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 specialises in helping organisations develop scientifically rigorous people strategies. His approach to tackling complex organisational challenges is shaped by his training in the social, behavioural, and organisational sciences, and his lived experience with dyslexia and auditory processing disorder.
Through Anthro, the people-insights company he founded, he advances his mission to foster a society that embraces diversity as a strength. His work helps organisations create environments where employees can thrive both professionally and personally. He extends his expertise through frequent media commentaries, where he provides expert opinions on topics such as the future of work, wellbeing, workplace incivility and bullying, workplace arrangements, multigenerational workforce dynamics, and organisational design. His perspectives have been included in publications such as The Straits Times, Channel NewsAsia, HRM Asia, and Singapore Business Review. Recent topics he's commented on include Gen Z workplace attitudes, hybrid work arrangements, office return policies, and workplace bullying in Asia. He served as the main judge for the HR Tech Asia Awards 2025 in the Best Workplace Culture and Engagement categories for organisations with both above- and below-500 employees.
Issac’s commitment to contributing to the public good manifests through the Anthro Public Good (AnthroPG) initiative, where he leverages his expertise to support nonprofits, including Pro Bono SG, TomoWork, and The Tapestry Project, where he previously served as Deputy Chair of the Board. He was awarded the Pingkat Kepujian and the Covid-19 Resilience medals for his contributions to public service, the National Covid-19 Data Analytics Workstream, and the Joint-Task Force.
He teaches organisational behaviour, leadership, and decision-making at his alma mater, the NUS Business School.
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.
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.