Financial products panel - Research high net-worth consumers

1. Financial Products Panel
Research High Net-Worth Consumers

2. IFM Mobile / Panel Strategic ConsultingSpecialized Custom
▪ Offer unique mixed methodology of
Mobile / Cati data collection
▪ Ad testing / Tracking
▪ Tactical 24 hour turnaround research
▪ Community tracking with same
respondents
▪ Sampling / promotion monitoring
▪ Recruitment for custom via panel
▪ Pre-Post launch campaigns
▪ Customer satisfaction
▪ Mystery shopping
▪ Shopper research and Retail
development
▪ Trade channel research
▪ Market forecasting / trend evolution
▪ U&A’s / Concept testing
▪ CLT’s / Home Placements
▪ Qualitative
- FGD’s
- IDI,s
- Emersion
- Ethnography
▪ Market entry / feasibility
▪ Market Sizing / Risk assessment
▪ Strategic competitor SWOT
▪ Traditional market research lacks impact
as agencies focus on the customer
question without considering the client
business issues
- What is the business problem?
- What do customers want?
- What actions will deliver the results
23 years on the ground experience in Cambodia,
Laos, Indonesia Myanmar, Thailand and Vietnam
49,000 +
Panelists
1.5 M
data
base
ActionableAccurate

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Why for financial, banking & insurance research?
▪ Over 20 years experiences with the Finance, investment, banking and insurance research in Vietnam.
▪ Access to consumers in secured living spaces (Apartments and Villas, offices)
Our Financial Clients Penetration of Financial
Products
Total Panel Size
N = 47,804
Urban
%
Rural
%
High net worth Individuals
25,000,000 VND / month
48% 22%
Bank Accounts 53% 43%
Private insurance 51% 32%
Credit cards 37% 24%
Investment funds / stocks /
etc.
12% 8%

4. IFM Banking panel and Tracker - a mobile offer for mobile clientele
Providing a representative overview of your
market (access to a macro-level sample)
Offering Competitive Intelligence. How best to position
your company in a competitive market
KPIs: See how YOUR bank and product offerings are
viewed among YOUR and potential customers
Identifying Industry Trends and anticipate the future of
banking
See how YOUR COMPETITORS and their product
offerings are viewed on the market
What are the benefits to youWhat is the offer – what your receive
I
N
F
O
C
U
S
Get insights from the top wealth tier/
SEC
Continuous tracking of your brand over
time
Benchmark: stay ahead the competition
Retain to customers and gain new ones
Understand your marketing RoI – what is
driving your brand
Engage your on-line banking customers
Reduce your marketing costs: spend less
to get more

5. Brand health tracking
Keep track of how your brand resonates with previous & potential customers
Loyal customers are the most profitable customers
Brand Usage:
• Bank share / Main / secondary
• Services or products used the
most
Brand Awareness:
• ToM / Aided awareness
• Recall/ etc
Purchase
Intent:
• Observe if
consumers
are
planning on
purchasing
from your
brand. If
not, why?
Brand Loyalty:
• NPS – recommendation rate
• Usage length (months / years)
• Reasons to churn
Brand Selection
• Key drivers for bank selection
• Importance matrix for key drivers
bank vs market
Brand Satisfaction
• Satisfaction rating vs competition
on products, branches, online
banking, rates, accessibility…
Brand Image
• Brand image
• Brand positioning
• Brand proposition
Awareness
Usage
Image
Consideration
Selection
Satisfaction
Loyalty
Brand Consideration
• Trial intent for product offerings Up to 4 waves per
year Bigger sample
and reduced costs
Specific booster
for your brand

6. Methodology : mystery visits for branch evaluation
Combine the power of mobile data collection with brand evaluation for a 360 understanding of you
consumer and brand
On site sales agents / customers
service evaluation
On site bank branch evaluation
Telephone sales agents / customers
service evaluation
3 steps
Customer’s needs evaluation
Appearances and attitudes
Communication / Sales Skills
Added valued services
Staff evaluation
Bank environment
Security / etc
Define & track Quarterly KPIs
The real mystery customer shall evaluate bias free as they are an actual customer who banks with you
Mystery customer tracking evolution data integrated in satisfaction scores and fully integrated in your
quarterly dashboard

