About me

I’m a marketing research practitioner based in Hong Kong but have always worked, and specialised, in cross-cultural projects around the world. Prior to moving to Asia in 1996, I lived in Toronto (Canada) for almost a decade after immigrating from South Africa where I was born and raised on a large rural estate surrounded by mountains.
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I’m particularly interested in advancing research design & analytics in the areas of brand and advertising research, customer satisfaction, loyalty measurement, service recovery, customer advocacy, and digital media & marketing measurement. Also, love teaching at post-graduate level or tutoring of researchers and practising execs.
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Prior to working independently, I worked with a few smaller research agencies in Canada before spending almost two decades with ACNielsen (now Nielsen), the world’s largest marketing research firm. I was also one of the earliest members to launch and manage Nielsen//NetRatings in Asia, and then later co-founded Aha! Research in Hong Kong.
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Some of my most recent writings have been published in journals such as the International Journal of Advertising, Journal of Brand Management, Journal of Retailing and Consumer Services, Journal of Services Marketing, Journal of Sponsorship, Public Relations Review, Public Relations Quarterlyand Journal of Financial Services Marketing. In 2010 my co-authored paper entitled “Event Sponsorship and Ambush Marketing: Lessons from the Beijing Olympics” was accepted in the prestigious “Business Horizons” journal published by the Kelley School of Business, Indiana University, USA and received the publisher’s “Paper of the Year Award” for 2010.
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By end of December 2017, my published articles have been cited well over 250 times in other peer-reviewed academic papers, which is fantastic yet compared to many academics is not high, but hey, I’m not an academic!  A recent doctoral theses cited me 108 times, and no, its not my friend – I have never met this doctoral candidate. He sure is a fan of my writings! :).  I also actively serve as editorial reviewer for a handful of academic journals in the USA and Europe such as the “European Journal of Marketing”, “Management Research Review”, and “Corporate Communications: an International Journal”.
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I hold a B.Com (Industrial Psychology), B.Com Honors (Marketing), Masters magma cum laude (Marketing), and recently completed my Ph.D (Marketing) in the lovely student town of Luleå in Sweden (See photo below of a nice sunny day in Luleå).
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Been to 110 countries to enrich my understanding of international marketing and consumer behaviour… and to live out my passion for photography and culture emersion and of course great adventures!  To date I have published 10 photography books and 10 magazines entitled GLOBEROVERS. See them at www.globerovers-magazine.com or, even better, order a printed high glossy magazine at my store. All proceeds go to charity!
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Peter Steyn
Hong Kong
December 2017
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The student town of Luleå, Sweden, where I recently completed my doctoral studies. In the foreground is the frozen sea water covered in snow.
The student town of Luleå, Sweden, where I recently completed my doctoral studies.
In the foreground is the frozen seawater covered in snow.
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And this is my home, Hong Kong
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Toronto, Canada ...a city I will always call HOME!
Toronto, Canada …a city I will always call HOME!
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The yellow pin is my place of birth
The yellow pin is my place of birth

Additional Reading