MARKET RESEARCH GUIDE: BEST PRACTICES

How to conduct market research projects in Myanmar?

A guideline on how to conduct successful market research in Myanmar, including best practices, and cultural, regulation and ethical considerations.

Written by

TGM Marketing Team

We're a team of storytellers, here to give you the strategic clarity you need to stay ahead in a constantly changing global market.

The Republic of the Union of Myanmar, one of Southeast Asia's largest countries, presents a unique and evolving market for businesses. Despite recent challenges, including political instability and the global pandemic, Myanmar continues to offer significant potential for those who understand its complexities.

This comprehensive guide will navigate you through the intricacies of conducting market research in Myanmar, providing you with the latest insights, best practices, and cultural considerations to ensure your research projects yield valuable, actionable results.

Why Myanmar is An Attractive Market for Research?

Myanmar's Demographic and Economic Strength

Myanmar's population of approximately 54.6 million (World Bank, 2023) is predominantly young, with over 60% under the age of 35. This youthful demographic presents a significant opportunity for businesses targeting young consumers, especially in the digital and consumer goods sectors. Economically, Myanmar has seen steady growth, with the Asian Development Bank forecasting its GDP to grow by 2.2% in 2025. Key industries include agriculture, manufacturing, and natural resources, but there is a growing shift towards services and digital sectors.

Myanmar's got it all when it comes to strategic positioning. Nestled between economic giants China and India, and proudly part of the ASEAN, it's perfectly placed for businesses looking to tap into the Asian market. Plus, with ongoing economic reforms, the welcome mat is out for foreign investors.

Myanmar's Demographic and Economic Strength

As Myanmar's middle class expands, so does the demand for fast-moving consumer goods (FMCG), electronics, and retail products. The country's agriculture sector, which employs a large portion of the population, is also undergoing modernization, presenting opportunities for agribusinesses and food processing industries.

E-commerce and digital revolution sweeping the nation. Mobile phone penetration is increasing rapidly, with more than 74% of the population owning smartphones. This has fueled the growth of online shopping, digital payments, and fintech services. The consumer base is becoming more digitally connected, creating opportunities for companies to engage with a tech-savvy audience.

The Need for and Potential of Market Research in Myanmar

In essence, Myanmar represents a land of significant potential, but success hinges on in-depth market knowledge. As a result, market research becomes an indispensable tool, offering crucial insights into consumer behavior patterns and market trends specific to Myanmar's unique landscape. Companies that invest in thorough market research position themselves to capitalize on emerging opportunities while effectively managing unique challenges.

Where Does Myanmar Stand in Its Digital Evolution?

Myanmar's digital ecosystem is experiencing rapid growth, creating new opportunities for market research. As of 2024, internet penetration reached 44% of the population, with 24.1 million internet users. Mobile connections have surged to 64.3 million, an impressive 117% of the total population (DataReportal, 2024). This digital transformation is reshaping consumer behavior and opening new avenues for data collection and analysis.

Social media, dominated by Facebook with 18.5 million users, offers researchers rich sources of consumer insights. E-commerce platforms like Shop.com.mm and Daraz are gaining traction, while mobile payment solutions such as KBZPay and Wave Money indicate a shift towards digital financial services. These trends provide diverse channels for participant recruitment and innovative research methodologies.

As technology continues to evolve rapidly, research methodologies will increasingly align with the digital world. The potential of online research, particularly leveraging big data and social media channels, represents the future of market research in Myanmar. Researchers who stay abreast of these digital trends will be well-positioned to conduct effective and representative studies in this dynamic market.

Why to use online surveys for data collection in research projects in Myanmar?

In a country where the prevailing cultural norms mean that people can or need to be reluctant to share their views publicly, the feeling of anonymity during online research for primary research can be powerful. Being anonymous provides an opportunity for survey participants to freely communicate their opinion without the boundaries imposed by social or political restrictions; this enables us to dig deeper and explore sensitive topics in a setting where they feel most comfortable – their own home. Online boosts the comfort of filling out the questionnaire. There is neither time pressure nor the presence of an unknown person collecting data while filling out the questionnaire, which might positively impact the respondent, especially amid sensitive questions.

Consideration of other people’s feelings is essential in Myanmar market. The Burmese are very empathetic people and tend to assume a highly personal approach to everything they reveal. The Burmese are constantly mindful of whether their actions could offend, embarrass or inconvenience other people, which may affect the results of typical fieldwork-based research projects or qualitative methods such as focus group interviews (FGI).

One of the advantages of online research is the possibility of accessing hard-to-reach target audiences, even in remote regions of Myanmar such as Kachin or Chin. Through specialized targeting and digital acquisition methods, using online surveys, you can connect with inhabitants living outside of the main cities such as Yangoon or Mandalay giving you a possibility for achieving nationally representative sample. This means you are not limited to traditional panel audiences, as internet access in Myanmar becomes omnipresent for most of the marketable segments.

Using online market research methods for projects in Myanmar also benefits researchers and project initiators. An unquestionable advantage is the significantly shorter time of field research due to the automatically processed surveys. With less demanding projects, the initial results can be accessible even within a few hours, making it hardly comparable to offline methods, which can span months to finalize the fieldwork.

A typical span of offline projects in developing countries with weak infrastructure can last multiple months, and the quality of the final data can vary as controls of fieldwork are not strict.

Plus, there is more accuracy when collecting data. The respondent controls its own data input and background control mechanisms its validation to check potential issues and inconsistencies, which results in more accurate, higher quality responses. 

