China Insights

Yan Li

Yan Li
Head of Qualitative, Kantar China, Kantar

Yan Li is Head of Qualitative, Kantar China. She oversees the qualitative business of Kantar China which acts as strategic insight partners. Her focus is always on providing insight into connecting consumers emotionally to brands to drive growth for the clients. Her extensive experience spans across various product categories and industries, including Technology, Internet, CPG, and Automotive.

From a background specializing in Sociology Theory, Ethnography, Semiotics and Trend Analysis, she focuses on offering innovation that helps to connect clients to the increasingly complex and fast-moving world around them so they can lead change rather than follow it.

In recent years, Yan has been involved in multi-country Qual business for helping local client to go overseas. Her hands-on experience on global markets include East Asia, Southeast Asia, South Asia, Middle East, North Africa, Europe, North & Mid America from consumers to professional segments.

Yan is accountable for leading and guiding five teams, over 50 members across geographies, responsible for strategy and offer development for Kantar’s qualitative practice. Before Kantar, Yan worked at Nielsen. She holds a LL.B in Sociology from NKU.