I am a career consumer insights professional with extensive experience across multiple sectors and disciplines, in small boutique agencies and large multinationals, working mainly in Asia. As a researcher and strategist I have been responsible for both small and large teams, and for growing local and regional accounts.
As a consumer insights professional driving insights generation for Asia's most successful media agency, I have been heavily involved in pitching for and winning business worth 10s to 100s of millions of dollars.
Having worked in Asia since 1997 I believe I have a very strong understanding of consumer needs, wants, motivations, hopes, dreams and ambitions and how these vary according to the different cultures and different levels of experience of and exposure to consumer culture across our region
My main areas of expertise are:
- New Media
- Travel and Tourism
- Social Marketing and
- Public Policy
I am a generalist who has worked extensively with both traditional and new techniques for exploring consumer motivations. This includes qualitative and quantititative research techniques, as well as ethnography, cultural anthropology, econometrics, behavioural economics, social listening and unlocking the power of big data. More importantly I understand how to turn data into insights that are actionable and usable by clients, agencies and partners
Aside from account management and development, I believe my particular strengths are in problem solving. I take pride in helping clients to find practical, actionable solutions to the problems and challenges they face, and in many cases this goes beyond "research" but is based on an understanding of the needs and motivations of Asian consumers and transcends category specifics. Researchers we need to use our knowledge of consumers and consumer drivers to help clients identify future opportunities and potential problems, add value by going above and beyond the specific requirements of a project, help the client to disseminate information internally, and above all make the client feel smart and informed. The same philosophy would apply to internal clients
I am also heavily involved in training and building the technical and consulting skills of our junior staff, and this another way in which I believe I can add value.