During his study in Said Business School, where he won a Computing Scholarship from Green Templeton College, Yinyin was equipped with the state-of-the-art skills necessary to carry out research of great quality and to create valuable knowledge to the real business world.

Yinyin has always been passionate about e-commerce and online consumer behaviour.  Built on his internship with Alipay.com - a member of the largest e-commerce group Alibaba, he wrote his master’s thesis on online consumers' decision making process with a comparison between algorithm based recommendations and social media based recommendations. To pursue his passion for online consumer research and reinforce his quantitative analysis, he is now working as a digital marketing analyst in the web analytics and search engine marketing team of EF education. He has been gaining a thorough understanding of online marketing and how to generate useful insights from traffic data.