Supporting Better Decisions in Thailand’s Growing Market
Market Research Thailand combines local market knowledge with international consulting expertise to support companies, investors, institutions, and public sector organisations in making informed decisions across Thailand’s competitive and fast-changing market.
As Thailand continues to evolve, organisations need more than broad market data. They need clear insight into customer demand, competitor positioning, regulatory direction, sector dynamics, partnership options, investment priorities, and execution realities. We help clients understand where the real opportunity lies and translate Thailand market research into practical strategy.
With a team of experienced consultants, strategists, researchers, and sector specialists, we support organisations across market entry studies, feasibility studies, customer research, competitor analysis, demand assessment, market sizing, benchmarking, partner identification, investment assessment, and growth strategy. Whether supporting expansion, investment decisions, or transformation initiatives, we help clients make clearer decisions and build stronger strategies in Thailand.
1982
Founded
3,000
Consultants Worldwide
10+ Years
Experience in Thailand
250+
Projects Completed in Thailand
98%
Client Repeat Rate
/ How we work
We combine local market research insight with international consulting expertise to help organisations navigate growth, transformation, and investment opportunities in Thailand.
Local Market Understanding
Our team brings practical knowledge of Thailand’s business environment, customer behaviours, sector dynamics, and market-specific challenges, helping clients navigate complexity and identify opportunities with confidence.
Global Expertise
As part of Eurogroup Consulting, we bring international consulting standards, structured methodologies, and cross-sector experience tailored to the realities of Thailand’s market.
Collaborative & Execution-Focused
We work closely with leadership teams to transform market research findings into actionable initiatives, ensuring alignment from insight generation through strategic planning and implementation.
Deep Sector Expertise
Our experience spans healthcare, logistics, mobility, energy, construction, tourism, retail, technology, industrials, and digital ecosystems, enabling sector-specific insights that support measurable results.
Long-Term Strategic Partnership
We focus on building lasting relationships with our clients, supporting their growth, transformation, and strategic priorities as Thailand’s market continues to evolve.
How We Help: From Thailand Market Insight to Practical Growth Decisions
Market research is most valuable when it leads to clear decisions and practical action. At Market Research Thailand, we help clients move beyond data collection by translating market insights into strategies that support growth, investment, expansion, and transformation.
Our work helps organisations understand market size, customer needs, competitor positioning, pricing dynamics, distribution models, regulatory considerations, partnership opportunities, and operational requirements. This allows clients to identify where to compete, how to position their offer, and what steps are needed to succeed in Thailand.
Whether supporting market entry, feasibility assessment, customer research, competitive analysis, go-to-market planning, or business transformation, we focus on delivering insights that are actionable, locally grounded, and aligned with each client’s strategic priorities.
/ Our Management Team
Our Thailand-based and regional experts bring strong local market knowledge, sector experience, and international consulting expertise. They support clients in making clear strategic decisions and driving growth in Thailand.
Grégoire Virat
Transformation, Digital Innovation & Growth Strategy Expert in Thailand & Southeast Asia
Grégoire Virat is a Managing Partner at Eurogroup Consulting with extensive experience leading complex transformation programs, digital innovation initiatives, and international growth projects. Since joining Eurogroup Consulting in 1999, he has supported organisations across regulated industries, public sector transformation, digital strategy, and organisational change.
His early work focused on implementing the European single market, particularly within regulated industries, before expanding into public sector modernisation. In 2015, Grégoire took the lead of Eurogroup Consulting’s digital transformation practice, focusing on digital innovation, data-driven business models, and organisational transformation in the digital age. Based in Singapore since 2021, he also co-heads the firm’s international committee, supporting Eurogroup Consulting’s growth across Southeast Asia, the Middle East, and Asia.
Key Areas of Expertise
- Complex Transformation Programs
- Digital Innovation and Data-Driven Business Models
- Organisational Transformation
- International Growth Strategy
- Startup and Corporate Innovation Advisory
Mickael Feige
Market Research, Analysis & Strategy Consulting Expert in Thailand
Mickael Feige is a Partner at Eurogroup Consulting specialising in market research, analysis, and strategy consulting, with a primary focus on Thailand and Southeast Asia. With more than 15 years of experience delivering high-impact solutions to global multinational companies, he helps clients gain actionable insights, assess growth opportunities, and strengthen their presence in Thailand.
