After more than five years pursuing the joint PhD program between the University of Economics Ho Chi Minh City (UEH) and the University of Lincoln (UK), PhD candidate Tran Thi My Hanh has successfully completed her doctoral viva, with research focusing on augmented reality (AR) technology in Vietnam’s furniture and home appliance retail sector. Behind this academic journey were years of balancing research with caring for her young child.

From an Interest in AR to a PhD Dissertation

PhD candidate Tran Thi My Hanh during her doctoral viva at the University of Lincoln

Choosing augmented reality (AR) technology as the focus of her research, Tran Thi My Hanh began with her own experience of using AR in shopping. For her, AR is not merely an emerging technological tool but also raises important questions about how consumers perceive, interact with, and make decisions about products. She shared: “Through my personal experience of being exposed to and directly using AR technology while shopping, I realized that this is still an area with many research gaps, particularly regarding consumer behavior and psychology when interacting with this technology”.

This interest is closely connected to her professional background in Digital Marketing. What particularly attracted her was the intersection between technology and consumer behavior, as emerging technologies such as AR increasingly influence how people perceive products and make purchasing decisions. From this initial question, she developed her research within the context of Vietnam’s increasingly digitalized furniture and home appliance retail market. Rather than examining AR solely from a technological perspective, she focused on how consumers interact with the technology and the factors associated with their behavior.

The process of completing her dissertation also involved numerous opportunities to present her research and receive feedback from the academic community. She presented and discussed her work at seminars, internal academic workshops, and international scientific conferences. Feedback from experts enabled her to further refine the research before entering the viva stage. “Every discussion was an opportunity for me to encounter different perspectives on my research”, she said.

A Marathon Journey

My Hanh’s PhD journey was not limited to what happened in the research room. In the third year of the program, she welcomed her child earlier than expected. From that point onward, completing her dissertation meant balancing academic work with caring for her baby. She jokingly described herself as raising two “children” at the same time: a baby and a PhD dissertation. “Both need to be cared for and nurtured every day, and neither allows me to be careless. There were periods when I slept only a few hours each day while taking care of my child and racing against deadlines”, she recalled.

The final months before submitting her dissertation were particularly demanding. Reviewing each chapter and completing every part of the research took place alongside the daily responsibilities of being a mother to a young child. At times, almost all of her time and energy went into completing the dissertation, while caring for her child remained an equally non-negotiable responsibility.

Looking back on that period, she does not consider motherhood an obstacle to her academic journey. Instead, the experience gave her a deeper understanding of her own adaptability and perseverance. “Looking back, I see it as the clearest proof that women can be both mothers and pursue an academic career to the end, as long as they have enough perseverance and a strong support system around them”, she said.

After completing her viva, My Hanh continued working on academic papers developed from the key findings of her dissertation for submission to international journals

The Joy After More Than Five Years

The viva at the University of Lincoln marked the end of My Hanh’s more-than-five-year journey. After years of balancing research, teaching, and family responsibilities, completing her dissertation brought a sense of relief accompanied by deep gratitude. “Even now, I still haven’t gotten over the feeling of happiness and excitement. At that moment, it was not just relief, but also a profound sense of gratitude. I am grateful to myself for not giving up and grateful to everyone who accompanied me along the way”, she shared.

For My Hanh, earning a PhD is more than the outcome of a research project on AR. It also represents a milestone in a journey where professional work, academic research, and family life continuously intersected. What began as an interest in how technology influences consumer behavior eventually developed into a completed doctoral study. At the same time, the PhD candidate she once was also became a mother during the final years of her academic journey.

One of the most memorable aspects of her journey was the dedicated support of her supervisors and colleagues throughout the research process

The Institute of Business Research sincerely congratulates Trần Thị Mỹ Hạnh on this remarkable academic achievement. We wish her continued success in research and teaching, and hope that she will make further meaningful contributions to the academic community and the development of society.

Learn more about the Lincoln–UEH Joint PhD Program: Lincoln – UEH Joint PhD Program

Learn more about the University of Lincoln: University of Lincoln

Article by: Nhu Y – Institute of Business Research