{"id":12895,"date":"2015-01-18T11:45:45","date_gmt":"2015-01-18T11:45:45","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=12895"},"modified":"2025-09-16T14:03:47","modified_gmt":"2025-09-16T18:03:47","slug":"etude-de-marche-en-asie-du-sud-est","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/fr\/couverture\/etude-de-marche-en-asie\/etude-de-marche-en-asie-du-sud-est\/","title":{"rendered":"Etude de march\u00e9 en Asie du Sud-Est"},"content":{"rendered":"

Etude de march\u00e9 en Asie du Sud-Est<\/h1>\n\n\n\n

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\"\u00c9tudes<\/figure>\n\n\n\n

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SIS International Southeast Asia guides clients in navigating through the many opportunities and challenges of conducting research in SEA.<\/h2>\n\n\n\n

The primary challenge often encountered is \u201cLanguage,\u201d as each country has at least five to hundreds of languages spoken. Indonesia has over 700 languages, and in the Philippines, although English and Filipino are the official languages, there are 185 languages spoken.<\/p>\n\n\n\n

Unlike most Western and developed economies, secondary (including online and offline) research data is limited. Government transparency is not consistently practiced, and censorship exists for online content.<\/p>\n\n\n\n

Faire des affaires en Asie du Sud-Est\u00a0:<\/h2>\n\n\n\n

The weather can have a major impact on fieldwork<\/span>

Most countries in the region are within the path of annual tropical typhoons. Between May and October of every year, SEA experiences heavy rains and typhoons that heavily impact fieldwork scheduling and mobility due to flooding and power and telecommunications failures, especially in countries with poor infrastructure.<\/p>\n\n\n\n

Les embouteillages routiers limitent la mobilit\u00e9<\/span>
Dans les zones urbaines et m\u00e9tropolitaines, le manque de transports publics efficaces, le volume massif de v\u00e9hicules, le manque de gestion efficace et les projets d'infrastructure \u00e0 grande \u00e9chelle provoquent des embouteillages qui affectent le calendrier et la planification des travaux sur le terrain. Cela limite le nombre de visites \u00e0 domicile et d'entretiens approfondis (IDI) par jour, car les d\u00e9placements d'une zone \u00e0 une autre prennent beaucoup plus de temps.<\/p>\n\n\n\n

Be mindful of safety concerns at night time.<\/span>

Mobility for the masses is limited due to a lack of reliable public transportation, petty crimes, and the unscrupulous practices of taxi drivers. It is also difficult to schedule interviews late at night; scheduling is often done during the day until early evening to ensure the safety of the respondents and the research team.<\/p>\n\n\n\n

Due respect and compliance with prayer times and religious holidays must be made.<\/span>
In predominantly Christian countries like the Philippines and East Timor, Easter and Christmas are major holidays, and businesses are closed for a week to two weeks before, during, and after these holidays. In predominantly Muslim countries like Indonesia, Brunei and Malaysia, home visits and interviews must be scheduled considering prayer times and religious holidays.<\/p>\n\n\n\n

Understand the culture of hospitality and hierarchy.<\/span>

Foreigners, especially Westerners, are still highly regarded in most SEA societies. There is a high degree of service and respectfulness, resulting in deference and agreement, which can often be misinterpreted as a lack of analytical input and initiative.<\/p>\n\n\n\n

Recognize the continued existence of Patriarchal Societies.<\/span>

Alors qu\u2019une industrialisation massive et l\u2019autonomisation des femmes se produisent dans l\u2019Asie-Pacifique, l\u2019accent reste fortement mis sur le respect de l\u2019opinion et de l\u2019orientation des membres masculins de la famille, de l\u2019entreprise et de la soci\u00e9t\u00e9 en g\u00e9n\u00e9ral. Lors de discussions de groupe ou de visites \u00e0 domicile, la plupart des femmes interrog\u00e9es pourraient ne pas \u00eatre en mesure d'exprimer ouvertement leurs points de vue lorsqu'elles sont interrog\u00e9es en pr\u00e9sence d'un homme.<\/p>\n\n\n\n

