Senior Research Executive
Shanghai City, China
I worked with a variety of clients across the board in:Tech: Beats, Google Hospitality: Airbnb, Ritz-CarltonApparel brands: Nike, The North Face, VansFood & Beverage: KFC, McDonalds, Starbucks, YiliFMCG: Johnson & Johnson, UnileverAlcohol: Hendricks Gin, Tiger BeerThe role required confidently moderating focus groups and in-depth interviews. Besides excelling in traditional research methods, I also collaborate with the client and other offices to develop new qualitative methodologies for the China market, such as localising Digital Forensics tools for online brand advocacy studies; In-situ Intercept and observation for brand and product experiential studiesI lead the digital practice in the Shanghai office. Over the last 3 years, I overseen and involved in over 30 digital projects, which account for over 50% of the total digital works in Shanghai. In my role as the digital lead, I manage a portfolio of digital tools such as the in-house Fieldnotes mobile app, Incling blogging services, Dropmarks. I also take advantage of the existing services such as the content trackers Baidu trends and Weibo trends. Besides project works, I was also in charge of the digital trainings in the office, equipping researchers with wearable devises such sporting camera, Google glasses and organising filming workshop and editing skill trainings to inspire researcher to create immersive research outputs