7. National reach and syndicated panel
Mobile research reduces costs
With a syndicated panel, we want to engage with banks to reduce your research costs even further and have
a macro level reach
Location by Sample
IFM Panel segments Vietnam using the official GSO statistics for urban metro Vietnam, Secondary cities
and rural Vietnam. Rural are all areas which do not fall into either Metro or Secondary cities.
Base %
Mekong Rural 2%
South East Rural 2%
North Rural 5%
Central Rural 1%
2nd cities 7%
Cần Thơ 1%
Đà Nẵng 4%
Hà Nội 33%
Hải Phòng 2%
Hồ Chí Minh 43%
Total 100%
Locations %
Rural 15%
2nd cities 7%
Metro 78%
Total 100%
With IFM Mobile Panel and
syndicated solution for banks, you can
reach all your existing and future
customers, no matter where they live

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IFM MOBILE Research
Vietnam’s 1st dedicated mobile
offer; re-shaping research
via technology

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Why Mobile Research?
Why Infocus?
35%
Response
rate via
SMS & Email
invites.
Immediate /
Direct Mobile
Payment
=
Engagment
TRUST
3 tiers
recruitment
process.
Call back for
final
validation
Syndicated
mobile panels
We follow
ESOMAR
CODES
The Consumers you need engage are mobile
48
Million
Smartphone
users
70% +
smartphone
ownership
90% + Urban
60% + Rural
20%
of waking
day spent on
smartphone
260,000
moved to
apartment in
HCMC
Face2Face
can’t reach
Mobile Research in 2018: reasons to change now !

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Eight key advantages of smartphone research
AFFORDABLE
30% to 60% cheaper
than traditional
FAST
results in hours / days
not weeks
DEMOGRAPHIC
DATABASE
over 100 unique
consumer data points
HIGH QUALITY
negates interviewer
bias, built in security
filters
NATIONAL REACH
urban & rural
mixed methodology
data collection
REAL TIME
MEASUREMENT
measure behaviour,
not perceptions
WEALTHY / VIP’S
interview the hard to
reach, CEO’s, doctors,
Etc.
PENETRATION
urban
80% plus SMARTPHONE
60% personal computer

11. Why mobile – Access to high net-worth
Household Income ranges VND
Consumers are now wealthier and harder to reach. Face-to-face sampling does not pick up
representation of high net worth respondents, while online is student driven. IFM Mobile panel
naturally reaches higher net worth individuals with smartphones.
16
18
16 15
19
12
4
1
7
10
24 24 24
10
25 25
11
13 14
8
4
A Class B Class C Class D Class E Class F Class Below
MiN
IFMpanel vs Face to face Income (%)
VN SEC Face 2 Face IFM Mobilepanel
50%
A-B
SEC
Date updated: 18 Jan, 2018
SEC Range % panel
A++ Above 50 mil 5%
A+ 40 - 50 mil 14%
A 30 - 40 mil 6%
B 20 - 30 mil 25%
C 15 - 20 mil 11%
D 10 - 15 mil 13%
E 5 - 10 mil 14%
F 5 mil below 12%
Grand Total 100%
}

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Sample Outputs
Answering your
business questions
12

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Examples of Quantitative deliverables
0
10
20
30
40
Peace of mind
Future security
Save moneyProtect asset
Safe investment
user Non
KEY PURCHASE DRIVERS OF BANKING
PRODUCTS
70
55
29
24
15
10
Trustworthy Right products
& services
Security Great service My Friend Others
DEFINE THE IDEAL…
You can ask almost any question, Including showing
TVC’s, Print adds or other visual materials…

