Regional Managing Director, Insights Division, Qualitative

Serena is responsible for strengthening Kantar TNS’s qualitative capabilities across the region.

As Managing Director for Kantar TNS Qualitative Asia Pacific, Serena works closely with senior qualitative practitioners, country MDs and client leaders to deliver transformative thinking to clients. An experienced qualitative researcher with 27 years in the industry, Serena is passionate about delivering outstanding insights and uncovering new opportunities for growth. Having worked in South East Asia for over a decade, she has a deep understanding of Asian consumers and the cultural and social underpinnings that drive brand choice.

Prior to joining Kantar TNS in 2015, Serena was head of the Singapore office at research agency Face. Her career has encompassed a broad range of research and marketing positions, including Regional Qualitative Director at InsightAsia, Chief Executive of Ind’Europe Consulting and Founding Partner of Shaman Marketing Research Associates.