Living and working in Thailand for more than a decade, Mickael brings deep local market knowledge and a strong understanding of the country’s economic and business landscape. His expertise spans automotive, energy, healthcare, and digital transformation, with projects covering market entry strategy, competitive analysis, consumer behaviour research, go-to-market strategy, operational improvement, and business growth planning. Mickael graduated from the Institute of Political Science Lyon in 2002 in a program focused on business administration in Asian markets and obtained an Executive MBA from INSEAD in 2014.
Key Areas of Expertise
- In-depth Market Research and Analysis
- Market Entry and Go-to-Market Strategy
- Consumer Behaviour Analysis
- Growth Strategy and Partnership Development
- Operational Efficiency and Business Transformation
Yanika Assavaboonsathien
Strategy, Operating Model & Transformation Expert in Thailand & Southeast Asia
Yanika Assavaboonsathien is a Director at Eurogroup Consulting with a decade of experience in management consulting, specialising in strategy development and operating model transformation across Thailand and Southeast Asia. With a strong focus on the Thai market, she has worked across energy, chemicals, construction, infrastructure, and healthcare, helping organisations improve performance, strengthen operations, and build strategies adapted to local market realities.
Yanika has led complex transformation initiatives, including a comprehensive HR operating model transformation for a major energy company across Southeast Asia. Her expertise in redesigning organisational structures and improving operating models helps businesses streamline operations, enhance workforce management, and strengthen performance. She holds an MBA in General Management from The Hague University in the Netherlands and a BBA in Business Administration from Assumption University in Bangkok.
Key Areas of Expertise
- Strategy Development
- Operating Model Transformation
- HR Operating Model Transformation
- Energy, Healthcare, Construction & Infrastructure
- Organisational Performance Improvement
Julatis Phumchan
Strategic Planning, Market Analysis & Project Management Expert in Thailand
Julatis Phumchan is a Bangkok-based consultant with experience in strategic planning, project management, market analysis, and operational improvement. He began his career with a leading retailer and gaming company in Thailand before moving into management consulting, where he developed expertise across key industries including automotive, manufacturing, and energy.
In his consulting work, Julatis has supported market assessments, industry analyses, operating model reviews, and process improvement initiatives for companies operating in Thailand’s industrial and business sectors. His work helps organisations evaluate opportunities, improve operational efficiency, and execute projects with greater clarity and structure. Julatis holds a Bachelor’s degree in Business Administration from Assumption University in Bangkok, Thailand.
Key Areas of Expertise
- Strategic Planning
- Market Analysis and Assessment
- Operating Model Review and Improvement
- Project Management
- Automotive, Manufacturing and Energy Sectors
Mickael Feige
Market Research, Analysis & Strategy Consulting Expert in Thailand
Who is Mickael Feige?
Mickael Feige is a partner at Eurogroup Consulting who specializes in market research, analysis, and strategy consulting with a primary focus on Thailand and Southeast Asia. With more than 15 years of experience and over a decade living and working in Thailand—he brings deep local insight across the automotive, energy, healthcare, and digital transformation sectors. He advises global MNCs and local leaders on entering, expanding, or strengthening their presence in Thailand, leading engagements on market entry, competitive intelligence, and consumer behavior.
Mickael's approach is data-driven and outcome-oriented. He delivers in-depth market research and segmentation, designs tailored B2B and B2C market-entry strategies, analyzes consumer trends and potential disruptions, and builds growth plans covering organic expansion, M&A, and partnerships. He also improves operational efficiency by diagnosing bottlenecks and optimizing operating models, enabling sustainable business growth. Mickael graduated from the Institute of Political Science Lyon in 2002 with a focus on Asian markets and earned an Executive MBA from INSEAD in 2014.
Q: What is your methodology for market sizing in Thailand?
A: We combine top-down and bottom-up modeling using government data, industry inputs, and validated interviews. We triangulate from multiple sources and tailor frameworks to reflect Thailand's fragmented and informal economy.
Q: How do you identify and evaluate potential partners or distributors in Thailand?
A: We build longlists via desk research and networks, then qualify through structured interviews, site visits (when needed), and detailed capability assessments, including past client track records and financial health.
Q: What's your approach to competitive benchmarking in Thailand?
A: We mix desk research with in-market intelligence and mystery shopping. We assess competitors' go-to-market models, pricing, channel strategies, positioning, and pain points as reported by customers or ex-employees.
Q: How do you conduct B2B customer profiling in Thailand?
A: We conduct in-depth interviews with decision-makers across relevant segments. We look at procurement behavior, key selection criteria, pain points, and satisfaction with current providers to map opportunities.