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14
Bank A
Bank B
Bank C
Bank D
Bank E
Bank F
Bank G
Bank H
Examples of quantitative delivery
Awareness and Usage
penetration
Brand
association
Trustworthiness
Control of my money
Speedofservices
Good interest rates
Ease of transaction Easy website
Other banks
Bank A
Friendlystaff
Brand
positioning

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15
Examples of quantitative delivery
Customer satisfaction
Media habits
Net promoter score
Bank Selection criteria Other banks Bank A Bank A others
Trustworthiness and reliability 36 16 43 80
I feel in control of my money 20 21 42 82
Speed of services 12 11 37 42
Good interest rates 11 32 37 26
Ease of transaction / access my money 9 5 42 73
Easy website / Mobile navigation 9 0 32 51
Clear / easy banking policy 2 0 47 49
Easy to understand communications 1 5 58 68
Friendliness and helpfulness 0 11 74 79
Brand image

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“The first thing about (BRAND Y) is my love for its design. The bottle has a slim design
which fits to the hands, unlike other luxurious designs…. Secondly, it is high-class. It's a
suitable option for me when I hold a party for my lovers or business partners. I don't drink
as much as men but I appreciate the taste and it has conquered me. Its taste is neither too
weak or too strong. Brand can be used as a gift for either men or women. It represents
luxury and respect. Its neither expensive or cheap and would be an suitable gift for
business partners and big bosses. I love the dark yellow color and its taste, which has
captured someone as prissy as me. but these things above are why I love this whiskey
bottle” Female - Manager at Provincial Government – Hanoi (26 Years old)
Why do you drink Brand X, what makes it so special to you?
8%
11%
15%
19%
20%
27%
Sweet/soft/delicate taste
Fruity
Bold whiskey
Affordable/reasonable price
Good reputation/Trust / High quality
Good design/shape/package
BRAND PREFERENCE
Examples of Qualitative deliverables
“Brand X is the perfect Scotch Whiskey.
Elegant design in every detail, exquisite
pattern as well as convenient and classy
bottle design. Brand X is yellowish
brown amber, the fragrance of flowers
blends sweet, juicy, and delicious fruit. It
is a perfect match for warm and festive
parties.”
Male - Manager at Foreign private
Company – HCM (51 Years old)

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Active & Managed Mobile Panel
Robust - Representative
High-Net-Worth
Updated: Sept 15, 2017

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Typically, panels are not very representative nor accurate, as there is usually a lack of quality
control and panel validation.
To ensure
robustness of data &
representation, we
use multiples
sources to recruit
respondents.
100% VALIDATION
Call back to any panellist if
responses do not link to
previous data. 3 strike rule –
three non-compliant
responses, panellist is
removed
Repeat for each survey
Each survey repeats “trap
questions” to validate
responses. Also measure
time to validate proper
completion.
Each individual respondent
assign unique ID code.
Cannot complete survey
twice.
RECRUITMENT
High quality control & validation
CONSTANT QUALITY CHECK
On average we screen out
about 20% of all registered
panelists and provide human
contact with each valid
respondent to ensure
validation and participation.
Average panellist has done
three survey’s before
inclusion in client surveys.
personal & contact data,
demographics ownership
/ usage.

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Demographic inclusion
Personal Demographics Mobile phone Income Durables
100% of all information for entire data base
Name Employment status Smartphone ownership Family Income Electronics
Email Company Type Preferred mobile number Personal Income Communications
Gender Employee’s Position Smartphone brand Media habits Transportation
Age Employee Industry Monthly mobile bill Media Habits Property
Marital status Education Preferred Media channels
Children > 20 Purchase decision maker Daily media consumption
# of children High end decision maker Daily Media Frequency
FMCG Services
Taste Enhancers Alcohol / Spirits / Beer Life insurance Real estate
Packaged food Dairy / Milk health insurance ATM card
Snacks Personal care Home insurance Credit card
Beverages Household care Car insurance Debit card
Coffee / Tea Females Only Bank Account Other
30 plus demographics, 60 plus FMCG category usage and over 50 ownership categories

