Consumer research that inspires.
The quest for consumer wisdom driven by curiosity, creativity, and a sense of wonder.

Know the human behind the consumer
We apply learnings from anthropology, social, psychology, cultural roots & influences, behavioural science, and neuroscience to get marketers closer to the ‘human insights’ behind the consumer decisions.

Creativity in Method
Our real strength is in the use of hybrid methods to bring out the human elements of consumer behavior: self-narrated diaries, life-blogs, photo-journeys, self-recorded videos, shopping trips, narrative interviewing, choice-based methods combined with traditional FGDs, IDIs, Surveys and ethnographies.

Every problem needs Tailored Solutions
Going back to the drawing board is inherent to our working methods. When time and money is critical, we need to diagnose every challenge within its core contexts: the business context, the human context, and the research context.
Know the human behind the consumer
We apply learnings from anthropology, social, psychology, cultural roots & influences, behavioural science, and neuroscience to get marketers closer to the ‘human insights’ behind the consumer decisions.

Creativity in Method
Our real strength is in the use of hybrid methods to bring out the human elements of consumer behavior: self-narrated diaries, life-blogs, photo-journeys, self-recorded videos, shopping trips, narrative interviewing, choice-based methods combined with traditional FGDs, IDIs, Surveys and ethnographies.

Every problem needs Tailored Solutions
Going back to the drawing board is inherent to our working methods. When time and money is critical, we need to diagnose every challenge within its core contexts: the business context, the human context, and the research context.

Some of our Clients
We have loved the challenges given to us, learnt from them, and are happy to have gained their trust.

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“There is always a thought framework to understand the problem and solution, and hence the recommendation is something we can right away take forward for internal discussion. Thorough, Insightful, and actionable.”
Consumer Experience Insight Manager,
Electrolux APAC MEA

“There are times when you really need deep human understanding expertise, to explore uncharted spaces, or to look at challenges with fresh eyes. For those times the team at That Fig Tree have proven to be unequaled thought partners.”
Head Of Customer Experience,
Singlife with Aviva

“Their focus is beyond methodologies and that’s what makes a difference in today’s world. “
Global Insights & Business Intelligence Leader, Galderma

We started more than five years ago as SixthFactor Singapore, and we have grown to a small team now spread across Singapore, Japan and India, doing enriching and impactful work for our clients. Our rebranding to That Fig Tree, is a showcase of our commitment towards being rather bold, assertive, and creatively uncommon to our vision of Consumer Research That Inspires.
That Fig Tree brand identity stands for the Curiosity, Creativity, and a Sense-of- wonder. We want to be known as the custodians of consumer research that helps marketers tread and explore new opportunities, ignite path-breaking and sustainable ideas, and be an insightful guide when changing directions.