At That Fig Tree, we believe in delivering Consumer Research That Inspires. By seeing consumers as humans first, utilising learning from behavioural sciences, neuroscience, and socio-cultural understanding, employing hybrid methods and tailoring solutions to client qualitative, quantitative and analytics research needs.

We want to be known as the custodians of global consumer research that help marketers tread and explore new opportunities, ignite path-breaking and sustainable ideas, and be an insightful guide when changing directions.

Here’s a snapshot of what we do:
- Decode and segment emerging consumer cohorts like Gen Z and Gen Alpha across APAC
- Use semiotics to strengthen brand strategy, communication, and packaging
- Apply behavioral science to refine propositions and optimize ideas
- Conduct driver analysis and large-scale U&As to support confident decision-making and regional positioning 

We started out eight years ago as SixthFactor Singapore, and have since evolved into That Fig Tree in 2023. Fig Trees are a symbol of wisdom, success, and co-creation and we hope to bring this spirit of insight, growth, and collaboration to all that we do!

That Fig Tree

Org chart

Teams

Offices