Ruby Chui
Partner15+ years in design research and consumer insight. A World Economic Forum Global Shaper and guest lecturer at HKDI and CUHK. Formerly Associate Director at Brand Union, working with Google, Microsoft and Airbnb.
We study people
so brands can serve them better.
Our name says what we do: we bring an ethnographer’s eye to the questions brands and public institutions face every day.
Our vision
Every innovation strategy is built on empathy.
We unlock the power of cultural insight to build meaningful connections.
Close cultural gaps.
New ethnographic and behavioural methods that reveal the nuances others miss.
Make technology human.
Advanced technology turned into compelling experiences through human-centric design.
Grow responsibly.
Insight for conscious production and a sustainable, ethical ecosystem.
Where we are
Rooted in Hong Kong.
Working across Asia.
Our network
15+ markets.
Three continents.
Our field network is on the ground across Mainland China and Asia Pacific.
Who we work with
We only work with visionary innovators.
We’re a good fit when
- You need to know why, not just what.
- You’re entering a new market or category.
- You want to design with people, not just for them.
- You plan to act on what you learn.
- Your data shows a problem but not the reason.
- You need to reach hard-to-reach audiences.
- You’re working across Asian markets and cultures.
- You want insight your whole team can act on.
Our team.
Anthropologists, psychologists, linguists and strategists, backed by 200+ Brandnographers in the field.
Lyra Jiang
Partner15+ years of experience. Holds a degree in Chinese Language and Literature and a Master’s in Applied Cultural Analysis. A seasoned moderator specialising in cultural linguistics across technology, FMCG and tourism.
Alexander Ng
Director13+ years of experience. Chartered Psychologist (BPS) and Registered Organizational Psychologist (HKPS). Has advised 50+ organisations on HR practice, including AIA, HSBC and J.P. Morgan.
Sharon Lo
Manager8+ years managing large-scale user research and fieldwork. A World Economic Forum contributor and co-author of “What brands get wrong about China, and how to put it right”.
Dr Daniel Mai
Innovation Strategist13+ years in human insights, strategic foresight and innovation across Berlin, Copenhagen, New York, London and Toronto. A PhD business anthropologist (Justus Liebig University Giessen) who has advised Fortune 500 companies in healthcare, retail, automotive and finance. Author of “Organizational Cultures of Remembrance”.
Jason Yee
Research Executive1+ years in market research and AI data operations. Previously an AI Executive at an AI company, leading multi-market AI data projects across Asia, Europe and the US, and delivering investor and market research to support fundraising. Holds an MEng in Aeronautical Engineering from Imperial College London.
Get involved.
Research Community
Take part in studies across Hong Kong and the region, and shape what brands build next.
Join on LinkedInPartner with us
Agencies and consultancies: we bring field research and cultural insight to your projects.
Get in touchBecome a Brandnographer
Ethnographers, researchers and behavioural scientists: join our field network across the region.
Apply by email