Joyce Ng
Specialized in qualitative market research

(310) 454-6842 - Fax: (310) 454-6516
joyceng.springboard@verizon.net
www.springboardmr.com

Joyce Ng (pronounced ‘Ing’) has specialized in qualitative market research since 1990, when she established her consultancy, Springboard Marketing Research.  Formerly a marketing and product development manager with Reebok International, Mattel Inc., and The Quaker Oats Company, Joyce provides her clients with an unusual combination of research expertise, creativity, and hands-on marketing and new products experience. 
                                                         
Joyce has conducted research across a broad array of industries and not-for-profit endeavors, and with a wide variety of research participants.  In addition to general market studies, special audiences with whom Joyce is particularly expert include youth, Asian-Americans, educators, and business professionals.  Joyce uses an ever-evolving kit of research and idea-generating techniques to deliver actionable ideas and information for achieving her clients’ objectives.

Joyce is a member and past chapter chair of the Qualitative Research Consultants’ Association, and has guest lectured at California State University at Northridge and the University of Southern California on qualitative research methods.  Joyce is a graduate of UC Berkeley, where she majored in cultural geography, and of Columbia University, where she earned an M.B.A. with a concentration in marketing.

Joyce is a pro-active volunteer at her children’s schools and serves on the UC Berkeley Graduate School of Education’s Advisory Board.

Selected Clients