Alyssa CHEW
Principal Analyst · 24+ years in research, advertising and brand strategy
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.
