People are
complex and
we understand them.
Issac Lim
Founder, Social Scientist
DPhil (Oxford); MA (Stanford); MS (Stanford); MSc (NUS); BBAH (NUS)
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Issac is a sociologist of work and occupations. He specialises in evidence-based approaches to address complex social, organisational, and behavioural puzzles.
He founded Anthro because he wanted to play his part to in creating a society that harnesses our differences as strengths. In particular, he is most enthusiastic about helping organisations create workplaces that afford employees to flourish professionally and personally.
Prior to Anthro, he led multi-disciplinary research and consultation teams for more than a decade and received numerous research awards. In 2021, he was awarded the Commendation Medal - Pingat Kepujian - on Singapore's 56th National Day in recognition of his contributions to public service.
His perspectives are shaped by his training in education, management science, organisational behaviour, sociology, and education that he received at the National University of Singapore, Stanford, and Oxford.
As a mental health advocate, he dedicates his time as a board member and serves as the chairperson of the public relations committee at The Tapestry Project. The Tapestry Project is a charity that promotes mental well-being by nurturing stronger community connections. Additionally, he volunteers at the Disabled People's Association, leveraging his professional skills to enhance access to meaningful employment opportunities for people with disabilities.
Perhaps because of his invisible (dis)abilities – dyslexia and auditory processing disorder – you may find his approach to tackling problems unconventional.
Gwendolyn Soh
Insights Strategist
BBM (SMU)
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Gwendolyn is a market researcher who thrives at translating human understanding into actionable insights for business. She is passionate about how consumer insights can help develop and fine tune marketing strategy.
Her research projects cover on a diverse range of industries, from F&B, personal care, household care, retail experience, media content, home appliances, digital products, and financial services. Her regional role prior to Anthro equipped her with good understanding of the regional markets in Southeast Asia and China. On the client front, she takes on a strategic approach to help clients answer the business questions – be it market entry, product innovation or launching marketing campaign.
On the consumer front, she is great at creating a safe and conducive space for consumer discussions to flourish without judgment.
Her expertise also extends into teaching, where she has taught and supervised students on projects relating to Digital Marketing, Branding, Consumer Behaviour, and Market Research.
At Anthro, she looks forward to innovating new ways in unveiling consumer truths while helping clients make informed business decisions.
Jeanne Tai
Editorial & Communications Consultant
MSc (SMU); BA, Honours (NUS)
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Jeanne Tai is a seasoned storyteller with over a decade of experience in journalism, content and communications. She spent five years in the non-profit sector and is passionate about social impact communications.
After graduating as valedictorian from the National University of Singapore, she worked as a journalist and editor at Her World, Singapore's top women's magazine. She later embarked on regional content strategy at Grab, helping to shape digital content and influencer outreach for its marketing campaigns in Southeast Asia. Seeking a role with social impact, she headed branding and content at the National Volunteer and Philanthropy Centre, a national non-profit dedicated to growing a culture of giving in Singapore.
Her key projects include leading NVPC's rebrand in 2019 which comprised a visual identity refresh, a new strategic vision and brand launch campaign which clinched a Bronze medal at the MARKies Awards Singapore 2020 (Government sector/Non-profit marketing category).
Her perspectives are shaped by her tri-sector experience – she has worked in the newsroom, private sector and non-profit sphere. This allows her to view problems through different stakeholder lenses.
Jeanne holds a Masters in Communications Management from SMU and a professional certificate in Volunteer Management and Fundraising from the University of Berkeley, California. She is presently based in the San Francisco Bay Area with her family. She sits on the board of a local homeless centre for women and also consults clients on editorial and communication projects.
Kerri Heng
Associate
MA (NTU); BA, Honours (NTU)
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Kerri is a sociologist who is passionate about qualitative disability research. Born with hearing loss and visual impairment, she has made it her life work to connect with and empower fellow persons with disabilities.
At Nanyang Technological University, she completed research projects examining disabilities in the contexts of higher education and employment. She investigated various barriers faced by persons with disabilities in mainstream educational and work settings, and explored how the labelling of disability can result in serious consequences.
She has also clocked up work experience as a research assistant and is well-versed in all aspects of the qualitative research process, from ethics reviews and data collection to data analysis and manuscript writing. In her free time, she volunteers in research roles at Singapore's Disabled People's Association.
At Anthro, Kerri uses her academic writing and creative writing skills (gleaned from her Diploma in Creative Writing for TV and New Media) to craft research content for social media platforms. She aims to make research content accessible to people from all walks of life.
In the near future, she hopes to apply for a PhD programme with a focus on disability research.
Youngbean Kim
Associate
BA, Honours (NUS)
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Youngbean is a researcher who seeks joy in extracting usable insights from qualitative and quantitative data. She is constantly learning more about Behavioral Insights and User Experience Research as she believes they will be the cornerstones of problem solving in organizational psychology.
During her studies at Yale-NUS, she planned and conducted research in behavioral psychology, spanning from deducing feline cognitive capacity to testing human attention. Her research takes on novel approaches that are relevant to today’s world, involving augmented reality, social media usage and the analysis of remote workspaces.
In addition to her research, her lab courses have sparked an interest in Behavioral Insights. She collaborated with the National Heritage Board and SingHealth for consultation projects during which she would conduct research to present cost-effective solutions for the questions they bring.
When she’s not at work, Youngbean volunteers as an organizer at a local language exchange community and immerses herself in the realm of social media marketing by creating User Generated Content. Her experience in acculturating to different environments – Korea, Singapore, the Netherlands, U.S. – has provided her with a cross-cultural mindset when conducting research, interacting with multinational communities in Singapore and making digital content.