Alyssa is a seasoned research consultant with over 24 years of expertise in advertising, market research, and brand strategy. She specialises in conducting large-scale studies that drive strategic decisions for both commercial and government clients. As the former Head of Consumer Insights at Milieu Insight, Alyssa played a pivotal role in elevating reporting standards and delivering clearer, more actionable insights.
Her portfolio includes brand equity research, campaign evaluations, and longitudinal trackers for renowned brands such as Coca-Cola, Oterra, Western Digital, Schneider, ONE Championship, Magnite, Booking.com, Agoda, Suubalm, and Yeo’s.
In the public sector, Alyssa has led national studies and campaign evaluations for agencies including HDB, NPARKS, MOHH, SportSG, ECDA, LTA, and NTUC. Notably, she led HDB’s multi-year BTO brand tracker for 3-years running, and NPARKS’ comprehensive studies with 30,000+ Singaporeans about cat licensing and microchipping, as well as community dog welfare and rehoming.
Alyssa is adept across the full research cycle - from study design and survey development to insight analysis, reporting, and senior stakeholder presentations. Her ability to deliver high-quality, actionable insights makes her a valuable asset to any project.
Wei Shen leads B2B and finance research at Alylytiq, bringing over 20 years of experience in insights consulting, commercial strategy, and B2B engagement across Asia Pacific. His work has shaped decision-making frameworks for clients in financial services, fintech, and travel - translating market complexity into business clarity.
Wei Shen is known for architecting multi-method research programs that combine secondary intelligence, expert depth interviews, and robust quantitative modeling. From sizing markets and mapping white space to decoding behavior across fragmented buyer ecosystems, his approach consistently delivers insight that’s relevant, usable, and aligned to business outcomes.
Before Alylytiq, Wei Shen held senior roles at Kantar Insights and Visa, where he led flagship studies in contactless payments, occasion-based behavior models, and stakeholder-driven B2B segmentation. His research frameworks, including Visa’s Consumer Payments Landscape, are now embedded across global client organizations and used to guide product innovation and commercial strategy.
Wei Shen’s strength lies in integrating research into the fabric of growth. He helps clients sharpen go-to-market strategies, size opportunities with precision, and deepen understanding of both supply- and demand-side forces. Under his leadership, Alylytiq delivers insight that doesn’t just inform - it accelerates.