I am an experienced qualitative moderator and researcher and specialise in cross cultural understanding and results interpretation between Western clients and Asian markets, particularly the Greater China market. I travel extensively to different markets where projects take me.
I advise and apply various qualitative research methodologies to suit project nature, both face-to-face and online.
I have over 20 years of experience in qualitative research, starting my research career in Asia working on agency side. After working as an independent market research consultant for a number of years in the UK, I went on to work full-time in a specialist financial services agency and then on client side in food and beverages. Client side experience helped me understand research from clients' perspective. My passion lies in conducting market research, helping clients understand the hows, the whys and beyond.