Illuminate began in a small office in Jakarta in 2011 with a purpose and dream that remains true today - to do things differently, to redefine the strategic insights offer in Indonesia; and do interesting and inspiring work that can drive positive impact for all we deal with.

Today we continue to expose insights, intelligence and strategy to deepen customer relationships, support innovation, reveal new opportunities and drive business growth.

We offer unique local understanding, delivered through a global lens. With a team of local and non-local staff, we see Indonesia from both sides of the mirror; and are able to break away from any unconscious assumptions about attitudes and behaviour.

 


Vision and Mission


Vision

Illuminating clarity and insight to create a positive impact for our clients and the community

Mission

To deliver insights and strategic enlightenment to our clients, empowering them to make the best decisions to achieve success.
We do this through our passion, innovation, and our expertise in human understanding.
We are creative, yet rigorous; employing the latest interdisciplinary techniques.
We continuously strive for excellence in all that we do.

The Illuminate Guarantee

 

Illuminate guarantees to deliver fresh thinking and actionable strategic recommendations on each and every project, or we offer you our consultancy fee for free.

  • Illuminate guarantees to use the utmost integrity and honesty in all of our work; with clients, consumers and teams.
  • Illuminate guarantees you a personalised approach; to work closely in partnership with you and we treat each project as a fresh challenge with unique nuances and objectives, and custom build the best approach for your needs.

Our Team

 

Dawn Herdman

President Director and Founder

dawn@illuminateasia.com

Dawn Herdman

President Director and Founder
dawn@illuminateasia.com


Dawn has been in the insights business for more than 2 decades; with a career spanning Australia, Europe and Asia. Her love of travel and culture drew her to Indonesia in 2009, where she fell in love with the diverse and interesting market. She founded Illuminate in Jakarta in 2011. Dawn employs her strategic thinking, culture and market understanding to deliver outstanding insights and direction to her clients.

Dawn is on the board of the British Chamber of Commerce in Indonesia (Britcham) and an active member of IABC (Indonesia Australia Business Chamber). She is a regular speaker at regional and global conferences.

Haris Rahmanto

Strategy Director
haris@illuminateasia.com


Haris is a passionate marketer who spent first half of his career handling various brands before deciding to focus more on strategic marketing and consumer insights. With more than 15 years experience in marketing, brand management, consumer behaviour, and cultural insights, he is able to turn insights into an impactful strategy for business.

Haris holds Master's Degree in Marketing Communication and is also a lecturer in a leading business school in Indonesia, teaching marketing and research methods. He is a regular speaker at regional and global conferences.

Marhaiza Mohamed

Strategy Director
iza@illuminateasia.com


Iza has been using her quarter of a century experience in consumer insights to consult with clients in various industries. She has worn many hats across the Asia-Pacific region, all leveraging on her expertise in strategic insights. She is a good listener and has a knack for identifying unique consumer stories that help unearth hidden consumer truths and drive relevant insights for her clients. She is passionate about people and culture and believes in having a creative approach to research in order to address today's increasingly complex consumers.

Sophie Wibowo

Insights Manager
sophie@illuminateasia.com


With more than a decade of insights experience, Sophie is an enthusiastic and talented qualitative practitioner. She thrives on indepth analysis in order to understand consumers needs and motivations. Sophie hails from central Java, has lived in Sulewesi and New Zealand and loves all things Japanese, giving her a unique perspective across Indonesian regional cultures and also foreign cultures alike.

Rizqi Amalia (Kiki)

Insights Manager
kiki@illuminateasia.com


Kiki has a natural curiosity and zest for life that allows her to connect with consumers and understand the issues in a way like few others. She loves technology and is an avid follower of popular culture trends, giving her access to unique insights into the ever-changing youth culture of Indonesia.

Raefana Ayuni

Associate Insights Manager

raefana@illuminateasia.com

Raefana Ayuni

Associate Insights Manager
raefana@illuminateasia.com


Rae is a Psychology graduate and a cat lover. Her natural rapport with people, especially children and youth, has helped her to build comfortable ambience and great empathy whenever people are around her. Rae's attention to detail and structured thinking has helped her to identify substantial insights.

Ayu Suwardi

Insight Executive
Ayu@illuminateasia.com


Ayu's passion for consumer behavior and market research, along with her background in Sociology study has brought her to be a qualitative researcher with a deep understanding in Indonesia society and culture. She is a quick learner and always looks for ways to enrich her capabilities. Ayu also has interests in youth culture, catching up on latest youth trends

Risanti Delphia

Insight Executive
Risanti@illuminateasia.com


Santi is a graduate from chemical engineering, During her studies, she realized she is highly passionate about data analysis. She began her career in analytics and now handles quantitative methodologies. Besides that, Santi enjoys engaging in environmental communities and volunteers during her weekends.

Oki Lestari

Senior Insights Executive

oki@illuminateasia.com

Oki Lestari

Senior Insights Executive
oki@illuminateasia.com


With a background experience in both insights and the financial sector, Oki thrives from challenging projects, where her detailed analytical skills can shine to help clients understand complex problems. Oki also enjoys early morning yoga and culinary trends.

Puly Pulungan

Project and Quality Manager

puly@illuminateasia.com

Puly Pulungan

Project and Quality Manager
puly@illuminateasia.com


Puly is a thorough and stringent operations professional. At Illuminate he oversees all logistical aspects of projects, ensures quality controls are stringently met; and arranges costings for new projects. When he's not managing projects, he can usually be found cycling (and occasionally falling off).

Ashish Nawani

Sales and Marketing Executive

ashish@illuminateasia.com

Ashish Nawani

Sales and Marketing Executive
ashish@illuminateasia.com


Ashish comes from a strong background in corporate sales and business development. He is passionate about providing outstanding client service and building relationships. With a background of marketing, blended with a nature that loves to nurture, Ashish ensures an enjoyable client journey experience at Illuminate. Ashish loves to spend his spare time developing and building special interest communities, usually with a sports and travel focus.

We are always looking for great people to join our team. Please send an email about why you want to join Illuminate.

Our Values

 

HONESTY AND
INTEGRITY
CONTINOUS
IMPROVEMENT
OPEN
COMMUNICATION
INCORPORATING BALANCE AND
FUN IN OUR WORK
ALWAYS DOING THE BEST WORK IN
WHICH WE CAN BE PROUD OF
CAN DO
MINDSET
LIFE-LONG
LEARNERS
APPROACHABLE, COLLABORATIVE,
RESPECTFUL
VISIONARY,
BIG PICTURE THINKING
RESPECTABLE AND
ACCOUNTABLE