About the Research

My first experience as a research assistant made me realize that direct exposure to production and consumer behavior provides insights that no textbook can offer. During my special apprenticeship in a highland village of Phu Tho, where villagers still make Muong sour meat by hand, I conducted participant observations, detailed interviews with artisans, and step-by-step documentation of the entire production process.

I collected data on traditional ingredients and recipes, such as meat selection, spice ratios, and fermentation times; on techniques and procedures, including storage, packaging, and family-specific habits; on cultural and community values, including the historical significance of each batch and the pride of the craftsmen; and on consumer behavior, including preferences, usage frequency, and market approaches.

By combining qualitative observations with quantitative analysis, I built a comprehensive data system that classifies traditional techniques, compares the effectiveness of different fermentation methods, and analyzes market potential based on consumer demand.

This research not only allowed me to understand the deep cultural value of Muong sour meat, but also provided a scientific foundation for developing a sustainable startup strategy, advising artisans on how to preserve quintessential techniques, adjust certain processes to meet hygiene standards while expanding market access, and implement a data management system to track production, quality, and customer feedback.

Through this journey, I realized once again that research is more than theory; it is a bridge between tradition and innovation, and that combining academic knowledge with practical experience can generate meaningful impact for both the community and the market, a lesson I continue to apply through my own brand, “Mường Foods.”