Get to know Phu, our Insights Director and expert in uncovering the “why” behind consumer behaviour. From Disney beginnings to navigating diverse global markets, Phu brings a unique blend of curiosity, analytical expertise, and strategic insight to every project. In this interview, we explore his journey into market research, hear stories of memorable projects, and gain insights into his perspective on the industry and the future of consumer insights.

What initially drew you to a career in market research, and what has kept you passionate about the industry?
My career in market research began with research software automation at Walt Disney and grew into insights and analytics. I wanted to understand what people do, and why they do it. What’s kept me passionate over the years is the constantly changing landscape; new methodologies, diverse business challenges, and the ever-increasing importance of data-driven insights in shaping real-world outcomes. It’s rewarding to see insights drive tangible results for clients.

As an Insights Director, what’s a typical day like for you (or is there one)?
Some days are data-heavy, involving deep dives into analytics, while others focus on client strategy sessions or workshops. It’s dynamic, and that variety of business problems is what keeps the work stimulating.

Can you share a memorable or particularly rewarding project you’ve worked on?
One project that stands out involved a new insurance brand looking to expand into emerging markets. The team and I conducted an intensive, multi-phase research project that included segmentation and brand tracking to understand consumer behaviour across 8 Asian markets. We discovered untapped market segments and crafted a tailored launch strategy that exceeded the client’s expectations, both in sales and brand engagement. It was rewarding to see insights translate into real, impactful results.

What do you see as the biggest challenges in market research today, especially given the rise of AI and generative tools?
The biggest challenge is maintaining the balance between speed and quality. Speed empowered by tech is a key driving factor.
Fast internet has laid out the foundation for easier and continuous data collection. AI has enabled rapid data analysis, but there’s a risk of oversimplifying insights. Interpreting human behaviour requires context, empathy, and critical thinking – elements that AI can support but not replace.

How do you see the role of consumer insights evolving in the next five years?
Consumer insights will likely become more integrated into real-time decision-making, not just strategic planning. As data from social listening, transactional records, and AI-driven sentiment analysis becomes more accessible, the role of insights professionals will be to interpret and contextualise this data in ways that drive agile, responsive business strategies.

What’s your favourite part of working at Clusters?
It’s the collaborative culture. Additionally, Clusters truly values insights and invests in methodologies that bring real value and clear action to our clients. To me, that’s where the satisfaction is.

When tackling a new project, what’s your first step in understanding a client’s needs?
I begin with an open conversation to understand the client’s goals, current challenges, and expectations. It’s crucial to go beyond the brief and uncover any underlying needs or concerns that might not be immediately apparent. I also take time to research their industry trends and internal data to build a solid foundational knowledge.

If you could give one piece of advice to clients on leveraging insights for growth, what would it be?
One project cannot answer all the questions. Treat insights as a continual investment rather than a one-time project. Market dynamics and consumer behaviours change, and staying connected to these shifts ensures that your strategies remain relevant and proactive.

How do you balance the art and science aspects of market research in your work?
Market research is both an art and a science. The science is in the methodology, ensuring rigorous, unbiased data collection and analysis. The art comes into play in interpreting the findings, help the client translate the insights into action points, and bust/validate “corporate myths”.

What’s a go-to tool or app you rely on that makes a difference in your work?
My favourite apps are PowerBI and Power Query. They are two very powerful analytical tools that can handle millions of datapoints and can complement the diverse analytical powers of Excel.

What do you think makes a market research agency stand out to clients today?
Research often provides a retrospective view of the world, but the ability to leverage them to look forward is essential to being a strong agency and partner, offering actionable insights. It’s about going beyond numbers to provide clients with a clear understanding of how to apply insights in a way that’s impactful and relevant. Strong communication and a genuine partnership approach make all the difference. Have the confidence to share bad news and not try to “sugar-coat” it and constructively challenge client’s assumptions supported by data.

Finally, if you weren’t an Insights Director, what career would you have pursued?
Likely a career in software engineering.