Dawn Herdman is a seasoned market research professional with a wealth of experience across various industries. She obtained her BSc (Hons) and BA from The University of Queensland before launching her career in the field of market research. With more than a decade of experience in the industry, Dawn has built a reputation as an expert in qualitative research, having held several leadership positions throughout her career.

As the Director and Founder of Illuminate Asia, Dawn has gained extensive experience in conducting research across the Asia Pacific region, helping businesses to understand their target market, make informed business decisions, and grow their brand. She has also served as a Board Member of BritCham Indonesia, where she helped to shape the direction of the organization and influence policy decisions. Prior to her current role, Dawn worked as Head of Qualitative Research, Thailand at Research International, Research Director at Synovate, Associate Director at MORI Research, Senior Research Executive at Millward Brown, and Research Executive at Nielsen.

Through her work and experiences, Dawn has developed a deep understanding of market research, consumer behavior, and business strategy, making her a valuable asset to any organization looking to succeed in the region.