Oliver Cheng, Associate Director

Prior to joining The Behavioural Architects in Shanghai in 2018, I was a quantitative researcher at Labbrand consultancy but began my career at a Silicon Valley based incubator that spanned operations and marketing. Since returning to China, I have been involved in marketing insight to inform China-market strategy in Technology (Airbnb, Apple, LinkedIn) and other sectors (The Body Shop, Philips, Audi, YSL).

I have always been curious to get beyond the data and closer to real consumer behaviour, with all its complexities and contradictions, and jumped at the opportunity to join TBA to enhance my qualitative research skills and apply a behavioural science lens. My ambition is to become a customer-focused business and market research specialist who excels at being innovative, insightful and analytical to support brands and companies to deliver to their consumer base and business strategy.

I am fluent in Mandarin, Cantonese and English (and some proficiency in French).

Fred Dong, Director

I joined The Behavioural Architects in 2011 with a background in Arts administration. Working as a qualitative researcher, I have in-depth experience across a range of FMCG clients including food, snacks, beverages, (including alcohol) and also in the healthcare sector.

I’m also excited to explore and apply new technologies to qualitative research in order to facilitate higher quality research. Conducting projects via digital platforms contributes valuable first-hand insights to understand our audiences, especially amongst the youth in China.

I am inspired by Behavioural Economics because it provides a new perspective and framework to understanding people’s behaviour. For example, it was fascinating to apply the theories and concepts drawn from the behavioural sciences to the Chinese low tier market for a recent project, decoding the Chinese cultural context in order to identify opportunities for our global clients.

Vivian Ho, Senior Associate Director

I joined The Behavioural Architects, Shanghai in 2013, and prior to this, I worked at TNS Research International in Hong Kong, and IPSOS Greater China. I grew up and began by career in Hong Kong, but relocated to Shanghai in 2010 with IPSOS.

I am fascinated by the dynamic and rapid change of the mainland China market. Here lives a huge population with distinct cultural values, and consumption habits, which are similar but equally so different across regions, city tiers, and generations.

This changing market combined with the insights from behavioural science elicits drives my strong interest in designing and conducting qualitative research. I am keen to use the tools offered by behavioural economics to better understand the drivers behind consumer decision-making and behaviour.

Anna Jiang, Managing Director and Partner

I joined The Behavioural Architects, Shanghai (formerly Research Essentials) in 2007. I have a wide range of experience with global FMCG clients such as Pepsico, Mondelez, ABIinBev and Pernod Ricard as well as healthcare clients such as Abbott. My research experience includes foundational consumer insights, innovation, product evaluation and communication research.

Behavioural economics provides a sound scientific grounding to our research that inspires us to re-think and rejuvenate our approach and methodologies to understand and interpret consumer decision-making and behaviour. We have found that applying an analytical framework to research using tools inspired by the behavioural sciences generates richer and more actionable consumer insights and leads to real behavioural change which can better address clients’ business goals.

Sarah Lu, Senior Director and Partner

Before joining The Behavioural Architects in 2013, I spent five years working at the Chinese brand consultancy Labbrand, where I developed expertise in applying consumer insights to branding across many industries, such as hotel and leisure industry, beauty, fashion, luxury brands, food and beverages. This inspired my curiosity and allowed me to better understand qualitative research.

I am excited to be working in such innovative research at The Behavioural Architects. I believe that Behavioural Economics can facilitate us to understand more deeply and better interpret consumer behaviour. Fuelled by this ever-developing field, I think we can offer a better connection and an in-depth understanding between brands and consumers.

Mandy Meng, Associate Director

I started my market research in Ipsos which is an international agency. I joined TBA in 2016 with passion in uncovering consumer insight through lens of Behavioral Economics. My extensive project experience across various categories such as Personal Care, Food & Beverage, Health related categories, serving clients including Colgate, ABI, Yoplait, Nestle, GSK, etc.

I built up a solid experience in conducting consumer groups, ethnographic interview across from needs identification, communication, NPD, brand positioning, etc. My solid moderation skill, high level of energy allows consumers to open up and share.

I’m fascinated by the field of behavioral science and Behavioral Economics, which empowers me with a new systemic methodology to better decode consumer mindset and behavior in the fast-changing and exciting Chinese market landscape.

Chia-Huei Parker, Director

Prior to joining TBA in March 2019, I spent the majority of my near two decade qualitative career with large, multinational agencies, including Kantar/Millward Brown, Ipsos and Nielsen, where I worked with a host of clients, both in single-markets (China, Taiwan, Hong Kong) and across multiple countries in the Asia Pacific region.

As a bi-cultural practitioner with a degree in Anthropology and Psychology from the University of California at San Diego, I’ve been blessed with the opportunity to pursue my interests in culture and human behavior in my profession, with a focus on ethnographic/observational research.

I am excited to learn new ways of thinking and apply innovative Behavioral Economics frameworks in my pursuit to better understand what drives consumer decision-making and behavior, and provide deeper, more actionable insights to clients in the ever-changing, rapidly evolving China market!

