The beginning

The journey began in 1982 when I embarked on a career with Warmsley, a boutique research house, after graduating from the University of Hong Kong.

Subsequently, I found my niche at the Hong Kong branch of the esteemed Survey Research Group (SRG), now Nielsen, where I honed my skills across various research methodologies.

We spearheaded the industry of consumer research in China from the mid-1980s, and I was a key member in forming SRG China. As client demand escalated, I focused more on qualitative studies.

In 1988, I briefly joined J Walter Thompson China as their Strategic Planning Director but returned to SRG after eight months. While the world of advertising was fascinating and enriching, my passion for frontline research ultimately drew me back to the research domain, where I found greater statisfaction in directly engaging with consumers as well as clients.

Advancement

Driven by the vision of founding a research agency that truly understood Chinese consumers, I established Oracle Market Research in 1994.

Guided by the ethos of becoming the premier player in consumer and marketing insights in Greater China, the company flourished, boasting over 200 staff and four offices in China including Hong Kong.

The legacy of Oracle Market Research lives on through the many talents we nurtured, who have gone on to make significant impacts as founding members of new research houses, senior executives on both the client and supplier side.

In 2004, we entrusted the legacy of Oracle Market Research to WPP, the global leader in advertising and brand communication services, marking the beginning of a new chapter.

Rebranded as Oracle Added Value, we expanded our footprint and renewed the services and tool kits. I played a CEO role until 2011.

My tenure with Added Value and the larger group of companies under Kantar, and the parent company WPP, brought me invaluable experiences in global business and corporate management.

Detour

Amid corporate responsibilities, my interest in frontline research persisted. Over all these years, I had not stopped carryinng out research projects for clients. The dedication to “keep going to the field” remained strong – a trademark characteristic of anthropologists. This perhaps led naturally to a change of career in 2011.

My desire to explore new avenues of knowledge culminated in a decision to embark on an academic pursuit, leading to a PhD in Anthropology from the London School of Economics (LSE) in 2017.

This academic journey paved the way for my upcoming book, which employs a multidisciplinary approach and delves into the evolution of the Chinese consumer market from the 1980s to 2024.

A shortlist of commercial clients I have serviced

Unilever, HSBC, Disney, Coca-Cola, Danone, Mead Johnson, McDonalds, GlaxoSmithKline Beecham, Sanofi, Xian Janssen, Dumex, Ferrero, San Miguel, Pernod Ricard, British-American Tobacco, Philips, Colgate, S C Johnson, Procter & Gamble, Kimberly Clark, Avon, Platinum Guild International, De Beers, Ford Motors, Goodyear Tire, Our Hong Kong Foundation, Maxim’s

Academic positions

2018 - 2020: Part-time lecturer at the Chinese University of Hong Kong

2018 - 2019: Honorary Assistant Professor, School of Chinese, University of Hong Kong                                      

Current pursuits

Beyond academia and writing, I find solace and inspiration from social companionship, swimming, and choral singing.

As a lifelong resident of Hong Kong, I cherish the opportunity to explore its myriad treasures, reflecting on the journey that has shaped my professional and personal self.

I have taken part in volunteer work including the following in recent years:

  • 2020 to present: Advisor to MCCM Creations, a Hong Kong-based book publisher that focuses on visual culture

  • 2021: Co-editor of an ebook for the Golden Age Foundation, a multi-sector platform founded in Hong Kong that aims to foster the development of smart ageing cities in Asia

  • 2021/ 2022: Consultancy for ESMO W4O (European Society for Medical Oncology, Women for Oncology) on their Asia pilot study

Award

Awarded as one of six “Outstanding Women Professionals & Entrepreneurs” in 2002, by the HK Women Professionals & Entrepreneurs Association.