In addition, online research allows the respondents to profit from taking part in the survey. For each completion, one will receive a reward in return for the time spent; therefore, when you run a survey in Myanmar using online, you help the local economy.

By leveraging TGM's online panel, researchers can tap into the benefits of online surveys while ensuring representative and reliable data collection in Myanmar's unique market environment.

To learn more about the composition and capabilities of our Myanmar online panel, download our comprehensive panel book. This resource provides detailed information on our panel's demographics, recruitment methods, and quality assurance processes, helping you make informed decisions for your research projects in Myanmar.

Download Panel Book

Explore Our Online Panel

How to run a successful online survey in Myanmar market? 8 Key points.

With that being said, let’s take a look at several important key points to remember when running online market research in Myanmar.

Localize it properly. Even though that English is spoken by some of the strata of society, it is necessary to localize your survey to the national language, Burmese, or other local languages. If you would like to access minorities, you might consider also using Shan (spoken by 4.6 million) or Karen (spoken by 4.5 million) languages. Discuss your goals and groups you would like to survey with your research partner.
Make it mobile-first. Looking at the structure of internet users in Myanmar – mobile is the first device of choice. Excluding mobile respondents when doing research would simply bias the data collection part and would impact the results significantly. Why? Because we would rely only on laptop / desktop users who have completely different profiles compared to smartphone users. (In terms of demographics but behavior, too)
Avoid heavy multimedia. Even though that internet penetration becomes higher, it is worth remembering that mobile devices are the first choice for internet access, and the quality of network coverage, as well as the limitation related to fees coming with broadband internet access, it may impact the final experience of the survey participant.
Set realistic expectations. Myanmar is still a country with a relatively low-income level. Even though internet access using cell phones has become more affordable in recent years, it is still not entirely accessible to many. When considering your research quotas discuss the chances of targetting your studied group of surveyed demographic and related timelines with your research partner. This one is even more important when you would like to conduct continuous studies such as brand tracking or educational survey projects.
Keep it short. Not all studies are designed properly for mobile data collection. Experience shows that 10-15 minutes is the threshold where the level of engagement and attention from respondents tends to start decreasing after; this may affect the quality of the answers, so researchers need to keep this in mind when designing studies conducted online in Myanmar.
Ensure the safety of participants. One crucial element while conducting research in Myanmar in times of political instability is honesty with the respondents. Before they start to complete the survey, make sure to clarify what data will be collected and for what purpose. Ensure the partner you are choosing provides complete anonymity and confidentiality of the responses following ethical codes in the market and public opinion research. 
Adapt your approach for diverse settings: In cities like Yangon (population 5.4 million), where internet penetration reaches 90%, online surveys can be highly effective. In rural areas, where only 35% of the population has regular internet access, consider using local facilitators for face-to-face interviews.
Choose the right partner. The quality of online panels in Myanmar can vary. We, therefore, recommend using reputable partners for online projects who have experience in running surveys in this country, not only limiting it to a small pool of respondents. Doing this can guarantee that you’re reaching the right people and securing high-quality gathered insights about the people of Myanmar.

Regulatory and Ethical Considerations in Market Research

Market research in Myanmar, as in any country, must navigate strict legal and ethical challenges. The country lacks a comprehensive data privacy framework akin to PDPA or GDPR, making it essential to follow international standards for data protection and ensure participants’ confidentiality. Additionally, the political landscape requires sensitivity to issues that could pose risks to both respondents and researchers. Transparency about data collection purposes and guaranteeing anonymity is critical. So:

Conducting research requires understanding local legal frameworks, particularly around data privacy and compliance with local regulations such as the Personal Data Protection Law (PDPA).
You must follow the ICC/ESOMAR International Code, one of the top global standards for ethical conduct in market, opinion, and social research, as well as data analytics. This helps maintain transparency, protect respondent confidentiality, and navigate local cultural and regulatory nuances effectively.

To navigate these complexities effectively, it is recommended to collaborate with an agency that has specialized expertise in these areas. Partnering with agencies experienced in conducting market research that comply with both local and international standards can ensure success.

Myanmar's market research landscape is brimming with potential, thanks to its youthful population and emerging industries. Online surveys prove invaluable here, helping researchers sidestep logistical challenges to gather vital consumer insights. By teaming up with our experts, you can leap over logistical hurdles to gather those all-important consumer insights, turning its complex dynamics into actionable growth strategies. This approach doesn't just open doors – it paves the way for your business to thrive in Myanmar's evolving economy.

Consult our comprehensive guide on how to do market research to craft an efficient strategy for expanding your business globally. TGM Research is here to support you at every step, ensuring seamless and successful execution in markets like Myanmar.

As the leading online data collection agency, TGM Research conducted multiple market research projects in Myanmar, pioneering online research in this market. To learn more about the recent projects we did in Myanmar, our industry expertise and research solutions, please contact us.

References

Population (no date) World Bank. Available at: https://www.imf.org/external/datamapper/LP@WEO/OEMDC/ADVEC/WEOWORLD/ARG/UVK.
GDP growth (2025 forecast) Asian Development Bank. 2024. Asian Development Outlook (ADO) April 2024. Available at: https://www.adb.org/publications/asian-development-outlook-april-2024
The World Bank in Myanmar (Apr 03, 2024) World Bank. Available at: https://www.worldbank.org/en/country/myanmar/overview.
Kemp, S. (2024) Digital 2024: Myanmar - DataReportal – Global Digital Insights, DataReportal. Available at: https://datareportal.com/reports/digital-2024-myanmar

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