Dawn Herdman


PT Illuminate

With over 17 years qualitative market research experience, Dawn has a proven track record in delivering outstanding insights to global blue-chip clients across a range of industries.  

Prior to starting Illuminate, Dawn worked at some of the top global agencies including Millward Brown Australia, Synovate UK and Research International Thailand. Passionate about qualitative research, she is a dynamic and strategically insightful professional, experienced across the research spectrum from exploratory to NPD to concept / communications.

Dawn has worked extensively across categories and types of studies. There is virtually nothing that she has not covered in her long career, working with many blue chip multinational clients.  She is a seasoned moderator, analyst, workshop facilitator and trainer.

Prior to forming Illuminate, she developed the Qualitative foundational training programme for InsightAsia, rolled out across the region. She is one of only 2 Unilever accredited Qualitative Research Leads in Indonesia, for both CMI (consumer marketing insight) and CTI (consumer technical insight).