Simon Shaw

Ignite Qualitative Research Consultancy, China


Independent Qualitative Researcher in China


• UK-trained Qualitative Researcher with 20 years’ experience in Market Research and Communications Planning

• Based in Shanghai, China for over 10 years

• One of the few researchers in China that ‘gets’ qualitative research.  All findings carefully analysed and thoughtfully interpreted

• Adept at identifying and explaining cultural, attitudinal and behavioural differences in terms that make sense to overseas clients

• Clients include Unilever, Kellogg’s and Aldi, specialist enterprises and overseas research agencies


• Consumer Behaviour, Branding, and Communications

• Employs a range of methodologies from traditional Group Discussions and Depth Interviews, to Social Listening, Ethnography and Online/Mobile research


1999:  Qualitative Research Director at Movement, London.

2007:  Strategic Planner at JWT, Shanghai

2010:  Managing Director at Ignite Qualitative Research, Shanghai


  • Advertising & Media
  • Children & Youth
  • Consumer durables
  • Entertainment, leisure & travel
  • FMCG
  • Retail

Skills & Services

  • Ethnography
  • International
  • Online/Mobile
  • Qualitative
  • Workshop facilitation