I work at the intersection of human behavior, research, and business strategy.

My background spans psychology, social research, consumer strategy, and data analytics.

I previously worked across advertising and consumer experience strategy for major FMCG and beauty brands in Indonesia, developing consumer insights and translating them into brand and customer experiences.

I am now building on that foundation through quantitative data analysis and research.

What I Do

Research & Insights

• Consumer research
• Behavioral understanding
• Audience segmentation
• Qualitative insight
• Cultural analysis

Strategy & Experience

• Consumer strategy
• Customer experience
• Journey thinking
• Brand experience
• Research-to-strategy translation

Data & Analytics

• Data analysis
• Quantitative research
• Data visualization
• Pattern identification
• Evidence-based recommendations

Selected Works

A selection of projects illustrating how I translate consumer understanding into strategy, experience, and actionable insight.

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01 — Wyeth S-26

**Designing a Premium Customer Experience Through Consumer Psychology

Challenge:** Reinvent a traditional CRM format for high-value customers who increasingly perceived conventional events as an obligation rather than a reward.

Insight: For an affluent, highly ambitious parent segment, meaningful recognition was less about receiving something expensive and more about experiencing genuine exclusivity and access.

My contribution: Consumer understanding · experience strategy · customer journey design · stakeholder/vendor coordination

Industry: FMCG / Infant Nutrition Market: Indonesia

Detailed case study available privately to recruiters and hiring teams.

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02 — SGM Bunda

**From Cultural Insight to Consumer Experience

Challenge:** Build stronger emotional relevance for SGM maternity nutrition among price-sensitive expectant mothers.

Insight: A culturally specific understanding of pregnancy cravings revealed an opportunity to position the brand around care for the mother, instead of only the baby.

My contribution: Consumer insight development · strategic concept development · experience strategy

Industry: FMCG / Maternity Nutrition Market: Indonesia

Detailed case study available privately to recruiters and hiring teams.

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My Approach

Understand → Investigate → Interpret → Translate → Recommend

Understand what the business problem is, Investigate what the evidence tells us, Interpret what is happening beneath the behavior, Translate what the insight means for the customer/consumer, Recommend what the organization should do.

Background

Psychology

Undergraduate degree

Social Research

Master’s degree

Consumer & Brand Strategy

Advertising, BTL, consumer experience

Data Analytics

Formal training + independent projects