Assembled in the press
Assembled is a Singapore market research agency founded in 2016 by Felicia Hu, whose commentary on qualitative research and Asian consumer behaviour appears in the field's leading titles. She writes for MRS Research Live in the UK, ESOMAR Research World, and Greenbook, and is quoted in the South China Morning Post on Singapore and Southeast Asian consumers. Assembled has delivered 600+ research projects and holds a proprietary panel of 100,000+ members across the region.
Published commentary, in her own words
Recent columns written by Felicia for independent industry titles, so each one carries the outlet's editorial standing rather than a press release. For the thinking behind them, see Assembled's research expertise.
Goodbye B2C, hello B2CA. How do we research a non-human buyer?
When AI agents start making purchases for people, the human buyer does not vanish so much as move up a layer. What that means for how brands research demand.
Related on assembled.sg: Consumer Intelligence Matrix 2026
Read the column →Wellness Research. The Integrator Shift
Why segmentation that treats wellness identity as fixed misses the point, and how consumers now move through weekly rhythms that cut across the neat buyer types brands rely on.
Related on assembled.sg: The say-do gap
Read the column →The Workslop Crisis. Why 2026 is the Year of Qualitative Verification
As AI floods the field with plausible-looking output, the job of qualitative research shifts from finding insights to proving them. What verification actually takes.
Related on assembled.sg: How we verify insight
Read the column →Quoted on Singapore and the region
Journalists reach out to Felicia for context on how Singaporeans and Southeast Asian consumers actually behave. A selection of recent quotes.
How Southeast Asia's coffee chains are brewing cross-border success
Felicia on why regional taste differences make or break a coffee chain scaling across Southeast Asia, and what that means for brands reading one market as a proxy for the next.
Related on assembled.sg: Singapore coffee market research
Read the article →Is the Singapore brand losing its shine in China's food scene?
Felicia on what the softening of once-hot Singapore F&B names in China reveals about brand trust, novelty, and how quickly a market's affection can cool.
Related on assembled.sg: F&B market research
Read the article →Terms of engagement. Agentic commerce
As AI agents start to shop on our behalf, Felicia argues research moves from what people choose to whether the buyer accepts, checks, pushes back, or overrides.
Related on assembled.sg: Consumer Intelligence Matrix 2026
Read the article →Contributor profiles and press hubs
New columns land on these pages first, so they are the best place to follow the commentary as it is published.
The publication of the UK Market Research Society. Felicia's opinion columns and quotes appear here for a professional readership of researchers and insight buyers.
View contributor profile →ESOMAR's global publication, read across roughly 130 countries. Felicia writes here on cultural interpretation and consumer behaviour in high-context Asian markets.
View contributor profile →A long-standing reference for the insights profession. Felicia's author page collects her Greenbook writing on qualitative practice and verification.
View author profile →Felicia is quoted on Southeast Asian consumer trends, from cross-border coffee chains to shifting brand fortunes in China's food scene.
Read the coverage →What Felicia can speak to
Available for comment, interviews, and background briefings on the subjects below. Bilingual in English and Mandarin, with fieldwork across Singapore and Southeast Asia since 2016. See the full Assembled story.
AI and the future of research
Agentic commerce, synthetic data, and qualitative verification, drawing on her 2026 analyst work.
Cultural interpretation in Asian markets
How meaning shifts across high-context cultures, and why a direct translation of a survey question rarely travels. Grounded in in-depth interviews.
Singapore consumer behaviour
The say-do gap and how Singaporeans actually decide, from F&B to luxury.
Qualitative methodology
Focus groups, ethnography, and mystery shopping, explained for a general audience.
Media enquiries, answered
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Talk to Felicia directly
For interviews, expert comment, or a background briefing on Singapore and Southeast Asian consumers, reach out and you will hear back from Felicia, not a press queue.
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