Trace Research is an independent full-service market research and consultancy company based in Auckland, New Zealand established by Dr Andrew Zhu in 2011. The company is also consisted of an academic advisory board with four university professors who provide academic assessments and validations for our empirical works - a full integration of theory and practice.
In the early stages of the company’s development, Dr Zhu has focused mainly on providing contract based research and consultancy for other major domestic research agencies and business clients. The company has also worked for global businesses that have establishments in Asia Pacific, such as Chevron/Caltex, AIA, Huawei and Bank of China. Political polling analysis for Newshub Reid Research Poll has been one of the most exciting projects in the company’s portfolio, and the results have received considerable public attention (the only and most accurate political poll in New Zealand).
With Dr Zhu's substantial research background in Chinese consumer behaviour and trend, Trace is the first Chinese business focused research establishment in New Zealand. Trace has the largest database of immigrant Chinese consumers in New Zealand. In 2016, Dr Zhu was motivated by the safety concerns among the Chinese community in NZ, and conducted the ground-breaking social polling among 11,675 Chinese, which was the first ever large scale social polling conducted among Chinese in NZ’s history. The results attracted public attention and reported by more 20 mainstream media domestically and internationally, which impacted on government’s policy making significantly. In 2017, Trace conducted 1st Asian leaders survey among New Zealand Asian Leaders' (NZAL) members and the results were presented by Mai Chen to the Prime Minister Bill English; 1st political poll among Chinese communities for WTV (WTV-Trace Chinese Poll), the polling results were reported in both mainstream and Asian media in New Zealand and 1st Chinese immigrants life and work survey for the University of Auckland.
Trace has a strong ability in conducting research in NZ Tertiary Education sector for both domestic and international students, and it has access to one of the largest Chinese international students panels in New Zealand. All surveys conducted among international students are in their mother language, which enable the reliability and validity of the research outcomes. Trace is also one of the service providers to the High-Value Nutrition - A National Science Challenge (2016-2017).
Dr Andrew Zhu PhD MRSNZ
Dr Andrew Zhu has undertaken both academic and business researcher roles in New Zealand, which were strongly underpinned by advanced knowledge in statistics and consumer psychology. In 14 years of his market research career, Dr Zhu has completed over 200 projects, to over 80 clients in many different industries and countries. His areas of expertise include quantitative research methods, multivariate data analysis, statistical modelling, brand positioning and tracking, political polling and strategic marketing etc. Dr Zhu is also one of the leading researchers in Chinese immigrants research in New Zealand, and the most accurate political pollster in New Zealand. Other than his role as a business researcher, Dr Zhu is also a regional trust board member for Asian community development and engagement at St John New Zealand.
Donella Parker is a market researcher with more than 20 years experience in designing and implementation research programs to provide businesses and organizations with facts, priorities and focus for action. She held multiple research effectiveness awards, international conference presentations and an ad-hoc reviewer for the American Marketing Association's Journal of Marketing.
Dr Loic Li PhD
Research Associate - Social Research
Loic Li currently completed his doctoral degree from the department of marketing in the University of Auckland. His research interests focus on the interplay between negative and positive customer engagement on online and offline service platforms. His expertise involves applying longitudinal case analysis to provide business insights, and using multivariate data analysis to solve business problems. He has publications and serves as an ad-hoc reviewer in leading marketing conferences and journals. He is a member of AMS and ANZMAC.
Anna Yang is a value – driven marketing consultant who specialises in relationship management, communications, and public relations. With a marketing and supply chain management degree, Anna has 6 years’ project management and marketing experiences covering construction, retail, logistics and international trading industries. Anna’s wide connections in the local community and her dedication enable her to strive for the best for clients.
Sindy Xian is an unconventional market researcher with research experience across APAC markets, including several years working experience in China. With solid experience of both quantitative and qualitative, Sindy’s interest later evolved into the online research field. Her specialty includes using innovative online research tools to collaborate with consumers and providing engagement contents to facilitate internal business communications.
Just list a few recent ones
Areas of Research Expertise