Choi’s appointment is one of 14 across Fiftyfive5’s Sydney, Auckland and Singapore offices. He has worked as a consultant for Fiftyfive5 for five years and has relocated from Sydney to Singapore to lead the company’s Asia operations.

Among the new hires, the company has also appointed Estelle Gohil and Philippa Dougall as senior qualitative consultants, based in Sydney. Gohil, who rejoins Fiftyfive5 after living overseas, has worked on projects with brands including Telstra, Tourism and Events Queensland, while Dougall was previously an account director at Vivid Research and brings 20 years’ experience in communication and product development, strategic positioning and brand equity.

In Auckland, Lucia Henare has been appointed as a consultant. Most recently research consultant at Canada’s NRG Research Group, she brings experience in advanced analytics.

Elise Bliss has also joined the company in the newly created role of chief financial officer. She was previously national finance and commercial manager at distribution business Rexel.

Fiftyfive5 has also recruited to its social and government team and account teams.

Mark Sundquist, partner, Fiftyfive5, said: “Our focus is on continuing to build a team that thrives on challenging conventional thinking and delivering insights that drive growth. With growing client demand and teams now across three countries, we are looking forward to continued growth across the Asia Pacific Region.”