Rwandan Children

Craig Griffin

Founder and Chief Insight Officer

FUEL was founded by ESOMAR Representative for Thailand, Craig Griffin, who has spent 20 years in the research industry working for some of the world's leading agencies, including GfK, TNS, Research International, MESH and The Leading Edge. Craig started his career in the UK (where he is from) and has also worked in Australia, Singapore and Thailand, where he has been based since 2005.

Craig's market research experience covers all major research methodologies, both qualitative and quantitative. In recent years he has embraced the opportunities offered by new technology and can therefore offer clients both traditional 'tried and trusted' approaches and newer, more innovative (and often technology based) solutions.


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 is also a qualified Practitioner of Neuro Linguistic Programming. 

Tosapon Agadmeck

Senior Consultant

Tosapon (Pop) has more than 18 years of experiences with solid business results on sales, marketing, and business development across Asia-Pacific. With key highlights on entrepreneurial set up of new business unit (General Mills), white space market entry (P&G), and Route-to-Market strategy development and execution both on supplier side (P&G, General Mills) and distributor side (DKSH). 


He also led several organisation transformation projects such as changing of distribution model (P&G, General Mills), Salesforce effectiveness and Standardisation across Asia-Pacific (DKSH), setting up corporate business development strategy for Asia-Pacific (DKSH). And has been veteran independent consultant for more than 10 years through several expert networks such as GLG, Guidepoint, Alphasight. 


Tosapon (Pop) holds master degree of Economics from Thammasat University (P&G Scholarship) with highest GPA in class of 2008. And has been trained and/or being trainer on several professional certificate such as 7 Habits for highly effective people, Master Deal Making and Negotiation, Project Management, Brand Champion. 


Nualnara (Miaow) Naganidhi

Qualitative Moderator

Miaow is a highly experienced and accomplished qualitative moderator with more than 10 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, Bank & Samsung.

Sangduan (Tarn) Suwannarat

Head of Operations

With more than 28 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.



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A Bangkok based strategic insights consultancy that specialises in qualitative research, cultural insight and brand strategy

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Chimplee, Talingchan

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