How We Work: Turning Market Insights into Strategic Action
At Market Research Thailand, our work goes far beyond collecting data it’s about transforming information into strategies that drive real business results. In this exclusive interview, Mickael Feige, our Partner, opens the curtain on the way we operate: from the meticulous research methodologies we apply, to the cultural understanding that shapes our recommendations.
With years of experience advising multinational corporations, regional brands, and ambitious start-ups, Mickael explains how we tailor our approach for each client’s unique goals and challenges. You’ll learn how our team integrates market intelligence, consumer behavior analysis, and competitive benchmarking into clear, actionable strategies.
Whether it’s entering a new market, optimizing product positioning, or navigating complex business landscapes in Thailand and Southeast Asia, our philosophy is simple yet powerful: combine rigorous research with deep local insight to deliver decisions that matter. This conversation offers a rare look into the principles, values, and day-to-day practices that make Market Research Thailand a trusted partner for leaders across industries.
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.
What is your methodology for market sizing in Thailand?
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.
How do you identify and evaluate potential partners or distributors in Thailand?
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.
What’s your approach to competitive benchmarking in Thailand?
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.
How do you conduct B2B customer profiling in Thailand?
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.
What is the typical duration of a market research project in Thailand?
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.
How large is the team assigned to a research project?
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.
Do you outsource any part of your research in Thailand?
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.
Are interviews conducted in Thai or English?
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.
Can you provide a sample report before we engage?
Yes, we can share sanitized samples from past Thailand-focused projects to showcase how we structure findings, synthesize insights, and present actionable recommendations.
Do you offer ready-made reports on Thailand?
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.
Do you cover all regions of Thailand or just Bangkok?
Yes. We cover Bangkok, Chiang Mai, Khon Kaen, Phuket, the Eastern Economic Corridor, and other regional hubs depending on the project’s geographic focus.
Have you worked with Thai government bodies or local regulators?
Yes. We've conducted stakeholder mapping and regulatory reviews involving Thai BOI, FDA Thailand, and ministries—especially for market entry and compliance strategy.
Do you collaborate with Thailand-based firms on larger projects?
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.
Can you support us in understanding Thailand’s regulatory landscape?
Yes. We map relevant agencies, licensing requirements, approval bottlenecks, and how regulations are applied in practice—especially for sectors like healthcare, food, and education.
Do you conduct fieldwork (e.g., store visits, surveys) in Thailand?
Yes. We conduct in-person fieldwork, including store checks, interviews, and community-based surveys—particularly important in Thailand’s informal or tier-2 markets.
Do you offer success-based pricing for distributor or partner searches?
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.
Can you handle niche industries or less-developed markets in Thailand?
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.
How do you ensure cultural sensitivity in your research?
Our Thai researchers and bilingual consultants adapt interview style and materials to local etiquette and business norms, ensuring respectful and reliable engagement.
Will we receive interim updates during the project?
Yes. We offer weekly or biweekly updates depending on timeline—sharing early patterns, interview progress, and validation checkpoints to align on direction.
How do you handle confidential or proprietary data?
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.
Can you help validate product-market fit in the Thai market before we launch?
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.
What sectors are you seeing the most growth or disruption in Thailand right now?
We’re seeing shifts in healthtech, EV infrastructure, local consumer brands, digital banking, and sustainable packaging—often driven by policy changes or younger consumers.
Can you help us localize our offering or messaging for Thai customers?
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.
How do you access hard-to-reach respondents or niche B2B profiles in Thailand?
We use a mix of expert referrals, chambers of commerce, trade show databases, and snowball sampling to access technical or senior-level B2B respondents.
Do you offer post-research support, such as strategy workshops or stakeholder presentations?
Yes. We regularly facilitate internal workshops, C-level briefings, and investor presentations to help translate research into decisions and next steps.