meet our team in Singapore


Our Singapore office is located within Collective Works, a premium co-working space in the central business district. The vibrant environment has allowed us to attract and retain a great team, and the location has helped us build close relationships with many clients.

The Singapore team offer full-service research, with expertise in online communities, customer journeys, and qualitative research. They also have a dedicated culture & trends consultant, to ensure we add a cultural lens when examining consumers – a lens which highlights the subtle differences in the way people around the world have come to achieve happiness.

Since opening the office in 2016, the team in Singapore have worked with clients across Asia Pacific, including GSK, Unilever, Tesco and DirectAsia.

As well as delivering great work for clients, the team work hard to share their expertise with peers at industry conferences and events across Asia. The team also regularly contribute to industry publications, sharing their understanding of people and the implications for businesses.

DirectAsia usability testing

DirectAsia in Singapore wanted to understand how consumers interacted with their car insurance quote portal to increase online sales conversion.

We recruited a mix of customers and non-customers to take part in a usability interview, exploring expectations and perceptions of the car insurance market generally, and observing as they applied for a car insurance quote using the portal.

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get to know us


Karen heads up our Singapore office and has overall responsibility for running the Singapore operations, including sales and business development, managing the business P&L, overseeing client relationships and research/consultancy projects, and managing the Join the Dots Singapore team. A regular speaker at conferences and seminars, she has specialised in consumer psychology, consumer journeys and decision making for a number of years and has a particular interest in the application of behavioural sciences, creative thinking and design.



Andrea is the Cultural Trends and Insights Consultant in the Singapore team, in charge of culture and trends intelligence, and qualitative insights in the business. Andrea works on helping brands unlock cultural codes to identify synergies and socio-cultural changes across APAC by using a range of methodologies. She also helps brands activate consumer trends for their business. Her pieces have been featured in publications such as Singapore Business Review, Asia Research Magazine, and ESOMAR RW Connect. She also lends her qualitative expertise in her role as an insights consultant, and moderator, helping brands understand the evolution in lifestyle and behaviours in Asia.



Lauren has been with Join the Dots for four years, and joined the Singapore team on secondment from the UK in September 2016, in charge of project managing the research work in the business. Having initially been part of the team who developed the in-house community platform, she is well versed in both the technical and research part of the business, understanding the ins and outs of running a community platform. She uses this expertise to help clients find new online methodologies to get the most out of participants and has since worked with many blue chip clients, covering a range of geographies, such as British Airways, Mondelēz International and Unilever.

Our team

Karen Schofield
Managing Director, Singapore

Lauren Baxendale
Research Manager

find out how our team in Singapore can help you understand people and make better business decisions

email Karen

we explore culture and trends to get closer to consumers

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we communicate insight to drive business change

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