REDEFINING INSIGHTS
About Illuminate Asia
Illuminate Asia is a leading Insight, Strategy and Market Research agency with a cultural insights focus. We specialise in South East Asia & Australasia (Australia & Asia). We 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; and do interesting and inspiring work that can drive positive impact for all we deal with.
We now have expanded to cover all South East Asian & Australiasian markets (including Singapore, Thailand, Vietnam, Malaysia, Philippines, Australia/NZ) and 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 South East Asia from both sides of the mirror; and are able to break away from any unconscious assumptions about attitudes and behaviour.
Vision & Mision
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.
Our Values

Honesty And Integrity

Can Do Mindset

Continous Improvement

Life-Long Learners

Open Communication

Approachable, Collaborative, Respectful

Visionary, Big Picture Thinking

Incorporating Balance And Fun in Our Work

Always Doing The Best Work in Which We Can Be Proud Of

Respectable and Accountable
The Illuminate Asia Guarantee

Illuminate Asia guarantees to deliver fresh thinking and actionable strategic recommendations on each and every project, or we offer you our consultancy fee for free.
Illuminate Asia guarantees to use the utmost integrity and honesty in all of our work; with clients, consumers and teams. Illuminate Asia also 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.
GREAT PEOPLE BEHIND THE PROCESS
Our Team

Dawn Herdman
CEO and Founder
dawn@illuminateasia.com

Haris Rahmanto
Country Head, Indonesia
haris@illuminateasia.com

Raefana (Rae) Ayuni
Associate Strategy Director
raefana@illuminateasia.com

Kelik Harjono
Senior Insights Consultant
kelik@illuminateasia.com

Puly Pulungan
Senior Project and Quality Manager
puly@illuminateasia.com

Sophie Wibowo
Insight Manager & Product Development Specialist
sophie@illuminateasia.com

Oki Lestari
Insight Manager
oki@illuminateasia.com

Ayu Suwardi
Associate Insight Manager
ayu@illuminateasia.com

Bela Wijaya
Associate Insight Manager
bela@illuminateasia.com

Hanandita (Hana) Lestari
Insight Executive
hana@illuminateasia.com

Karamina (Kara) Rasyiqah
Assistant Insight Executive
kara@illuminateasia.com

Azizah (Imung) Mawarni
Operation Executive
azizah@illuminateasia.com

Nurrizka Sarah Dewi
Insight Executive
sarah@illuminateasia.com

Archifihan (Archi) Millenadya
Assistant Insight Executive
archifihan@illuminateasia.com

Nur (Aina) Saraswati UR
Insight Executive
ina@illuminateasia.com

Silvi Anggreani
Graduate Trainee
silvi@illuminateasia.com

Anisa Ramadhani
Assistant Insight Executive
anisa@illuminateasia.com

Dialonique (Nicky) Hasanudin
Assistant Operation Executive
nicky@illuminateasia.com

Thanyaporn (Nana) Wanishwethin
Research Consultant, Thailand
nana@illuminateasia.com

Praphat (Ping) Pakdeesaengrat
Research Director, Thailand
ping@illuminateasia.com

Katrina Dexter
Strategy Director, Singapore
katrina@illuminateasia.com

Elinor Carrera
Research Director, Philippines
elinor@illuminateasia.com

Tram Vo
Research Director, Vietnam
tram@illuminateasia.com

Febby Anandewa
Office Manager
febby@illuminateasia.com

Maria Chiquita (Chiqi)
Senior Project Executive
chiqi@illuminateasia.com

Anna Roemokoy
Executive (Research) Assistant
anna@illuminateasia.com