Shirley has 10 years experience in marketing research in China, with a focus on qualitative moderation and analysis as well as ethnographic experience in particular.

From the beginning of her career, Shirley sharpened her acute sense of exploring critical consumer insights and emerging trends, to apply those together with the client team to their strategic marketing issues. Shirley is adept at not only using conventional qualitative and projective techniques but mastered and further developed a variety of creative and unconventional methods to gain more effective access to motivational elements that drive consumer behavior.

At TMRC since 2006, Shirley leads not only the Qualitative Research Team, comprising conventional qualitative approaches, as well as PA™ and ethnographic research-but has assumed a leading management role across Greater China and other SE Asian markets, for TMRC's key and leading-edge research methodologies. Internally, Shirley plays a key role in training new team members and expanding the whole team’s mental boundaries in terms of insights, human behavior and psychology.