Who we are

We are firm believers in digital transformation enabling people to achieve greater things. Our core purpose is to assist with the smooth integration of the latest technologies with our corporate world.

Our values

Our core values embodied by each member of our team include Integrity, Diligence, Accountability, and Collaboration.

Our vision

Our vision is to provide every business decision-maker access to real-time, always-on tailored business insights and strategic recommendations so they can focus on proactive execution to stay or get ahead. Our goal is to bring automation to a market research industry.

Leadership team

Joon Nak Choi (JC)


JC has held faculty positions at Stanford, NYU Shanghai, and HKU, teaching corporate strategy and management consulting for over eight years. He has previously worked as a strategy consultant at Novantas and was the Chief Scientist at Silicon Valley startup AssertID. He received his PhD and Masters from Stanford University with a focus on social network analysis focus, and his Bachelor's degree from Brown University.

Simon Lau


Simon was a former strategy consultant at KPMG who managed go-to-market digitization strategy projects for FMCG firms. Previously, Simon also served as a Senior Manager of Strategy for a surgical robotics startup. He is an avid serial entrepreneur who started his career in finance & sales. He received is Bachelors in Communications from Rotman & Masters in Business Administration from Schulich in Toronto.

Gabe Totino

Chief Technology Officer

Gabe has 20+ years of experience in technical architecture, programmeming, design, and engineering management. He was the Chief Technology Officer and/or Founder of startups including AssertID and successfully exited JadeSail via acquisition. He previously served as a Director at Motorola, managing global engineering teams and began his career at IBM.

Andrew Lam

Insights Director

Andrew has 20 years of market research agency experience and spent the majority of his career in global agencies leading teams. He enjoys taking clients' business questions, analysing them with best-in-class solutions, and returning with a point of view to help the business. He also loves speaking with consumers, digging out their experiences, and putting together stories for clients to work on. He has an MBA from Hong Kong University of Science and Technology (HKUST) and a Degree from University of California Davis.

Joyce Tam

Insights Manager

Joyce joined the market research industry in 2015 and is involved in both commercial and government sectors for both qualitative and quantitative research projects. Her projects cover Brand Tracking Study, Consumer Understanding Study, Customer Satisfaction Survey, Market Entry Study, U&A Study, Product & Concept Test, Brand and Advertising Evaluation. With her outgoing, passionate and highly motivated personality, Joyce is keen on providing business insights and quality works to client by deep-diving into consumer behaviours and the variations across different markets and cultures. She graduated in the University of Edinburgh with Master of Arts with Honours.

Laura Ng

Insights Analyst

Laura provides strong supports on research execution and project deliverables, such as analysing market data and coordinating project management. She graduated from The University of Hong Kong with a Bachelor of Arts (BA) in English Studies and History. She is keen on public speaking and hopes to share her inspirations via speaking.

Maryna Aleksandrova

Lead Designer

Maryna is one of the first employees at Zectr, where her main focus is to bridge the gap between functionality and user experience. She holds Master of Design (Interaction Design) from Hong Kong Polytechnic University, and previous to that has been a part of early-stage startups for 5+ years. Her interest lies on the intersection of psychology and design, and how one can influence another.

Rohini Chugani

Senior Marketing Strategist

After obtaining her dual Bachelor's in Psychology and Economics from the University of Southern California, Rohini spent over 6 years working as a Strategic Planner in Advertising for global agencies including Ogilvy, RedFuse (Y&R), and BBDO. She also formerly founded WorkSafe, best described as a Grammarly for anti-harassment and discrimination in the workplace to proactively prevent workplace issues. She has a keen interest in human behavior and the inconsistencies that arise. Her hobbies include cooking, event planning, and competitive sports.


Are you interested in joining our team? Check back here for open roles.

Feel like you can be a good fit for a team?

Reach out to us!


        Founded in 2016, TenX2 has been a core partner for us in expanding to the South Asian market. With partners with c-suite corporate experience in Advertising, Media, and Start-Up ventures, TenX2 has been invaluable to Zectr in contributing to our on-going success.
      With invaluable offerings in public relations, Re-Hub has played an integral role in our expansion into China. Their network of partner media outlets and clients have enabled us to build upon our brand presence and enterprise offerings.