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Freelance Senior Insight Specialist, insightfulLee


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.


Zhih-Hsuan works collaboratively with agencies and key stakeholders within the client's organisation. She is comfortable in designing and leading research studies from end to end, managing the client relationship as well as junior members internally. Equally, she is happy to take on specific tasks and work independently. 

Zhih-Hsuan has expertise in a wide range of project types, including:

  •  Thought leadership 
  •  Corporate reputation/comms strategy 
  •  Message development/ testing 
  •  Products/services development
  •  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.

Sector-wise, she is familiar with the tech, finance, public affairs, and travel industries and has experience in education, luxury, utility, retail, pharma, and FMCG.


Outside of the world of research and consulting, I am a keen traveller and write a travel blog in my free time. So far, I've been to more than 35 countries and lived in three different continents.

I also love all things creative, and I hope to launch my lifestyle brand someday.


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