The MRII Data Analysis Award, sponsored by Infotools Harmoni, recognizes individuals with exceptional skill in using data to deliver actionable insights for real-world business challenges. All applicants submitted a 10-page presentation featuring actionable insights based on their analysis of a global New Zealand tourism dataset, which was housed on the Harmoni platform. Linh Pham, a Research Executive from Hanoi, Vietnam, who earned first runner-up on the award, shares her background and her experience using Harmoni and the New Zealand dataset. She won a US $500 cash prize.
MRII: Can you tell us about your background and what led you to a career in market research?
Linh: I often feel that market research found me rather than the other way around. I began my career with economic research, work that was highly theoretical and macro in nature, but along the way, I became increasingly drawn to the beauty and power of data. That curiosity led me to take a data program, and the analytical skills I built there have become my greatest competitive advantage. From there, moving into market research felt natural. It allowed me to stay close to data, while also answering real questions for real people and organizations.
Currently, I am a Research Executive at Indochina Research Vietnam, where my responsibilities span all stages of the research process, from helping clients formulate the right research questions to guiding them through the answers. While I enjoy the full cycle of a project, what I look forward to most is the final step, when the data arrives, and I can analyze, connect the dots, and shape a coherent story for the client. Turning raw numbers into insights that spark understanding or decision-making is the part of the job that energizes me the most.
MRII: Where do you see yourself in the next 5-10 years?
Linh: Looking ahead to the next 5–10 years, I aspire to deepen my expertise in delivering consumer insights that directly inform strategic decisions. I want to not only show the impact of data-driven work, but also confidently own the value created through my analysis. Ultimately, my goal is to grow into a role where I help businesses navigate complex decisions with clarity, creativity, and data-driven evidence.
MRII: Can you describe your experience using the Harmoni platform, any challenges you faced, and what the overall process taught you as a researcher?
Linh: Working with the Harmoni platform was both exciting and inspiring. I enjoy exploring new analytical tools, and Harmoni felt almost like a dream come true. It’s so close to a platform I always imagined building. The ability to run crosstabs, check significance, and generate a wide variety of visualizations within just a few clicks made the analytical process far more efficient. My only challenge was that some variables lacked sufficient description, and at times I found myself wondering whether I was interpreting them correctly.
Putting together my MRII Data Analysis Award submission was not an easy task. The dataset was rich and complex, and it constantly made me question whether I had captured enough or missed an important angle. It took time (and a fair amount of stress) to carefully map out the story I wanted to tell. However, the process pushed me to think more critically, refine my approach, and ultimately grow as a researcher.
Finally, I want to offer a special thank-you to Xavier Depouilly, my manager at Indochina Research Vietnam. Thank you for taking me in as a young researcher and having open, sometimes rough discussions with me. Your guidance has been invaluable in sharpening my thinking and improving the insights I deliver to clients.
To learn more about the MRII award programs, visit our Awards page.
