Market research proposal VinaGame Exploratory Research

1. By For Market research proposal VinaGame Exploratory Research

2. Proposal content

3. Research Background • VinaGame is the leading game supplier in Vietnam with an estimated market share of 60%. The game portfolio include MMROPG and casual games. • VinaGame wishes to be equipped with insight into gamers’ usage and attitude towards computer games in general and VinaGame’s product and service in specific. These insights would help VinaGame in developing a proper marketing plan for the new games as well as to reinforce the current games. • Apart from the profound internal understanding of gamers (mainly collected from in-game sources), an exploratory research conducted by an independent marketing research agency is expected to provide VinaGame with impartial information on their gamers’ usage and attitude. • CBI was invited to submit a proposal, outlining our recommended methodology, personnel and costs.

4. Research objectives • The core objective is to gain insights into gamers’ usage and attitude with details as follows: • To explore gamers’ motivations of playing computer games in general and the game that they are currently involved in, in particular • To understand their gaming habit • To understand their expectation when playing a game as well as the influencing factors to their choice of a game • To gauge their satisfaction/ dissatisfaction with the game they are involved in • To assess gamers’ perception of VinaGame (and key competitors)

5. The decision to be made To design a proper marketing strategy (target customer, communication message…)

6. Information needs • A detailed discussion guideline will be submitted upon project approval which will reflect the information needs in details (as well as the technique used to get the information). Briefly, the areas of issues that we will cover in our discussion are as follows: • Gamers’ lifestyle • Key daily activities • Dreams/ fear/ concerns • Key interest • Media habit (in general and in relation to games) • Gamers’ gaming habit and attitude: • Years of experience • How and why to start gaming • Motivations of playing computer game (fun, relaxation, escapism, fame…) • Time spent every day for games • Games that they have played

7. Information needs • Gamers’ gaming habit and attitude (Cont.): • Years of experience • How and why to start gaming • Motivations of playing computer game (fun, relaxation, escapism, fame…) • Time spent every day for games • Games that they have played • Likes/ dislikes • Comparison and contrast amongst games they’ve known/ played • Their expectation for an ideal game • Story • Visuals • Interface • Type • casual, MMORPG – in their language • Playing alone or in competition/ community

8. Information needs • Assessment of their current game • Game that they are playing • Their experience with the game (how long?) • Sources of awareness • Perceived target players of the game • Motivations to choose the game • Their target/ objective when playing the game (e.g. who do they wanna be? Or which level do they want to achieve?) • How to measure their target/ objective? • Their current level and position in the game • Indicators they use to assess their level and position • Satisfaction/ dissatisfaction of current game • Key concerns about current game • Rooms for improvement

9. Information needs • Assessment of VinaGame • Key associations • Awareness • Products/ services • Events/ actitivities • Sources of awareness • Perceived strengths/ weaknesses • Perceived imageries • Personification exercise • Comparison and contrast with other suppliers (if any) • Rooms for improvement

10. Research design Given the exploratory nature of the research objectives, we believe that qualitative methodology with FGD and in-depth interviews as key approach would be the best-suited. Qualitative methodology, with its root from psychology seeks to understand and explain rather than measure consumer behavior. This methodology allows us to tap beneath the conscious level of the consumer by employing a variety of techniques to collect data, not just structured question-answer format. We would like to emphasis that qualitative methodology is not based on interviewing a statistically representative sample of the relevant population. It focuses upon small carefully selected numbers of individuals.

11. Research design • FGDs (Focus Group Discussion), with 6 respondents in a 90-120 min. group, will provide a dynamic ambiance, encouraging interchange of debates and opinions. This approach can be applied amongst non-sensitive topic and mainstream consumers/ customers (who feel more comfortable sitting together with their fellows and don’t require a special treatment). In this specific projects, we will conduct FGDs amongst : • Bang chu and cay tien of hard core segments • Newbies of casual games • IDIs (in-depth interviews), or one-on-one interviews in other words, are used when the research objectives are sensitive and the prospects may feel timid/ uncomfortable sitting with others. This approach can also be used when the target respondents are VIP who find it difficult to arrange their time to meet a fixed schedule (at other’s convenience) or whose confidence might cause unnecessary timidity or defensive reactions amongst others. In this project we will use in-depth interviews for VIP of the hard core segments

