Experience

iResearch

• United States
• Market Research
• 100 - 200 Employee

• 高级研究经理

  • Oct 2022 - Present



QuickDecision

• China
• Software Development
• 1 - 100 Employee

• Manager

  • Aug 2021 - Sep 2022



Consulting by Kantar

• United Kingdom
• Business Consulting and Services
• 500 - 600 Employee

• Associate Consultant

  • Jan 2020 - Jul 2021

  • Responsible for the mystery shopper project for 35+ stores of a well-known home furnishing brand, providing operational strategy (annual project value 3 million+) - Use quantitative method to track staff performance in 9 store areas based on customer's in-store journey. Each area covers 4-9 core attributes to mark staff score of this area and total store for practical optimization for store operation and service; for the core Market hall area, staff performance is evaluated by contact-communication-purchase-ordering process, linking staff service and customer's final purchase, providing suggestions for store sales performance - Design online webinar, select mystery shoppers to participate, help the store to understand attitude and rationale behind mystery shopper’s evaluation on staff - Use Python and VBA to automate the reports of 35+ stores nationwide, saving more than 90% of the workload • Led O2O channel strategy project of a celebrated chocolate brand, providing customer insights and channel operation strategies - Help client to understand the impact of O2O channel on other channels, the driving factors and scenarios of O2O purchase, as well as category and brand planning/price comparison/promotion sensitivity/product preference through internal stakeholder interviews, expert interviews and in-depth interviews - Explore the changes in customers' shopping habits before and after O2O purchase through quantitative research, such as channel changing/category and brand planning/purchase frequency/spending/differences between usual time and Spring Festival/basket size across O2O platforms/proportion of sweet snacks/core touch points, providing suggestions for subsequent channel strategy, product optimization and O2O advertising. Show less



Nielsen

• United States
• Technology, Information and Media
• 700 & Above Employee

• Senior Analyst of E-commerce Vertical

  • Jul 2016 - Dec 2019

  [Project Experience] • Participated in an industry analysis and consumer research project of a well-known smart projector client, providing industry and competitor analysis - Interpreted macro industry, new product trends, consumer demands, benchmarking competitors etc. of smart projector market, including contents of market sizing, channel development, technology innovation, and sales performances, product line analyses, online and offline layouts, channel and product strategies, future plans of 4 typical competitors (Gimi, Dangbei, HTP and Skyworth) - Research methods were desktop research, consumer survey and expert interview. Conducted 4 expert interviews, recorded 30,000+ interview minutes, summarized core data and key insights to get an integrated analysis • Full charge of a market entry project for a critical IMF client, providing channel and competitive strategy - Gathered and analyzed data of top 50 IMF brands’ performance from Nielsen answers database in both online and offline channels, mainly B2C total, Tmall, hyper, super and baby store to help client understand product lines of key players and their success factors in Chinese market - Completed competitor analysis and offered suggestions on client’s selection of potential benchmarks for entry; designed storyline with VP for client’s presentation for senior leaders [Report Writing] • Participated in writing of 2018 In-Depth Research Report of Retail New Business Model, the first industry analysis report of Nielsen (still for sale) - Identified driving factors for emerging of new retail, compared business model of new retail stores such as Hema, 7fresh, Super Species, Sufresh, etc., using data from multiple online resources and offline store visits - Analyzed changes in consumer portrait, purchasing intention, purchasing behavior, basket size, category trends, etc. under new retail business model, using method of quantitative research Show less