{"id":38718,"date":"2026-05-08T16:34:51","date_gmt":"2026-05-08T09:34:51","guid":{"rendered":"https:\/\/dps.media\/nghien-cuu-thi-truong-la-gi-khi-nao-can-nghien-cuu\/"},"modified":"2026-05-08T16:35:34","modified_gmt":"2026-05-08T09:35:34","slug":"nghien-cuu-thi-truong-la-gi-khi-nao-can-nghien-cuu","status":"publish","type":"post","link":"https:\/\/dps.media\/en\/nghien-cuu-thi-truong-la-gi-khi-nao-can-nghien-cuu\/","title":{"rendered":"What is market research? 6 moments you need to know"},"content":{"rendered":"<?xml encoding=\"utf-8\" ?><p>Many SMEs in Vietnam spend tens of millions on advertising without generating orders because they do not clearly understand what market research is and when to conduct it. This is a common mistake in the context of increasingly fierce digital competition.<\/p><p>According to the report <a href=\"https:\/\/datareportal.com\/reports\/digital-2026-vietnam\" rel=\"nofollow noopener\" target=\"_blank\">Vietnam Digital Landscape 2026<\/a> of AnyMind Group, Vietnamese consumer behavior is changing rapidly across each digital platform, forcing businesses to continuously update market insights. At the same time, the scale of the Vietnam retail market will reach approximately <a href=\"https:\/\/www.vietnamplus.vn\/7-mat-hang-xuat-khau-tren-5-ty-usd-trong-4-thang-dau-nam-post1108588.vnp\" rel=\"nofollow noopener\" target=\"_blank\">269 billion USD in 2026<\/a> according to the Ministry of Industry and Trade, showing great potential but also fierce competition.<\/p><p>This article will help you understand the nature of market research, when to deploy it, and how to apply it in practice to optimize marketing effectiveness.<\/p><h2 class=\"wp-block-heading\">What is market research? Nature and role in marketing<\/h2><figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/dps.media\/wp-content\/uploads\/2026\/05\/nghien-cuu-thi-truong-la-gi-ban-chat-va-vai-tro-trong-marketing-1778232341757_no_wm-scaled.jpg\" alt=\"market-research\" title=\"What is market research? Nature and role in marketing\"><figcaption class=\"wp-element-caption\">What is market research? Nature and role in marketing<\/figcaption><\/figure><h3 class=\"wp-block-heading\">Defining market research from a business perspective<\/h3><p>Market research is the process of collecting, analyzing, and interpreting data about customers, competitors, and market trends. This is not just a simple survey but the foundation for all business decisions.<\/p><p>Effective research needs to answer 3 questions: who the customers are, what they need, and why they choose you or a competitor. Without this data, businesses easily fall into a state of \u201cguessing\u201d.<\/p><p>Based on the experience of DPS. MEDIA, SMEs should start with minimum data such as customer insights and purchasing behavior before deploying large campaigns.<\/p><h3 class=\"wp-block-heading\">Common types of market research<\/h3><p>Businesses can apply many different types of research depending on specific goals.<\/p><ul class=\"wp-block-list\">\n\n<li>Customer research: analyzing needs, behaviors, and buying motives<\/li>\n\n\n<li>Competitor research: identifying strategies and strengths\/weaknesses<\/li>\n\n\n<li>Product research: assessing market fit<\/li>\n\n\n<li>Trend research: monitoring industry changes<\/li>\n\n\n<li>Price research: determining the optimal price level<\/li>\n\n\n<li>Distribution channel research: optimizing customer touchpoints<\/li>\n\n<\/ul><h3 class=\"wp-block-heading\">The role of market research in digital marketing<\/h3><p>Market research helps businesses reduce risks when investing in marketing. It allows you to identify the right customer segment, message, and appropriate channel.<\/p><p>For example, a cosmetics shop in District 1 once ran Facebook ads ineffectively due to targeting the wrong age group. After re-researching, they switched to TikTok and increased revenue by 220% after 3 months.