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52 48
Gender
Overview n = 53,673 panelists
Single Married
42 58
Marital status
3% 3% 5% 6% 6%
11%
7% 7%
15%
10% 12%
15%
16%
3%
5%
6% 6%
13%
7% 7%
12%
4%
11%
10%
Agriculture Marketing Hospitality Healthcare HR Education Finance Construction Retail IT Other Sales
Urban Rural
Age
Industry
9% 19% 14% 48% 10%
Less than Highschool Highschool Vocational Uni Students Uni/Post grad
19% 27% 21% 19% 13%
Education
18-24 25-29 30-34 35-44 45+

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Financial products penetration
8
16
24
32
43
80
94
12
30
37
51 53
79
96
investment
funds (Any)
Debit card Credit card Private
insurance
Bank Account
(any)
Insurance
(any)
ATM card
Financial Product Penetration
Rural Urban
5%
14%
18%
89%
31%
68%
9%
22%
30%
96%
47%
79%
16%
38%
47%
97%
65%
85%
AB CD EF
Income
Insurance (Any)
Bank account
ATM card
Credit card
Debit card
Investment fund
n = 48,709

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Location by Sample
Locations
IFM Panel segments Vietnam using the official GSO
statistics for urban metro Vietnam, Secondary cities and
rural Vietnam. Rural are all areas which do not fall into
either Metro or Secondary cities.
Metro Urban Cities
# City name Population Region
1 Can Tho 1,520,300 Mekong
2 Da Nang 1,447,700 Central
3 Hai Phong 1,963,000 North
4 Ha Noi 7,588,300 Red River Delta
5 Ho Chi Minh City 8,426,300 South Central
Total 20,945,600
Secondary Cities
City name Population Region
1 Hạ Long 203,731 North
2 Nam Định 191,900 Red River Delta
3 Thanh Hóa 197,551 North
4 Thái Nguyên 330,000 North
5 Việt Trì 277,539 North
6 Vinh 282,981 North
7 Huế 333,715 Central
8 Nha Trang 392,279 Central
9 Quy Nhơn 311,000 Central
10 Buôn Ma Thuột 340,000 Highlands
11 Đà Lạt 256,393 Highlands
12 Biên Hòa 1,104,495 South Central
13 Vũng Tàu 450,000 Mekong
Total 4,671,584
Source: Hanoi GSO
Base %
Mekong Rural 2%
South East Rural 5%
North Rural 4%
Central Rural 1%
2nd cities 7%
Cần Thơ 2%
Đà Nẵng 4%
Hà Nội 32%
Hải Phòng 2%
Hồ Chí Minh 41%
Grand Total 100%
Locations Panelists %
Rural 5,748 11%
2nd cities 4,018 7%
Metro 43,907 82%
Grand Total 53,673 100%

