About

Independent since 1993. Still run by the people who do the work.

Intercedent Asia Pte Ltd is a specialist consulting and research firm, established in Singapore in 1993 and in continuous operation since. We work for companies, investors and institutions making business-to-business decisions in Asia Pacific: where to compete, how to enter, who to partner with, and how to organise.

How we work

Assignments integrate geographic, functional and industry expertise. Desk research sets the frame; interviews with buyers, distributors, regulators and competitors settle the question. Recommendations are the ones we would act on ourselves. The firm has no brokerage, banking or vendor interest in the answer.

Offices and associates in Singapore, Hong Kong, Beijing, Delhi, Jakarta, Sydney, Tokyo and Toronto Offices
  • 1993

    Intercedent Asia Pte Ltd established in Singapore (company no. 199305015D), led by principals with Economist Intelligence Unit backgrounds.

  • 1990s

    Agribusiness, plastics and manufacturing assignments across China, India and ASEAN; scenario work on AFTA and China's WTO accession.

  • 2000s

    Precision engineering, telecoms and education practices; environmental and energy studies for APEC, Japan's METI and global OEMs.

  • 2026

    Board Technology & Innovation Benchmark launches 2 November, the firm's first public research product.

Team

Principals and associates.

Lead consultants have worked in Asia for decades. Detailed biographies with industry expertise are available on request.

Peter Baldwin

Managing Director Singapore

More than 30 years in Asia advising corporate clients on market assessment, marketing and market entry. Previously seven years as Director of Consulting & Research, Southeast Asia at the Economist Intelligence Unit, and before that with Lloyds Bank International's Far East division in the City of London. Author of several business books. Master of Economics, University of New England, Australia.

Ross O'Brien

Managing Director, Hong Kong Hong Kong

Analyst, consultant, writer and speaker in Asia for more than 25 years. Previously led Pyramid Research in Asia and worked in the management consulting practice of AT&T Solutions in the US and Indonesia. Writes on technology development and policy and has appeared on CNN and CNBC Asia. Speaks Mandarin and Indonesian. Dartmouth College; MBA, Haas School of Business, UC Berkeley.

John Gruetzner

Director Beijing and Toronto

Based in Beijing for more than 20 years, with high-level business and government relationships. Specialises in China business strategy: market assessment, government liaison, business development, technology transfer and opportunity identification. Previously managed the Canada-China Trade Council. Fluent in Mandarin. Political Science, University of Toronto; Nankai University.

Richard Martin

Director Sydney

More than 20 years in analysis, research, publishing and consulting in Asia Pacific. Formerly the EIU's Director for Southeast Asia and Director of Asia Pacific Consulting & Research in Hong Kong. Presents the regional outlook to boards and forums each year and edits the Asia Pacific Executive Brief. Politics, Sydney University; MA Asian Studies, London University (LSE and SOAS).

Sanjoy Chowdhury

Director New Delhi

Economist with a career across Indian and international institutions: Industrial Finance Corporation of India, Managing Director of Fraser-AMMB Research in Singapore, First Vice President and Chief Economist for Asia at Merrill Lynch, and Director of Forecasting Services at Business International Asia/Pacific in Hong Kong. MA Economics, Delhi School of Economics; St Stephen's College.

PC Abraham

Director Southeast Asia and Middle East

Six years of strategy consulting with A.T. Kearney, Deloitte Consulting and Accenture across Southeast Asia and the Middle East, on business plans, feasibility, growth, diagnostics, turnaround and distribution. Nine years as a market researcher and consultant with the EIU, Middle East Research and Consultancy and Pacific Rim Consulting. Master's, Delhi School of Economics; MBA, INSEAD.

Claire Johnston

Associate Director Bali

With Intercedent since 1997. Previously Marketing Manager for Global International in Jakarta, covering market research and analysis over nine years in Indonesia, with a network in oil and gas among other sectors. Later General Manager of a business software developer in Italy. Qualified proofreader and copy editor; author of 16 textbooks published by Wayland.

Chris Nailer

Associate Consultant Canberra

Senior Lecturer in the College of Business and Economics at the Australian National University, specialising in international and Asia Pacific management and strategy. Director of Advisory Services and Regional Economist at the EIU from 1997 to 2002. Contributes to the Asian Issues Management papers. Masters in Asian Studies, University of Melbourne; MBA, UNSW.

Ranjan Pal

Associate Consultant India

Experience managing education start-ups and marketing high-profile institutions, including as Executive Director of the Indian School of Business in Hyderabad. Earlier headed the India product group at SG Securities in Mumbai, was Chief Regional Economist for Jardine Fleming in Hong Kong, and directed the EIU's country analysis and forecasting unit. Master of Public Affairs, Princeton.

Chase Baldwin

Research Analyst London

Leads the Board Technology & Innovation Benchmark and the firm's data and automation work. Previously Strategy Analyst at Circle Capital in Singapore. BSc Sustainable Development, University of St Andrews; CFA Level I.

Partners and affiliates

A network across the region.

Intercedent operates as part of AXP, a network of consulting and business advisory firms across Asia Pacific, with partner firms in the markets below. Americas and Middle East partners are reached through the Singapore office.

IMA AsiaSydney. Co-publisher of the Asian Issues Management papers and the Asia Pacific Executive Brief.
IMA IndiaDelhi, Mumbai, Bangalore, Hyderabad.
MLT AnalyticsSingapore. Affiliate plastics market research company, established 2021.
ANB Consulting GroupAshis Bhattacharya. Board advisory partner on the Board Technology & Innovation Benchmark.
Castle GroupJakarta, Indonesia.
Paddy Schubert Sdn BhdKuala Lumpur, Malaysia.
Mediators (Pvt) LtdKarachi, Pakistan.
AYC ConsultantsMakati City, Philippines.
Korea Associates Business ConsultancySeoul, South Korea.
TASC Taiwan Asia Strategy ConsultingTaipei, Taiwan.
DataconsultBangkok, Thailand.

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