Dawn Herdman

Dawn Herdman is the CEO and Founder of Illuminate Asia, a leading Insight, Strategy, and Market Research agency specializing in South East Asia and Australasia.13 With over two decades of experience in the insights industry, Dawn has built a career spanning Australia, Europe, and Asia.3

Professional Background

Dawn founded Illuminate Asia in 2011, starting in a small office in Jakarta with the vision of redefining strategic insights and driving positive impact through their work.1 Under her leadership, the company has expanded to cover all South East Asian and Australasian markets, including Singapore, Thailand, Vietnam, Malaysia, Philippines, and Australia/New Zealand.1

Expertise and Contributions

Dawn is known for her expertise in:

• Cultural insights
• Strategic thinking
• Market research

She has been a contributor to sense-making reporting and has held leadership positions such as Chairman, Den Leader, and roles in Membership and Marketing for Jakarta Pack 3455.2

Speaking Engagements

Dawn is a respected voice in her field, often invited to speak at industry events. For example, she was a guest speaker at BBC Media Action's INSIGHTFUL Global Research Festival on March 2, 2023.4

Company Vision

Under Dawn's leadership, Illuminate Asia aims to provide unique local understanding delivered through a global lens. The company's vision is to illuminate clarity and insight to create a positive impact for clients and the community.1

Personal Approach

Dawn emphasizes a personalized approach in her work, treating each project as a fresh challenge with unique nuances and objectives. She guarantees to deliver fresh thinking and actionable strategic recommendations on every project.1