Echo Liu is Senior Research Director at NielsenIQ China, where she leads strategic research and consumer-insight engagements for many of the world’s most influential brands operating in the Chinese market. With fourteen years of experience in market research and consumer insights, she is recognised for her expertise across media research, integrated marketing communications (IMC) effectiveness, brand strategy, and consumer behaviour and attitude studies.
She brings particular depth to understanding generational behavioural shifts and cross-regional consumer decision pathways in China. Her ability to integrate diverse research methodologies, structure complex commercial questions, and translate insight into actionable strategy has made her a trusted counsel to senior decision-makers navigating China’s evolving consumer landscape.
Beyond client engagements, Ms. Liu has led pioneering research into emerging societal and economic themes, including cross-generational consumption dynamics, the motivations of China’s charitable donor population, the silver economy, the digital lives of older consumers, and women-centred consumption and social issues—producing thought leadership of meaningful industry impact.
