Based in Shanghai, Griffiths will start work on July 15 and will initially report to Anjali Puri, managing director, TNS Qualitative in Asia-Pacific.
In his new role, Griffiths will be responsible for building TNS’s ethnographic suite of services and delivering culturally relevant insights to clients. Griffiths will also work closely with the China Qualitative team to further expand this part of the business and deliver excellence in qualitative research services for clients across China.
Griffiths is author of Consumers and Individuals in China: Standing Out, Fitting In and has spent the past three years at Ogilvy & Mather China's consumer insights and trends unit. He holds a Doctorate in cultural sociology and a Masters of Arts in Chinese from the University of Leeds.
"Michael brings not only an outstanding knowledge and experience of Chinese consumer culture and expertise as an ethnographer, but also immense energy and enthusiasm to drive growth within our business and for our clients who are facing increasingly complex challenges," said Puri.
