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After over 10 years in Vietnam’s marketing industry, having led various digital campaigns and overseen key strategic initiatives, Rita Vo noticed a missing link in the field — data analysis was being conducted, but deeper insights were lacking. Driven to close this gap, she set out to pursue a formal education in analytics. Her search led her to Deakin University, which is ranked among the world’s top 1%.
To strengthen her understanding of data and enhance her technical skills, Vo initially joined Deakin’s Business Analytics programme. Yet, as she progressed, she found herself increasingly drawn to research.
“I had a conversation with the Faculty Higher Degrees by Research Director, Nichola Robertson,” she recalls. “She opened my eyes to what research could mean in real life. I realised research isn’t just about numbers; it’s about discovering, innovating, and driving real change.”
This conversation was a turning point, leading Vo to transfer from Business Analytics to Deakin’s brand new Master of Research (Business) programme.
Without losing any momentum, Vo started fresh and found a learning environment that pushed her intellectually and supported her personally. Courses in fundamentals of research, disciplinary advanced theory, research methodology, and literature review equipped her with essential tools, but the focus on communication resonated most.
“One of the biggest skills I developed was presenting complex research ideas to people outside the academic world,” she says. “This skill is so important because research should have a real-world impact, and that means being able to explain it clearly to those who can apply it.”
Source: Deakin University
Vo’s growth as a researcher was further shaped by mentorship from her principal supervisor, Alfred Deakin Professor Michael Polonsky. His guidance went beyond academics — he was a steady presence as she adapted to the challenges of studying and living abroad.
“He cares about my research, and he cares about me as a person,” shares Vo. “We have really great academics and people in the Deakin Business School — that’s one of the biggest reasons I enjoy this programme so much.”
Vo saw the full extent of Deakin’s support when she was pregnant with her first child. Despite receiving advice to take an intermission, she chose to continue her studies without a break. She reached out to her unit chairs, requesting learning materials and assignments in advance, knowing she could be unavailable at any moment due to the arrival of her baby. She recalls, “everyone kept reminding me they would be around to answer any questions I may have regarding learning materials and assignments.”
This level of understanding and assistance was especially crucial when Vo embarked on her thesis. Her research uses text data from Amazon reviews, which she analyses through text mining and regression techniques to examine the effects of green versus non-green product attributes on consumer ratings and review helpfulness. This approach allows her to quantify qualitative data, identifying which product attributes customers discuss most and measuring their influence on customer satisfaction and decision-making in the context of green purchases.
Her motivation for this topic stems from a personal commitment to environmental consciousness, an interest amplified by her marketing background. “Research shows that 70% of greenhouse gas emissions come from production and consumption,” she says. “I think if we can do something, even a small contribution, to encourage consumers to buy more green products, it would benefit the planet and businesses. We all need to go green at some point.”
Vo is eager to spend at least several more years studying the ins and outs of her research passion. So, as her Master of Research programme nears its conclusion, she’s already looking ahead. “I am definitely going for a PhD after this before hopefully starting my academic career,” she says. “I’m sticking with my supervisory team and I am excited to spend three more years at Deakin.”
Vo plans to continue her exploration of green consumer psychology, aiming to uncover more profound insights into consumer behaviour that can influence sustainable purchasing decisions.
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