Helping Clients to Drive Transformation and Growth in Thailand
Since our beginning in 1982, we have become a leader in management and strategic advisory, helping businesses grow in the Thai market. With over 40 years of experience, we’ve supported clients in gaining a competitive edge and reaching their full potential across Thailand and in the Greater Mekong Subregion at large (Myanmar, Cambodia, Laos).
Our global network of 3,000 consultants across 32 countries provides expert guidance to major organizations on their journeys of transformation.
In the Kingdom of Thailand, we assist the public sector in transforming industries and boosting efficiency, we support the expansion of Thai family-owned conglomerates both within Thailand and internationally and we work closely with global companies to ensure their successful entry into the Thai market and drive profitable growth.
1982
Founded
3,000
Consultants Worldwide
10+ Years
Experience in Thailand
250+
Projects Completed in Thailand
98%
Client Repeat Rate
/ How we work
Our approach is focused on delivering hard to find market insights an on providing practical recommendations to enable our clients to succeed in the Thailand market.
We have been in Thailand for more than a decade.
Our firm has 40 years of experience, and our team members in Thailand more than a decade of consulting on the ground. We know what to do and how to generate results for our clients.
We Are Hands On
We are not afraid to get our hands dirty. We have been on the ground across different parts of Thailand, especially the Industrial Eastern Seaboard, to work alongside our clients to develop and implement solutions.
We Are Your Boots on the Ground
We are in the marketplace and network building and leveraging our network across Thai provinces, and working to achieve results.
We have deep industry expertise across the Thai Kingdom
We have executed hundred of projects for our clients across Thailand. We know your products and service work.
We Are Long-Term Partners
We want to deliver your project successfully but it is more important to us to continue to work with you long after the final presentation
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.
Q: What is your methodology for market sizing in Thailand?
A: 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.
Q: How do you identify and evaluate potential partners or distributors in Thailand?
A: 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.
Q: What’s your approach to competitive benchmarking in Thailand?
A: 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.
Q: How do you conduct B2B customer profiling in Thailand?
A: 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.
Q: What is the typical duration of a market research project in Thailand?
A: 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.
Q: How large is the team assigned to a research project?
A: 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.
Q: Do you outsource any part of your research in Thailand?
A: 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.
Q: Are interviews conducted in Thai or English?
A: 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.
Q: Can you provide a sample report before we engage?
A: Yes, we can share sanitized samples from past Thailand-focused projects to showcase how we structure findings, synthesize insights, and present actionable recommendations.
Q: Do you offer ready-made reports on Thailand?
A: 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.
Q: Do you cover all regions of Thailand or just Bangkok?
A: Yes. We cover Bangkok, Chiang Mai, Khon Kaen, Phuket, the Eastern Economic Corridor, and other regional hubs depending on the project’s geographic focus.
Q: Have you worked with Thai government bodies or local regulators?
A: Yes. We've conducted stakeholder mapping and regulatory reviews involving Thai BOI, FDA Thailand, and ministries—especially for market entry and compliance strategy.
Q: Do you collaborate with Thailand-based firms on larger projects?
A: 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.
Q: Can you support us in understanding Thailand’s regulatory landscape?
A: Yes. We map relevant agencies, licensing requirements, approval bottlenecks, and how regulations are applied in practice—especially for sectors like healthcare, food, and education.
Q: Do you conduct fieldwork (e.g., store visits, surveys) in Thailand?
A: Yes. We conduct in-person fieldwork, including store checks, interviews, and community-based surveys—particularly important in Thailand’s informal or tier-2 markets.
Q: Do you offer success-based pricing for distributor or partner searches?
A: 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.
Q: Can you handle niche industries or less-developed markets in Thailand?
A: 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.
Q: How do you ensure cultural sensitivity in your research?
A: Our Thai researchers and bilingual consultants adapt interview style and materials to local etiquette and business norms, ensuring respectful and reliable engagement.
Q: Will we receive interim updates during the project?
A: Yes. We offer weekly or biweekly updates depending on timeline—sharing early patterns, interview progress, and validation checkpoints to align on direction.
Q: How do you handle confidential or proprietary data?
A: 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.
Q: Can you help validate product-market fit in the Thai market before we launch?
A: 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.
Q: What sectors are you seeing the most growth or disruption in Thailand right now?
A: We’re seeing shifts in healthtech, EV infrastructure, local consumer brands, digital banking, and sustainable packaging—often driven by policy changes or younger consumers.
Q: Can you help us localize our offering or messaging for Thai customers?
A: 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.
Q: How do you access hard-to-reach respondents or niche B2B profiles in Thailand?
A: We use a mix of expert referrals, chambers of commerce, trade show databases, and snowball sampling to access technical or senior-level B2B respondents.
Q: Do you offer post-research support, such as strategy workshops or stakeholder presentations?
A: Yes. We regularly facilitate internal workshops, C-level briefings, and investor presentations to help translate research into decisions and next steps.
/ Our Management Team
Our local management team brings a wealth of local knowledge, experience and humility when it comes to working side by side with our clients in Thailand.
Mickael Feige
Market Research, Analysis & Strategy Consulting Expert in Thailand
Mickael Feige is a highly experienced consultant and partner at Eurogroup Consulting, specializing in market research, analysis and strategy consulting with a primary focus on Thailand and the Southeast Asian market. With over 15 years of experience in delivering high-impact solutions to global MNCs, Mickael provides actionable insights for companies looking to expand or strengthen their presence in Thailand.