Learn proper Communication and Feedback practices.<\/span>

Across the Asian culture, agreeableness, diplomacy, and respectfulness are essential in communication. Direct language and demands are met with silence and agreement but not necessarily understanding, acceptance, and compliance. Negative opinions or feedback are also culturally unacceptable. Hence, a positive approach to sharing information and constructive criticism is needed to have open and transparent communication and proper execution of the project.<\/p>\n\n\n\n

\u00c9tablir des relations et des interactions personnelles<\/span>

It is very important to establish personal rapport, either in conducting business or in conducting interviews. Although there is widespread adoption of technology in terms of mobile telecommunication and the Internet, a personal meeting must precede business transactions, and in-depth interviews must be done face-to-face. There is a very low uptake of online surveys as there is a general distrust and perceived inappropriateness of asking for someone\u2019s opinion and perspective without being physically present. Hence, the better options are Computer-Aided Personal Interviews or in-facility online surveys to encourage successful execution.<\/p>\n\n\n\n

Always consider the localization of concepts and the nuances of Language.<\/span>

Concepts and context must be clearly understood. SEA languages are contextual, and definitions and meanings are affected by different tones; the same words with slight differences in tones can mean something completely different. It is essential that project objectives, screeners, questionnaires, and expected outputs are discussed and understood in detail before the project. There must be an emphasis on proper translation of documents as rough interpretations may totally change meanings and definitions.<\/p>\n\n\n\n

Facteurs cl\u00e9s de succ\u00e8s<\/h2>\n\n\n\n

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\"\u00c9tudes<\/figure>\n\n\n\n

\u00c9tudes quantitatives<\/strong><\/p>\n\n\n\n

Successful Quantitative Market Research is often conducted face-to-face, whether through intercepts or door-to-door. Personal interaction is imperative in Southeast Asia, and despite the wide adoption of internet usage and mobile phones, interviews are still conducted in person. The low cost of labor and operating costs allow for the inexpensive execution of paper-aid personal Interviews. Since online surveys are often not successfully and properly executed, a growing alternative is Computer-Aided Personal Interviews, which are conducted in-facility or using handheld devices (in urban areas). Hence, at SIS International, we have our on-the-ground resources to ensure localized, efficient, and successful execution of fieldwork studies.<\/p>\n\n\n\n

\u00c9tudes qualitatives<\/strong><\/p>\n\n\n\n

Les entretiens d'\u00e9tudes de march\u00e9 qualitatives sont encore r\u00e9alis\u00e9s de mani\u00e8re traditionnelle, bien que l'on assiste \u00e0 une adoption croissante de nouvelles technologies et de nouveaux processus gr\u00e2ce \u00e0 l'utilisation de logiciels et de plateformes innovants.<\/p>\n\n\n\n

Competitive Intelligence and Business-to-Business (B2B) Interviews<\/strong><\/p>\n\n\n\n

Although often difficult at the initiation due to the lack of databases and secondary materials to identify the proper respondents, once professional and personal connections are established, most Southeast Asians are often open, helpful, and eager to share information with another professional.<\/p>\n\n\n\n

Panel Providers have increased their coverage in the region, with the growing demand for market entry, industry landscape, and competitive studies. The best sources remain memberships in professional, social, religious, and practice groups.<\/p>\n\n\n\n

How SIS International\u2019s Market Research in Southeast Asia Helps Businesses<\/h2>\n\n\n\n

SIS International<\/span><\/a>\u2019s market research in Southeast Asia equips businesses with the critical insights needed to navigate one of the most diverse and fast-growing regions in the world. Comprising countries like Indonesia, Vietnam, Thailand, the Philippines, and Malaysia, Southeast Asia is home to rapidly expanding economies, rising middle classes, and a growing appetite for innovation and consumer goods. Here\u2019s how our market research helps businesses capitalize on the opportunities this dynamic region presents:<\/p>\n\n\n\n