Market Strategy & Development Co., Ltd

Villa # 79 Street 454, Phnom Penh 12311 | www.msd.com.kh

Market Strategy & Development Co., Ltd. (MSD)

Villa # 79 Street 454, Sangkat ToulTumpong II, Khan Chamkarmon, Phnom Penh 12311,Cambodia.

+855 (0) 23 987 887+855 (0) 23 987 889

research@msd.com.kh

www.msd.com.kh

Who are we?

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The European Society for Opinion and MarketingResearch (ESOMAR) is the world organization for enablingbetter research into markets, consumers and societies.

Over the previous 15 years MSD has undertaken numerous market,social science, and socio-economic development research projectsindependently and through joint proposals with research/advertisingfirms.

Market Strategy & Development (MSD),Cambodia’s premiere marketing and socialresearch consulting firm has over 300trained and experienced field researchersstationed in key urban and rural centresthroughout the country and its head officeis located in Phnom Penh.

MSD was established and registered inApril 2002 with the Cambodian Ministry ofCommerce, its Managing Director has beenan ESOMAR member since January 2009and became the ESOMAR representativefor Cambodia in September 2016.

ESOMAR promotes the value ofmarket and opinion research inilluminating real issues and bringingabout effective decision-making on aglobal level.

All MSD senior management staff aremembers and MSD contains both ofCambodia’s country Representatives.

Marketing Research isn’t something we do, it’s what we do!

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Research

MSD’s Research Service Solutions

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A recurrent problem with qualitative research in emergingmarkets is finding local researchers who can adequatelyunderstand the client’s issues, and then be able to breakthrough the often-guarded Cambodian consumer to allowa free-flow of feelings and ideas.

With training from international qualitative researchersand further study into the psychology of the Cambodianconsumer, our moderators are able to peel away the layersto explore the Cambodian psyche.

Qualitative Research

MSD’s Research Service Solutions

Providing the highest quality data collection for analysisneeds is our specialty. We are able to assist inquestionnaire design, being particularly sensitive totranslation issues, so as to ensure that the questions askedare the questions you need answered. We also ascertainthat the questions answered are translated into accurate,meaningful and practical findings.

MSD researchers are skilled with the latest data analysispackages and so if a full-service solution to your marketingand research needs is required, MSD is not only able toidentify and design the most appropriate researchrequired, but provide meaningful analysis and actionableinsights which can be integrated into your marketing plans.

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Quantitative Research

MSD’s Research Service Solutions

Retail Research helps clients understand consumers'motivations, customer satisfaction, loyalty to their brand,and how best to position their brand. Many manufacturersand retailers use Retail Research as a tool to helpmanagement gauge product penetration, overall productperformance, distribution, promotion effectiveness, andprice sensitivity for expanding and sharpening up theirofferings.

With a wealth of experience, MSD measures and trackssales volume, selling price, observed promotion andmerchandising execution, encompassing an organization'sown brands as well as competitive brands for long-termstrategic planning or tactical decision-making.

MSD’s Retail Audit is now underway, please contact us tofind out more.

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Retail Research

MSD’s Research Service Solutions

Mystery shopping is a unique tool to evaluate the qualityof service, compliance with regulation and/or to gatherspecific information about products and services. Thesemystery shoppings can be conducted at a client’s outlets aswell as those of direct competitors, therefore providinginformation both on how to improve internally and gain acompetitive advantage against rivals.

In performing these shopping's, MSD – with feedback fromthe client – develops a detailed survey scenario designedto accomplish specific objectives. Depending on therequirements of the scenario, a relevant, experiencedmember of MSD’s research team will conduct theshopping, professionally sticking to the scenario so that theoutlet being evaluated does not become aware of theevaluation.

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Mystery Shopper

MSD’s Research Service Solutions

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Advertisers, media planners, publishers, broadcast, TV &Radio channel providers, NGOs, and government agenciesuse Media Research to support targeted advertising.Information needs and entertainment preferences haveshifted in time, making changes in lifestyles and tastes. It isvery important that media owners understand howconsumers choose one medium over another.

With more numerous media, there are more meansavailable for a client to reach the appropriate targetmarket. A greater number of communication channelsmean greater challenges to both advertisers andadvertising agencies as well as development institutions todeliver marketing messages most effectively.

