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.

Learn more

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.

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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.

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Know the human behind the consumer

Consumers are human first

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.

Learn more
Learn more

Creativity in Method

Humans are not one dimensional, why should our methods be.

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.

Learn more

Every problem needs Tailored Solutions

Not pre-designed products

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.

Learn more

Know the human behind the consumer

Consumers are human first

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.

Learn more
Learn more

Creativity in Methods

Humans are not one dimensional, why should our methods be.

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, alongside the traditional FGDs, IDIs, Surveys and Ethnographies.

Learn more
Learn more

Every problem needs Tailored Solutions

Not pre-designed products

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.

Learn more
Learn more

Some of our Clients

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

“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.”

Ami Maryam
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.”

Lara Truelove
Head Of Customer Experience,
Singlife with Aviva

“Their focus is beyond methodologies and that’s what makes a difference in today’s world. “

Anurag Porwal
Global Insights & Business Intelligence Leader, Galderma

Case Studies

Create

How can I improve my success rate by writing better concepts?

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Create

How do we rejuvenate a brand that’s established on legacy, history and thrives on traditions and heritage?

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Create

How can we help brands create an inherent identity for their branded apps – the idea of an App Value Proposition?

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Sell

How do we identify the true value of the brand.com, the brands own website in the consumers’ purchase journey?

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Engage

Can we decipher a country and its people changing its course from being ultraconservative to the modern era?

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Engage

How can we change text-heavy and jargonistic Insurance communication?

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Sell

How can we best manage & price our portfolio with existing products and innovations in the pipeline?

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Sell

How can we create an integrated P2P strategy across portfolio of brands, and across markets?

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Discover

How do we help develop a habit, bring about a behavior change?

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Engage

How can we stretch the limits of our positioning and grow in new spaces?

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Discover

How can I enter a highly competitive category with low brand differentiation?

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Discover

How can we define, describe and predict change among Asian youth?

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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.

Connect with us for
latest thinking & insights

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