Thomas Yan Email & Phone Number

Atlanta, Ga, Us

Consumer Insight Lead of the hydration and tea categories, helping the success of the brands and products with strategic consultancy and deep insights into the culture and the future.• Innovation: synergised the EC and social media “big data” and the “thick data” of consumer foresight and semiotics study to spot the emerging trends and consumer needs for NPD; then, leveraged behaviour science, e.g., TMIC, System 1, to evaluate and identify the right direction (esp. for ChunYue Alkaline Soda Water, which contributed to the double-digit growth of the ChunYue brand)• Branding: led consumer research for brand (re)positioning and creative assets development, i.e., a series of studies including immersions, U&A, consumer segmentation, and copy testing; monitored the in-market performance with the brand tracker, Nielsen and KWP for long-term evolvement (esp. for the ChunYue brand restage, and the “No Sugar” proposition for YangGuang)• Shopper: led the unified shopper program mapping the journey from shopping to consumption; particularly, uncovered shopper mindset and behaviour shifts with the rise of omnichannel shopping and the implications for shopper marketing on O2O platforms (esp. for the E&D business)

Pudong Xinqu, Shanghai Shi, Cn

Business partner providing strategic consultancy to marketing, hotel and F&B leadership teams that helps guests experience optimisation and innovation for the service, seasonal campaigns and resort expansion.• Foresight: set up the SHDR foresight program, scanning and spotting future signals through Mintel and social listening observations, identifying the emerging values, and building consumer trends for respective LOBs, and uncovered the growth potentials and risks for long-term strategy (esp. mapping needs of future guests for resort development and expansion)• Innovation: led guest research from profiling, segmentation, unmet needs exploration, and product concept evaluation to guest satisfaction measurement (GSM), and drove product/ experience innovation with insights (esp. for Disney hotel staycation program since 2020)• Communication: led brand tracker, creative testing and campaign evaluation for communication strategy development and optimisation (esp. end-to-end insight supports for the 5th birthday, Duffy Month, etc.)

Beijing, Cn

Data analytics specialising in campaign evaluation, solving the client's business problem by bringing together “big” and “small” data and advanced analytic models.• Integration of big data (i.e. social listening and Tmall Databank) and survey data to evaluate the campaign efficiency regarding impacts on social media, brand building and sales driving on e-commerce.• Built the data model (regression and neural network) to measure media mix efficiency and dug out insights to optimise their communication strategy.

London , Co

Business consultant specialising in brand and communication research, addressing the client's business issues with consumer insights.• Branding & Communication (MillwardBrown): led the brand tracker program (accounting for 30% of business) for Carlsberg; leveraged high-level statistical analysis (e.g. SEM) and qualitative study to dig out the insights behind the data up-and-down for the brand building• Creative (MillwardBrown): conducted more than 10 LINK tests for creative ad optimisation; leveraged the neuroscience technologies (facial coding and eye-tracking) to uncover opportunities for improvement

London , Co

Shopper (TNS): focus on digging the insights about the shopping journey and in-store triggers & barriers – packaging, product displays, in-store communication & promotion

Master Of Science - Ms, Marketing Management

Master'S Degree, Biotechnology

Bachelor'S Degree, Biotechnology