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RFP: Qualitative Consumer Research in Vietnam

ISSUE DATE: September 29, 2017
SUBMISSION DATE: October 13, 2017

Women’s World Banking is seeking an experienced consumer research firm to recruit participants and manage logistics for qualitative research.  The research will take place in various locations in Vietnam during the timeframe of November 6-14, 2017.

Women’s World Banking is the global leader in women’s financial inclusion. Rooted in our deep understanding of the women’s market, we tackle financial inclusion in three interconnected ways: first, by partnering with financial services providers to develop scalable market-driven solutions; second, through our gender-lens private equity fund; and, finally, because diverse institutions are proven to be stronger, we build institutional capacity through leadership and diversity programs. Through this holistic approach and our global reach of 49 institutions in 32 countries, we accelerate economic opportunity for low-income women and growth for financial service providers in the emerging markets.

Women’s World Banking is working with a leading bank in Vietnam to develop a strategy to increase the bank’s outreach to women in Vietnam and thus increase the availability of quality financial products and services to women in Vietnam.

Under the initiative, Women’s World Banking will conduct in-field qualitative research.  The participants in the research will be clients and non-clients of the Bank who are members of two priority consumer segments. Participants in these segments will be further segmented based on criteria such as age, gender, geography, and customer status.  The Women’s World Banking team will facilitate and transcribe all sessions.

We are seeking a recruitment firm to manage participant recruitment and research logistics throughout the engagement.

The research firm will be responsible for the following:

  • Recruitment
    • Successfully recruit participants for individual interviews, focus group sessions and observations. The exact number of interviews/sessions will be confirmed once segments have been finalized; for the purposes of this RFP, please assume:
      • 2 geographic locations: Hanoi and Ho Chi Minh City; with a combination of urban & semi-urban areas within each
      • 16 individual interviews (4 per segment per location)
      • 12 focus groups (3 per segment per location); 5-7 participants per focus group
  • Venues:
    • Identify and secure research venues for interviews/focus group sessions. Venues should be neutral, quiet locations that offer privacy and are easily accessible by participants, and acceptable for cultural norms for women.
      • Two-way mirrors are not required
      • Videotaping is not required
  • ***UPDATED: Moderation:
    • Provide 2 experienced moderators, and facilitate all sessions. Moderators should have experience conducting research among low-income segments, and preferably will also have experience conducting research in financial services
  • Refreshments:
    • Arrange for refreshments and financial compensation for all participants
  • Interpretation:
    • Identify and secure two interpreters for simultaneous interpretation between English and Vietnamese to participate in all research sessions
  • Be present at focus group sites to ensure logistics of participant arrival and criteria confirmation, as well as facilitate logistics of research venue, refreshments and financial compensation.

The Consultant will not be responsible for data organization or analysis of the research findings.

The duration of this consultancy will be approximately four weeks in Q4 2017.

The research will take place in the greater Hanoi and Ho Chi Minh City urban areas. Field research will take place in multiple locations in Vietnam. Research firms based in Vietnam are preferred. No travel outside Vietnam will be necessary.


  • Deep expertise in the design and implementation of quantitative and qualitative consumer research;
  • Experience designing and/or conducting research among low-income segments and women;
  • Experience in financial services or consumer products research;
  • Comfort working in an ambiguous environment; ability to identify priorities and develop a structure & plan with minimal guidance;
  • Strong understanding of the local context, for both urban and semi-urban Vietnam; and
  • Must be fluent in English.

Please submit your application by midnight EST Friday, October 13, 2017.

Proposals should include the elements below:

  • Statement of your organization’s capacity to complete this work and relevant experience;
  • Team structure and organization of work: describe the proposed team and how they will be organized, and include CV(s) of senior staff who will lead the work;
  • Brief overview of proposed approach for each component outlined above;
  • Timeline to fulfill each deliverable. In-field research is scheduled for November 6-14;
  • Detailed fee proposal; and
  • References: minimum of two.

Applicants may submit their question(s) in writing to tn@womensworldbanking.org. Please include in the e-mail subject line “Questions: RFP: Qualitative Consumer Research in Vietnam.”

This RFQ does not guarantee or commit Women’s World Banking to proceeding with the above described work. Due to the overwhelming responses not all candidates will be contacted.

Women’s World Banking is an equal employment opportunity for all regardless of race, color, citizenship, religion, national origin, sex, sexual orientation, gender identity or expression, age, disability, veteran or reservist status or any other category protected by federal, state or local law.

Q: Regarding of recruitment, who exactly should we look for? Is there any specific criteria (available at the moment) of our targets for both individual interviews and focus group discussion? Such as age group, gender, user/non-user of specific financial products/service?
A: We will share the exact criteria upon award of the contract. The majority of research participants will be SEC C & upper D women (men will be less than 50% of participants), and will fall into two key segments: business owners and salaried workers within a specific industry. There will also be a split between customers of the bank we are working with, and non-customers.

Q: Can we assume the length of discussion for individual interview (per interview) will be 1 hour and for focus group will be 2 hours (per group)?
A: That is a reasonable assumption.

Q: Regarding the location of the work, we understand the research will focus in HCM and HN. The brief also mentioned “Field research will take place in multiple locations in Vietnam.” Does it mean that there will be several later stages of research to be conducted in other cities?
A: No, the research will conclude after this fieldwork.

Q: Just to ask for further information:  “Deep expertise in the design and implementation of quantitative and qualitative consumer research” is preferred qualification. Kindly advise if you are also looking for a quantitative research beside this qualitative research.
A: This RFP is for qualitative research only.

Q: Will the facilitator (moderator) be Vietnamese or a foreigner?
A: This RFP has now been updated for the facilitation to be provided by the research firm.

Q: Is there any need for English transcripts?
A: There is no need for English transcripts.


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