Q: What is the typical duration of a market research project in Thailand?
A: Timelines range from 4 to 12 weeks depending on scope, language needs, and stakeholder access. Fieldwork-heavy projects or those targeting niche segments may require more time.
Q: How large is the team assigned to a research project?
A: Each project is led by a partner or senior manager, supported by one consultant and one to two analysts. We also engage a local fieldwork coordinator if needed.
Q: Do you outsource any part of your research in Thailand?
A: All core research and analysis are done in-house. For surveys or extensive fieldwork, we collaborate with long-standing local partners—but we remain fully responsible for quality and insight delivery.
Q: Are interviews conducted in Thai or English?
A: Most interviews with Thai respondents are done in Thai. Our team handles translation and synthesis in English to ensure clarity, context, and nuance are preserved.
Q: Can you provide a sample report before we engage?
A: Yes, we can share sanitized samples from past Thailand-focused projects to showcase how we structure findings, synthesize insights, and present actionable recommendations.
Q: Do you offer ready-made reports on Thailand?
A: No, we do not sell off-the-shelf reports. All our research is tailored to each client's objectives. However, we occasionally publish whitepapers with thematic insights.
Q: Do you cover all regions of Thailand or just Bangkok?
A: Yes. We cover Bangkok, Chiang Mai, Khon Kaen, Phuket, the Eastern Economic Corridor, and other regional hubs depending on the project's geographic focus.
Q: Have you worked with Thai government bodies or local regulators?
A: Yes. We've conducted stakeholder mapping and regulatory reviews involving Thai BOI, FDA Thailand, and ministries—especially for market entry and compliance strategy.
Q: Do you collaborate with Thailand-based firms on larger projects?
A: Yes, when needed. For regulatory, legal, or highly technical sectors, we work with local experts or firms—while leading all research design, insight synthesis, and client communication.
Q: Can you support us in understanding Thailand's regulatory landscape?
A: Yes. We map relevant agencies, licensing requirements, approval bottlenecks, and how regulations are applied in practice—especially for sectors like healthcare, food, and education.
Q: Do you conduct fieldwork (e.g., store visits, surveys) in Thailand?
A: Yes. We conduct in-person fieldwork, including store checks, interviews, and community-based surveys—particularly important in Thailand's informal or tier-2 markets.
Q: Do you offer success-based pricing for distributor or partner searches?
A: We occasionally offer hybrid pricing (fixed + success-based) for long-term clients or projects involving hands-on business development follow-up after the research phase.
Q: Can you handle niche industries or less-developed markets in Thailand?
A: Yes. We've worked in sectors like smart logistics, halal food, and provincial healthcare. We rely on expert interviews and creative methods to reach underserved segments.
Q: How do you ensure cultural sensitivity in your research?
A: Our Thai researchers and bilingual consultants adapt interview style and materials to local etiquette and business norms, ensuring respectful and reliable engagement.
Q: Will we receive interim updates during the project?
A: Yes. We offer weekly or biweekly updates depending on timeline—sharing early patterns, interview progress, and validation checkpoints to align on direction.
Q: How do you handle confidential or proprietary data?
A: We operate under strict NDAs and data protection protocols. Sensitive information is only shared internally on a need-to-know basis, with full encryption and access controls.
Q: Can you help validate product-market fit in the Thai market before we launch?
A: Yes. We test positioning, pricing, and usability via interviews or mini-pilots, and help refine your offering based on how Thai customers perceive value and differentiation.
Q: What sectors are you seeing the most growth or disruption in Thailand right now?
A: We're seeing shifts in healthtech, EV infrastructure, local consumer brands, digital banking, and sustainable packaging—often driven by policy changes or younger consumers.
Q: Can you help us localize our offering or messaging for Thai customers?
A: Yes. Based on interviews and market sentiment, we advise on brand tone, taglines, visual cues, and key messaging adaptations that resonate with Thai values and preferences.
Q: How do you access hard-to-reach respondents or niche B2B profiles in Thailand?
A: We use a mix of expert referrals, chambers of commerce, trade show databases, and snowball sampling to access technical or senior-level B2B respondents.
Q: Do you offer post-research support, such as strategy workshops or stakeholder presentations?
A: Yes. We regularly facilitate internal workshops, C-level briefings, and investor presentations to help translate research into decisions and next steps.
/ Contact Us
Let’s discuss how we can support your next growth decision in Thailand.