Media Research

MSD’s Research Service Solutions

MSD provides Socio-economic Monitoring and EvaluationStudies for NGOs, Donor Agencies, and InternationalFinancial Institutions. Monitoring and Evaluation requiresidentification of the most appropriate indicators,depending on the objectives of the project to bemonitored and / or evaluated.

MSD always strives to use indicators that are SMART:Specific, Measurable (quantitatively or qualitatively),Actionable, Realistic and Time-based. Drawing from ourinternational experts, MSD is able to provide these servicesfor both local and international organizations

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Socio-Economic Monitoring & Evaluation (SME)

MSD’s Research Service Solutions

Some of the main characteristics that position MSD as a leading full service

research organization in Cambodia are:

Secure, in-house data entry, verification and processing capacity of large databases

CAPI (Computer Assisted Personal Interviewing) – our own software programmingfor logical control of questionnaires at data input stage.

Field supervision capacity at local (regional) level. In all cities and administrative region centers, MSD hassupervisors with more than 5 years of experience and can mobilize a field force of around 300 fully trainedfield interviewers

Organizational ability to handle nationally representative studies with largesamples

Internal control system: two-tier field quality control system (door-to-door and telephone back-checking byarea supervisors, and independently by controllers from head-office control unit)

Sampling expertise in Cambodia. Training capacity (field surveyors), including minorityrepresentatives

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Why MSD?

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Back Translation of Questionnaire

Project Briefing & Role Plays

Internal pilot: 1st) Mock interview

Internal pilot: 2nd) Real Respondents

External Pilot One day fieldwork100% QC & Final

Briefing

Minimum 30% random quality control per

interviewer1

1 15% PBC & 15% Call + listen to voice records2 Interview & listen to voice records for each interviewer3 CAPI system script check during the interview & analyze cross check

Observed interviews for on going skills upgrading2

Data Validation3 ESOMAR International Code of Practice

Fieldwork & Quality Control

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YES

Data Verification and analysis

Data Central Controller

Check the data uploaded

Extract respondent’s profile & contact to QA

team for back & call check

Interview

Interview respondent using on/offline tablet

Record the voice during the interview

Take photo (optional)

Capture GPS location (optional)

Data encrypted within the tablet upon completion of

the interview

Completed data uploaded into server

QA Team

30% check of completed interview per day (15% Personal Back Check &

15% Call check)

Listen to voice record

NO

Review 100% work of that interviewer in that particular day of work

Fieldwork Quality Assurance

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A multi-stage sampling process is used to select respondents for interviews

At the first stage, starting points are selected randomly from the communes in each sample city

using the Probability Proportionate to Size (PPS)

method.

Under the PPS method, more populous communes have a higher probability of being

chosen (proportionate to the population of the ward) ensuring

that each household in the underlying population has an

equal probability of being selected in the sample.

This provides a sample that is representative of the city in

terms of both geography and population density.

Households will be contacted in clusters around the selected starting points following the

Right Hand Rule (random walk), outlined below.

Single Interview

1 2 Refused Make Appoinment

Starting Point

1 2 Single Interview

Single Interview

1 2

Interviewer 1

Interviewer 2

Block 1 Block 2 Block 3 Block 4 Block 5 Block 6

Block 7 Block 8 Block 9 Block 10 Block 11 Block 12

Sampling - Urban

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In smaller towns and in rural areas, where statistics

of populations of administrative units are

either non-existent or not easily available, starting

points will be selected such that they are spread out geographically across the

town/village.

Sampling – Rural

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Research Executive

Check the completed screener

questionnaire with the quota.

QA Team

Conduct 25% Call check and 25%

back check on the respondent’s

profile and quota (for CLT).

Conduct 100% back check on the

respondent’s profile and quota

(for FGD).

Recruitment

Screening by interviewer

using a screener

questionnaire.Focus Group

Discussion (FGD)

Central Location Testing

(CLT)

Recruitment – Quality Assurance

MSD’s head office in Phnom Penh is professionally equipped to handle focus group discussions and hasthe most advanced facilities in the country. The 2 focus group rooms are fitted with VCD/DVD andaudio recording equipment. Adjacent to the FGD rooms are observation rooms with a TV, headphonesand a one-way-mirror through which to observe the FGD’s.

