Know what Singaporeans actually think.
We are Singapore's best-reviewed market research company, with 700+ five-star Google reviews and a proprietary panel of 100,000+ members, including HNWIs, physicians, and CXOs.
We deliver focus groups, in-depth interviews, mystery shopping, product testing, and surveys. We have 235+ such projects since 2016. Brief to report in 4–8 weeks. No agency layers. Senior researchers are always on your projects. We are Singaporean-founded, NVPC Company of Good Fellow.
Market research for the decision you need to make
and not a 40-page report that sits in a drawer. We consult with you even before you commission a market research project with us – we scope your needs, put together a fast but realistic timeline, and provide senior management expertise from start to end.
Entering Singapore
International companies setting up APAC operations. Understand Singapore consumers before committing capital. We've supported market entry decisions for companies from the US, Europe, China, Japan, and Korea with primary consumer research.
See industry expertise →Launching a product
Concept testing, sensory evaluation, packaging validation, pricing research. We've tested food products across multiple outlets with statistical scoring, luxury goods prototypes in-hand, and skincare innovations across multiple consumer segments.
See product testing →Understanding your customers
Brand perception, customer journey mapping, loyalty and churn analysis, competitive positioning. Clients return to us year after year for consumer tracking because the methodology and recruitment quality remain consistent.
See focus group research →100,000 members.
Built over 10 years. Not purchased.
Our proprietary research panel is why we recruit qualified respondents in 1–2 weeks where other firms need 3–4. It includes specialist segments that are expensive or impossible to find through standard recruitment.
High-Net-Worth Individuals
SGD 500K+ liquid assets
Healthcare Professionals
Physicians, specialists, pharmacists
C-Suite Executives
CEO, CFO, CMO, CTO level
Premium Consumers
Top 15% household income
Insurance Policyholders
Life, health, travel, pet
F&B Decision Makers
Chefs, procurement, directors
Brief to report in 4-8 weeks
Felicia Hu, Managing Director, is involved at every stage. The person who scopes your project is the person moderating the sessions and presenting the findings.
Scope & design
Tell us the decision you're making. We design the methodology around it, not the other way around.
Recruit & screen
Respondents drawn from our 100K panel. Screeners refined through multiple iterations. You approve participants before fieldwork.
Fieldwork
Focus groups, interviews, product testing, surveys. Recorded. Transcribed. Bilingual in English and Mandarin.
Analysis & report
Topline within one week of fieldwork. Full report with verbatims, visualisations, and actionable recommendations.
WHO ACTUALLY DOES THE WORK
Meet the Research Lead
At Assembled, the Managing Director (Felicia Hu) scopes, moderates, analyses, and presents every project. After 600+ sessions, the pattern recognition comes with her.
Felicia Hu's background is APAC communications, not traditional market research. Communications professionals are trained to create connection. That's the origin of 700+ reviews describing "comfortable" and "inclusive" sessions.
Bilingual moderation in English and Mandarin. Materials adapted for Malay, Japanese, and Korean. Singlish, Hokkien, and Cantonese when the moment calls for it.
Why clients choose Assembled over global research agencies
5 people. No one saw everything.
One senior lead. Full team behind her. 600+ projects.
Beyond the Research Room
Published by the bodies that set global research standards
Felicia Hu writes for MRS (UK) and ESOMAR (Global) — the two organisations that define how market research is practiced worldwide.
MRS · Research Live (UK)
How Do We Research a Non-Human Buyer?
On agentic browsers collapsing consumer consideration sets — and why the industry needs to research the filter, not just the user. Published by the Market Research Society, January 2026.
Read on Research LiveESOMAR · Research World (Global)
Wellness Research: The Integrator Shift
Why wellness segmentation assumes fixed identities when consumers live in weekly rhythms — redefining the category's largest emerging segment. Published by ESOMAR, January 2025.
Read on Research WorldNVPC · Singapore Government
Company of Good Fellow
Selected by the National Volunteer & Philanthropy Centre for a leadership fellowship in purpose-driven business — one of 35 per cohort, supported by the Ministry of Culture, Community and Youth.
About the FellowshipWHAT 235+ PROJECTS TAUGHT US ABOUT SINGAPORE CONSUMERS
Our Latest Insights
What Research Participants Say
700+
Five-star Google reviews. From the people who sat in the room.
Not client testimonials about delivery speed. Participant testimonials about what happened during the research.
Felt comfortable sharing my honest opinions. The moderator created an environment where everyone boldly shared their views.
Research Participant · Insurance Study
Psychological SafetyBubbly personality. The session was relaxed yet lively. I didn't feel like I was being tested or judged.
Focus Group Participant · F&B Study
Session EnergyVery inclusive experience. The moderator made sure quieter participants were heard too. Felt respected throughout.
IDI Participant · Healthcare Study
Inclusive ModerationProfessional and warm at the same time. This was unlike any research session I've attended before. Would participate again.
Research Participant · Financial Services
Warm AuthorityEngaging discussion. The moderator dug deeper when I said something interesting instead of just moving to the next question.
CLT Participant · QSR Product Testing
Active ListeningEveryone was encouraged to speak. No one dominated. The conversation flowed naturally even though we were strangers.
Focus Group Participant · Skincare Study
Group Dynamics