11/6/21, 3:43 PM NCC 2021 - Round 1: The Truth Seeker

NCC 2021 - Round 1: The Truth Seeker

Welcome teams to NielsenIQ Case Competition 2021!

In this round, each team have 25 mins to answer 30 multiple-choice questions (including
time for all technical issues like internet connection) . The test is designed based on the
NielsenIQ Academy Textbook (NAT), covering 4 main parts:

1. Market research understanding

2. Fact understanding

3. Vietnam market & consumer understanding

4. Two business cases

Test score: Whole correct answer (+1 point), Incorrect answer (-1 point), No/blank answer
(-0.5 point)

Email *

Please fill your team name? *

xxx

Please fill in the email & phone number of your team leader? (The same leader
email when you registered for NCC) *

xxx

Market Research Understanding

https://docs.google.com/forms/d/e/1FAIpQLSfhzdC1QWAw135bUu9r2f3XG49TXvzhI6ft3FvQA3NTEJ7Q9g/viewscore?viewscore=AE0zAgDq7I_ceo… 1/16
11/6/21, 3:43 PM NCC 2021 - Round 1: The Truth Seeker

1. At which stages of the product life cycle can market research help the
business? (Multiple answers)

A. Product Innovation

B. Marketing Effectiveness

C. Consumerization

D. Sales Effectiveness

2. Which data sources can be applied to analyze consumer behavior? (Multiple

answers)

A. Desk research

B. Social listening

C. Consumer insight

D. Big data

3. What are the methods applied in Qualitative Research study? (Multiple

answers)

A. Focus group discussion

B. In-depth Interview

C. Ethnography (In-home visits/ Shop alone)

D. Customer surveys and questionnaires

https://docs.google.com/forms/d/e/1FAIpQLSfhzdC1QWAw135bUu9r2f3XG49TXvzhI6ft3FvQA3NTEJ7Q9g/viewscore?viewscore=AE0zAgDq7I_ceo… 2/16
11/6/21, 3:43 PM NCC 2021 - Round 1: The Truth Seeker

4. Which below statement is not the research objective? (Multiple answers)

A. Company A wants to identify consumer segments with the highest potential to be

tapped

B. Company A wants to sustain their leadership in iron and steel industry

C. Company A needs to know the packaging trend in snack market in last 2 years

D. Company A wants to recover their sales after Covid Wave 4

5. Bank C wants to design a new pension product for customers. Which of the
following research objectives can be fully answered by conducting a Qualitative
Research study? (Multiple answers)

A. Understand the customer needs for retirement savings & their expectations

B. Identify key driving forces of customer's retirement preparation

C. Market segmentation based on customer needs and retirement behavior

D. Estimate the market size by customer segment

6. Company C is the 3rd-ranked manufacturer in Vietnam infant milk powder.

Company has launched a new Super Premium product in 2020 to capture the
premiumization trend. Which of the following questions can be fully addressed
under retail audit study? (Multiple answers)

A. How is our new launch performance in terms of market share & distribution after 6
month launch?

B. How is our new product package in Super Premium perceived by consumers?

C. What are target consumer segments driving volume for our new launch?

D. Which are the potential regions for expansion in next 12 months?

Facts Understanding
https://docs.google.com/forms/d/e/1FAIpQLSfhzdC1QWAw135bUu9r2f3XG49TXvzhI6ft3FvQA3NTEJ7Q9g/viewscore?viewscore=AE0zAgDq7I_ceo… 3/16
11/6/21, 3:43 PM NCC 2021 - Round 1: The Truth Seeker

7. Is this scenario possible to happen? (Single answer)

A. Yes

B. No

C. Cannot be concluded

8. Which of the following statements are not true for weighted distribution?
(Multiple answers)

A. Represent the number of stores handling the product

B. Represents the percentage of stores within the universe handling the product

C. Represents the percentage of the product category turnover accounted for by

stores handling the product

D. It takes store value sales importance into account

https://docs.google.com/forms/d/e/1FAIpQLSfhzdC1QWAw135bUu9r2f3XG49TXvzhI6ft3FvQA3NTEJ7Q9g/viewscore?viewscore=AE0zAgDq7I_ceo… 4/16
11/6/21, 3:43 PM NCC 2021 - Round 1: The Truth Seeker

9. In Biscuit category at nationwide level, Brand X has 25% numeric distribution

and 30% weighted distribution while brand Y has 55% numeric distribution and
80% weighted distribution. Which brand has higher quality of distribution?
(Single answer)

A. Brand X

B. Brand Y

C. Two brands have equal distribution quality

D. Cannot be concluded

10. Manufacturer A decides to upsize their packaged water bottle from 1.2L to
1.5L without change the selling price. What following statements is true given
market context remains unchanged? (Single answer)