12. Research design • In the mean time, the project will take place in HCMC first. Then, we will see how interesting, surprising and, more importantly, helpful the findings of HMC are to make decision whether we should roll out the research to Hanoi. • Common criteria for all respondents are: • Hard core segment: mainly males • VIP: 20-30 years old • Bang chu: 20-30 years old • Cay tien and new bies: 15-30 years old • Casual segments: • Teens (male and females): 12-18 years old • Young adults (males and females): 18-25 years old • Housewives: 25-30 years old

13. Research design • The detailed sample design are as follows:

14. Research design • The detailed sample design are as follows: • To ensure a proper recruitment of respondents, we need client help of the definition of VIP, bang chu, cay tien, newbies (e.g. indicators to identify them)

15. Intended timing Proposal to client 28 Jan 2008 Preparation and recruitment (after approval) 1 week Fieldwork 1 week Topline 5 working days Report 10 working days

16. The team • The project will be managed by Ms. Nguyen Khanh Minh Thuy (Director) with the assistance of Nguyen Thi Phuong Anh (Assistant) • Mrs. Nguyen Khanh Minh THUY – Director • Joined CBI from AC Nielsen with more than 12 years of qualitative research experience • Owns a wealth of experience in consumer research with particular strengths in dealing with respondents of various profiles (e.g. age bracket and personal background) and cracking consumers’ psychological ‘language’. Thuy doesn’t deal only with end consumers but also with KOLs (e.g. high rank officer, journalists…) • Spreads her working experience across a variety of product categories including FMCGs, pharmaceuticals, utilities, finance, insurance (life and non-life), tele communications and automotive

17. Investment The total investment of this project is: 13 FGDs (@1,2000USD/ FGD) US$ 15,600 6 IDIs (@400USD/ IDI) US$ 2,400 Total US$ 18,000 + 10% VAT However, in appreciation that this is the first time we conduct a research for VinaGame, we wish to offer client a 10% discount on the total number (before VAT). Thus the final costs are: US$16,200 + 10%VAT

18. Terms & conditions • The above includes • Design and execution of the study • Incentives for respondents • Presentation in HCMC • One soft and color printed copy of the final presentation • The above cost does not include • Simultaneous translation for client (which will be 60USD/ IDI upon request) • Test product & materials necessary for the research • Client travel cost to accompany the research execution • Travel cost if the findings are presented outside HCMC • English transcript • The above is paid in 2 times • The first 50% upon project approval • The remained 50% after final presentation

19. Terms & conditions • The above cost is good for the research specified in the design section of this document. Changes to the above mentioned design would affect cost and schedule and CBI reserves the right to modify them accordingly • This proposal is prepared specifically for the client by CBI and thus remain the property of CBI. Therefore, the content of this document including the research design and quotation should be kept confidential and should not be revealed to any other parties without written permission from CBI authorized personnel • Cancellation if any after project commission and has started will incur charge to the client depending on work schedule • Cancel at designing stage 10% of total project investment • Cancel after FW starts 30% of total project investment • Cancel after FW finishes 70% of total project investment • Cancel during analysis / reporting 80% of total project investment

20. Terms & conditions CBI commits to conduct this research in accordance with ESOMAR International Code of marketing and social research practice Since this is a customized study, CBI commits to keep the content of this study exclusive to the client and will not be shared to any other party unless permitted in writing by authorized personnel in the client organization Hard copy of questionnaire / discussion guideline and other materials of this study will be kept for the period of 12 months after fieldwork finish. The data will be kept for the period of 24 months from the day of completion CBI adheres to the ESOMAR Code of Business conduct whereby we have to protect respondent identity and thus we can not reveal respondents personal information such as name, address or telephone number.

21. Why CBI

22. Quality assurance CBI commits to keep our working process transparent to clients. Clients have the right and are welcome to join, supervise or check any step of the research process of their relevant projects Draft questionnaire be mocked up internally by researcher before sending to clients Clients are encouraged to attend fieldwork briefing and interview Fieldwork interviewers be accompanied by supervisors and can only start FW after being approved by supervisor that he/ she can conduct the project properly Minimum 20% quality control (quantitative) and 100% (qualitative)

23. Our Mission To assist clients making more effective decision by continuously providing information, insight and analysis of high quality To build an open, progressive and encouraging working environment where individuals can learn, improve and prove themselves.  

24. Our Vision To be recognized as one of the most valued market research partners who provides high quality information, insights and analysis

25. Our Values Trust Worthy - we commit to the policy of “no commission” Uncompromising Focused Caring

26. Project confirmationplease fax to CBI office: 84-8-9111905