Samantha is a firm believer in human-centred design and using co-designing approaches to unlock solutions which are relevant and impactful for the people we are designing for. She is a research and insights specialist who works in the convergence of where sociocultural insights meet design to arrive at human insights that matter the most.

Before joining Thinkplace, Samantha was a consumer insights researcher with extensive experience in qualitative and ethnographic research in Southeast Asia region and Greater China markets. She has been involved in market, communication, product and business strategy design work across Asia and in a variety of categories such as Food & Beverage, Nutrition, Personal Care, Technology and Digital Media.