My perspective lives between Taiwan and the United States. I'm interested in the small things that shape big decisions: the words a brand chooses, the habits people keep, and the context a spreadsheet can miss.
As I prepare for an MS in Marketing with a focus on analytics, I'm exploring how consumer understanding and evidence can work together to make marketing more thoughtful.
Consumer insightMarketing analyticsBrand strategy
A point of view
“Understand the habitat before you explain the behavior.”
A click tells you what happened. Culture, context, and a better question help explain why. I believe useful marketing starts with both.
02 / Questions worth following
Selected field notes
Three concept studies at the intersection of people, markets, and measurement.
Concept studyNo. 01
Between Two Markets
Culture & consumer insight
TWUS
When a brand crosses an ocean, what should travel with it—and what should change?
Read the study brief
The questionHow might the same café brand communicate everyday value to audiences in Taiwan and the United States?
The approachCompare public brand messages, map cultural assumptions, then design two locally relevant message concepts and a small interview guide.
The proposed outputA positioning map, message comparison, and a test plan that separates cultural context from individual preference.
Self-initiated concept brief. Research and audience testing have not yet been conducted; no client work or results are claimed.
Concept studyNo. 02
The Second Visit
Retention & customer behavior
The first visit gets attention. The second tells a more interesting story.
Read the study brief
The questionWhat would help a neighborhood café understand who returns after a first purchase?
The approachDesign a cohort analysis using clearly labeled synthetic transactions. Compare repeat visits by acquisition channel and first purchase, with consistent observation windows.
The proposed outputA retention worksheet and an experiment brief for a second-visit invitation, with a holdout group and a defined success metric.
Self-initiated concept brief. No customer dataset has been analyzed and no retention improvement is claimed.
Concept studyNo. 03
Beyond the Click
Creative & campaign measurement
A popular ad isn't always a useful ad. Which signals deserve a closer look?
Read the study brief
The questionHow should a brand compare an attention-grabbing creative with one that attracts fewer, more intentional visits?
The approachBuild a measurement framework that connects creative hypotheses to clicks, qualified actions, and conversion. Specify an A/B test before looking at outcomes.
The proposed outputA creative scorecard, tracking plan, and decision rules that weigh business value alongside engagement.
Self-initiated concept brief. Campaigns have not been run; the framework is a proposal, not a performance case study.
03 / The next conversation
Good questions grow here.
Working on a brand, a tricky question, or a new way to understand people? I'd love to hear about it.
