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 2024

PT. 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 2023

PT. 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 2021

PT. 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 — 2025

New York University • New York, USA

GPA: 4.00/4.00. Concentration: Social and Consumer Psychology.

Bachelor of Psychology (S.Psi)

2014 — 2018

Universitas Gadjah Mada • Yogyakarta, Indonesia

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