A specialized qualitative marketing researcher- With 15 years of experience in qualitative marketing research, Maxwell accumulates his expertise in understanding consumer behaviors and decoding culture trends. Maxwell’s research experience covers consumer needs, brand communication and product innovation. Industries include automobile, food and beverage, personal care, IT service, finance and consumer electronic products.A skillful ethnographer and moderator- With moderation experience of more than 1000 groups and 1500 interviews (including ethnographies), he establishes good ability in building rapport with different profiles of respondents and owns sound skills on probing and projective techniques. Maxwell has set his research foot on 25 out of 31 provinces/ municipal cities of Mainland China. An insightful culture interpreter  - Maxwell has strong personal interest in literature, history and technology culture. He is an amateur writer with his own blog. Maxwell has worked in Shanghai, London and Beijing, which brought him solid experience in understanding cross-cultural nuances.