<\/p><p>Ng\u01b0\u1ee3c l\u1ea1i, m\u1ed9t startup F&B b\u1ecf qua nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng \u0111\u00e3 m\u1edf c\u1eeda h\u00e0ng sai khu v\u1ef1c, d\u1eabn \u0111\u1ebfn l\u1ed7 300 tri\u1ec7u ch\u1ec9 trong 6 th\u00e1ng tr\u01b0\u1edbc khi \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c.<\/p><h2 class=\"wp-block-heading\">When is market research needed? 6 times businesses cannot ignore<\/h2><figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/dps.media\/wp-content\/uploads\/2026\/05\/khi-nao-can-nghien-cuu-thi-truong-6-thoi-diem-doanh-nghiep-khong-the-bo-qua-1778232417113_no_wm-scaled.jpg\" alt=\"When is market research needed? 6 times businesses cannot ignore\" title=\"When is market research needed? 6 times businesses cannot ignore\"><figcaption class=\"wp-element-caption\">When is market research needed? 6 times businesses cannot ignore<\/figcaption><\/figure><h3 class=\"wp-block-heading\">When launching a new product\/service<\/h3><p>This is the most important time. Without research, the product may not fit the needs.<\/p><p>Minimum threshold: need to survey at least 50\u2013100 target customers before launching.<\/p><p>Tip: use online surveys and test landing pages to measure real demand.<\/p><h3 class=\"wp-block-heading\">When expanding markets or customer segments<\/h3><p>Each market has different behaviors. For example, Southern and Northern customers have distinctly different shopping trends.<\/p><p>Benchmark: t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i gi\u1ea3m >20% khi m\u1edf r\u1ed9ng l\u00e0 d\u1ea5u hi\u1ec7u c\u1ea7n nghi\u00ean c\u1ee9u l\u1ea1i.<\/p><p>Tip: analyze Google Analytics data by region.<\/p><h3 class=\"wp-block-heading\">When marketing campaigns are ineffective<\/h3><p>If advertising costs increase but orders decrease, the cause usually lies in wrong insights.<\/p><p>For example, a fashion business in Ho Chi Minh City reduced CPL by 35% after re-researching customer behavior and changing advertising content.<\/p><p>Tip: audit the entire marketing funnel before increasing budget.<\/p><h3 class=\"wp-block-heading\">When changing pricing strategy or positioning<\/h3><p>Price changes can greatly affect brand perception.<\/p><p>Ng\u01b0\u1ee1ng: n\u1ebfu t\u0103ng gi\u00e1 >15%, c\u1ea7n test ph\u1ea3n \u1ee9ng kh\u00e1ch h\u00e0ng tr\u01b0\u1edbc.<\/p><p>Tip: A\/B test prices on the website or e-commerce platforms.<\/p><h3 class=\"wp-block-heading\">When competitors grow strongly<\/h3><p>This is a signal that the market is changing.<\/p><p>For example, a local coffee brand lost 40% of customers after a competitor applied a stronger digital strategy.<\/p><p>Tip: monitor competitor ads and content through social listening tools.<\/p><h3 class=\"wp-block-heading\">When the business wants to optimize marketing costs<\/h3><p>Research helps allocate budget more effectively.<\/p><p>Benchmark: ROAS below 2 is a sign that optimization is needed.<\/p><p>Tip: focus on channels with high conversion instead of spreading thin.<\/p><h2 class=\"wp-block-heading\">Professional market research process for SMEs<\/h2><figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/dps.media\/wp-content\/uploads\/2026\/05\/quy-trinh-nghien-cuu-thi-truong-bai-ban-cho-smes-1778232524289_no_wm-scaled.jpg\" alt=\"Professional market research process for SMEs\" title=\"Professional market research process for SMEs\"><figcaption class=\"wp-element-caption\">Professional market research process for SMEs<\/figcaption><\/figure><h3 class=\"wp-block-heading\">Define research objectives<\/h3><p>Clear goals help avoid wasting resources. For example: increasing conversion or understanding customer insights.<\/p><h3 class=\"wp-block-heading\">Choose research methods<\/h3><p>Businesses can choose qualitative or quantitative research.