Epinion Asia Rebrands as Decision Lab Following MBO

Four months after buying out the Southeast Asian business of global research firm Epinion, the management team have rebranded their company as Decision Lab.

Based in Ho Chi Minh city, Vietnam, Decision Lab has sixteen staff and is managed by Aske Østergård and Thue Quist Thomasen. At the time of the 'friendly' January MBO Østergård was MD of Epinion Asia while Thomasen was Epinion's Head of Group Sales and Marketing.

The new firm, which also has operations in Singapore, focuses on fast, flexible and 'seamless' connection of brands and customers, making use of 'the largest Online Community for research in Southeast Asia'; partnerships with relevant technology providers; and an international team of research consultants.

In January, Epinion CEO Lars Bjørn Falkenberg said the deal would allow the parent group to 'focus on its fast expanding business of general market research & insights management solutions in Europeas well as growing our global position within research and insights services to the Aviation and Transportation verticals further'. Epinion retains its global back-office operations unit of more than 60 employees in Ho Chi Minh, led by new MD Mr. Le Xuan Binh.

Thomasen, Deputy MD of the new company, told www.mumbrella.asia that 'as so many more Southeast Asians have come online since Epinion set up a hub there seven years ago, brands - particularly consumer goods companies - have had to be more reactive, and so need faster turnaround market research done'. He added: 'We are well known for our ability to add fresh perspectives to our clients' business by applying the latest technology and the best minds in the industry. We move brands closer to their consumers by communicating with them through the technologies they are most familiar with. This will continue to be at the core of our strategy'.

Web sites: www.epinionglobal.com and www.decisionlab.co .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.