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Digital Gadget

A modern business for a digital world

Below you can see details of our core team in Thailand. Our business is deliberately lean, allowing us to work with the best moderators, recruiters and translators in each country, based on relationships developed over 20 years of working in Asia. We can select the people with the right experience for your project and we know how to work with them to deliver the best outcomes.

Rwandan Children

Craig Griffin

Founder and Chief Insight Officer

FUEL was founded by Craig Griffin, a UK national with 20 years of experience in the research industry in Asia, including MD roles with GfK, InsightAsia & MESH. With a western upbringing and a research career largely in Asia, Craig acts as a bridge between cultures for Western clients and agencies wanting to understand Asian markets.

Craig's market research experience covers all major research methodologies, both qualitative and quantitative. He is passionate about keeping up with the latest thinking in research and was an early adopter of online qual methodologies which now drive over half of FUEL's business.


Craig holds an MSc in Social Anthropology from London School of Economics, a BA (Hons) in Retail Marketing from Manchester Metropolitan University and a Post Graduate Diploma in Market Research from De Montfort University, Leicester. 

He has been a Board Director of Thailand Market Research Society since 2005 and also served as ESOMAR Representative for Thailand between 2015 and 2020. He regularly speaks at Conferences and writes articles about market research.

Sangduan (Tarn) Suwannarat

Head of Operations

With more than 30 years experience in the marketing services industry, Sangduan (Tarn), leads the operation function for FUEL. Sangduan started her career at Leo Burnett, Thailand and led the marketing function for brand activation, events and research field operations.

She has great experience dealing with multiple stakeholders and has supported projects for leading businesses in Thailand from international companies to government sectors and local agencies. Leading brands she has worked with are Heineken, P&G, Tourism Authority Thailand (TAT), DKSH, Philipps & PepsiCo.

Tarn's commitment to quality and operational excellence ensure that all projects are delivered on time and to the required specification.


Nualnara (Miaow) Naganidhi

Qualitative Moderator (Thailand)

Miaow is a highly experienced and accomplished qualitative moderator with more than 20 years moderation experience working with some of Thailand's leading agencies - including Millward Brown Firefly, Acorn and Research International. 

Miaow is comfortable using a range of qualitative approaches, both traditional and new and is able to build great rapport with participants, leading to great insights for clients. She has previously worked on a range of different project types, including market understanding and segmentation, marketing communications, branding, innovation and retail/shopper studies.

Miaow holds an MBA from University of Hawaii at Manoa (full scholarship awarded by Fujitsu Thailand). She has previously worked for clients such as Unilever, P&G, Diageo, Frito-Lay, KBank & Samsung.

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