Nichole Gu

Managing Director, Asia

Nichole leads the Behaviorally business in Asia across our hubs in Singapore and Shanghai. Before joining the newly re-branded company, she held numerous senior positions at prestigious insights firms in the region including Kantar (including TNS & Research International) and PRS IN VIVO.

A strategic thinker but with a keen eye for details, Nichole builds strong advisor/ partner relationships with clients. She is passionate about applying a behavioral framework to understand how people really make decisions as consumers and shoppers in their daily lives, in order to deliver actionable insights and recommendations to help our clients drive shopper growth.

Outside work, Nichole enjoys reading crime fictions and fashion blogs, both of which enhance her understanding of human nature.