Strategic Insights & Market Intelligence Leader · Asia Pacific
I help organisations make better decisions through consumer and market understanding.
For more than 19 years across Asia Pacific, I have helped brands decide where to grow, how to position and where to invest. I bring together consumer understanding, market intelligence and foresight, and take the work from framing the business question to the recommendation in the room. Sectors include energy, telecoms, FMCG, luxury, insurance and automotive.
- Most recently
- Director, Research & Insights, Havas Media Singapore
- Before that
- MediaCom (P&G, India and APAC) · TNS (Kantar)
- Markets
- Singapore, Australia, Malaysia, Philippines, Hong Kong, India, China, Japan, Vietnam
- Core capabilities
- Brand health and equity, segmentation and need states, market intelligence and foresight, marketing effectiveness and MMM, workshop facilitation
01 · Selected work
Eight projects, and exactly what I did on each
Client work is described at summary level. Each case separates my own contribution from the work of research partners and colleagues. Open any card for the full case.
Repositioning ENGIE across four Asia Pacific markets
Three audiences across four markets, leading to a new brand direction and a three-year roadmap.
Read the case →From cookies to connected data
Bringing consumer panel, first-party, third-party and campaign data together to prepare clients for a cookieless future, with Hermès audiences as one example.
Read the case →Predicting when a TV ad starts working, and when it wears out
A calculator that predicts how long a TV ad takes to work and when it wears out, scaled across four markets.
Read the case →What Shell's sustainable race fuels campaign actually moved
A control-versus-exposed study of what a sustainability campaign moved, and which media did the work.
Read the case →Brand equity research for M1's SIM-only and fibre broadband brands
Brand equity research for a SIM-only and a fibre broadband brand, run end to end.
Read the case →Need-state segmentation, from TNS in 2008 to Havas
Two beverage segmentations, years apart, asking which need a drink can win.
Read the case →Bayesian marketing mix modelling for car brands with Google Meridian
Bayesian marketing mix modelling in Google Meridian to guide car brands' media budgets.
Read the case →Finding AIA's way into Gen Z: segmentation and a brand workshop
A Gen Z segmentation and brand workshop for an insurer seeking relevance with young Singaporeans.
Read the case →02 · Thought leadership
Published research on how Singaporeans live and choose
Most of these reports are built on original primary research. They were published by Havas and partners.
Cost of Living Report
How rising prices are changing the way four generations of Singaporeans spend, cut back and judge brands, with five insights on what brands should do about it. Based on a survey of more than 600 Singaporeans, plus interviews with industry experts.
How to Succeed in Singapore's Wellness Market
Four wellness personas, from the Young and Restless to the Seen-It-Alls. Telephone interviews combined with consented mobile app data to show how each group approaches health and how to reach them.
Fast & Fearless
A five-market Asia Pacific study of 2,900 people, run in July 2020. During the pandemic, collective benefits overtook personal ones, people saw a gap between what they expected of brands and what brands delivered, and some lockdown habits stuck.
Finding Success with Gen Z in Singapore
Five codes for marketing to young Singaporeans, written with SGAG, one of the country's biggest youth content platforms.
Travel & Tourism: Can We Still Roam a World on the Verge of Collapse?
Why Singaporeans keep travelling despite the climate cost: revenge travel after COVID, what people will give up to keep flying, and what draws them to explore. Singapore findings from a 32-market Havas study.
Health & Hygiene in the Post-COVID-19 Era
How the pandemic changed attitudes to health, hygiene and trust in institutions, with Singapore read against a 31-market Havas study of more than 15,000 people.
Ten years of calling trends
A trends outlook for Singapore marketers. Pick a theme to see how it ran through the decade. The 2018 edition also looked back at the 2017 predictions and rated how each one had played out.
