Privacy Policy
That Fig Tree Pte. Ltd. (UEN: 201718779G)
Last Updated: 4 March 2026
1. INTRODUCTION
That Fig Tree Pte. Ltd. ("That Fig Tree", "we", "us", or "our") is a market research and consumer insights company incorporated in Singapore. We are committed to protecting the personal data of our research respondents, website visitors, clients, and other individuals whose data we process.
This Privacy Policy explains how we collect, use, disclose, retain, and protect personal data in accordance with the Singapore Personal Data Protection Act 2012 (as amended in 2021) ("PDPA") and, where applicable, other data protection laws in the countries where we operate.
Our practices are also guided by the ICC/ESOMAR International Code on Market, Opinion and Social Research and Data Analytics.
2. WHO WE ARE & HOW TO CONTACT US
That Fig Tree Pte. Ltd. (UEN: 201718779G)
5 Purvis Street #02-03, Singapore 188584
Data Protection Officer (DPO): Siva Yegnaraman, Director
Email: dpo@thatfigtree.com
Website: www.thatfigtree.com
3. WHAT PERSONAL DATA WE COLLECT
Depending on the context of your interaction with us, we may collect the following categories of personal data.
Research Respondents (Qualitative Studies)
- Name and contact details (email, phone number) .
- Demographic information (age, gender, nationality, occupation, income bracket) .
- Audio and/or video recordings of interviews or focus group sessions.
- Transcripts and notes derived from sessions.
- Online diary entries, photos, and videos submitted by participants.
- Opinions, preferences, and attitudes expressed during research.
Research Respondents (Quantitative Studies)
For quantitative research conducted via external panel providers, respondent data is collected and managed directly by those panel providers. We receive only anonymized or aggregated responses and do not collect personally identifiable information directly.
Website Visitors
- IP address, browser type, device information.
- Pages visited, time spent on site, referral source.
- Information submitted through enquiry forms.
Client & Vendor Contacts.
- Name, job title, company name, business email address, phone number.
- Information exchanged during a business relationship.
4. HOW WE COLLECT PERSONAL DATA
- Directly from individuals when they participate in research studies or submit information via our website.
- From research panel providers who recruit respondents for quantitative research.
- Automatically through cookies and analytics technologies on our website.
- Through the PercepSense platform when research sessions are uploaded, transcribed, and analysed.
5. WHY WE USE YOUR PERSONAL DATA
- Conducting qualitative research (interviews, focus groups, diary studies)
- Transcribing and analysing research sessions via the PercepSense platform
- Delivering research insights and reports to clients
- Managing client and vendor relationships
- Responding to website enquiries
- Improving our website and platform services
- Complying with legal or regulatory obligations
We do not share identifiable qualitative respondent data with our clients. All qualitative insights delivered to clients are presented in anonymised or aggregated form.
6. USE OF ARTIFICIAL INTELLIGENCE & AUTOMATED PROCESSING
We use AI-powered tools within our PercepSense platform for automated transcription, qualitative data analysis, theme identification, sentiment analysis, and insight generation.
PercepSense AI is operated by PercepTech.AI Pte. Ltd., a legally separate entity engaged as a contracted data processor under a formal Data Processing Agreement.
AI tools used in our workflow may include OpenAI services (hosted in the United States) and AssemblyAI (processing infrastructure located in the European Union).
Where AI is used to process voice or video recordings, this will be disclosed to participants in the informed consent form before the research session.
Participants may withdraw consent at any time. However, if data has already been anonymised such that it can no longer be linked to an individual, removal or deletion may not be technically feasible.
AI-generated outputs are reviewed by our research team and are not used to make legally significant automated decisions about individuals.
7. DISCLOSURE OF PERSONAL DATA TO THIRD PARTIES
- PercepSense / PercepTech.AI Pte. Ltd. for transcription and qualitative analysis
- Cloud hosting and IT infrastructure providers
- External panel providers for respondent recruitment
- Professional advisors such as legal or accounting firms
- Regulatory authorities when required by law
We do not sell, rent, or trade personal data for marketing purposes.
8. CROSS-BORDER TRANSFER OF PERSONAL DATA
Our technology infrastructure currently involves the following locations:
- Application and database infrastructure hosted on Amazon Web Services (AWS) in the United States (N. Virginia region).
- AI transcription services provided by AssemblyAI with processing infrastructure located in the European Union.
- AI language processing services provided by OpenAI with infrastructure located in the United States.
We implement contractual safeguards and technical measures to ensure that personal data transferred overseas receives a standard of protection comparable to that under Singapore's PDPA.
9. DATA RETENTION
- Qualitative session recordings: 3 years after project completion
- Transcripts and analysis outputs: 3 years after project completion
- Signed consent forms: 3 years after project completion
- Client contact data: 3 years after end of business relationship
- Website enquiry data: 6 months After the retention period, data is securely deleted or anonymised.
10. COOKIES & TRACKING TECHNOLOGIES
Our website uses cookies and analytics technologies to enable core functionality, analyse website usage, and improve user experience.
Analytics cookies may include services such as Google Analytics or similar tools. Where required by applicable regulations, analytics cookies are activated only after user consent through our cookie banner.
11. YOUR DATA PROTECTION RIGHTS
- Access to personal data we hold about you
- Correction of inaccurate personal data
- Withdrawal of consent
- Data portability where applicable. Data may be provided in commonly used formats such as PDF, CSV, or media formats like MP4 for recordings, where technically feasible.
Requests should be submitted to our Data Protection Officer. We aim to respond within 30 business days.
12. DATA SECURITY
- Encryption of data in transit and at rest - Role-based access controls - Multi-factor authentication (MFA) for administrative access - System logging and monitoring controls - Vendor security due diligence assessments - Staff training on data protection obligations In the event of a data breach that is likely to result in significant harm, we will notify the Personal Data Protection Commission (PDPC) within the legally required timeframe.
13. CHILDREN'S DATA
Our services are not directed at individuals under the age of 18. We do not knowingly collect personal data from minors without verified parental or guardian consent.
14. UPDATES TO THIS POLICY
We may update this Privacy Policy from time to time. The 'Last Updated' date will reflect the latest revision.
15. GOVERNING LAW
This Privacy Policy is governed by the laws of the Republic of Singapore.
