Michelle Chen, Ph.D., is a senior research associate on Lux’s Consumer Insights team, where she studies cultural trends and beliefs that shape consumer behavior in the U.S., France, and Asia. Her role involves decoding cultural trends and beliefs behind everyday consumption choices and translating them into actionable opportunities for brands across various sectors, particularly in food and beverages, health innovation, and personal care. Michelle holds a Ph.D. from Concordia University in Montreal in communication studies, specializing in ethnographic research on organizational innovation.