Emily Hoong joins One Minute to Midnight as Research Manager

Market research and insight consultancy One Minute to Midnight has expanded its London office with the hire of Emily Hoong. The move comes as the firm looks to grow both its UK and US hubs.

Founded in 2016, One Minute to Midnight is a global market research and consulting firm. With offices in New York and London, it supports businesses in sectors such as sport, travel, FMCG, ecommerce and entertainment. Recent projects have included helping social media titan TikTok understand its radically changing audience, and supporting PlayStation with positioning its leading titles, and to launch the PS5.

As the firm looks to build its capabilities, One Minute to Midnight has announced the appointment of Emily Hoong. Joining as a Research Manager, she will now help the consultancy build on its earlier success to grow its international client base.

Hoong said of her new role, “The market research industry and brands often boil people down to consumers, forgetting that they have values, stories and experiences which affect their decisions. I’m passionate about bringing brands closer to people. I love the variety this industry offers – I get to talk to new parents in Texas about baby formula milk one day and then listen to someone speak about soft drinks in Russia the next. I’m really inspired about the way One Minute to Midnight looks at all these other aspects and am proud to join the team.”

As the firm looks to extend its global reach, Hoong brings a deep understanding of Asian cultures to the firm, having grown up in Malaysia and Hong Kong. At the same time, she brings extensive market research industry experience, including spending the last year as a Senior Research Executive with See Research. Hoong is a graduate of the Royal College of Art, having obtained a Master’s of Research in Communication Design there.

One Minute to Midnight has also grown its team in the US, with the hire of Amalia Webber as a Research Manager in its New York wing. Webber similarly brings international experience to the firm, having obtained a Master’s in Anthropology from Oxford, as well as having held various media roles in Mumbai and New York.

Commenting on the arrivals, Douglas Dunn, Co-Founder of One Minute to Midnight said, “Amalia and Emily are fantastic additions to our growing teams in New York and London as we expand our business. Together they have worked with some of the world’s biggest brands to help them form more meaningful connections with people… It’s fantastic to welcome these talented new team members on board and we know they will be instrumental in supporting our growing list of global clients on both sides of the pond.”