Bridging Worlds Through Insight
Specialists in Greater China, with coverage across Asia-Pacific
Founded in Hong Kong in 1996, Strategic Focus is a full-service market research firm across qualitative and quantitative methods.
While Hong Kong-based, we have delivered end-to-end market research across Greater China and the wider Asia-Pacific region, primarily in Japan, South Korea, Singapore, Malaysia, Thailand, Indonesia and Vietnam.
For over three decades, we have delivered culturally attuned insights and strategic clarity to international consulting firms, multinationals and advertising agencies.
Our core strength is qualitative research. We surface the unspoken, the unscripted and the context that drives choice.
We act as your local eyes and ears, filtering Asian market noise into clear, strategic signals for Western decision-makers.
How we started and where we are today
We began in 1996 with a clear premise: connect local realities with global standards amid the first big wave of globalisation.
By the late-1990s and 2000s, we had earned the trust of global research partners and multinationals.
In the 2010s, we expanded into cross-cultural studies as Asia-Pacific's strategic weight in global business grew.
Today, 30+ years on, we have built a reputation for decoding Asia's complexity and enabling confident, culturally informed decisions.
Quality, Creativity and Commitment: We run rigorous quality control from design to delivery and craft inventive yet practical research. We treat our clients' goals as our own, tailoring methods for actionable, cost-effective outcomes.
David Hui
Director, Moderator, Facilitator
Strategic Focus Market Research
With 30+ years of expertise connecting Eastern insight with Western strategy, David's hands-on leadership ensures decision-grade depth and cultural precision.
He has partnered with top international consultancies and household brands to decode Asia's complexity and enable confident, culturally informed decisions.
David is an individual member of ESOMAR and QRCA.
Leadership bio
David is the Founder and Director of Strategic Focus. He has partnered with top international consultancies, including Acacia Avenue, Hypothesis, KS&R, Mizzouri, PA Consulting and S&P Global Valuation, as well as with brands, including AstraZeneca, DKSH, FedEx and Unilever. He has also supported mission-driven work with Médecins Sans Frontières and Animals Asia. David's 30+ years career in insights started at Acorn Singapore in 1986. He subsequently moved to Market Behaviour Hong Kong in 1992 and founded Strategic Focus in 1996. From new product development to pack design, brand positioning to advertising research, exploratory research to UX, David brings deep domain knowledge to every project across all sectors. A qualitative specialist and expert in laddering research, he is known for uncovering the “why” behind behaviour. A Singapore native, David is trilingual (English, Mandarin and Cantonese).
How and what we deliver
