We’re halfway through our multi-country ethnographic study on commuting patterns across Malaysia, Thailand, Vietnam, and Indonesia. As part of this research, we’ve immersed ourselves in the daily routines of people in 12 diverse cities, observing how they navigate their day-to-day travel. Whether it’s riding in cars, hopping on motorcycles, or taking trains, buses, and tuktuks, we’ve been right there alongside them.
The insights we’ve gathered so far have been nothing short of fascinating. In Johor Bahru, Malaysia, we’ve joined commuters using Grab with their kids and shadowed business professionals in luxury cars on their way to client meetings. In Bangkok, we’ve ridden pillion on a student’s motorbike and experienced the MRT through the eyes of a working mother. In Ho Chi Minh City, we’ve navigated the chaotic streets and witnessed the unique transportation challenges faced by urban dwellers. And in Medan, Indonesia, we’ve ventured beyond the city centre to explore the lesser-known commuting routes on the outskirts. Every city and country reveals a distinct perspective on how people move through their environments.
This project reaffirms why we’re so passionate about ethnographic research. By stepping into people’s everyday lives, we uncover deeper insights that go far beyond what AI models or desk research can offer. There’s no substitute for firsthand experience when it comes to truly understanding human behaviour and the contextual nuances that shape decision-making.
If you're looking to understand your target market on a deeper level, ethnography and qualitative research are indispensable tools. Get in touch with Illuminate Asia today to discover how our immersive, on-the-ground approach can help you unlock critical insights across Southeast Asia’s diverse markets.
Stay tuned as we continue to explore commuting patterns across Southeast Asia!