​Chris Wallbridge, Partner and Head of Global Practice

I’ve been with The Behavioural Architects China since March 2019. During this time, I have pioneered our hybrid methodology and international project work, living in Shanghai since 2016.

Before landing in China, I worked at Truth Consulting in London working globally on mixed-method projects. Prior to this, I worked at MESH, gaining experience in North and Latin American markets and helping establish the Brazil office. At TBA I split my time between China and South East Asia, with Manila as my base.

Applying Behavioural Science to our projects gives our clients clear strategies and roadmaps to deliver change, with specific actions. We can utilise the very best research approaches for a project, and through integrating Behavioural Science, elevate the design, analysis, and recommendations one stage further. In a nutshell, it is the bridge between research recommendations and the reality of how a client can enact change for commercial gain.

Helen Wang, Senior Consultant

I joined The Behavioural Architects in 2018. Prior to joining TBA, I worked as a Research Executive for IPSOS UU. I have previously worked on projects in sectors such as FMCG, luxury items, financial products, and many more. I have experience with U&A exploration, brand positioning & communication, concept testing, product testing, and advertising research.

Holding a Master Degree in Advertising and Marketing, I have acquired intensive specialized training in marketing research from the University of Leeds, UK.

As a market researcher, I understand that my job is to research people who may not always reveal what they are really thinking, or be able to communicate the reason behind their unconscious behaviour. Therefore, I look forward to learning and applying behavioural science to research work, to see how it reveals the true meaning of consumer behaviour and the opportunities that exist for our clients.

Qing Wang, Founder

Trained in Germany, I started my career in brand marketing at Henkel KGaA in Dusseldorf. I spent 10-years working across a range of categories and geographic and cultural locations, including Europe and the MiddleEast, finally returning to China in 2004 to lead the Chinese launch of Schwarzkopf Hair Line.

I have always been fascinated about how different contexts can shape and impact our behaviour in all areas of our lives, as consumers and also as individuals. This fascination finally led me to move on and co-found Research Essentials in 2006. I’ve worked on a number of key global clients, including PepsiCo, Unilever and Sony Ericsson.

Merging with The Behavioural Architects will allow us to extend our international reach and critically tap into new thinking from the behavioural sciences, in particular Behavioural Economics. In this changing era, there is a big challenge and opportunity for qualitative research to embrace new thinking and help clients to stay ahead of change.

Yuxin Wang, Senior Consultant

I joined The Behavioural Architects in August 2019, bringing with me 3 years of qualitative research experience across a variety of sectors, including Beauty, Personal Care, and Food & Beverage. My project experience encompassed a variety of different objectives such as exploratory research, communication evaluation, and product innovation.

I have a Master’s degree in International Business, which enables me to apply commercial thinking when designing consumer research and interpreting the findings. I am always curious about how consumer attitudes and mindset shapes behavior, and the impact on our clients’ businesses. That’s why I’m fascinated by behavioural science and putting it at the heart of consumer research!

Fangfang Zhou, Office Manager

I joined The Behavioural Architects in early 2018. I manage daily operations, support the team and manage finances. Prior to TBA I spent seven years in a Chinese chemical company as an office administrator, where I ran daily operations, providing support to the team. I am happy to join The Behavioural Architects and be a valued part of a friendly and highly professional team.

Sharon Zhou, Founder

A passionate qualitative practitioner, I started my career in the 90’s at the Market Research Institute – the first qualitative research agency in China. In 1995 I joined Oracle, the predecessor of Oracle Added Value. I moved on to Millward Brown in 2001 and became Qualitative Account Director leading a team of 5 people.

In 2006 I co-founded Research Essentials in Shanghai, whose vision was to deliver insights, brand and communication solutions inspired by genuine understanding of the people, culture and changes underway in China. My key clients include Kraft, Unilever and J&J (XJP).

Behavioural Economics provides insights into the many paradoxes about consumers that we as qualitative researchers observe and experience. I’m excited about the prospects ahead of us!

Welkin Yuan, Consultant

I joined The Behavioural Architects in September 2021, and prior to this, I worked at large agencies and gained 3 years quantitative research experience from different project types, mainly focus on beauty category.

I hold a Master’s degree in International Marketing Management from University of Leeds, which helped me equipped with solid market research knowledge, commercial thinking and analytic skills. Meanwhile, holding high interest and curiosity towards consumer behaviour and mindset, I enjoy every day working in this industry.

Here in TBA, we have rich opportunities to apply hybrid approach to help client solve business problem from both quanti and quali perspectives, which also allows me to establish and have a comprehensive way of thinking, designing and solving problem. Therefore, I am looking forward to be involved in more projects in the future.

Eudora Zhang, Consultant

I joined The Behavioural Architects in September 2021, prior to that, I spent more than a year working within CMI in a listed FMCG company, gaining experience on conducting in-depth & ethnographic interview, online community moderation and focus group.

