Samantha Li is a Principal Analyst within Nexus Analytics & Research. She specialises in human-centred, data-driven approaches that support projects through baseline analysis of existing conditions, evidence-based assessment and strategic insight.

She provides analytical and research work across a range of planning and development projects, transforming complex datasets into clear spatial strategies and evidence-led insights. Samantha’s experience spans mixed-use development, urban masterplanning, interiors and city planning projects in both the public and private sectors. Her work focuses on supporting sustainable outcomes that span environmental, social and economic objectives.

Samantha joined Nexus Analytics & Research in 2025 from Space Syntax, bringing international experience in spatial analytics, design and research-led consultancy within the built environment. With a background in architectural design and data analysis, she bridges design thinking and planning insight to better understand how people use places.

She holds an MSc in Space Syntax: Architecture and Cities from The Bartlett School of Architecture, University College London.