Chen (pictured) was previously at Nielsen Taiwan where she was associate director of qualitative. Before her time at Nielsen, she was senior country manager for Singapore at JD Power.

Michael Ellis, a director at Synovate’s Beijing office, said: “Sareem is well-versed with both qualitative and quantitative research, and has fieldwork management expertise as a consumer research specialist.”

The firm’s CEO for China, Darryl Andrew, added: “I am very excited to be able to bring a very experienced qualitative professional to China who has considerable experience in the automotive sector. There remains considerable growth opportunity in this industry, especially in branding and communications, as the market becomes increasingly cluttered and competitive.”