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Inside the lab

It&rsquos no secret that driving marketing strategy today is a completely different game to when the Ad Men of Madison Avenue shaped the business decades ago. 

The increased complexity in communication pathways has been seen by many as the biggest challenge - you can no longer screen a TV ad and expect millions to sit through it passively. But this doesn&rsquot mean the game is over. On the contrary, we see it as a completely new and improved playing field with much more far more effective pathways to your consumers, improving your chances of gaining a competitive advantage and increasing market share.

But while these channels can provide bountiful rewards, it can seem impossible to understand where your consumer is and when. New connectivity between brands and consumers, between devices, media, and platforms and between consumers themselves sharing stories, reviews and comments only further the complexity.

Marketers need to truly understand how and where their consumers are interacting with their brands, make decisions faster and in a different continuum than before while keeping up with an ever-evolving demographic. 

This is where we come in.

Where we come from

Decision Lab was founded in 2009 by Aske Østergård and Thue Quist Thomasen in Hong Kong and Vietnam in partnership with the market research arm of Nordic consultancy Capacent, which later changed its name to Epinion. 

From the beginning, our purpose has been to support clients in making better decisions by applying cutting edge research technology combined with competent upmarket consultancy. Our pioneering approach was recognisable from the get-go and we were the first market research company in Vietnam to abandon paper-based interviews, as well as the first player in the market to introduce online research. Today we operate the largest online research community in Southeast Asia from which we can advise clients on a multitude of marketing decisions.

In 2016 Aske and Thue bought out the Nordic partners to enable a full focus on supporting consumer brands in Southeast Asia. Today the company operates out of Vietnam and Singapore under its new brand: Decision Lab.

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