Joyce majored in Chinese literature, obtaining a BA degree from Hunan University of Arts and Science.

After graduation, Joyce worked in the Sensory and Consumer Insight Department of IFF and acquired valuable experiences especially within the parameters of flavor and fragrance impact on consumer behavior. This introduced her into the world of sensory perception elements and their impact on brand and product perceptions, beyond rationalized description.

Joyce has been running TMRC’s Perception Analyzer Division for several years, and is also a key member of our qualitative and ethnographic moderation and analysis team. She has developed an acute sense of gaining consumer insights, with solid experience in various qualitative projective techniques. Running the PA has allowed Joyce to gain extensive experience in the field of communication / advertising pre-testing, concept testing, product testing, etc.

Joyce has assumed a leading position at TMRC where she is training junior team members in the intricacies of the human mind and how to approach the consumer on a qualitative level, and how to develop insight-based implications to improve our client’s positioning and communication approaches in an actionable and engaging way, including content and execution.