Global research consultancy TNS has appointed Serena Jacob as managing director for TNS Qualitative in Asia Pacific.

In her new role, Jacob will be responsible for strengthening TNS’s qualitative capabilities across Asia Pacific and will work closely with senior qualitative practitioners, country MDs and client leaders to deliver results to clients.

Jacob has over 25 years’ experience working in qualitative research and consultancy across the region. She joins TNS from research agency Face, where she headed up the Singapore office. Prior to this she worked at InsightAsia Research Group as regional qualitative director.

Chris Riquier, chief executive of TNS Asia Pacific, said: “I am thrilled that Serena is joining TNS, bringing with her not only a wealth of experience in research and consultancy, but also outstanding business leadership skills and huge amounts of energy to uncover new opportunities for our clients.

“TNS has built very strong qualitative capabilities in Asia and Serena’s appointment will enable us to give more of our clients access to this expertise in support of their decision-making.”

Commenting on her new role, Jacob added: “I am very much looking forward to working with other qualitative practitioners both globally and across the region to strengthen our capabilities and bring fresh, world-class thinking to TNS’s clients.”

Jacob will join TNS on 2 January and will be based in Singapore.