Market research for the decision you need to make
We consult with you before you commission a project. We scope your needs, build a fast but realistic timeline, and provide senior management expertise from start to end. 600+ projects delivered since 2016 across Singapore and Southeast Asia.
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, and coordinated multi-country studies across up to 8 markets simultaneously.
See market entry researchLaunching a product
Concept testing, sensory evaluation, packaging validation, pricing research. We've run central location testing across multiple outlets with 100+ consumers and ANOVA scoring, evaluated physical prototypes in-hand with target buyers, and tested innovations across multi-national consumer segments.
See product testingRepositioning a brand
Brand equity measurement, perception mapping, loyalty driver analysis, and competitive positioning. We separate what consumers say they feel from what actually drives their behaviour, using focus groups for the emotional landscape and quantitative tracking for the hard numbers.
See focus group researchUnderstanding your customers
Customer journey mapping, satisfaction measurement, loyalty and churn analysis. We run segmented research that separates current users from lapsed ones, active buyers from intenders, and build the picture that tells you where the retention risk and growth opportunity actually sit.
See in-depth interviewsFive ways we answer your question
Every methodology is chosen to fit the decision you're making. Most projects combine two or more approaches. All fieldwork is moderated by Felicia Hu, Managing Director.
Focus group discussions
6-10 participants per session. Moderated in English, Mandarin, and Hokkien. 2-hour sessions, in-person or virtual. Discussion guides developed through multiple iterations with your team. All sessions recorded and transcribed.
In-depth interviews
One-on-one, 45-90 minutes. Ideal for sensitive topics where group dynamics suppress honesty. Healthcare decisions, wealth management, personal care routines, luxury purchases. Dyad and triad formats available. Segment-specific discussion guides for each audience.
Product and concept testing
Central location testing across multiple outlets with 100+ consumers. Home-use studies with 28-day tracking. Sensory evaluation with ANOVA and JAR scoring. Packaging validation, shelf placement, and pricing research including Van Westendorp. Physical prototype evaluation for luxury goods.
Mystery shopping
Structured mystery shopping programs for retail, hospitality, financial services, and F&B. We measure compliance against your brand standards, benchmark service quality across locations, and deliver scored evaluations with photographic evidence and verbatim transcripts.
Quantitative surveys
Online and field surveys powered by our 100,000-member panel. Quota sampling, brand equity measurement, customer satisfaction tracking, and NPS. We've fielded studies with 780+ respondents and run logic-based branching for complex segmentation needs. Mixed-methods designs combine survey data with qualitative depth from focus groups or in-depth interviews.
600+ projects across six core industries
Nine years of completed client work. Many projects span multiple industries or combine several methodologies. Every count below is drawn from actual engagements in our archive.
Financial services and insurance
Insurance product development, banking customer research, financial inclusion studies, wealth management segmentation, regulatory compliance research, and policyholder satisfaction tracking
Food and beverage
Central location testing, sensory evaluation with ANOVA, concept testing, menu optimisation, shelf placement studies, QSR customer journey mapping, and halal certification consumer research
Healthcare and pharma
Physician IDIs, patient journey mapping, medical device evaluation, clinical study fieldwork, hospital staff research, pharmaceutical brand tracking, and health insurance decision studies
Beauty and personal care
Skincare innovation testing, male grooming loyalty studies, baby care research, home-use efficacy trials, K-beauty competitive analysis, and multi-national premium consumer segmentation
Technology and education
IT decision-maker research, UX testing, app evaluation, employment brand studies, EdTech product validation, and mixed-methods education research across institutions
Luxury goods
Fine jewelry concept validation, luxury watch consumer segmentation, physical prototype evaluation with HNWI panels, premium consumer psychographics, and gifting behaviour research
What 600+ projects look like in practice
Anonymised examples from recent client engagements. Every project below was scoped, moderated, and presented by Felicia Hu.
A Fortune 500 insurer entering Singapore discovered their messaging was wrong before launch
A US-headquartered insurance group commissioned Assembled to understand how Singapore consumers evaluate life and health insurance products before committing to a local office. We ran six focus groups across income segments (mass market, mass affluent, HNWI) and 12 in-depth interviews with independent financial advisors. The research identified a gap between the client's product messaging, which emphasised coverage breadth, and what Singapore consumers actually prioritise, which turned out to be claims processing speed and digital self-service. The client restructured their go-to-market positioning before launch.
