Ray Lei Email and Phone Number

Being a Market & User manager of MUR center in MKT department of Tencent IEG, I'm responsible for business based specific market researches to provide knowledge for managment, as well as initiating product oriented user researches (quali and quanti) to identify problems and chances for game products, thereby supporting Tencent IEG new business opportunity expansion and new games development and optimization.

1. Led consumer researches (qualitative and quantitative) for EXTRA core flavor renovation which accounts for over 30% of total Wrigley business; Assisted new formula successful launch via obtaining solid consumer insight for formula development and optimization.2. Offered critical reference for China management to identify consumer KQA for Doublemint via preparing proposal, recruiting associates and leading internal focus group as moderator and composing report.3. Downloaded Skittles global fundamental study for China and led China consumer study.4. Supported Chewing Gum Drivers of Liking fundamental study and benchmarking study to get deep insights on chewing gum category and key competitor aiming to facilitate business decisions.5. Led Data Mining project, analyzed over 70000 consumer data in past 5 years, built the 1st ever China consumer database with Nielsen and was responsible for database update.6. Led “Consumer Connection” program and conducted one on one in-depth interview with over 10 consumers to obtain consumer insights about product and brand.7. Led RD sensory panel to deal with sensory requests on project basis and analyzed data independently to guide product developer on new product development.8. Highly effective cooperation with cross-function (developer, MKT, SC) team and research agency.9. Training: Problem Solving and Decision Making; 5th International Sensory and Consumer Test Seminar.

1. Leader of “Research on Gum Chewiness” Project. 2. Collected information of 18 products (5 competitor brands) for product development and brand building. 3. Learned consumer test (Snapshot, Screening, Guidance and Validation Test), as well as report drafting. 4. Interacted with GIC and agencies; Followed SAP payment process.