Our Story

Asymmetrics Research was founded at the start of the COVID-19 pandemic, a global crisis that has since revealed more fragilities in our food systems. The decision was inspired after years of fieldwork and analysis in agriculture, food, consumer and industrial sectors. The realization that challenges in tackling food security, safety and sustainability need changes in food production, processing, distribution, policies and consumer behavior. That means new technologies, innovative service models, capacity building and talents. As well as adaptive lens to view the evolving ecosystem at macro and micro levels.

Our Offerings

We partner clients to reach strategic conclusions and decisions by providing insights on market and social ecosystems. We focus on Greater China and the region with a global collaborative outlook.

We provide flexible and customized research solutions to support clients looking to enter new markets, review brand equity, or launch products and services. As a boutique market research provider, we are nimble in engagement model, working with clients on project or consultant basis.

Our multi-methodology approach leverages qualitative, quantitative and secondary research means to build solutions tailored for clients’ needs. Our tool box includes conducting expert in-depth interviews, user focus groups and large sample online surveys.

Huiyi delivers strategic outcomes from research groundwork, and develops a interdisciplinary approach to work with data.

She has a 15-year career across China and Singapore in private and public sectors. She has led the China custom market research businesses of two global groups, Kynetec and Grail Insights (formerly under the Monitor Group), where she oversaw projects in consumer goods and services, TMT, healthcare and agricultural sectors. She has also applied research in the development of economic policies and programs to promote entrepreneurship and enterprise growth. She is also a co-creator at Chow and Lin, an artistic practice which intersects statistical, mathematical and computational techniques to address global tipping point issues.

Huiyi has been covered in global media including BBC, Foreign Policy, Le Monde, Xinhua News and Singapore Business Times. She has been invited to present at various public and closed-door events including the 75th Session of the Economic and Social Commission for Asia and the Pacific at the United Nations Conference Centre in Bangkok, and Singapore Summit.

Huiyi holds a Masters in Business Management from Tsinghua University School of Economics and Management and MIT Sloan School of Management, and a Bachelor of Social Science with Honours in Economics and Mathematics from National University of Singapore.