Teresa Yong

Teresa Yong

Senior Cultural Strategist (APAC)

People watching has always been one of Teresa’s favourite pastimes. But her interest in humans (and vegetables) took a serious turn after a three months stint at a Japanese farm, which (together with other great life events) led her to study social anthropology at the University Of Manchester. During which, she became rather obsessed with topics like identity-making and the evolution of rituals, eventually writing an ‘at-home’ ethnography exploring the Singaporean diaspora’s ritualisation of hawker food. Graduating with more questions than before, she found a career in cultural insights with Crowd DNA, where she gets to continue the never-ending voyage into the rabbit hole of human culture. When not doing that, you can find Teresa coaxing her edible plants to grow, eating spilled cake batter when no one is looking, or just sitting… lying down… recovering from her monthly floorball game.

  • Narrated Galleries

    We love films, but narrated galleries – fusing showreels of still images and audio of participant commentary – creates outputs that allow for high levels of reflection and audience empathy. Ideal for user experience work, in other words

  • Crowd Communities

    We’ve a wealth of experience at setting up and managing communities for clients, with learnings on how best to engage audiences and a full box of tricks for maximising what we get out of the work – including geo tagging, streaming in social media data and a mobile optimised platform

  • Pinterest

    We’ve used Pinterest to really good effect on a number of projects recently, helping us to explore differences and commonalities among different typologies in areas such as fashion and style, home, holidays and entertainment. Engagement levels with participants always rank high, and clients love the vividness and clarity of the findings.

  • Citizen Journalism

    Citizen journalism works on the principle of making reporters of our participants, briefing them to capture what’s happening in the lives of their friends and family via video dispatches and blogging. It gets us places where we can’t otherwise get. It bypasses the bias of having a researcher in attendance. People are often more accurate reporters on those around them than on themselves, so that’s another bias circumnavigated.

  • Network Audits

    If you want to really understand how people interact with those around them, it’s logical to research interconnected groups of friends, family and work colleagues. First developed as part of our award winning word of mouth research for Guardian News & Media, and since then refined and reconfigured across a range of global projects, our network audit approach helps us understand who’s influencing who as authentically as possible.