Founder and Owner

  Founder and Owner- Lee Joo Lee

A prominent figure in the market research industry in Malaysia,  Joo Lee has been in the field since 1986.  After earning her Master’s Degree in Marketing from Iowa State University, she worked with a U.S. market research company for 6 years, with extensive hands-on experience in research design, sampling techniques, questionnaire design, fieldwork, data tables checking, and especially client servicing.  Over the years, she has cultivated strong relationships with leaders in various fields internationally. 

Upon her return to Malaysia, Joo Lee was made Head of Customized Research at The Nielsen Company, the leading global information and measurement company. There, Joo Lee oversaw a staff of more than 150 in both customized services unit (quantitative as well as qualitative research) and operations unit, making Joo Lee one of the few researchers who understand both the client’s requirements and operations.

Departing from Nielsen in 2008, Joo Lee was appointed CEO of QPA Malaysia, where she played an instrumental role in growing and expanding the company before leaving the company in 2010. 

Over the years, she has groomed a number of junior researchers who has moved on to become senior management staff at both research agencies and at clients’ companies due to her strong leadership as well as her nurturing nature. At her core, Joo Lee’s philosophy is that one can grow by helping others grow. 

Our Vision
•To be long term research partner for our clients worldwide
•To be preferred research partner for our clients worldwide

Our Mission
To help our clients grow and expand their business, by understanding their business and providing good quality research data
To provide good quality services to our clients by giving our team good training and proper guidance
To provide a conducive working environment for our team to learn and grow year on year

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