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Director, Market Square Analytics


I am a marketing science specialist, providing analytic services to small and medium research agencies. I have 20 years of experience in segmentation, conjoint, max-diff, turf, driver analysis, mapping, predictive modelling techniques and others, in a wide range of sectors.


My philosophy to analytics is data driven and yet accessible - minimum statistics jargon, maximum plain English.

I am a hands-on data analyst, a good complement to any quant research team.  On major analytics projects, such as conjoint or segmentation studies, I am typically involved in the project from start to finish - from brainstorming on proposals to final client presentations.  

I have experience in many different sectors, both B2C and B2B, including consumer goods and services, technology, financial services, pharma, government and charities.     My deliverables are easily accessible with many taking on the form of Excel-based simulators backed by VBA macros.

A few years ago I worked on a project studying the impact of evasion of TV licence fees.  The conjoint model I designed was independently reviewed and validated by the Department for Culture, Media and Sport’s Evidence and Analysis Unit.   Results were used in the Perry Review submitted to House of Parliament in 2015.


I became an independent consultant in 2011, after being a Director of Analytics at Ipsos in New York, and later in the UK,  and the Head of Advanced Methods at Holden Pearmain Research for several years.

I grew up in China, have a BA in Mathematics and Economics from The University of the South in Tennessee and a Master's degree in Marketing from Yale School of Management.


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