Melissa Zhao

Senior Research Executive, Beijing

Melissa Zhao, Senior Research Executive with Firefly Millward Brown, has a broad and in-depth range of qualitative research experience. She understands consumers and their behaviors within many sectors and has a proven track record of applied analytic thinking that leads to discovering untapped insights for clients.

Her knowledge in industries including skincare, energy, telecom, insurance, automotive and toys through her work with clients like Land Rover, L’Oreal, Reckitt Benckiser, Shell and LEGO, brings cross-industry benefits to clients searching for innovative ideas. She came on board at Firefly Millward Brown Beijing in Aug 2013 to build on her past experience and create new ways to approach and analyze qualitative research.

At a senior level, Melissa continues to employ research methodologies she’s learned at highly detailed levels and pushes to expand upon them. She’s especially versed in focus group discussions, ethnography research, consumer immersion, shop-along and online community research.

Quick facts:

  • Melissa’s detail-oriented mindset and dedication to a team approach win her a lot of accolades
  • She’s built some pretty solid relationships and brand understanding through regional and global clients like BMW, Clinique, Nestle, President, Mengniu, Nokia, Chartis and TULIP
  • Melissa has a Master’s Degree from the University of Warwick, UK