Grace’s research leadership and project execution

• Analytical framework design and end-to-end delivery. Grace leads the design and execution of research projects spanning primary data collection, secondary data validation, analysis of key findings, synthesis of actionable recommendations, and presentation to clients.
• Multidisciplinary team management. She manages teams of 5 to 15 project managers, business analysts, and project assistants on a daily basis, coordinating workstreams and maintaining analytical quality throughout each engagement.
• Research in complex B2B markets. Grace has conducted and led in-depth research in niche and less-transparent B2B sectors, where reliable data is limited and findings must be built through rigorous triangulation.
• Strategy development. She translates research into practical recommendations for B2B clients, including go-to-market strategy, market development, strategic partnerships, M&A strategy, and market activation.

Research methodologies

Grace combines qualitative and quantitative methods to test market assumptions, validate opportunities, and build decision-ready evidence.

• Qualitative research: interviews with market insiders and regulators, mystery calls, mystery visits, focus groups, and online diaries.
• Quantitative research: market sizing, vertical database analysis, and online and offline professional surveys.
• Market validation: addressable market sizing, strategic growth projections, competitive-intensity studies, new growth-driver identification and validation, and blue-ocean positioning.

Areas of expertise

• China market entry and market growth strategy
• B2B market research and opportunity assessment
• Market sizing and growth forecasting
• Competitive landscape and frontline intensity analysis
• Go-to-market and market activation strategy
• Strategic partnerships and M&A strategy

Industries of expertise

• Technology
• Healthcare
• Industrial sectors
• Financial services
• Automotive

Selected consulting experience

• B2B IT services growth strategy: Led granular market sizing across 17 sub-verticals, three company types, four target regions, and two service lines, supported by 100+ market-insider interviews, to define where-to-play priorities, obtainable sales targets, partnership models, and China growth roadmap recommendations.
• B2B catering market growth strategy: Combined leadership-team immersion, 100+ client, competitor, and regulatory interviews, market sizing, CAGR forecasting, and an executive workshop to identify high-potential segments and translate frontline pain points into product, sales, marketing, and organizational recommendations.
• Cybersecurity expansion strategy in Asia: Built a market-entry and expansion strategy for India and Indonesia, including vertical prioritization, competitive landscape mapping, legal-structure considerations, stakeholder fact sheets, and 200+ expert and decision-maker interviews across supply and demand sides.
• Fragrance market entry and sizing: Assessed China’s fragrance market dynamics, segmentation, competitive landscape, emerging players, distribution channels, and obtainable market size to support market-entry milestones and localized portfolio and marketing decisions.
• Beauty and skincare go-to-market strategy: Designed China entry and growth roadmaps for international beauty brands using consumer segmentation, competitive benchmarking, online surveys with up to 1,000 consumers, focus groups, social listening, e-commerce scraping, online diaries, and market-insider interviews.
• Automotive UX and consumer research: Led consumer research and prototype testing for automotive interfaces, e-mirrors, mobility behavior, car ownership, interiors, and accessories, combining in-depth interviews, focus groups, usability tests, questionnaires, and expert interviews to inform R&D and product innovation.
• Sports apparel white-space analysis: Supported product roadmap development for a global sportswear brand through future-market forecasting, competitor benchmarking, social listening across large-scale social-media datasets, 60 consumer interviews, and 120 online diaries across three major cities.
• F&B ingredient and product innovation strategy: Assessed market potential, product attractiveness, pricing, R&D opportunities, and B2B customer criteria for food ingredients, fresh-made beverages, confectionery, citrus, fruit, probiotic claims, cheese products, and premium condiments across China and APAC markets.
• Industrial and machinery market opportunity studies: Delivered opportunity identification for textile machinery, machine tools, and automotive HVAC markets, combining secondary data, expert interviews, competitive benchmarking, downstream-sector analysis, and recommendations for market entry, client prioritization, and distribution channels.
• Healthcare open innovation strategy: Mapped China’s healthcare innovation ecosystem, identified technology-driven opportunities in selected therapeutic areas, evaluated potential partners, and developed a roadmap for localized open innovation and collaboration.

Specialized project scopes

• Market sizing, addressable-market modeling, obtainable market estimation, and multi-year growth forecasting
• Market entry, market expansion, and where-to-play strategy for China and broader APAC markets
• Go-to-market strategy, route-to-market design, channel prioritization, and market activation planning
• Competitive landscape mapping, competitor benchmarking, market-player profiling, and best-practice case studies
• B2B opportunity assessment, demand-side analysis, procurement-process mapping, and client-target prioritization
• Consumer segmentation, persona development, consumer journey mapping, and purchasing-behavior analysis
• Product portfolio, assortment, packaging, scent, flavor, ingredient, and concept testing
• Pricing strategy, willingness-to-pay analysis, price sensitivity testing, and conjoint-style research
• Brand audit, brand positioning, messaging strategy, Chinese naming, localization, and value-proposition development
• Innovation roadmap development, white-space identification, R&D opportunity mapping, and macro-trend forecasting
• Strategic partnership, ecosystem mapping, partner screening, and open-innovation roadmap development
• Regulatory, claims, and compliance landscape research for food, health, and cross-market product communication

Specialized research methodologies

• Bottom-up and top-down market sizing, addressability modeling, and scenario-based forecasting
• Market-insider and expert interviews with competitors, distributors, regulators, executives, procurement stakeholders, KOLs, R&D teams, and potential clients
• Consumer in-depth interviews, stakeholder interviews, and decision-maker interviews
• Online surveys, professional surveys, consumer surveys, segmentation surveys, price-sensitivity studies, and conjoint-style questionnaire design
• Focus groups for concept, naming, fragrance, packaging, product, and brand-message testing
• Product and prototype testing, UX/UI testing, A/B testing, usability questionnaires, and controlled use-case evaluation
• Online diary research, wardrobe and routine diaries, usage-moment tracking, and behavioral observation
• Social listening across Chinese platforms such as Xiaohongshu, Douyin, Weibo, forums, and e-commerce ecosystems
• Online sales data scraping, e-commerce benchmarking, SKU analysis, category tracking, and digital-shelf assessment
• Desk research, secondary-data validation, policy and regulatory scans, scientific literature reviews, and database building
• Store checks, shop-alongs, mystery calls, mystery visits, retail audits, POS exploration, and learning expeditions
• Strategic workshops, client immersion sessions, co-creation workshops, naming workshops, and executive alignment sessions

Media coverage and expert commentary

Grace provides international media with expert context on China’s markets, business environment, and consumer response. Her commentary has appeared in ABC News coverage of HYROX in China.

• ABC News — HYROX co-founder apologises after Australian continues Beijing race despite soiling herself

Work with Grace

Looking for rigorous insight into a complex China market or a practical strategy for growth? Contact Daxue Consulting at dx@daxueconsulting.com to discuss China market research, market entry, growth strategy, partnerships, or M&A. For media enquiries, contact press@daxueconsulting.com.