Corrine Chen, Consultant

Prior to joining TBA Shanghai in 2019, I spent 3 years working at a Finnish consultancy company to provide market entry recommendations, marketing & competitor intelligence, and industry analysis for both B2B & B2C clients from FMCG, technology, and pharma sectors.

I hold a Master’s degree in Operational Research from the University of Edinburgh which has equipped me with problem-solving skills and a logical, systematic approach to project design.

I believe that all types of behaviors have underlying reasons. Using behavioral science as a framework to guide me helps me interpret those behaviors to reveal new insights from different perspectives about a brand or a product, giving our clients deeper understanding.

Oliver Cheng, Senior Consultant

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, Senior Associate 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.

​Joy Li, Consultant

Prior to joining TBA Shanghai at the beginning of 2019, I worked with China Youthology, where I worked within different categories (FMCG, Electronics, Fashion, Technology, etc.) whilst also gaining a deep understanding and rich experience researching Chinese millennials.

I achieved a Master’s degree in Social and Cultural Anthropology in Belgium (University of Leuven), and this has allowed me to specialize in the methodology of ethnographic interviews and observational research, whilst still benefitting from exposure to research using focus groups and online communities.

I hold the strong belief that social science has the power to solve business problems, because it always starts from examining the fundamental human condition. Behavioral science, with its unique frameworks, interprets people’s everyday behavior and transforms it into valuable consumer insight, and does so whilst inspiring clients to develop comprehensive commercial strategy.

Laura Le, Senior Consultant

I joined the Behavioural Architects in May 2019 and have been working on our mixed method projects, having gained experience in designing and managing both quantitative and qualitative research in previous agencies.

I’ve worked on both ad hoc and continuous tracking research programmes across home care, food & beverage, durable goods, automobile, as well as digital insight and strategy projects.

I hold a Master’s degree in International Marketing Management from the University of Leeds and a Bachelor’s degree in Applied Psychology from Shanghai Normal University. Behavioural Economics is therefore a perfect match; I’m passionate to use BE science to understand people’s actions and mindset.

​Eden Liang, Consultant

I joined TBA Shanghai in August 2018 after graduating from the University of Sussex. Studying Media enabled me to apply critical thinking from different perspectives to strategic issues, and I am always curious to understand what really lies behind what we observe. For our clients, this means the ability to translate data from a range of consumer interactions into stories.

Since joining The Behavioural Architects, I have gained strong project experience utilizing various methodologies like communication evaluation and development, U & A, and market exploration across a host of categories.

I am fascinated by how BE concepts shape my thinking, and how the frameworks can guide me through projects in structured way, explaining consumer behavior systematically.

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.

Kay Ma, Consultant

I joined TBA Shanghai in 2019 and have already worked on a variety of projects ranging from shopper studies to product innovation across sectors, bringing three years of qualitative research experience with me. I graduated from Michigan State University, majoring in Hospitality Business.

I’ve always been curious to know more about people and how they behave; behavioural science is the best foundation to guide us when we want to understand why people do what they do… or don’t! Using behavioural science helps us capture the more profound insights that sit beneath a seemingly simple situation or behaviour.

Mandy Meng, Senior Consultant

I joined The Behavioural Architects in March, 2016. Prior to that I spent over 3 years at Jigsaw Research working in qualitative research across a range of categories: FMCG, Personal Care, Household Appliances and Pharma. I have a Master’s degree in Marketing from the University of Queensland, Australia.

With four years’ experience in the research industry, I have accumulated hands-on experience in consumer insight understanding, branding communications, and market entry and strategy.

I am fascinated by the field of behavioural science and Behavioral Economics. Inspired by BE, I feel empowered with a new systematic methodology to better understand the consumer mindset and behaviour 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!

Joanna Quiao, Senior Consultant

Prior to joining TBA Shanghai in 2017, I worked as a marketing consultant for Citi Group, exclusively managing Mid-to-High end customer profiling, market segmentation, product marketing strategy and communication. I’ve been involved in multiple projects covering FMCG, fashion and the new emerging digital consumer market.

I love applying behavioural science to help unlock new insights about a brand, product or service, interpreting consumer behaviour to help companies to add core value and compete in today China’s rapidly-changing market.

Helen Wang, 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.

​Chris Wallbridge, Senior Director

I joined The Behavioural Architects Shanghai in March 2019, having spent the previous 2 ½ years in Director roles within research and management consultancies in China.

Before coming to China in 2016 I worked on strategic insight, mixed-methodology projects across global markets at Truth Consulting in London; and before that I worked at MESH, partnering with clients in Europe and the Americas, mainly within the marketing research and analytics fields. I kicked off my career at an economics policy and strategy firm, having graduated from the London School of Economics with BSc Economics.

Applying behavioural science to our projects gives our clients clear strategies and roadmaps to deliver change, with specific actions. One of the very best things about The Behavioural Architects is the strength of our global network and intelligence hub, and the continuous sharing across our offices of new thinking and cutting-edge research that enriches how we approach our work.

​Lilianne Wang, Consultant

I joined TBA in August 2018, having previously worked for TNS where I developed fundamental research skills working with FMCG clients such as Unilever, Nivea and L’Oreal on projects spanning branding, category exploration, and new product innovation. Since joining The Behavioural Architects, I’ve been able to enhance my understanding of qualitative and quantitative methods by incorporating BE principles into design and analysis. I’ve worked with a host of clients, both international and domestic such as Mondelez, GSK, Bord Bia, and Lianhua.

I hold a Master’s degree in Management from the University of Birmingham UK, and this has encouraged me to understand and explore the intersection of marketing, behavioural science, and consumer behavior.

I firstly encountered behavioral economics because of several fascinating books e.g. “Freakonomics”; “The Upside of Irrationality”, and this inspired me to utilize brand new angles and ways of thinking even where it came to understanding everyday life and the world around me. Behavioral science decodes why people do things consciously and subconsciously. I look forward to merging BE into research, to understand evolving consumers behaviors.

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, 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!