Our Playground

You want to market or sell to consumers, convince or drive people, or even start a revolution, we are eager and committed to your cause. Given our credentials, we have mostly helped marketers through the tougher questions in the proverbial marketing funnel, and in these challenges, we have found much joy.

Discover

You want to understand the people, markets, categories, or brands, better and deeper – we use all the classic and new scientific thoughts to draw the landscape and identify opportunities.

Create

Time for activating opportunities into ideas, we are here to help you all through the journey, from ideas to concepts, to products, packaging, and communication – create, test, launch.

Engage

Need to find purpose behind the brands or products, we help you convert them to propositions – position them right, re-position for growth, or change and relaunch for a new market reality.

Sell

Classically known as the first-moment-of-truth, now even gone to zero-moment-of-truth with the online journeys – we can help you price products better and drive conversion through the path-to-purchase.

Discover

You want to understand better and deeper the people, markets, categories, or brands – we use all the classic and new scientific thoughts to draw the landscape and identify opportunities.

Engage

Need to find purpose behind the brands or products, we help you convert them to propositions – position them right, re-position for growth, or change and relaunch for a new market reality.

Create

Time for activating opportunities into ideas, we are here to help you all through the journey, from ideas to concepts, to products, packaging, and communication –create, test, launch.

Sell

Classically known as the first-moment-of-truth, now even gone to zero with online journeys – we can help you price products better and drive conversion through the path-to-purchase.

We will let the case studies speak for our work, but before that indulge us for a while, on what makes our work, work:

‘Unknown unknowns’, or ‘the Discovery Zone’, drives our approach to holistic and meaningful research. All Research-briefs usually are made up of two sections, ‘what we know’, and ‘what we want to know’?

Before embarking on the research journey, we start with adding the discovery zones to these: ’what we don’t know that we know’, and more importantly ‘what we don’t know that we don’t know’. Hypothesis generation, for long considered the ‘crux of any research’, empowers our approach to the challenges.

Hybrid Solutions

Hybrid means being method-agnostic, to let the consumer speak and showcase herself in the way she wants to – real-time, in the context, all the while self-narrating and self-interpreting their perceptions and reasons, or responding to the choice tasks, experiments, and behavioural questioning. This has made our insights more real, behavioural, and grounded in the context from the environment. So as a marketer you see the truth with the consumers, the brands, and the categories, beyond the classic windows of ‘a few hours within the simulated settings’, or a ‘drudged and dreary response to a long list of questions’.

"Working with the team has been a great experience not just because of the strong fundamentals & rigor followed in research execution but more because of the breakthrough insights & actionable ideas brought to life passionately by the team. The will to speak their mind and challenge biases backed by strong evidence comes forward in nearly all engaging discussions and to me that’s unparalleled yet absolutely needed to elevate the role of consumer researches in making impactful decisions. So if you are looking for a team of passionate insight professionals then this is the team to go for."

Merup Kapadia
Brand and Innovation Development, Suntory Beverage & Food Asia Pacific

“ That Fig Tree has been Reckitt’s strategic consumer insights partner for the past 3 years and has supported Reckitt’s growth by delivering top quality consumer insights and advisory work in the space of innovation qualification, portfolio prioritization, pricing strategy, digital marketing evaluation and GTM assessment. The team brings an interesting mix of fundamentals of consumer behavior, compounded by behavioral economics principles to uncover real consumer needs and insights, which have step-changed our understanding of consumers and helped in uncovering new pockets of growth in highly competitive markets. Great mix of strong team, unique consumer discovery models and great storytelling.”

Vivek Nauhbar
Global Head I&A, Marketing Excellence, Reckkit

“That Fig Tree (erstwhile Sixth Factor Singapore) has been my trusted insights partner for the last 5 years now. While they are my go-to agency for all Quantitative and Qualitative research, their collaborative approach and clear understanding of my business challenges is what makes them stand out. Their focus is beyond methodologies and that’s what makes a difference in today’s world.”

Anurag Porwal
Global Insights & Business Intelligence Leader, Galderma

“I wanted to take a moment to express my appreciation to you and the team for all the work you guys have done. Your team's dedication, expertise, and attention to details are truly exceptional, me and my internal stakeholders are thrilled with the outcome you guys provide. Your agency's professionalism, responsiveness, and collaborative approach makes the entire process seamless. Thank you for your outstanding work, and I look forward to working with you in our future projects.”

Pradeep Angadi
Consumer Experience & Insights Director, Electrolux APAC MEA

“That Fig Tree can bring out the human insight with any challenge we send their way. They are not only experts at their craft, but more importantly, are collaborative thought partners who are always excited to help us think through our most open-ended strategic challenges and initiatives. They consistently bring out the insights that help us make decisions and innovate.”

Maya Lewis
Group Strategy Director, Advance Intelligence Group

“The quality of deliverable by That Fig Tree team is different. 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. I really appreciated the way that we iterated together with the team to arrive at some very profound, relevant principles that our organization adopted to drive better customer and business outcomes.”

Lara Truelove
Head Of Customer Experience, Singlife with Aviva

Partnerships enable quality execution

Good research can only come from good data. To ensure quality and flawless execution, we have formed partnerships with the best recruitment and field work agencies in most markets we work. This gives us access to the best moderators, recruiters and translators who are now a regular feature of our studies and almost act as our extension in the local markets.

In quantitative research, most work is online and we work with the best panels with large coverage in Asia Pacific and across the world.

Geographical Coverage

With regional and global teams based out of Singapore, our work is spread across Asia, the Middle East, and the Americas.

Singapore
Malaysia
Indonesia
Thailand
Philippines
Vietnam
India
Saudi Arabia

Australia
China
Japan
Taiwan
South Korea
UAE
Egypt
USA
Brazil
Mexico

Connect with us for
latest thinking & insights

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