectors: banking, F&B, real estate, tourism, hospitality, and education. Alchemer is recognized in Gartner Magic Quadrant for VoC platforms.
- YouGovcoreExclusive partnership making Decision Lab the only YouGov partner in Vietnam. Provides access to YouGov BrandIndex for real-time brand tracking, YouGov Profiles with 10,000+ consumer variables, and global research methodology and comparative data.
- MetacorePartnership to bring AI-powered Marketing Mix Modeling solution 'Robyn' to Vietnam. Enables brands to make the most of real-time brand tracking with next-generation AI technology for marketing attribution.
- EuroCham VietnammajorConduct EuroCham Business Confidence Index surveys to measure European business confidence in Vietnam on quarterly basis. Reports cover economic performance, regulatory environment, and business outlook.
- BritCham VietnammajorCollaboration on Education Market Study reports, analyzing Vietnam's education sector and market opportunities for international education providers.
- VerominorCollaboration on whitepaper exploring healthy F&B consumption trends in Vietnam post-pandemic. Focus on how F&B and foodservice industries have changed and what consumers need.
- DreamplexminorSupport for Dreamplex in uncovering insights about Gen Z and the Workplace in Vietnam, including job preferences, communication styles, office preferences, and remote work attitudes.
- MMA VietnammajorOngoing collaboration on The Connected Consumer quarterly study tracking Vietnamese consumers' online habits, social media usage, entertainment consumption, and shopping behavior.
- Novo NordiskminorCollaboration on landmark report calling for obesity to be reframed as a chronic disease in Vietnam, focusing on early intervention and policy responses.
- GoogleminorPartnership to provide Google with exclusive customized data through webinar series uncovering latest consumer insights for Summer 2021.
- AdtimaminorPartnership to measure campaign effectiveness for Adtima clients, providing brand impact measurement beyond performance metrics.
Scale indicators6 records
Recent moves7 records
Expansion highlights6 records
Decision Lab competitors and assessment
Company assessmentDirect peers
- Q&Me Vietnam Market Research: Q&Me is a Vietnam-focused online market research firm offering consumer insights, brand tracking, and custom research to enterprise clients. It is one of the closest local direct competitors to Decision Lab in Vietnam, serving similar multinational and domestic clients with panel-based research.
- NielsenIQ: NielsenIQ is a global consumer intelligence firm with strong presence in Vietnam serving FMCG, retail, and consumer goods clients. It directly competes with Decision Lab's brand tracking and consumer profiling offerings, leveraging globally scaled panel methodology and retail measurement capabilities.
- GfK: GfK (now part of NIQ) is a global market research company with consumer panel and brand tracking operations across Asia-Pacific. It competes with Decision Lab on consumer intelligence for technology, consumer electronics, and FMCG clients operating in Vietnam.
- Kantar: Kantar is a global market research and consumer insights firm with established operations across Southeast Asia including Vietnam. It is a direct competitor offering brand tracking, consumer profiling, and custom research services to the same enterprise client base (multinational brands in F&B, banking, and consumer goods) that Decision Lab serves.
- Ipsos: Ipsos is one of the world's largest market research companies operating in Vietnam and across Asia-Pacific. It directly competes with Decision Lab on brand health tracking, consumer understanding, and custom research projects for enterprise clients in banking, F&B, and consumer goods sectors.
- YouGov: YouGov is the global online market research firm whose exclusive Vietnamese partnership powers Decision Lab's BrandIndex and Profiles offerings. While currently a partner, YouGov is the closest methodological and product peer and represents both the source of Decision Lab's competitive advantage and a potential competitive threat if the partnership arrangement changed.
Others
- Alchemer: Alchemer is a Voice of the Customer (VoC) and customer experience platform provider recognized in the 2026 Gartner Magic Quadrant. It is a strategic technology partner to Decision Lab for CX program delivery and represents an adjacent software-enabled research ecosystem player rather than a direct research competitor.
Regional players
- Vietnam Report / VietnamNet Insight: Vietnam-focused business information and research firms that publish brand rankings and corporate reputation reports in the Vietnamese market. They are regional players producing syndicated research output comparable to Decision Lab's Best F&B Rankings and Best Bank Rankings, though with a domestic rather than methodology-licensed approach.
- M&L Research: M&L Research is an Asia-Pacific focused market research firm headquartered in Singapore with operations across Southeast Asia. It is comparable to Decision Lab as a regional research provider offering consumer insights and brand tracking to enterprise clients in adjacent Southeast Asian markets.
Emerging players
- Intage: Intage is one of Japan's largest market research firms with growing Southeast Asia presence. It offers consumer research, brand tracking, and marketing science services comparable to Decision Lab's offerings, with particular strength in Asian markets and tech-driven research methodologies.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Decision Lab social profiles
Digital presenceDecision Lab financial estimates
Financial estimateRevenue estimate
Valuation estimate
Decision Lab leadership team
Management profileNumber of profiles
Profiles7 records
Decision Lab funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Decision Lab M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Decision Lab
What does Decision Lab do?
Decision Lab is an agile market research agency operating as YouGov's exclusive partner in Vietnam, offering brand tracking (YouGov BrandIndex), consumer profiling (YouGov Profiles), and customized research solutions for enterprise clients. The firm also delivers proprietary assessment tools (Creative Decider, Pack Decider, Quick Decider, Effect Lab, AudienceReport), syndicated tracking studies (Foodservice Monitor), and Customer Experience/Voice of the Customer programmes through its Alchemer partnership.
Is Decision Lab a public or private company?
Decision Lab is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Decision Lab founded?
Decision Lab was founded in 2016. It employs 11 to 50 people.
Where is Decision Lab based?
Decision Lab is headquartered in Ho Chi Minh City, Vietnam, in the Asia region.
How does Decision Lab make money?
Four revenue lines are on record. Brand Tracking Services are the primary driver. The others are custom Research Projects, CX Consulting & Implementation and syndicated Reports.
Who are Decision Lab's main competitors?
Direct peers on record are Q&Me Vietnam Market Research, NielsenIQ, GfK, Kantar, Ipsos and YouGov. Alchemer is listed as an others. Regional players are Vietnam Report / VietnamNet Insight and M&L Research. Intage is listed as an emerging player.
Does Decision Lab have an API?
No public API is recorded for Decision Lab.
What industry is Decision Lab in?
Decision Lab's product category is Market Research Services. Its primary akta.pro industry code is BPAHALAJ, Survey, Panel & Fieldwork Services. Its NAICS code is 541910 and its SIC code is 8742.