• Conduct market feasibility, competitive intelligence, and trade and investment research across the Americas to evaluate foreign direct investment (FDI) opportunities in Indonesia across manufacturing, downstream processing, and land-intensive capital projects, using industry sources, fDi Markets, Statista, and diplomatic briefings.
• Prepare internal research reports and slide decks on competitive positioning, and investment feasibility for U.S. enterprise leads; currently managing ~20 leads in the pipeline.
• Manage 3 investment forums a year, generating ~3 qualified leads per event; led a website rebrand and multi-channel G2B campaigns to expand the investor pipeline.

• Applied principal component and factor analysis to 12 psychometric statements and brand health metrics to develop three digital banking personas (digital wealth builders 42%, cautious savers 47%, and conservative beginners 12%), informing a C-suite go-to-market blueprint to convert daily-use engagement (QRIS, transfers, bill payments) into lending adoption.
• Built a bi-weekly Voice-of-Customer (VOC) framework and mentored 2 junior researchers, cutting reporting turnaround from 10 to 5 days. Resolved middle-funnel bottlenecks, reducing post-peak complaints by 41%.
• Mapped payday purchase lifespans across 26,000+ quarterly bill-payment customers and set Multi-Finance retention benchmarks (50.4%) to optimize customer lifetime value (LTV).

• Led a behavioral and retention study of 200 wholesale merchants, covering journeys, conversion lag times, and retention, to evaluate dependence on field sales. Self-sufficient users generated 11 lifetime transactions vs. 13 for sales-assisted users. Identified high-value, sales-dependent accounts, informing a targeted sales-support strategy that balances operating-cost reduction with merchant retention.
• Diagnosed barriers to game-voucher adoption among 404 micro-retailers through quantitative research and focus groups: knowledge gaps (62%), perceived lack of customer demand (73%), and low in-store visibility (74% lacked signage). Recommended physical storefront promotions over costlier digital redesigns or price subsidies.
• Segmented 254 money-transfer merchants into high-value “Pareto” and lower-activity “Curve” users, analyzing transaction behavior, merchant pricing, and incentive preferences. Identified free administrative-fee quotas as the strongest repeat-usage driver, informing incentive design and promotional budget allocation.
• Pinpointed urban cellphone/load kiosks in Metro Manila as the priority segment for game-credit acquisition in the Philippines, combining TwoStep clustering of 115 active merchants with analysis of 3,154 platform users. Identified competitive advantages in pricing and promotions to inform regional go-to-market strategy.
• Evaluated premium Korean apparel positioning through mixed-method research among 116 fashion consumers, identifying body type fit, fabric quality, and versatility as key purchase drivers. Recommended offline try-on experiences and product filters to differentiate the brand beyond price.
• Benchmarked 10+ features against 3-5 primary rivals across 14 competitive intelligence studies, combining survey data with App Annie install metrics, YouGovBrandIndex, Google Trends, and Meltwater sentiment. Surfaced high-install/low-retention gaps across e-commerce, O2O, and bookkeeping apps.
• Automated Instagram analytics with Python (Instaloader), replacing part of a Socialbakers subscription and cutting third-party data costs by 40%.
• Investigated declining engagement with Bukalapak’s “Belanja Bareng” feature (n=401), finding that despite positive name reception (68% Top 2 Box), operational and social barriers hindered conversion. Recommended prioritizing feature improvements over rebranding.
• Measured usage and awareness of BukaLive (n=1,636), identifying homepage banners (45%) and floating icons (39%) as key discovery channels. Recommended optimizing existing discovery mechanisms and adding interactive engagement features rather than a dedicated navigation tab.
• Mapped brand ambassador candidates against brand perception attributes for BukaTabungan using correspondence analysis (n=955), informing an endorsement strategy that differentiated candidates by trust, approachability, and modernity.
• Uncovered cash-flow limitations as the key reason motor spare-parts resellers (n=393) placed frequent small orders, despite satisfaction with product assortment and pricing. Identified unconditional free shipping as 2× more effective than complex cashback vouchers at driving retention, informing promotional strategy.

• Ran 20+ annual quantitative research projects across CPG, beauty, travel, telecom, fintech, and healthtech, including concept testing, brand tracking, and advertising effectiveness, translating findings into product positioning and marketing recommendations.
• Tracked Gojek’s brand health monthly (n=1,375/month, 11 cities). Showed dual-app users made up 35%+ of the market and spent ~25-30% more than single-app users, supporting a shift from price promotions to trust-based messaging.
• Evaluated 6 waves of ad diagnostics for Traveloka (n=9,602, 15 TVCs), finding unbranded recall of just 16-27% vs. 53-55% for competitors, which informed a redesign of brand visual cues.
• Redesigned omnibus research workflows, cutting project turnaround from 5 to 3 days and speeding up insight one-pagers that helped win new custom research clients.

GPA: 4.00/4.00. Research Assitant at the Trope Lab (led a team of 5 research assistants). Grader for Introduction to Psychology (PSYCH-UA).

GPA: 3.89/4.00. Silver medal in national psychometrics competition.