GroupM Vietnam Publishes Research Demystifying Rural Vietnam

GroupM Vietnam

‘Vietnam Touch Point’ is GroupM Vietnam’s proprietary and syndicated research survey which explores how consumers interact with media, enabling marketers to understand differences in media consumption among current consumers and potential consumers and figure out better-approaching solutions for their own brands. The research is the country’s biggest rural media consumption study, traversing across 30 provinces and exploring how 13 different media touch points play their role in a consumer’s daily life.

 In March 2021, together with Kantar, Nestle, and Tiki – using the findings from Vietnam Touch Point, GroupM Vietnam collaborated with Facebook and presented the first-ever Rural consumer insights, marketing intelligence and strategy framework for businesses according to their brand’s strengths in each rural region in Vietnam.