About Me

I am passionate about using a sociocultural lens to empower organizations to navigate business challenges and drive transformative change at every level.

I am a design research consultant currently based in Taoyuan, Taiwan.

Born in Taipei, and shaped by diverse cultures, my curiosity about how values, norms, and identities intersect led me to pursue a Master’s in cultural studies/ethnography after earning a bachelor’s in political science/history in Sweden.

Over the past decade, I’ve worked in research and consulting across China, with stints at leading boutique firms like China Youthology, ReD Associates, and Metis. These experiences honed my skills in building empathy-driven interactions, storytelling, and sharpness in strategic thinking, enabling me to tackle complex challenges for global Fortune 500 clients from C-suites to brand/product managers.

At IDEO, my exploration was around how research drives design and business impact, embracing design thinking as a core practice. Trusted by clients and teams across various domains and design disciplines, I have helped building business confidence in decision-making and fuel actions, while driving Learning & Development initiatives within IDEO to advance design research as a craft.

Outside of work, I enjoy nature, writing, connecting with locals, and exploring the depths of human consciousness.

I hold an M.A. in Applied Cultural Analysis from Lund University, Sweden, and a B.A. in European Studies from Malmö University, Sweden.

Pronouns I use: she/her/hers
Languages I speak: Mandarin, English

My Philosophy

  • Human-centric
    I empathize with both the needs of my clients and the lived experiences of people as humans, not just users.

    Authentic
    I push for genuine and ethical conversations with clients and research participants alike.

  • Design research isn’t a siloed activity or just the project’s kickoff — it’s a strategic mindset and practice woven through every stage. It’s about asking the right questions, balancing inspiration with focus, and addressing business challenges with clarity and relevance.

  • A deep understanding of the business context — its capabilities, visions, and concerns — is key to designing research that creates actionable insights and measurable impact.

  • Our diverse backgrounds, professional experiences and intuition are essential. I strive to create a collaborative space where varied perspectives and early hunches converge for everyone to collaborate more mindfully, practically and creatively. 

  • I see hypotheses not just as realistic starting points, but as anchors that foster openness and imagination. Not every innovation needs to begin with a blank slate.

My Values

I deliver high-quality work that values both the process and the final outcome. My approach is driven by the following core values:

Ethics

Great research must be ethical — from recruiting participants and conducting interviews to crafting narratives. Establishing trust, transparency, and respect is essential. I believe ethical research is a team effort, not just the responsibility of the researcher.  

Empathy

I prioritize understanding the perspectives of those I study, ensuring their experiences and insights shape our research inspirationally and drive meaningful outcomes.

Authenticity

True human connection thrives on authenticity. When people feel understood, heard, and respected, they reveal their genuine selves with depth and emotion.

What I Offer

Leveraging my qualitative research background, I design tailored research strategies that blend various qualitative methods to meet specific objectives and desired outcomes.