Methodology development Currently flirt with AI tools and making it work in research esp. in planning phase such as use social tagging to create targeted recruitment, effective social data thematization, popular culture symbol mapping; use AI to validate opinions and drivers in re-tasks or quant+quali studies; as well as in the creative stage, use AI to build case studies & gather inspiration fastTraining Empowering local team with Innovation tools, implement and optimize various design phases, making design methods from behavioral mapping to value opportunity analysis easy to understand by local team members and clients

- Lead NPD and growth-oriented projects. esp. in Food, alcohol and sport- Collaborated and facilitated design methodology implementation across client's local and global team

Brought Insight closer to brand: through ethnography, brought internal team closer to real life, gain comprehension to trends and data faster, eventually create sharper content for brand to meet China's evolving consumer lifestyle and digital landscape.THOUGHT LEADERSHIP: Develop through observing new shift and changes in consumer behaviours, culture, media channels and competitive landscape.DATA ANALYSIS:Apply newly available tech and data analysis tools to gather insights that support content strategy and planningBRAND NARRATIVES: Build evolving brand positioning, stories & narratives that enable new ways of storytelling and audience engagement

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

Serviced brand: Unilever, Adidas, Vans, Electrolux, Givaudan, Jack Daniel, Shui Jing Fang, Starbucks, Pepsi, Clarks, Scottish Tourist board and many more

Helped client's R&D and marketing team to create, manage and make strategy for their services, products, brands and experiences. Specialised in research for industry design, culture analysis and behaviour analysis.