Sophia founded UniqueView in 2011 and has spent more than 20 years in market research, with local and international agencies before setting up her own. Agencies who work with UniqueView work with Sophia: she oversees every project from the first brief to the final debrief, and many clients have worked with her for years.

What she does on your project

• Shapes the approach. Reads your brief, asks the right questions, and suggests how to make the research work in China.
• Oversees recruitment and quality. Oversees the checks behind every respondent.
• Moderates. Focus groups, workshops and senior executive interviews, in Mandarin, with the cultural reading that turns polite answers into real insight.
• Keeps you informed. Clear, honest, English-speaking communication throughout, so nothing in field comes as a surprise.
• Analyses and debriefs when you need it, from top-line findings to full reports.

Specialisms

• In-depth interviews with senior executives and professionals
• Focus group and workshop moderation
• Advertising, concept and product testing
• Usability, attitude and satisfaction research
• Brand equity and consumer segmentation
• Mystery shopping

Brands she has worked on

• Food and drink: Nestlé, Danone, Kraft, Hershey’s, AB InBev, Johnnie Walker
• Healthcare and pharma: Eli Lilly, Johnson & Johnson, GSK, Merck, Daiichi Sankyo
• Automotive: Volkswagen, Audi, BMW, Land Rover, Peugeot
• Beauty and personal care: L’Oréal, Unilever, Beiersdorf, NARS, L’Occitane en Provence

Background

Sophia studied in Shanghai and holds a Master’s degree from the University of Leeds in the UK. She has lived and worked in Shanghai for more than two decades, and moves easily between the expectations of international clients and the realities of Chinese respondents.

What clients say

“I have worked with several moderators at UniqueView. All have done a wonderful job at internalizing our business and research objectives and collaborating with us on the best approach to get meaningful insights.”
Sean Connell, Founder and Principal Owner, The Connell Group

“I am still impressed by the great quality of your work and the calm, but very target-oriented way you did it.”
Christoph Blum, Managing Director, Eye Research

Planning research in China? Talk to Sophia directly: sophiaxu@uniqueview.com · +86 21 3376 5639