Hoai is an active researcher with over 10 years of experience that spans the worlds of academe and business. Early in her career, Hoai forged a commitment to rigorous research methods and design as an assistant professor at San Francisco State University, and then as an assistant director for a nationally-affiliated public policy project at the University of Washington. From there Hoai made the jump to the private sector where she continued to hone her research and analytical skills at Starbucks by building statistical models used to inform strategy and make optimal business decisions. Hoai then moved on to become a Senior Market Research Manager at Microsoft, where she supported a number of business groups including the Office team. During her tenure supporting this group, Hoai designed and implemented a research program to support the Microsoft Office 2007 launch, as well as the downstream marketing materials for various Office products. Prior to joining Tribal as a research consultant, Hoai worked as a research associate at Lexicon Branding, where she facilitated and moderated focus groups dealing with naming and branding.

A blend of East and West, Hoai was born in Vietnam and immigrated to the US at an early age. Hoai maintains her Eastern cultural connection through her practice of the martial arts and holds a black belt in Shotokan karate.

Hoai has a B.A. in Economics, an M.A. in Sociology from the University of Texas @ Austin, and holds a Ph.D. from Cornell University in Sociology specializing in Demography.