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I'm a consultant based in Shanghai, China.

My team provides primary research and consulting services to nutrition, pet care, skincare and haircare brands who want to grow in China.

We've previously partnered with Nestle, Unilever, Constellation Brands, Johnson & Johnson, Richemont and LEGO to deliver breakthrough insight. 

My team is very much “on the front line”. We spend one-third of our time undertaking fieldwork across China’s varied geography and city tiers. That translates into a unique perspective and deep experience on consumption trends in China.

Outside of my consumer research work, I've written in-depth analyses, warnings and predictions about fast-growing Chinese companies. This includes a (now infamous) three-part series on Luckin Coffee's shonky corporate governance - a full year before the company admitted to sales fraud.

My public writing on LinkedIn and Twitter aims to provide timely and accurate warnings and predictions.