I hold a master degree of marketing and big data from the University of Sydney, which equipped me with both qualitative research methodologies. With 5 years education on marketing, I developed the depth of marketing knowledge.

I look forward to emerging behavioural economics into research and exploring the consumer insights that have continuously evolving.

Kiromi Xu, Consultant

I graduated from Shanghai University with a background of Sociology in 2021. I am not only a newcomer to The Behavioural Architects, but also a newcomer to the workplace. 4 years of Sociology studying experience has equipped me with basic research methods of social science (both qualitative and quantitative) and a logical, in-depth, context considering way of thinking.

Behavioral Economics to me, is just like the extension of knowledge learnt from textbooks to real life and commercial field. I am excited to explore rational reasons behind irrational behaviours and also how behavioural science can be applied to have influence on consumers' behaviors.

Happy and lucky to start my career in TBA, and I can't wait to experience and apply the huge power of behavioural science in the coming journey.

Constance Ye, Consultant

Prior to joining The Behavioural Architects in Shanghai in 2021, I worked as a qualitative researcher at a market research company after working in an auditing firm with education background of anthropology and finance.

Skilled in industrial research and consumer study with methodologies including on-site observation, IDI, FGD etc., I have accumulated hands-on experience in various industries.

I firstly encountered behavioural science at a financial class, and then learn more about BeSci while studying anthropology. Behavioural science suggests how people are influenced by various factors in decision-making and empower people to take control of their lives in a positive way.

Xueyan Shao, Consultant

Having conducted qualitative research at a cultural consultancy, I joined TBA with my experience in and curiosity for skincare, beverage and home automation industries. Markets and fields covered China, Japan and the UK to leverage my language skills and passion for different cultures.

I hold a Master’s degree in Social and Cultural Anthropology at University College London, before which I studied Business Management at The University of Sheffield. It has always been fascinating for me to decode people’s everyday choices within their “webs of significance” – meanings of things they act with and simultaneously create by themselves. Behavioural sciences have really enabled me to look at those choices and meanings through a more comprehensive lens, to interpret both the conscious and the unconscious, and to take actions and make a change.

I am fluent in English, Mandarin and Japanese, with some proficiency in German.

Linnan Jiang, Consultant

I joined TBA in September 2021. I am quite a young blood joining qualitative research since 2020. I have experience across different categories as in skincare, beauty, mother & baby care, alcohol, etc. serving such as L’Oréal, Danone and P&R.

And I am capable to handle different types of projects from more execution or R&D driven for product or concept, to higher level strategic driven for branding, new portfolio exploration as well as TA understanding.

I am interested in digging out consumer insights and exploring market trends to make research with more business impacts.

Eva Tang, Consultant

I joined The Behavioural Architects in Feb 2021. Prior to that, I spent 2 years in a large international research agency where I gained solid research basics both qualitatively and quantitively, mostly in automobile industry.

I'm very honored to work in this pioneering BE-inspired company, which equipped me with a new perspective and powerful frameworks to understand consumer behaviors in a deeper and more fundamental way and to provide clients with actionable insights in this rapidly changing China market.

David Yang, Associate Director

I am a seasoned qualitative researcher and moderator, process strong moderation skills in leading qualitative approaches in Asia, having outstanding exceptional knowledge and background in qualitative research as a moderator, more than 10 years of experience in analysis principles and strategic assessment of the market environment.

Client experience: ABI, PepsiCo, Haribo China, Johnsonville, Honda, Takeda China, Novartis, AstraZeneca, Pfizer, etc.

Apart from insights study, I have been leading projects with objective of assessing market and competitive conditions, current and developing patterns, and industry-specific solutions to ensure optimal position in the marketplace.

Sharon Chan, Associate Director

Prior to joining TBA in August 2021, I spent seven years in the market research space, with experience spanning customized research (Kantar) and syndicated Retail Measurement Services (RMS).

Originally from Malaysia, I have spent the last four years in China focusing on developing my research expertise on Brand and Communications area, through projects such as brand health tracking, creative (copy) testing and campaign evaluations, apart from understanding fundamental consumers behaviour (usage and attitudes) and market landscapes (RMS). My project experience includes multi-country and domestic projects in both quantitative and qualitative space.

I am passionate in understanding the reason (the ‘why’) behind every consumer decision with the vision to improve consumers (human) well-being and everyday lives through in-depth research and comprehensive understanding.

Mia Wu, Consultant

Prior to joining TBA, I started my career as an analyst in Kantar Consulting, devoted in utilizing hybrid approaches and generating insight-based strategy. My experience spans across alcohol, fashion, beauty and FMGC brands, including brand strategy, trend watch, online and offline channel strategies.

Holding a master’s degree in Media and Communication, I’m committed to bridging brands and consumers by understanding both business initiatives as well as consumers’ hearts and minds.

Innovative research methodologies and perspectives have always been what excites me in this field. I believe Behavioural Science is a powerful approach to bridge the gap between business objectives and everyday life of people.