Project Overview

Optimizing New Product & Packaging Launches of Vinamilk Using EEG Technology

✦ Comprehensive Research & Analysis Solutions

Before diving into applications of electroencephalography (EEG), ECGROUP proudly offers a holistic ecosystem of survey, research, and market analysis solutions. We design multidimensional research methodologies tailored to the specific challenges of each business.

Traditional Research

Systematically conducted quantitative and qualitative methods (Online/Offline surveys, Focus groups, In-depth interviews...) to collect conscious behavioral data and direct user feedback.

Breakthrough Technologies

Deep integration of the most advanced neurobiological measurement technologies such as Neuromarketing, Eye-tracking, and EEG to decode subconscious reactions and genuine emotions that customers cannot express in words.

The perfect combination of traditional methods and breakthrough technologies allows ECGROUP to deliver an absolutely precise picture of customer insights, supporting businesses in making strategic decisions and optimizing performance.

01 Current Problem

Vinamilk's core issue is the dangerous asymmetry between investment speed and reliable insight gathering: • Spent over 10,400 billion VND in 2024 on marketing & research. • An "innovation machine" launching 125 new products in a year (one every two days). • Huge ROI risk if products miss the mark.

02 The ECT Solution

Traditional surveys are slow and biased, causing forecasting "blind spots" as participants give socially acceptable answers. ECT's Solution: • Employs Electroencephalography (EEG) to capture raw, real-time neural responses. • Records brain activity with millisecond precision to directly measure what consumers TRULY FEEL before conscious intervention.

Brain State Metrics

ECT uses signals to determine proprietary emotional metrics:

Engagement: Measures immersion and focus.

Interest: Measures appeal and preference (core 'like/dislike').

Excitement: Measures the intensity of emotional arousal.

Stress: Records negative emotions like discomfort or confusion.

Research Objectives

Decode and quantify brain state data of Vinamilk's best-selling products to create an internal benchmark.
Identify the risk of "brand fatigue" when consumers are exposed to too many changes in a short time.
Provide a data-driven set of design principles to optimize the creative process from the very first steps.

Project Roadmap (40 Participants, 5 Days)

Phase 1: Goal alignment, recruitment, technical setup, pilot testing.

Phase 2: Conduct EEG recordings according to prepared scenarios (4 distinct scenarios evaluating packaging, flavor, integrated experience, and innovation frequency).

Phase 3: Data analysis, insight synthesis, and presentation.

Expected Outcomes & Conclusion

The project equips Vinamilk with a massive strategic advantage: • An internal "Golden Standard" baseline for innovations. • An agile screening process integrated directly into R&D. • Data-driven decisions reducing failure risks and maximizing ROI.