I've always been fascinated by "what makes people tick." Early on, I went through a phase of reading books on serial killers in order to try to better understand why, if two people were raised similarly, they could both diverge so drastically in how they develop. While I'm not sure that I have that answer, it was enlightening, and I certainly know what to look out for ;)! I actually first applied to the FBI, but didn't hear back from them... so, marketing research was the close second! Born and bred in research on the agency side, I've worked for the likes of NFO, RI, and MB over the last 13 years. I've worked in everything from ethnography to large, multi-country/category brand trackers, segmentations, and U&As to digital to conjoint analyses and marketing mix modelling. I've worked across a wide range of industries from pharmaceutical to FMCG to alcohol to mobile to luxury goods. I believe that variety is the spice of life, and am always happy learning something new through research! I subsequently joined System1 Research in 2013, and have loved every minute of it - truly looking at research with a very different lens, which is exciting after 17 years in the industry! One of my passions is traveling - since out in Singapore, I've been to China, Taiwan, Japan, Korea, Cambodia, Thailand, Vietnam, Philippines, Australia, India, Indonesia, and Malaysia (mainland, Sabah, and Sarawak). I always find it amazing to see different countries and experience different cultures, and this often helps to keep me grounded and thankful for what I have.