Craig Griffin

CEO

FUEL Asia

Craig Griffin has 30 years of global experience in market research and insight, based in Asia since 2003. In 2016, he founded FUEL Asia - a strategic consultancy specialising in qualitative research and cultural insight across Asia. Craig regularly writes about research and speaks at Conferences. In early 2025, he launched The Campaign for Real Qual to explore the intersection of AI and Qual and explore how we can integrate AI into our workflows and evolve our craft.