Adeline Chua
Head of Customer Insights and Programmes
GWA Group Limited
A ferocious customer advocate at heart, Adeline has been driving multi-segment customer-led decisions for as long as she can remember. From diving deep into the nitty-gritty for tactical actions to elevating actionable So What? insights for executive management and marketing strategy, her proficiency for using data and insight, alongside a knack for building solid cross-functional relationships at all levels – has achieved a variety of winning outcomes (no doubt garnering a few life lessons along the way).
Adeline’s expertise in customer personas, case studies, ethnography, shopper research, UX/UI testing and CX programs has helped accelerate best-in-class path-to-purchase merchandising solutions, deliver award winning NPD designs and more recently – the fruition of Caroma Age Lab Workshops, which amplifies the importance of empathy and how better design can help achieve and yield high quality of life in the Health Care, Aged Care and Independent Living Space, ultimately delivering better customer experiences for people of all ages and abilities.
