Gerline Soo

Managing Director of Firefly, Greater China

Gerline started her research career in Singapore in 1996, later moving to China in 2003. She has experience in both qualitative and quantitative research methods, but her first and remaining passion is conducting qualitative studies. Gerline has worked across a wide variety of sectors from FMCG to luxury goods, and is particularly successful at leveraging ethnographic approaches in tandem with standard qualitative techniques. Gerline understands Chinese consumers in all markets. One of her favorite studies included spending two days with every mother in a Chinese village so that she could understand their mindsets and goals to help her client identify opportunities in emerging markets. Gerline’s knowledge of quantitative research allows her to add value to multidimensional projects, and to have an impact on R&D strategy and development.

Quick facts:

  • Fluent in English, Mandarin and Catonese
  • Joined Firefly in 2010