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.

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.

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!

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.

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.