Sam founded Shanghai-headquartered DDMA in 2002. Today the company provides full service market research to big brands and Fortune 500 companies across China.

He is regularly featured in international media such as BBC News, Bloomberg and Wall Street Journal with insight including consumer online behavior in China.

Sam has over 15 years market research and consultancy experience in Asia Pacific with clients including Diageo, Brown Forman, Wanglaoji, Intel, B&Q, Revlon and the Chinese government run sports lottery. In alcoholic beverages he negotiated the JV between the second largest Chinese baijiu producer and V&S.

His career includes responsibility as director for Synovate Taiwan office leading full Asia Pacific-wide research programs for Anheuser-Busch and Johnson & Johnson. He moved to China in 1997.