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Location and Facilities

MSD is specially equipped to handle large scale CLTs. MSD’s interviewers wear plain white lab coats soas to not bias respondents & the interviews take place in individual booths where each respondentcannot see nor hear other interviews taking place.

MSD will maintain fieldwork quality control throughout and has its full-time fieldwork supervisorsobserving fieldwork to ensure quality and thoroughness in probing.

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Location and Facilities

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Facilities

Briefing Rooms

FGDs Rooms

Viewing & Observation

Rooms

CLT Rooms

Staff

35 full-time staff

3 moderators

300 interviewers

Staff Rep. Offices

Phnom Penh (HQ)

Siem Reap

Battambang

Kampong Cham

Industries

FMCG

Retailers

NGOs

Services

Telecom

Automotive

…and more!+

MSD Staff and Offices

MSD’s Clients

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Having completed a plethora of studies across all business and social sectors, MSD has the capacity, knowledge andexperience to design and conduct thorough and insightful studies. Specifically, MSD has extensive experience inconducting market research studies. The logo’s below highlight the various clients MSD has worked with since the startof 2017:

And many more…

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MSD’s Team

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Peou is the founder and owner of Market Strategy & Development (MSD) registered in April 2002 with the Cambodian Ministry of Commerce, based in

Phnom Penh, Cambodia. MSD provides a wide range of quantitative and qualitative research to national and international clients covering a multitude of industries.

With more than 20 years of experience in conducting Market and Social Research exclusively in Cambodia, Peou has an unmatched expertise in implementing a great variety of research methodologies for a diverse set of clients. Peou is involved in all stages of MSD’s research projects. He has been an ESOMAR member since January

2009 and became ESOMAR's representative for Cambodia in September 2016.

Peou holds an Executive MBA from Paññāsāstra University and two bachelor degrees: one in Marketing from the Faculty of Business (presently known as the

National University of Management) under a joint program with the University of San Francisco and Georgetown University in the USA, and another in Business Law

from the University of San Francisco through the same program.

Eng Peou – Managing Director

Peou is the ESOMAR Representative for Cambodia.

Having obtained a BA Human Geography from Swansea University in the UK and a MA International Development Studies from Utrecht University in the Netherlands, Todd has travelled extensively and has now lived in Cambodia for 4 years. Todd conducted his Master’s thesis in Cambodia on the mismatch of skills between recent graduates and the Cambodian labour market.

As the Research Director at MSD, Todd is in charge of client services and oversees all research projects. In addition to managerial roles Todd uses his advanced education and European upbringing to add international insight into the company. During his time at the company he has been instrumental in a multitude of research projects, both qualitative and quantitative. Projects covered include numerous industries such as insurance products, social research, health and FMCG’s.

Todd is the ESOMAR YES representative for Cambodia.

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Todd Hunkin – Research Director

Mike earned a Master’s Degree in Public Health from George Washington University in America and a BSc in Speech-Language Pathology and Audiology from Ithaca College in New York. His Master’s thesis was selected among his department to be awarded

the ‘Excellence in Culminating Experience Award’ and was eventually published in BioMed Central Public Health Journal.

Mike arrived in Cambodia 4 years ago to work on Water, Sanitation, Hygiene and Health projects for a local NGO. During those projects he designed, implemented and

analysed project activities, including the roll-out of a community based WASH education program. He further assisted in monitoring and evaluation activities and

was responsible for all reporting to donors. Furthermore, Mike has extensive knowledge of quantitative analysis and can speak basic Khmer. Working at MSD, Mike

handles project management on an assortment of research projects ranging from focus group discussions through to nationally representative quantitative studies.

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Mike Hopewell – Research Manager

Mike is also an ESOMAR YES member.

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Managing DirectorMr. Eng Peoue.peou@msd.com.kh

Research DirectorMr. Todd Hunkinh.todd@msd.com.kh

Research ManagerMr. Mike Hopewellh.mike@msd.com.kh

Villa # 79 Street 454, Sangkat ToulTumpong II, Khan Chamkarmon, Phnom Penh 12311,Cambodia.

+855 (0) 23 987 887+855 (0) 23 987 889

research@msd.com.khbb_office@msd.com.khsr_office@msd.com.khkc_office@msd.com.kh

www.msd.com.kh

Thank you!