A. Price per unit will decline

B. Average price index vs. market leader will increase

C. Price per liter will increase

D. Price per liter will decline

https://docs.google.com/forms/d/e/1FAIpQLSfhzdC1QWAw135bUu9r2f3XG49TXvzhI6ft3FvQA3NTEJ7Q9g/viewscore?viewscore=AE0zAgDq7I_ceo… 5/16
11/6/21, 3:43 PM NCC 2021 - Round 1: The Truth Seeker

11. Province B has population of 9,865 people. A company has conducted a

consumer study to understand the insecticide control penetration in this
province. How many insecticide electrical device users are there based on the
study result below? (Single answer)

A. 508 users

B. 1,973 users

C. 2,481 users

D. None of the above

https://docs.google.com/forms/d/e/1FAIpQLSfhzdC1QWAw135bUu9r2f3XG49TXvzhI6ft3FvQA3NTEJ7Q9g/viewscore?viewscore=AE0zAgDq7I_ceo… 6/16
11/6/21, 3:43 PM NCC 2021 - Round 1: The Truth Seeker

12. Osaka is a health & beauty (H&B) modern trade retailer, growing at 24% in the
first half of 2021. Total Modern Trade is currently growing at 14% while total H&B
grows at 51%. Does Osaka gain market share? (Single answer)

A. Gain share in H&B

B. Gain share in H&B as well as total MT

C. Lose share in H&B

D. Cannot be concluded

VN market & consumer understanding

13. How is Vietnam FMCG and super-categories performance in 2020 vs YA?

(Multiple answers)

A. Vietnam FMCG is on the recovery trend

B. Personal care increases its contribution to total FMCG

C. Home care is key growing super category amidst Covid situation

D. Foods sustain sales better than other super categories

14. How do Vietnamese consumers reset their behavior in 2020? (Multiple

answers)

A. Consumers prioritize in-home spending over discretionary out-of-home expenses

B. Consumers have same affordability reset responses across super-groups

C. Non-essentials observe the down-trading trend

D. Beer & Cigarette observe the down-sizing trend

https://docs.google.com/forms/d/e/1FAIpQLSfhzdC1QWAw135bUu9r2f3XG49TXvzhI6ft3FvQA3NTEJ7Q9g/viewscore?viewscore=AE0zAgDq7I_ceo… 7/16
11/6/21, 3:43 PM NCC 2021 - Round 1: The Truth Seeker

15. Which statements below reflect the key changes of retail landscape in 2020?
(Multiple answers)

A. Modern trade becomes one of the key sources of growth in Covid

B. The expansion of traditional trade stores

C. Ecommerce is a promising channel

D. Modern trade large formats (i.e. super/hypermarket) has the fastest expansion rate

16. Which group below has the most multi-format FMCG retail? (Single answer)

A. Vincommerce

B. Saigon Coop

C. BRG Group

D. AEON

17. Which payment method is the most popular in Vietnam? (Multiple answers)

A. E-wallet in 2021

B. E-wallet in 2020

C. Cash on delivery in 2021

D. Cash on delivery in 2020

E. ATM card in 2021

Case Study 1: Post-launch performance review

Beer is one of the biggest categories in Vietnam FMCG. In 2020, Company Hops decides to enter the
market via introducing a product - Fresh in an emerging segment - non-alcoholic beer. After 6-month
https://docs.google.com/forms/d/e/1FAIpQLSfhzdC1QWAw135bUu9r2f3XG49TXvzhI6ft3FvQA3NTEJ7Q9g/viewscore?viewscore=AE0zAgDq7I_ceo… 8/16
11/6/21, 3:43 PM NCC 2021 - Round 1: The Truth Seeker

launch, the company has conducted a consumer insight study to review their post-launch performance
based on KPIs of brand awareness, trial/ usage?

18. Which below statements could be the research objectives for this study?
(Multiple answers)

A. Hops wants to double the size of their non-alcoholic beer business

B. Hops wants to understand the levels of their brand awareness

C. Hops needs to have clear distribution expansion roadmap in next 12 months

D. Hops needs to review consumer profiles (age, gender, occupation, etc.) to enhance
their business

https://docs.google.com/forms/d/e/1FAIpQLSfhzdC1QWAw135bUu9r2f3XG49TXvzhI6ft3FvQA3NTEJ7Q9g/viewscore?viewscore=AE0zAgDq7I_ceo… 9/16
11/6/21, 3:43 PM NCC 2021 - Round 1: The Truth Seeker

19. Which answer below is the conversion rate of awareness to consider for Bold
(our direct competitor) & Fresh? (Single answer)

A. 54% - 56%

B. 56% - 54%

C. 37% - 68%

D. 68% - 37%

20. Which element does Fresh has better performance than Bold upon the chart
in Q19? (Single answer)

A. Brand trial

B. Brand loyalty

C. Brand awareness

D. No need more focus, Fresh is on a good track

https://docs.google.com/forms/d/e/1FAIpQLSfhzdC1QWAw135bUu9r2f3XG49TXvzhI6ft3FvQA3NTEJ7Q9g/viewscore?viewscore=AE0zAgDq7I_ce… 10/16
11/6/21, 3:43 PM NCC 2021 - Round 1: The Truth Seeker

