Kathy KY WONG

Responsibilities:

• Design, execute and manage quantitative and qualitative research projects, work closely with vendor and internal stakeholders, ensure research findings are being interpreted accurately
• Lead and support on ad hoc research requests from other teams to support business strategy, decision making and publicity
• Analyze research findings together with other sources of information (e.g. internal data, desk research, etc.) to identify business opportunities and risks
• Improve customer experience and engagement through online community and surveys

Achievements:

• Work closely with product team on refining product features/ pricing for new product development, ManuBright Care 2 and ManuLove Care are the best sellers among all Manulife products
• Lead the migration of several research projects from research vendor to in-house by using the Qualtrics platform, which save more than 60% in cost per survey
• Play a key role in the rollout of 6 new transactional Net Promoter System (NPS) surveys in 3 years, which allows the company to turn feedback into actions and enable data-driven decision-making
• Take the initiative to build dashboards for internal stakeholders and senior management, train up business users to use the surveys results for actions planning
• Grow the customer online community panel by 40%, the participate rate has been increased by 20%, NPS has been improved by +10 points over the 5 years
• Establish internal online community panel to support agile research needs in a cost-effective way

Responsibilities:

• Understand business challenges and lead high-impact research projects, from liaising with internal clients and external parties, designing research scope, analyzing data to generating insights
• Present potential business opportunities and conduct research presentation to senior management
• Identify strategic segment and market sizing, support strategy plans development
• Explore partnership opportunities

Achievements:

• Win "Customer Relationship Excellence Awards 2016 - Customer Satisfaction Quality System of the Year (Insurance)"
• Introduce presentation method (infographics & video report) to the team and received positive feedback from stakeholders
• Transform and build management report via Tableau, an interactive reporting tool for big data

Responsibilities:

• Analyze internal and external data to conduct customer segmentation, behavioral analysis & revenue tracking to achieve key business results
• Performed market analysis with reference to in-base
  movement, competitor's reports and consultancy
  reports
• Prepare Chairman/ Board meeting reports (attendees
  incl. C-level Executives & BU Heads)
• Oversee research projects and work closely with
  research house to ensure data quality, productivity,
  and smooth fieldwork operation

Responsibilities:

• Lead quantitative researches for various sectors in
  Hong Kong, China & other Asia countries
• Provide quality services from briefings, proposal writing, project & questionnaire design, data analysis to report preparation
• Perform statistical analysis on data to deliver insightful findings which help client shape products & services
• Nurture good relationship with clients and handle their requests independently

Client focus:

• Financial institutions: HSBC, Citibank, Prudential
• Luxury brand: Chanel
• FMCG: Coca-Cola, Pepsi, Mead Johnson, Amoy, Asahi
• Theme park: Disney
• Catering: McDonald’s, Cafe Deco Group
• Retail: Pank’n Shop, Fortress, Textwood
• Government: Hong Kong Tourism Board
• Information technology/ telecommunication: Lenovo, China Mobile

Specialties:

• Customer Segmentation, Brand Audit, Usage & Attitude Test, Mystery Shopper Program, Customer Satisfaction Study (B2B & B2C), Advertising Test, Product & Concept Test, Taste Test, Shelf Test, Price sensitivity Analysis, etc.