Griffiths joins TNS from Ogilvy & Mather where he has served as director of ethnography in the consumer insights and trends unit for the past three years and will be responsible for building TNS’s ethnographic suite of services.

Based in Shanghai, Griffiths will initially report to Anjali Puri, managing director, TNS Qualitative in Asia-Pacific.

Puri said: “Michael brings not only an outstanding knowledge and experience of Chinese consumer culture and expertise as an ethnographer, but also immense energy and enthusiasm to drive growth within our business and for our clients who are facing increasingly complex challenges.”