<\/p><div class=\"wp-block-table\"><table><thead><tr><th>Method<\/th><th>Targets<\/th><th>Advantages<\/th><th>Limitations<\/th><\/tr><\/thead><tbody><tr><td>Qualitative<\/td><td>Deep understanding of insights<\/td><td>Details<\/td><td>Difficult to scale<\/td><\/tr><tr><td>Quantitative<\/td><td>Measure<\/td><td>Easy to compare<\/td><td>Lacks depth<\/td><\/tr><\/tbody><\/table><\/div><h3 class=\"wp-block-heading\">Collect and analyze data<\/h3><p>Data can come from surveys, Google Analytics, or market reports.<\/p><h3 class=\"wp-block-heading\">Apply insights into strategy<\/h3><p>Insights only have value when applied in practice.<\/p><p>DPS. MEDIA recommends that businesses should integrate insights into advertising content and digital strategy to maximize effectiveness.<\/p><h2 class=\"wp-block-heading\">Common mistakes in market research<\/h2><figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/dps.media\/wp-content\/uploads\/2026\/05\/sai-lam-pho-bien-khi-nghien-cuu-thi-truong-1778232612803_no_wm-scaled.jpg\" alt=\"Common mistakes in market research\" title=\"Common mistakes in market research\"><figcaption class=\"wp-element-caption\">Common mistakes in market research<\/figcaption><\/figure><h3 class=\"wp-block-heading\">Relying on intuition instead of data<\/h3><p>Many business owners believe in personal experience more than data.<\/p><h3 class=\"wp-block-heading\">Choosing the wrong research sample<\/h3><p>A non-representative sample will lead to wrong conclusions.<\/p><h3 class=\"wp-block-heading\">Not updating new data<\/h3><p>The market changes quickly, old data no longer has value.<\/p><h3 class=\"wp-block-heading\">Not transforming insights into action<\/h3><p>This is the most common mistake.<\/p><h2 class=\"wp-block-heading\">Costs and ways to optimize market research for Vietnamese businesses<\/h2><figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/dps.media\/wp-content\/uploads\/2026\/05\/chi-phi-va-cach-toi-uu-nghien-cuu-thi-truong-cho-doanh-nghiep-viet-1778232707137_no_wm-scaled.jpg\" alt=\"Costs and ways to optimize market research for Vietnamese businesses\" title=\"Costs and ways to optimize market research for Vietnamese businesses\"><figcaption class=\"wp-element-caption\">Costs and ways to optimize market research for Vietnamese businesses<\/figcaption><\/figure><h3 class=\"wp-block-heading\">Common cost levels<\/h3><div class=\"wp-block-table\"><table><thead><tr><th>Type of research<\/th><th>Cost<\/th><th>Appropriate<\/th><\/tr><\/thead><tbody><tr><td>Online survey<\/td><td>5\u201320 million<\/td><td>SMEs<\/td><\/tr><tr><td>In-depth research<\/td><td>50\u2013200 million<\/td><td>Large enterprises<\/td><\/tr><\/tbody><\/table><\/div><h3 class=\"wp-block-heading\">When to hire an agency<\/h3><p>When the business lacks data or analysis experience.<\/p><h3 class=\"wp-block-heading\">Market research support tools<\/h3><ul class=\"wp-block-list\">\n\n<li>Google Trends to analyze search trends<\/li>\n\n\n<li>Facebook Audience Insight to understand customers<\/li>\n\n\n<li>SurveyMonkey for quick surveys<\/li>\n\n\n<li>Ahrefs to analyze keywords<\/li>\n\n\n<li>SimilarWeb to analyze competitors<\/li>\n\n<\/ul><h3 class=\"wp-block-heading\">How to measure research effectiveness<\/h3><p>Effectiveness is shown through marketing KPIs such as conversion rate, CPL, and ROAS.<\/p><p>Market research is no longer an option but a requirement if businesses want to develop sustainably in a digital competitive environment.<\/p><ul class=\"wp-block-list\">\n\n<li>Understanding customers correctly helps increase conversion rates<\/li>\n\n\n<li>Reduce risks when launching new products<\/li>\n\n\n<li>Optimize marketing costs more effectively<\/li>\n\n\n<li>Discover new market opportunities<\/li>\n\n\n<li>Increase competitive advantage over rivals<\/li>\n\n<\/ul><p>If you are looking to build a <a href=\"https:\/\/dps.media\/en\/use-google-analytics-to-analyze-data-to-improve-strategy\/\">marketing strategy based on real data<\/a> in reality, DPS. MEDIA is a partner worth considering for SMEs in Vietnam.