About Me.
I'm Mingnan Liu, a seasoned quantitative researcher and survey methodologist, as well as an experienced people manager. Currently, I am the Head of Research for TikTok E-commerce. Before that, I had a 7-year research journey at Meta, where I successfully built, managed, and led various research and data science teams within Small Business, Facebook app, and Messenger app teams. My passion lies in crafting high-impact teams, focusing on methodological excellence, innovation, and delivering concrete business results. I am dedicated to achieving measurable outcomes through the potent blend of research and analytics.
I'm Mingnan Liu, a seasoned quantitative researcher and survey methodologist, as well as an experienced people manager. Currently, I am the Head of Research for TikTok E-commerce. Before that, I had a 7-year research journey at Meta, where I successfully built, managed, and led various research and data science teams within Small Business, Facebook app, and Messenger app teams. My passion lies in crafting high-impact teams, focusing on methodological excellence, innovation, and delivering concrete business results. I am dedicated to achieving measurable outcomes through the potent blend of research and analytics.
Management Accomplishments
2024-Present Head of Research, TikTok E-commerce
As the leader of a user research team, I am deeply involved in spearheading initiatives that deliver crucial insights for e-commerce. My role involves partnering with both local and global stakeholders to craft a research agenda that aligns with our strategic objectives. By leveraging user insights, I aim to augment the knowledge of stakeholders, enabling them to make well-informed decisions backed by robust, data-driven research findings. In leading my team, I emphasize not only the achievement of our collective goals but also the individual growth of team members. I am committed to providing opportunities for each member to advance their expertise, ensuring that our team remains at the forefront of the field.
2020-2023 User Research Manager, Facebook and Messenger Growth
As the Research Manager for Facebook and Messenger app growth, I steered a dynamic team of researchers, extending support to 10+ product teams, and hundreds of cross-functional partners spanning PM, Eng, DS, Design, Content, and Marketing. My strategic vision guided the expansion of the research team to encompass over a dozen skilled researchers and managers, proficient in qualitative, quantitative, and mixed-methods research. I championed the implementation of streamlined processes that elevated research efficiency, quality, impact, and compliance, while seamlessly adapting research models to meet specific business requirements. My high-performing team achieved measurable incremental growth, playing a pivotal role in propelling Facebook to the remarkable milestone of 2 billion Daily Active Users.
2016-2020 Quantitative Research and Data Science Manager, Facebook Small Business
Founder of a thriving research function within the small business team, I cultivated a team of researchers and data scientists. I spearheaded impactful data science and research initiatives aimed at enhancing customer experiences and refining measurement methodologies, all while fostering valuable cross-functional relationships to ensure strategic alignment and actionable insights. Through my guidance, the team achieved measurable incremental growth, significantly contributing to Facebook Ads' global revenue reaching $100 billion.
2024-Present Head of Research, TikTok E-commerce
As the leader of a user research team, I am deeply involved in spearheading initiatives that deliver crucial insights for e-commerce. My role involves partnering with both local and global stakeholders to craft a research agenda that aligns with our strategic objectives. By leveraging user insights, I aim to augment the knowledge of stakeholders, enabling them to make well-informed decisions backed by robust, data-driven research findings. In leading my team, I emphasize not only the achievement of our collective goals but also the individual growth of team members. I am committed to providing opportunities for each member to advance their expertise, ensuring that our team remains at the forefront of the field.
2020-2023 User Research Manager, Facebook and Messenger Growth
As the Research Manager for Facebook and Messenger app growth, I steered a dynamic team of researchers, extending support to 10+ product teams, and hundreds of cross-functional partners spanning PM, Eng, DS, Design, Content, and Marketing. My strategic vision guided the expansion of the research team to encompass over a dozen skilled researchers and managers, proficient in qualitative, quantitative, and mixed-methods research. I championed the implementation of streamlined processes that elevated research efficiency, quality, impact, and compliance, while seamlessly adapting research models to meet specific business requirements. My high-performing team achieved measurable incremental growth, playing a pivotal role in propelling Facebook to the remarkable milestone of 2 billion Daily Active Users.
2016-2020 Quantitative Research and Data Science Manager, Facebook Small Business
Founder of a thriving research function within the small business team, I cultivated a team of researchers and data scientists. I spearheaded impactful data science and research initiatives aimed at enhancing customer experiences and refining measurement methodologies, all while fostering valuable cross-functional relationships to ensure strategic alignment and actionable insights. Through my guidance, the team achieved measurable incremental growth, significantly contributing to Facebook Ads' global revenue reaching $100 billion.
My Background
Experience
2024-Present, Head of Research, TikTok
2016-2023 User Research and Data Science Manager, Meta
2014-2016 Senior Survey Scientist, SurveyMonkey
Education
PhD, Survey Methodology and Data Science | University of Michigan
MS, Sociology | Purdue University
BS, Sociology and Japanese | Peking University
Experience
2024-Present, Head of Research, TikTok
2016-2023 User Research and Data Science Manager, Meta
2014-2016 Senior Survey Scientist, SurveyMonkey
Education
PhD, Survey Methodology and Data Science | University of Michigan
MS, Sociology | Purdue University
BS, Sociology and Japanese | Peking University
Facebook and Messenger Product Research Highlights
The portfolio of research from me and my team encompasses a diverse range of applied product research, with a special emphasis on growth-oriented features within social media platforms. Our innovative studies played a pivotal role in shaping the development of the projects listed below.
The portfolio of research from me and my team encompasses a diverse range of applied product research, with a special emphasis on growth-oriented features within social media platforms. Our innovative studies played a pivotal role in shaping the development of the projects listed below.
Small Business Research Highlights
Tbe portfolio of research from me and my team spans a wide array of applied product research, focusing particularly on small business growth and economic empowerment. Our pioneering studies played a critical role in influencing the development of the projects listed below.
Tbe portfolio of research from me and my team spans a wide array of applied product research, focusing particularly on small business growth and economic empowerment. Our pioneering studies played a critical role in influencing the development of the projects listed below.
Academic and Industry Research Highlights
The portfolio of academic research span across survey measurement, research design best practices, sampling and statistical methods.
The portfolio of academic research span across survey measurement, research design best practices, sampling and statistical methods.