About Us

Welcome To Our Agency

Axis Group is an independent market research agency founded in 2001 in Ho Chi Minh City and a subsidiary in Hanoi.

Our founders are researchers and marketers with more than 20 years of experience in domestic and international market research industries.

We provide customized research for B2B and B2C using quantitative, qualitative, and multi-method surveys and analyses of research findings for our clients within a wide variety of industries.

In 2018, Axis started to provide industry reports, business support, and develop technology solutions to better serve our client base.

Axis is a member of ESOMAR since 2009 and ISO 9001-2008 certified by Bureau Veritas since 2011. Our mission is to help clients eliminate risks and gain more opportunities in doing business in Vietnam.


Our Skills

Business-to-Business (B2B) Research - 60
Business-to-Customer (B2C) Research - 85
Le Bach Hoa Managing Director
24 Years in Market Research. Hoa is expert in strategic marketing consultancy, qualitative and quantitative research, and supply chain management. She started out her career with AC Nielsen and later on became the CEO of Axis Group.
Pham Tuan Minh Business Development Director
22 Years in Branding and Communications, Marketing, Advertising, and Market Research. Minh is expert in brand communication strategy, market research consultancy, marketing, and advertising strategy. He has worked with some of Vietnam's biggest advertising agencies before co-founding Axis Group.
Mae M. Catibog Vice Director for Client Service
4 Years in Research & 7 Years in Project Management. Mae is a Filipina with extensive experience in managing development projects in the Philippines and some parts of Southeast Asia. She is expert in social research, scientific research, ex-ante and ex-post project evaluation, qualitative research, and digital technology solutions.
Dinh Thu Ha Ha Noi Chief Representative
16 Years in Market Research. Ha leads the Axis operations in Ha Noi. She expert in quantitative and qualitative surveys and has rich experience in in-depth interviews for B2B clients. She started as an Operation Assistant at AC Nielsen in 1988 and later joined Axis in 2010.
Huynh Duong Hoan Senior Research Manager
15 Years in Market Research. Hoan joine Axis in 2003 and has handled a wealth of qualitative and quantitative research projects. Now specialized in quantitative surveys, she is expertly taking care of SME clients in Vietnam.
Pho T. Bich Tram Research Manager
10 Years in Market Research. Tram is an expert of both quantitative and qualitative research methods. She has done numerous projects as moderator for FGDs, mystery shopper, and massive quantitative surveys for FMCG, Aviation, IT, and Telecom among other services.
Ho Thi Lan Associate Research Manager
5 Years in Market Research. Lan is expert in quantitative survey. Her sector specialties include FMCG, NGOs, healthcare, confectionery, transportation, and home products among others.
Tran Quoc Sang Senior Research Executive
5 Years in Market Research. Sang is a natural people person, hence was able to specialize in Focus Group Discussion (FGD) moderation throughout his years in the industry. He is also an expert in the fields of quantitative survey and qualitative method using FGD, in-depth interview, and mystery shopper.
Nguyen Cong Nhu Thuong Project Manager
13 Years in Market Research. Thuong specializes in managing international project partnerships. Her expertise include quantitative and qualitative surveys, retail audit, and B2B projects.
Thai Thi Hoang Anh Fieldwork Manager
13 Years in Market Research. Hoang Anh is adept in field interviewer management, recruitment, and problem-solving. She is expert in qualitative and quantitative surveys as well as retail audit in Vietnam.
Le Viet Thai Data Processing Manager
15 Years in Market Research. Thai is expert in Data Processing using ASCII, SPSS, Tabulation, and Excel Data among others. He has helped Axis in automating quantitative field survey using computer-assisted personal interview (CAPI).
Hoang Thi Dung Hanh Digital Specialist
19 Years in Information Technology. Dung Hanh is a webmaster and has recently specialized in digital marketing. She helps Axis in developing new technologies to adapt to the changing market environment.

Our Happy Clients