<\/p>\n<style>\r\n.lwrp.link-whisper-related-posts{\r\n            \r\n            margin-top: 40px;\nmargin-bottom: 30px;\r\n        }\r\n        .lwrp .lwrp-title{\r\n            \r\n            \r\n        }.lwrp .lwrp-description{\r\n            \r\n            \r\n\r\n        }\r\n        .lwrp .lwrp-list-container{\r\n        }\r\n        .lwrp .lwrp-list-multi-container{\r\n            display: flex;\r\n        }\r\n        .lwrp .lwrp-list-double{\r\n            width: 48%;\r\n        }\r\n        .lwrp .lwrp-list-triple{\r\n            width: 32%;\r\n        }\r\n        .lwrp .lwrp-list-row-container{\r\n            display: flex;\r\n            justify-content: space-between;\r\n        }\r\n        .lwrp .lwrp-list-row-container .lwrp-list-item{\r\n            width: calc(33% - 20px);\r\n        }\r\n        .lwrp .lwrp-list-item:not(.lwrp-no-posts-message-item){\r\n            \r\n            max-width: 150px;\r\n        }\r\n        .lwrp .lwrp-list-item img{\r\n            max-width: 100%;\r\n            height: auto;\r\n            object-fit: cover;\r\n            aspect-ratio: 1 \/ 1;\r\n        }\r\n        .lwrp .lwrp-list-item.lwrp-empty-list-item{\r\n            background: initial !important;\r\n        }\r\n        .lwrp .lwrp-list-item .lwrp-list-link .lwrp-list-link-title-text,\r\n        .lwrp .lwrp-list-item .lwrp-list-no-posts-message{\r\n            \r\n            \r\n            \r\n            \r\n        }@media screen and (max-width: 480px) {\r\n            .lwrp.link-whisper-related-posts{\r\n                \r\n                \r\n            }\r\n            .lwrp .lwrp-title{\r\n                \r\n                \r\n            }.lwrp .lwrp-description{\r\n                \r\n                \r\n            }\r\n            .lwrp .lwrp-list-multi-container{\r\n                flex-direction: column;\r\n            }\r\n            .lwrp .lwrp-list-multi-container ul.lwrp-list{\r\n                margin-top: 0px;\r\n                margin-bottom: 0px;\r\n                padding-top: 0px;\r\n                padding-bottom: 0px;\r\n            }\r\n            .lwrp .lwrp-list-double,\r\n            .lwrp .lwrp-list-triple{\r\n                width: 100%;\r\n            }\r\n            .lwrp .lwrp-list-row-container{\r\n                justify-content: initial;\r\n                flex-direction: column;\r\n            }\r\n            .lwrp .lwrp-list-row-container .lwrp-list-item{\r\n                width: 100%;\r\n            }\r\n            .lwrp .lwrp-list-item:not(.lwrp-no-posts-message-item){\r\n                \r\n                max-width: initial;\r\n            }\r\n            .lwrp .lwrp-list-item .lwrp-list-link .lwrp-list-link-title-text,\r\n            .lwrp .lwrp-list-item .lwrp-list-no-posts-message{\r\n                \r\n                \r\n                \r\n                \r\n            };\r\n        }<\/style>\r\n<div id=\"link-whisper-related-posts-widget\" class=\"link-whisper-related-posts lwrp\">\r\n            <div class=\"lwrp-title\">Related Posts<\/div>    \r\n        <div class=\"lwrp-list-container\">\r\n                                <div class=\"lwrp-list lwrp-list-row-container lwrp-list-double-row\">\r\n                <div class=\"lwrp-list-item\"><a href=\"https:\/\/dps.media\/en\/leverage-lovable-ai-free-2-months-create-marketing-webapp-quickly-for-smes\/\" class=\"lwrp-list-link\"><span class=\"lwrp-list-link-title-text\">Leverage Lovable AI free for 2 months: Quickly create marketing webapp for SMEs<\/span><\/a><\/div><div class=\"lwrp-list-item\"><a href=\"https:\/\/dps.media\/en\/dps-media-internship-program\/\" class=\"lwrp-list-link\"><span