About Me
A strategic consumer researcher with 5+ years of experience translating complex user data into actionable insights that shape both product roadmaps and go-to-market strategy. I leverage a unique background spanning tech, SaaS, e-commerce, FMCG, and fintech to deliver clear, data-driven recommendations for product, marketing, and senior leadership. I am passionate about using data storytelling to drive user-centric growth and business decisions.
Data Analytics
Advanced statistical analysis and data visualization to extract meaningful patterns and trends.
Consumer Insights
Deep dive into consumer behavior, preferences, and decision-making processes through surveys and focus groups.
Market Intelligence
Comprehensive market analysis and competitive intelligence to identify opportunities and threats.
Resume
DOWNLOAD HERE
Experience
Customer Research
Sep 2023 – Jan 2024PT. Allo Bank Indonesia Tbk • Jakarta
- Informed the go-to-market strategy for banking promotion bundles and QR payments by analyzing competitive gaps.
- Uncovered critical friction points in the user onboarding journey, uplifting retention by 20%.
- Diagnosed recurring user issues via high-volume support ticket analysis to resolve common pain points.
- Mentored junior researchers to establish a 'voice of customer' newsletter and executive reporting pipeline.
Senior Market Research Analyst
Jan 2021 – Aug 2023PT. Bukalapak.com Tbk • Jakarta
- Executed bi-weekly B2C e-commerce competitive landscape analysis to identify market gaps.
- Conducted market analysis and city-level growth projections to evaluate portfolio health.
- Developed Python scripts for social media analysis, reducing data subscription costs by 40%.
- Directed freelance data labeling, achieving 90%+ classification accuracy for sentiment analysis.
Junior Research Executive
Dec 2018 – Jan 2021PT. YouGov Consulting Indonesia • Jakarta
- Delivered 20+ annual projects (FMCG, fintech) with strong on-time delivery.
- Improved project efficiency, reducing average project turnaround from 5 to 3 days.
- Designed data-driven sales assets that converted cold leads into paying clients.
Skills
Strategic & business
data storytelling, insight synthesis, competitive intelligence, market sizing, product analytics
Quantitative research & statistics
survey design, questionnaire development (Qualtrics, SurveyMonkey, Typeform), A/B testing, advanced statistical analysis (regression, clustering, conjoint, ANOVA)
Qualitative & UX research
in-depth interviews, focus groups (FGD), usability testing, thematic analysis, content analysis.
Technical & data tools
SQL (basic), R, Python (pandas), SPSS, Tableau, Looker, Google Data Studio, Metabase, Figma, Jira, Trello
Education
Social and Consumer Psychology (M.A.)
2024 — 2025New York University • New York, USA
GPA: 4.00/4.00. Concentration: Social and Consumer Psychology.
Bachelor of Psychology (S.Psi)
2014 — 2018Universitas Gadjah Mada • Yogyakarta, Indonesia
GPA: 3.89/4.00. Silver medal in national psychometrics competition.