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Daisy Lyu is a lecturer at the University of Southampton, specializing in Digital and Data Driven Marketing. She began her academic journey at the university in early 2016 as a doctoral candidate and completed her PhD in late 2020. Her doctoral research focused on the impact of smartphone use in brick-and-mortar retailing, exploring consumer anxiety and purchase intention. Following her graduation, she joined the university's faculty and has been engaged in both teaching and research activities. Daisy has presented at numerous national and international conferences, garnering accolades such as the 'Best Paper Award' at the 19th International Conference on Electronic Business in December 2019. Beyond her teaching role, she is involved in several research groups at the university, including the Centre for Marketing Research and the C-BEAR group, which focuses on behavioral studies. Her research interests center around consumer psychology, omni-channel retailing, technology adoption theories, and international marketing insights, often collaborating with scholars from various countries. Daisy is dedicated to enhancing the learning experience for her students, teaching modules on qualitative and quantitative research methods, digital marketing, and analytics.