class=\"lwrp-list-link-title-text\">DPS.MEDIA Internship Program \u2013 For Those Who Want to Make a Difference<\/span><\/a><\/div><div class=\"lwrp-list-item\"><a href=\"https:\/\/dps.media\/en\/wrong-hosting-choice-makes-website-collapse\/\" class=\"lwrp-list-link\"><span class=\"lwrp-list-link-title-text\">6 Fatal Mistakes in Choosing Hosting That Cause Your Website to Crash During Peak Hours<\/span><\/a><\/div>                <\/div>\r\n                            <div class=\"lwrp-list lwrp-list-row-container lwrp-list-double-row\">\r\n                <div class=\"lwrp-list-item\"><a href=\"https:\/\/dps.media\/en\/buy-reputable-tiktok-sales-channel-with-100-clean-accounts\/\" class=\"lwrp-list-link\"><span class=\"lwrp-list-link-title-text\">Buy reputable TikTok sales channels \u2013 Clean account 100%<\/span><\/a><\/div><div class=\"lwrp-list-item\"><a href=\"https:\/\/dps.media\/en\/reputable-google-advertising-services\/\" class=\"lwrp-list-link\"><span class=\"lwrp-list-link-title-text\">5 Breakthrough Criteria for Choosing a Reputable Google Advertising Service 2026<\/span><\/a><\/div><div class=\"lwrp-list-item\"><a href=\"https:\/\/dps.media\/en\/guide-to-migrate-supabase-self-hosted-to-new-vps-security-2026\/\" class=\"lwrp-list-link\"><span class=\"lwrp-list-link-title-text\">Guide to Migrating Supabase Self-Hosted to New VPS &amp; Security 2026<\/span><\/a><\/div>                <\/div>\r\n                <\/div>\r\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Many SME businesses in Vietnam spend tens of millions on advertising but do not generate orders, because they do not clearly understand what market research is and when it needs to be performed. This is a common mistake in the context of increasingly fierce digital competition. According to the Vietnam Digital Landscape report [...]<\/p>","protected":false},"author":0,"featured_media":38719,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1635],"tags":[],"class_list":["post-38718","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing"],"acf":[],"rankmath_keywords":{"primary":"nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, market research, khi n\u00e0o c\u1ea7n nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng","secondary":["market research","khi n\u00e0o c\u1ea7n nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng"]},"yoast_keywords":{"primary":"","secondary":[]},"yoast_focuskw":"","rankmath_focuskw":"nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, market research, khi n\u00e0o c\u1ea7n nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng","seo_keywords":{"primary":"nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, market research, khi n\u00e0o c\u1ea7n nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng","secondary":["market research","khi n\u00e0o c\u1ea7n nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng"]},"_links":{"self":[{"href":"https:\/\/dps.media\/en\/wp-json\/wp\/v2\/posts\/38718","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dps.media\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dps.media\/en\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/dps.media\/en\/wp-json\/wp\/v2\/comments?post=38718"}],"version-history":[{"count":1,"href":"https:\/\/dps.media\/en\/wp-json\/wp\/v2\/posts\/38718\/revisions"}],"predecessor-version":[{"id":38725,"href":"https:\/\/dps.media\/en\/wp-json\/wp\/v2\/posts\/38718\/revisions\/38725"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dps.media\/en\/wp-json\/wp\/v2\/media\/38719"}],"wp:attachment":[{"href":"https:\/\/dps.media\/en\/wp-json\/wp\/v2\/media?parent=38718"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dps.media\/en\/wp-json\/wp\/v2\/categories?post=38718"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dps.media\/en\/wp-json\/wp\/v2\/tags?post=38718"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}