Overview
A senior insight specialist worked in both consulting and market research environments on strategic multi-market global studies.
Specialises in thought leadership, corporate reputation/communication strategy, and online/offline qualitative approaches.
Based and trained in the UK, originally from Taiwan, English/Mandarin bilingual.
Services
Zhih-Hsuan Lee is a director-level senior insight specialist with over a decade of experience in qualitative research, with a particular focus on complex, high-stakes studies. Originally from Taiwan and now based in London, she is a bilingual Mandarin and English researcher, adept at navigating culturally nuanced conversations and sophisticated stakeholder engagements.
Zhih-Hsuan has expertise in a wide range of project types, including:
- Thought leadership
- Corporate reputation/comms strategy
- B2B Research
- Message development/ testing
- Products/services innovation
- Brand awareness/positioning
- UX, customer journey mapping
She is a qual leaning hybrid researcher who focuses on approaches such as:
- Consumer/expert IDIs
- F2F and online focus groups
- Online community/ diary
- Ethnography
- Co-creation/immersion
- Desk research
Zhih-Hsuan has extensive research experience in the UK, US, EU, and APAC markets. Due to her cultural background, she possesses in-depth knowledge of the cultural contexts in China, Taiwan, Japan, and Korea. She can design, moderate, report, and present in Mandarin when the project requires it.
Her sector expertise spans technology, healthcare, travel, finance, luxury media, utilities, and consumer goods. She has led global, multi-market reputation and thought leadership studies for clients including Google, Meta, Netflix, and Nestlé, as well as UK-focused work for Equinor, National Grid, and E.ON.
About
Outside of research and consulting, I’m a keen traveller and keep a travel blog on the side. I’ve visited over 35 countries and lived on three different continents — it keeps life interesting. I also have a real passion for design, from data visualisation to interiors. I’ve always had a sharp eye for style, and I’m at my happiest when I’m making things look better, more intentional, and more beautiful.
I love to be creative, and maybe one day I will launch my own lifestyle brand!