Living and working in Thailand for over a decade, Mickael offers deep local market knowledge and a comprehensive understanding of Thailand’s economic and business landscape. His expertise spans key sectors including automotive, energy, healthcare, and digital transformation. He leads projects involving market entry strategies, competitive analysis, and consumer behavior research, offering tailored advice to help companies navigate the challenges of the Thai market.
Mickael’s leadership in strategy consulting has helped international and local businesses optimize their operations, identify growth opportunities, and execute successful go-to-market strategies. His work emphasizes a data-driven approach, using market research to support businesses in making informed strategic decisions. Mickael graduated from Institute of Political Science Lyon in 2002 in a program focusing on business administration in Asian Markets. He obtained his MBA from INSEAD in 2014 (Executive Program).
Key services provided by Mickael Feige include:
- In-depth Market Research and Analysis:Identify and analyze sectors and market segments with high growth potential.
- Design Tailored Market Entry Strategiessuited to the Thai business landscape across various industries both B2B and B2C.
- Consumer Behavior Analysisto help client understand new consumer trends, consumptions patterns and upcoming market disruption.
- Strategic Consulting for Business Growth to support clients with the right growth strategy plans (organic, M&A, partnerships)
- Operational Efficiency to diagnose internal inefficiencies and bottlenecks, and recommend the most optimized operating model and enable business growth
Mickael’s recent market insights:
Whitepapers
- The Future of Thailand’s Healthcare Industry in Tier 2 Cities
- Thailand’s Logistic Opportunities in Cross-Border Trades and AEC Development
- Doing Business in Thailand After the 2019 Election, Current Situation and Short-Term Development Analysis
- The Future of Smart Hospitals in Thailand, How Digitalization Is Transforming Thailand’s Hospital System
- Greater Mekong automotive Aftermarket Landscape opportunities for car companies
- Demand for Automotive Lubricants is still growing in Thailand
- Thailand, an Electrical Vehicle Hub? Business models will need to change
Whitepapers
- Thailand’s Green Building Goals Aspirations & Realities
- Current Landscape and Upcoming Challenges in the Thailand Healthcare Sector
- The changing landscape of the Thai consumer post covid
Mickael’s commitment to excellence in market research and strategy consulting makes him a go-to expert for companies seeking to thrive in Thailand’s evolving market.
Recent Projects in Thailand led by Mickael:
- Growth strategy in the electrical equipment sector for buildings and data center industry in Thailand
- Fuel cell electric vehicles (FCEVs) – Market potential analysis in Thailand’s commercial vehicles segment
- B2B online aftermarket platforms maturity assessment across Thailand automotive sector
- Metal working fluids M&A target search and commercial due diligence in Rayong, Chonburi, Samut Sakhon
- Target Operating model: organization, process, tool assessment and transformation recommendations for a mid-size renewable energy company in Thailand
- RTD coconut water global market landscape analysis for a Thai company preparing an IPO
Yanika Assavaboonsathien
Senior Management Consulting Expert in Thailand
Yanika Assavaboonsathien is a Director with a decade of experience in management consulting, specializing in strategy development and operating model transformation across various industries in Southeast Asia. With a strong focus on the Thailand market, Yanika has worked extensively in energy, chemicals, construction, infrastructure, and healthcare providing strategic insights and operational improvements for businesses in these sectors.
Recently, Yanika led a comprehensive HR Operating Model transformation for a major energy company, impacting operations across Southeast Asia. Her expertise in transforming complex organizational structures has helped businesses streamline their operations and enhance performance.
Yanika holds an MBA in General Management from The Hague University in the Netherlands, further solidifying her expertise in strategic and operational leadership. She also obtained her BBA in Business Administration from Assumption University in Bangkok.
Key areas of expertise offered by Yanika Assavaboonsathien include:
- Strategy Development: Crafting tailored strategies for businesses to navigate the complexities of the Thai market.
- Operating Model Transformation: Leading large-scale transformations to optimize organizational efficiency, with a focus on energy and infrastructure.
- HR Operating Model Transformation: Redesigning HR structures to improve workforce management across Thailand and Southeast Asia.
- Industry Expertise:Providing consulting solutions across key sectors such as energy, healthcare, construction, and infrastructure.
Yanika’s deep understanding of the Thai market and her strategic approach to business transformation make her a trusted advisor for companies seeking growth and operational excellence in Thailand.
Julatis Phumchan
Strategic Planning Expert in Thailand
Julatis Phumchan is a Bangkok-based consultant with 3 years of experience in strategic planning and project management. He began his career with a leading retailer and gaming company in Thailand before transitioning to management consulting, where he has developed expertise in market analysis and operational improvement across key industries.
In his consulting career, Julatis has worked on various market assessments and analyses in the automotive, manufacturing, and energy sectors. He has also led operating model reviews and improvements for companies in the industrial space, helping businesses optimize their processes and achieve better operational efficiency.
Julatis holds a Bachelor’s in Business Administration from Assumption University in Bangkok, Thailand, which has further enhanced his skills in strategic planning and market evaluation.
Key areas of expertise offered by Julatis Phumchan include:
- Strategic Planning: Crafting and implementing strategic plans tailored to the Thai market.
- Market Analysis & Assessment: Conducting in-depth assessments across the automotive, manufacturing, and energy industries in Thailand.
- Operating Model Review & Improvement: Streamlining business processes to enhance operational efficiency in the industrial sector.
- Project Management: Leading projects to ensure successful execution and delivery within the Thai market.
Julatis’s strong foundation in strategic planning and market analysis, combined with his local market expertise, makes him a valuable partner for businesses seeking to thrive in Thailand.