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1. North Mountains
Pop. 11,595,761
Total 1,108
Provinces 1,108
Hà Giang 24
Cao Bằng 32
Bắc Kạn 21
Tuyên Quang 58
Lào Cai 56
Yên Bái 42
Thái Nguyên 230
Lạng Sơn 50
Bắc Giang 187
Phú Thọ 130
Điện Biên 40
Lai Châu 135
Sơn La 45
Hoà Bình 58
2. Red River Delta
Pop. 19,584,287
Total 20,130
Hà Nội 17,217
Hải Phòng 1,238
Provinces 1,675
Quảng Ninh 97
Hải Dương 259
Hưng Yên 181
Thái Bình 209
Hà Nam 101
Nam Định 193
Ninh Bình 113
Vĩnh Phúc 191
Bắc Ninh 331
3. North Central
Pop. 10,070,311
Total 1,668
Provinces 1,668
Thanh Hoá 263
Nghệ An 673
Hà Tĩnh 151
Quảng Bình 184
Quảng Trị 91
Thừa Thiên
Huế 306
4. South Central31
Pop. 8,764,843
Total 3,120
Đà Nẵng 2,064
Provinces 1,056
Bình Định 415
Phú Yên 80
Khánh Hoà 119
Ninh Thuận 52
Bình Thuận 139
Quảng Nam 153
Quảng Ngãi 98
5. Highlands
Pop. 5,115,135
Total 389
Provinces 431
Kon Tum 30
Gia Lai 104
Đắk Lắk 169
Đắk Nông 18
Lâm Đồng 110
6. South East
Pop. 14,067,361
Total 24,252
Hồ Chí Minh 22,109
Provinces 2,143
Bình Phước 77
Tây Ninh 77
Bình Dương 828
Đồng Nai 919
Bà Rịa/Vũng
Tàu 242
7. Mekong Delta
Pop. 17,191,470
Total 2,865
Cần Thơ 1,279
Provinces 1,586
Long An 138
Tiền Giang 126
Bến Tre 110
Trà Vinh 54
Vĩnh Long 149
Đồng Tháp 121
An Giang 299
Kiên Giang 125
Hậu Giang 72
Sóc Trăng 90
Bạc Liêu 57
Cà Mau 245
North Central South
Covers 63 provinces
▪ 5 major urban centres (represents 24 Million or 26% of pop.)
▪ 13 secondary cities (5 million or 5%)
▪ 45 rural areas (64 Million or 69%)

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Senior Management Team
Ralf Matthaes
CEO / Founder
Ralf has over 24 years of MR experience in Vietnam, as MD of TNS, Kantar Worldpanel, Kantar Media
and regionally for South Asia. Ralf specializes in Market entry and feasibility, Brand development,
Media, Retail and consumer brand connection.
Yoan Sojka
Research Director
Yoan has over 10 Years of experience within the panel industry gained with companies like
Survey Sampling International, Lightspeed Research or Userzoom. He is responsible for helping
clients with mobile research, online data collection or user experience topics.
Ricardo Glenn
Digital Media Director
Ricardo has more than 20 years of experience in Media & Market Research, gained with Kantar
Media , Havas Media, Nielsen, Millward Brown and Epinion. He is responsible IFM / Miaozhen
Digital AdMontoir , X-Reach optimization and several other digital measurement innovations
Khuong Ha
Market Analyst
Khuong has over 8 years research and market intelligent experience gained at THACO,
International Data Corp and IPSOS. He is responsible for research design, implementation and
reporting. And Market and market analysis. Khuong specializes in Marco data interpretation and
automotive and the tech sector
Ai Nguyen
Research Manager
Ai has over 8 years research background garnered at GfK and Indochina research. Ai specializes in
customized and ad hoc studies,, specifically tracking, U&A’s and traditional research
Lan Anh
Data Control Manager
Lan Anh has over 13 Years research background gained with TNS, INTAGE and Epinion. Lan Anh
controls all Data quality, Quotas and scripts and control questionnaire quality and data base integrity
Son Dang
IT Panel Manager
A Graduate of Masters IT program at Technical University , Son’s Team Manages all technical panel
management, scripting, logic, and mobile / on-line technical solutions

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Multiple Consumer touch points for maximum reach
and analysis for depth of insight
Mothers Panel
N = 9,562
Rural Panel
N = 6,000
Retailers
N = 11,430
IFM Panel mobile data collection: N = 53,000 Plus
National Face-to-Face Interviewing: (CATI/PAPI) - 500 field force
National Telephone Interviewing: 22 CATI stations in HCMC
Mixed methodology data collection to save cost, time
and maintain highest quality and data integrity
New specialty
Panels for:
Tracking with mobile / F-2-F CATI methods for hard to reach
sample/locations
Multiple
Analysis
available

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Ralf Matthaes | Managing Director
Tel: +84-8 2262-7627
Mobile: +84-903-949-531
Website: www.ifmresearch.com
ifmpanel website: www.ifmpanel.com
Email: Ralf.matthaes@infocusmekong.com
4th Floor, 21 Phung Khac Khoan Street, D.1
HCMC, Vietnam