A global QSR chain tested three new menu items across four Singapore outlets with 480 consumers
A multinational restaurant brand needed consumer validation before adding three new items to their Singapore menu. We recruited 480 consumers through our panel and ran blinded central location tests across four outlets with structured scoring. Two of the three concepts passed the statistical threshold for launch. The third failed on texture with both Malay and Chinese respondents, was reformulated based on the verbatim feedback, and retested two months later with a separate consumer sample.
15 specialist physicians recruited in 10 days for a pharmaceutical prescribing behaviour study
A pharmaceutical company needed to understand prescribing behaviour among Singapore-based endocrinologists and cardiologists for a chronic disease treatment. Most agencies struggle to recruit specialist physicians at all, let alone within a commercial timeline. We recruited 15 physicians for 90-minute in-depth interviews and completed recruitment in 10 days through our specialist panel segment of 4,800 healthcare professionals. The research mapped the decision tree from diagnosis through treatment selection, revealing that peer recommendation carried more weight than clinical trial data for this particular drug class.
Service quality audit across 24 bank branches identified a compliance gap the client had missed for two years
A regional bank engaged Assembled to mystery shop 24 branches across Singapore over three waves. We designed a 65-point scorecard covering frontline service, product knowledge, regulatory compliance (including MAS fair dealing guidelines), and cross-selling behaviour. The second wave revealed that 40% of branches were not following the bank's own disclosure protocol for a specific insurance-linked product. The finding triggered an internal remediation programme and a fourth wave to verify correction.
Published by the bodies that set global research standards
Felicia Hu writes for MRS (UK) and ESOMAR (Global). Assembled is listed on GoodFirms and Clutch, and recognised by NVPC as a Company of Good Fellow.
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 the user. Published January 2026.
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 January 2025.
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.
Top Market Research Company, Singapore
Verified company profile on GoodFirms, the B2B review and rating platform. Listed as a top market research company in Singapore.
Market Research, Singapore
Verified company profile on Clutch, the global marketplace of B2B service providers. Ranked among market research agencies in Singapore.
700+ Five-Star Reviews
Singapore's best-rated market research agency. 700+ verified five-star Google reviews from actual research participants and clients since 2016.
How much does market research cost in Singapore?
All programmes include scoping consultation, research design, fieldwork, transcription, analysis, a strategic report, and a management presentation. Senior researchers involved at every stage. Fixed-fee quotes delivered within 48 hours.
Desk Research
Secondary analysis of published data, competitor mapping, regulatory landscape, and a written report with strategic recommendations. Typical turnaround is 2-3 weeks. Useful for market entry feasibility before committing to primary research.
Quantitative Survey
Questionnaire design, fieldwork across our proprietary 100,000-member Singapore panel, statistical analysis (cross-tabulations, significance testing), and a report with data visualisations. Sample sizes of 200-500 respondents are standard. Larger samples and specialist audiences quoted separately.
Focus Group Research
Each group includes screener design, respondent recruitment from our panel, venue and refreshments, bilingual moderation by Felicia Hu, full audio and video recording, verbatim transcription, and a topline within one week. A standard 4-group programme starts from SGD 12,000 with a full strategic report and management presentation.
In-Depth Interviews
General population interviews start from SGD 800 per session. Specialist respondents (physicians, C-suite executives, HNWIs) start from SGD 1,200+. Programmes typically include 12-20 interviews over 2-3 weeks. Each interview runs 60-90 minutes with bilingual moderation.
Product & Concept Testing (CLT)
Venue sourcing, respondent recruitment (100+ consumers across segments), product or prototype handling, structured evaluation with statistical scoring (ANOVA, significance testing), and a strategic report. We have tested food products across multiple retail outlets, luxury goods prototypes in-hand, and skincare innovations across demographic segments.
Mystery Shopping
Scorecard design, evaluator recruitment and training from our 100,000-member panel, fieldwork with photographic evidence, and a gap analysis report with benchmarking. Multi-wave, multi-outlet, and multi-market programmes quoted separately.
Multi-Phase or Multi-Market Studies
Complex programmes combining multiple methodologies across Singapore, Malaysia, Philippines, Thailand, Vietnam, and Indonesia. Pricing scales based on the number of markets, methodologies combined, audience complexity, and project duration. A single senior point of contact coordinates all logistics, recruitment, and reporting from Singapore. We have managed studies spanning up to 8 markets simultaneously.
All pricing is fixed-fee, quoted within 48 hours of a scoping conversation. No hourly rates. No agency layers. The person who scopes your project is the person moderating the sessions and presenting the findings. Request a quote or email felicia@assembled.sg directly.