Consumer Insights · Analytics · Product
I help brands understand people, taking away the guesswork. I've worked across APAC markets and multiple verticals, from Gen Z media habits to B2B decision-makers, translating messy data into narratives and recommendations that land. I also have a personal passion for making products that solve real pain points.
A flagship research report produced in partnership with Booking.com, exploring how APAC families travel across generations. Drawing on custom survey data across 11 markets and Booking.com platform search analytics, the report maps destination preferences, planning behaviours, accommodation choices, and the growing role of AI in family trip planning.
Generational breakdowns across Gen Z, Millennials, Gen X, and Baby Boomers reveal diverging travel motivations, booking timelines, and accommodation preferences — with implications for how travel brands should segment and communicate to each cohort.
Client-facing deck profiling APAC business leaders and tech decision-makers using GWI Work data. Covers how B2B buyers discover and evaluate vendors, what drives purchase decisions, the state of AI adoption across eight markets, and strategic priorities heading into 2024 — with APAC vs US comparisons throughout.
A webinar presentation examining consumer spending behaviour across APAC amid economic headwinds in 2023. Traces sentiment shifts from the 2020 recession through post-pandemic recovery, identifies which categories consumers are cutting versus splurging on, and surfaces actionable implications for brands on communicating value during a slowdown.
Delivered for IMAA Australia, this webinar unpacks consumer and business attitudes toward AI in 2024. Goes beyond adoption statistics to examine the emotional and ethical dimensions — public concern about AI's pace of development, attitudes toward AI-generated content, calls for regulation, and what it means for marketers trying to build trust with increasingly AI-sceptical audiences.
How search marketers can keep up with Gen Z, and why they need to start. Covers the fragmentation of search from manual engines to social, AI, and voice platforms, with generational breakdowns showing Gen Z leads frustration with traditional search (47%) while social brand discovery surged 45% since 2018.
GWI's annual flagship trend report for APAC, covering six macro shifts: AI adoption and concern (67% excited, 73% alarmed), a growing consumer trust crisis, Baby Boomer social commerce growth, short-form video's direct purchase power, the wellness boom, and EV adoption across 14 markets.
Five-trend analysis of Australian entertainment delivered to media agency professionals at the IMAA industry webinar. Covers women's sports fandom (Baby Boomers lead at 45%), Australia's outsized online sports betting culture, the console gaming resurgence (+25% YoY), the shift to mini international getaways, and luxury travellers' eco-consciousness.
Annual flagship on the battle for consumer attention across APAC. Shows how media consumption has become simultaneous and fragmented — mobile overtook PC in 2016 and hasn't looked back. Covers channel ROI guidance, the rise of TikTok Shop as a discovery channel, live shopping penetration in SEA, and why brands need to craft different messages for different platforms.
Even the routine ones required full manual effort: extraction, charting, QA, approvals. Each report took roughly a week, with analysts spending most of that time assembling slides rather than generating insight.
An end-to-end pipeline that pulls from the GWI API, maps metrics, and dynamically populates pre-built templates — charts, text fields, and slide structure all driven by audience config.
This wasn't a speed problem. It was a system design problem. If outputs are consistent, the process should be deterministic. Analysts should define inputs and interpret outputs.
Modular, config-driven, scalable even across non-technical teams, where members can build templates and run reports themselves. What started as a personal fix became shared team infrastructure.
Open to roles in consumer insights, analytics, customer intelligence, and product. Based in Singapore.