To understand Vietnamese parents’ perceptions, behaviors, and decision-making patterns regarding English learning for children aged 5-15, with particular focus on format preferences (online vs. offline), teacher quality concerns (native vs. local), spending patterns, brand performance, and satisfaction levels.
Research Methodology
Quantitative survey
Sample
N=1,219 parents of children aged 5-15
Profiles
Ages 23-50 years old (69% mothers, 31% fathers)
Geographic Coverage
Tier-1 cities: 67% (HCMC, Hanoi) Tier-2 cities: 33% (Da Nang, Can Tho, Hai Phong)
Method
Online survey
Fieldwork
January-February 2026
Qualitative Research
In-Depth Interviews (IDIs)
Total: 10 interviews (45-60 minutes each) §5 parent interviews – Mix of satisfied and dissatisfied customers across multiple brands §3 teaching assistant interviews – Vietnamese assistants at major centers (ILA, Apollo, VUS) §2 native teacher interviews – Foreign teachers with 1-3 years experience in Vietnam
Focus Group Discussions (FGDs)
2 FGDs with parents (90 minutes each) §FGD 1: HCMC (4 parents) §FGD 2: Hanoi (4 parents) Mix of center users, EdTech users, and those considering enrollment