21. Which could be the source of awareness that Fresh should prioritize to focus
more? (Single answer)

A. Ads in magazines

B. Ads on TV

C. Sample products in stores

D. Word of mouth

https://docs.google.com/forms/d/e/1FAIpQLSfhzdC1QWAw135bUu9r2f3XG49TXvzhI6ft3FvQA3NTEJ7Q9g/viewscore?viewscore=AE0zAgDq7I_ceo… 11/16
11/6/21, 3:43 PM NCC 2021 - Round 1: The Truth Seeker

22. What would be the key barrier for trial that Fresh should prioritize to trigger
new user? (Single answer)

A. Product availability

B. Promotions

C. Product expensive price

D. Product flavor

Case Study 2: Sources of growth in DKY

With the rising need for nutritional drink during Covid, Drinking Yogurt (DKY) grew strongly in 2020. The
second biggest player in this market - Active - also gained robustly in 2020. Given the potential of this
market, Active has conducted a retail audit study to understand new sources of growth in 2021.

https://docs.google.com/forms/d/e/1FAIpQLSfhzdC1QWAw135bUu9r2f3XG49TXvzhI6ft3FvQA3NTEJ7Q9g/viewscore?viewscore=AE0zAgDq7I_ce… 12/16
11/6/21, 3:43 PM NCC 2021 - Round 1: The Truth Seeker

23. Which below statements could be the business objectives for this study?
(Multiple answers)

A. Active wants to become the market leader in Drinking Yogurt category in 2021

B. Active wants to increase price to drive more margin as their products are gaining

C. Active wants to understand how consumer trends change (price, packaging)

D. Active wants to know which channels to focus to close share gap with market
leader

24. Upon the sales data table below, what is value % share of top 2 players within
sterilized DKY in 2020? (Single answer)

A. 33% – 24%

B. 49% – 30%

C. 37% – 23%

D. 25% - 18%

https://docs.google.com/forms/d/e/1FAIpQLSfhzdC1QWAw135bUu9r2f3XG49TXvzhI6ft3FvQA3NTEJ7Q9g/viewscore?viewscore=AE0zAgDq7I_ce… 13/16
11/6/21, 3:43 PM NCC 2021 - Round 1: The Truth Seeker

25. Why does market leader – Green - have higher sales this year but still drop
share? (Single answer)

A. Their sales increase is not as much as total category

B. Their growth is not as fast as total category

C. Need more information to be concluded

D. Wrong calculation

26. Upon the sales data table below, where will be the opportunity for Active to
accelerate further as being under-focused vs. category? (Single answer)

A. Modern Trade (MT)

B. Traditional Trade (TT)

C. Both TT and MT

D. E-commerce

https://docs.google.com/forms/d/e/1FAIpQLSfhzdC1QWAw135bUu9r2f3XG49TXvzhI6ft3FvQA3NTEJ7Q9g/viewscore?viewscore=AE0zAgDq7I_ce… 14/16
11/6/21, 3:43 PM NCC 2021 - Round 1: The Truth Seeker

27. What are the key findings for the chart below? (Multiple answers)

A. Green is improving their distribution quality

B. Active is not increasing the number of stores handling their products

C. 15% stores in the market are handling products of both companies

D. Active is gaining share thanks to increasing consumer support

28. What is the prioritized action for Active implied from the chart in Q27? (Single
answer)

A. Expand distribution further via leveraging offtake uplift

B. Have marketing activities to fix our off-take issue

C. Threat from Green as they are entering our stores & uplift sales

D. Push more stock to ensure visibility at stores

https://docs.google.com/forms/d/e/1FAIpQLSfhzdC1QWAw135bUu9r2f3XG49TXvzhI6ft3FvQA3NTEJ7Q9g/viewscore?viewscore=AE0zAgDq7I_ce… 15/16
11/6/21, 3:43 PM NCC 2021 - Round 1: The Truth Seeker

29. What are the key findings for the chart below? (Multiple answers)

A. Kid is the most potential segment

B. The enlargement of Family segment is solely driven by Active

C. Teen segment is very concentrated

D. Active gains share thanks to all segments

30. What is the implication for Active from the chart in Q29? (Single answer)

A. Watch out only Green when expanding Kid segment

B. Neglect Family as the market leader – Green – does not play in that segment

C. Innovate a new segment to gain share further

D. Focus on Kid segment as the 1st priority

Biểu mẫu này đã được tạo ra bên trong Nielsen.

 Biểu mẫu

https://docs.google.com/forms/d/e/1FAIpQLSfhzdC1QWAw135bUu9r2f3XG49TXvzhI6ft3FvQA3NTEJ7Q9g/viewscore?viewscore=AE0zAgDq7I_ce… 16/16