Content trends: from seller to storyteller
- Brands as publishers
- Micro-moments
- Mobile at the centre
- The video revolution
- Betterment
- Episodic storytelling
- "Me marketing": personalisation
- The humanisation of brands
Blurred Lines
- Machine learning and marketing intertwine
- Messengers as an ecosystem
- Video creation and consumption change
- The battle for on-demand TV
- Meaningful marketing resonates more
Trends outlook, with a look back at 2017
- Big data needs more intelligence
- Voice search goes mainstream
- Self-serve analytics and attribution
- Responding to context
- From touchpoints to trustpoints
Meaningful Trends
- For goodness' sake
- Blurring lines everywhere
- Be the story, don't just tell it
- Data-inspired convergence
- Ready for real-time culture
Seven trends for the year ahead
- Everything, everywhere, all AI at once
- A decentralised web to centralise passions
- The cookie finally crumbles
- Looking for attention
- Our new relationship with retail
- The future of commerce is social
- Out-of-home shake-up
Six trends for marketers
- The new face of SEO is multimodal
- Hacking media decarbonisation
- From monoculture to modular culture
- The endless cookie conundrum
- Can brands grow in a shrinking market?
- Measuring retail everywhere
Eight trends where technology meets human tension
- AI-powered personalisation at scale
- The super-app standard
- Wellness as a non-negotiable
- Generative search and phygital experiences
- Communities, not celebrities
- Trust-first data, by design
- One brain behind every channel
- The tug of war on value
Credited as a contributor in 2018 and 2020, co-author of the 2024 edition, and author of the 2025 foreword as Director, Research & Insights. There were no editions in the years after COVID. We focused instead on custom studies of how the pandemic was changing consumers and media in Singapore, including Fast & Fearless and Health & Hygiene, alongside regular updates for clients.
03 · More work
Other projects, briefly
Ambi Pur Freshness Drive
P&G · MediaCom India · 2011A radio activation built on one insight: be "guest ready" in your car. A celebrity asked for lifts and stayed or left depending on how fresh the car smelled. I took it from idea to client approval to execution. Recognised at the Emvies 2012 and in WARC's 2012 innovations list.
SK-II brand health and ASEAN targeting
MediaCom Singapore · 2012–2013Tracker findings on users and non-users, media credibility and asset recognition led to an always-on digital recommendation. Also built a buying-target framework with reach levels for each ASEAN market.
TD Ameritrade brand tracker
Singapore and Hong Kong · 2018–2019A monthly tracker of 1,400+ online investors. I wrote the questionnaire, managed the panel provider, and built the reports and a brand health dashboard for the client.
COMPASS workshops for Pernod Ricard
Perrier-Jouët · The Glenlivet · 2016For Perrier-Jouët, the brief was a brand association in the art world; for The Glenlivet, a consistent and distinctive voice. I ran the workshops, led the market and consumer analysis, and sent the client a summary with the proposed brand direction.
Destination NSW media and competitive landscape
Tourism · SingaporeTravel media trends, how high-value travel audiences in Singapore consume media, and what competing destinations were doing. The aim was to find untapped audiences with high intent to travel.
04 · About
About me
I'm a strategic insights leader with more than 19 years of experience across Asia Pacific. Most recently I was Director of Research & Insights at Havas Media Singapore, where I ran research for clients and built the office's insight capability, including the local rollout of the Havas Converged platform.
Before Havas, I spent nearly seven years on P&G at MediaCom. In India I was the insights lead across all P&G categories. I also asked to take on media planning for Aircare and hair colourants, to learn how media works from the inside, while consumer insight stayed my core role. In Singapore I led insights across Asia Pacific for male grooming (Gillette), laundry (Ariel, Downy, Tide and their regional equivalents), baby care (Pampers) and healthcare (Vicks). I started at TNS, running trackers and NeedScope studies for FMCG brands.
I like the whole arc of a project: talking to people, finding the pattern in the numbers, and getting a room of senior stakeholders to act on it. I'm especially interested in consumer psychology and research methodology, and in using AI tools to speed up insight work.
- Looking for
- Senior consumer, brand or strategic insights roles in Singapore, Australia, Bangkok or Shanghai
- Education
- MBA, Marketing & Operations, IIT Roorkee · B.Tech, Chemical Engineering
- Languages
- English, Hindi, Mandarin (HSK 3), French (A2)
- Tools
- Google Meridian, Power BI, SPSS, Nielsen CMV, YouGov Profiles, GWI, Synthesio, Brandwatch, Quid, Gemini, Perplexity