Boon Kai Chuah

Consumer researcher with 10 years of experience delivering business insights and solutions using statistics, research methodology across industries and regions. Recently contributed in multiple product development projects in MarTech (marketing technology) and AdTech (advertising technology) industry.

Research Team Lead, Consumer Intelligence, Dec 2021 – Jul 2023
Analyst, Consumer Intelligence, Feb 2021 
Senior Researcher, Client Engagement, Aug 2019 – Jun 2020
Dattel, Petaling Jaya, Selangor, Malaysia

• Improved survey design and harmonising data to enable data comparability across industries and segments in business analytics.
• Proposed new product development (NPD) of business solutions and improving useability of the analytics among users.
• Facilitated seminars and workshops, conducted onboarding for business users in Indonesia, Malaysia, and Thailand.
• Statistically curated Universal Consumer Personas, segmentation of behavioural variables powered by artificial intelligence (AI).
• Developed statistical and strategic solutions across departments to address challenges in data literacy among business users, data representation, quality assurance, and optimisation of internal operations.

Research Analyst, Jan 2018 – Jul 2019
(Freelance), Malaysia

• Initiated development of a simple decision tree to aid inventory inspection for a local general merchandise store (GMS) chain.
• Collected data via secondary sources, retail visits, and trade interviews with different stakeholders of the value chain for targeted industries, for market sizing and estimation of brand participation.
• Supported Euromonitor Singapore on two research projects, Service and Payment (including consumer foodservice, travel, consumer finance, retailing) and Home and Tech (consumer appliances, home care, home care packaging, tissue and hygiene, home and garden, toys and games, consumer electronics).

Project Management Executive, Sept 2016 – Jul 2017
Ipsos, Singapore

• Planned and executed projects with analysts, operation teams, and modelling teams across regions and stages of research, including proposal writing, cost and timeline planning, questionnaire design, data review and analysis reporting from survey data, retail data and statistical modelling output.
• Conducted new or restaged concept testing and concept evaluation among loyalists, repertoire users, or/and lapsers of product categories ranging from over-the-counter heath care, personal care, and laundry care to coating.

Research Associate, Aug 2013 - Apr 2016
Frost & Sullivan, Iskandar, Johor, Malaysia

• Delivered end-to-end research solutions to clients across regions and industries like tourism, retail, healthcare, telematics, agricultural machinery, finance, and public sector.
• Performed research design and proposal writing, client communication, timeline and questionnaire design, vendor management, interviews and fieldwork supervision, and statistical analysis, and report writing, with experts and specialists across business units and third-party service providers across regions.
• Adopted methodologies like face-to-face and telephonic interviews, online surveys and focus group discussion (FGD) with target respondent ranges from professionals, key opinion leaders, C-levels to general population.
• Consistently streamlined operational processes by providing structural solutions and informal training among team members.

Master of Applied Statistics, 2018 – 2020 (Discontinued)
Universiti Malaya

Bachelor of Management (Marketing), 2007 – 2010
Universiti Teknologi Malaysia
Upper second-class degree (CGPA 3.21/4.00)