My name is Christine Phuong. I founded Inquisitive Analytics on a simple belief — sustainable growth begins when businesses understand themselves clearly and act on what truly matters. I also believe every business, no matter its size, deserves the power of data to fuel its growth.
During my time at one of the UK’s leading general insurance companies—serving over 4 million customers—I helped build its analytics capability from its early stage, when it supported just 2.4 million. I led the development of a data-driven operational transformation and claims analytics function, tackling organised fraud within parts of our vendor network. Operating in a fragmented, highly competitive market slowed by regulatory reform, the company required structural clarity and high-quality data to protect both the business and genuine customers. This work replaced intuition-based management with evidence-driven accountability, transforming a trust-based culture into one grounded in measurable competence and transparent relationships with vendors and employees.
I’m deeply grateful to my colleagues across all levels who drove this inclusive cultural change — reshaping how we worked, thought, and collaborated. Together, we achieved measurable impact by aligning people, systems, and purpose, ensuring problems were structured clearly and responsibilities matched to the right capabilities. That alignment allowed us to deliver solutions with significant commercial value and minimal investment.
This experience reinforced a core lesson: technology alone doesn’t drive progress; alignment between people, systems, and purpose does.
Later, in a world-leading multinational insurance corporation, I applied these lessons to transform a traditional reporting team into a central analytics function. This involved successfully embedding data literacy and shaping a culture where evidence-based thinking guided every decision, establishing a vital reference model for other data teams.
These experiences shaped my decision to establish a consultancy that partners with organisations seeking a more effective way to grow and operate. The work focuses on bringing corporate-grade analytical thinking, analytics, governance, and practical technology adoption into businesses ready to move beyond intuition-led management. Engagements are collaborative by design, helping leaders and teams understand the “why” behind decisions, reduce manual and fragmented ways of working, and build the capability to make clear, evidence-based choices themselves. The emphasis is on aligning people, systems, and purpose so that improvement is embedded into how the organisation works, supporting growth that is sustainable and resilient.
Born in Vietnam and based in the UK, I’ve learned to think across contexts and disciplines. My work is motivated by a deep inquiry into the invisible structures that govern human systems, whether they are nations or organisations. I’m inspired by great thinkers across neuroscience, human rights, education, television and journalism; my travels to complex regions such as West Asia and North Africa are a study of how people, power, and belief operate beneath the surface.
My experience and observation taught me a crucial lesson: external conflicts or operational challenges are often just symptoms of unspoken beliefs, internal agendas, and incentives that quietly determine performance. This understanding allows me to recognise the hidden structures shaping human behaviour and decision-making, whether in societies or businesses.
That perspective — my cognitive range — guides how I help enterprises build clarity, confidence, and decentralised decision-making. By connecting disciplined insight with human potential, I enable organisations to think deeper, decide clearer, and grow sustainably.
I maintain a balanced life outside of work, prioritising a slower pace rooted in traditional values: home cooking, time with family and friends, and personal growth. I also enjoy spend time on my own researching and reading across various, random subjects. My most recent discovery was the dark history of my beloved Spanish delicacy – Jamón Ibérico and its potent use as a religious identifier during the Spanish Inquisition.
I’m a semi active person. I enjoy long hikes or cycling when the weather and my weary knees allows. I recently discovered reformer Pilates and was instantly hooked. I’m also a certified advanced PADI diver, though I’ve yet to explore much beyond my training dives. Music is my favourite companion — my playlists are influenced by Eastern European EDM, French hip hop, Bossa Nova, Fado, and the sounds of Mediterranean pop in Arabic, Hebrew, Turkish, Greek, and Balkan influences.