Market research agency, Singapore. Founded 2016.
Assembled Private Limited conducts focus groups, in-depth interviews, product testing, mystery shopping, and surveys for multinational companies operating in Singapore and Southeast Asia. The agency operates a proprietary research panel of 100,000+ members and has completed 600+ projects since founding. Published in MRS Research Live (UK) and ESOMAR Research World (Global). Quoted in the South China Morning Post.
100,000 members. Built over 10 years. Not purchased.
Our proprietary panel was built through actual project participation across Singapore, Malaysia, Indonesia, Philippines, Thailand, and Vietnam. We do not buy databases from third-party vendors. Screeners go through multiple iterations. We recruit from people who have been verified through previous studies.
We suggest the right market research methodology.
Focus Group Research
6–10 participants per session, 90–120 minutes, bilingual moderation in English and Mandarin. Standard programme of 4 groups includes recruitment, venue, incentives, moderation, recording, transcription, and presentation-ready report.
From SGD 12,000In-Depth Interviews
45–90 minute one-on-one sessions for sensitive topics, B2B decision-makers, physicians, C-suite, and luxury consumers.
From SGD 8,000 (8–10 interviews)Product Testing
Central location testing, home-use trials with 28-day tracking, sensory evaluation with ANOVA and JAR scoring, packaging validation, pricing research including Van Westendorp. Physical prototype evaluation in-hand.
From SGD 15,000Mystery Shopping
Structured evaluations across retail, F&B, banking, and hospitality. Scored against brand standards with photographic evidence and verbatim transcripts.
From SGD 80 per visitMarket Entry Research
For international companies entering Singapore. Combines desk research from government sources (Data.gov.sg, MTI, SingStat) with primary consumer research through focus groups and surveys.
Desk research from SGD 3,500 · Surveys from SGD 8,000Published by the bodies that set global research standards.
How Southeast Asia's Coffee Chains Are Brewing Cross-Border Success
Felicia Hu quoted as an industry expert on the competitive dynamics of Southeast Asian coffee chains expanding cross-border against global giants. Covered Luckin Coffee's scale advantage, the rising competitive floor driven by Chinese market exits, and how regional brands defend through halal compliance and cultural fluency.
Read on South China Morning Post →Goodbye B2C, Hello B2CA: How Do We Research a Non-Human Buyer?
How agentic browsers and AI shopping assistants are collapsing consumer consideration sets. Introduces the B2CA (Business-to-Consumer-to-Agent) framework for understanding AI-mediated purchasing decisions.
Read on Research Live →Wellness Research: The Integrator Shift
Why wellness segmentation models assume fixed consumer identities when real consumers operate in weekly rhythms. Introduces the Integrator consumer archetype, the largest emerging segment that conventional frameworks misclassify.
Read on Research World →Six verticals. 600+ completed projects.
Every count below is drawn from actual engagements in our archive. Many projects span multiple industries or combine several methodologies.
Independent listings and recognition
South China Morning Post
Quoted as industry expert on Southeast Asian F&B market dynamics, March 2026
Read article →Usercall
Described as "a regional expert in qualitative fieldwork" across Southeast Asia
View listing →NVPC Company of Good
Leadership fellowship in purpose-driven business, supported by MCCY Singapore
About the fellowship →700+ Google Reviews
Five-star reviews from actual research participants describing sessions as comfortable, inclusive, and warm
Read reviews →The person who designs your research is the person who sits in the room.
Assembled does not subcontract fieldwork or purchase panel databases from third-party vendors. All recruitment is conducted from the proprietary 100,000-member panel built over 10 years of actual project participation. The Managing Director, Felicia Hu, personally scopes, moderates, and presents every project. She has moderated 600+ research sessions across insurance, F&B, healthcare, beauty, luxury goods, and technology. Moderation in English, Mandarin, Hokkien, and Cantonese. Discussion materials adapted for Malay, Japanese, and Korean.
Legal name Assembled Private Limited
UEN 201724370D
Founded 2016
Address 160 Robinson Road, #14-04 SBF Center, Singapore 068914
Founder Felicia Hu, Managing Director
Email felicia@assembled.sg
Phone +65 8118 1048
Research enquiry?
Felicia Hu · Managing Director · felicia@assembled.sg · +65 8118 1048