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Understand Your Consumers
Discover motivations, behaviours, tensions, aspirations and unmet needs.
Human insight partner · Indonesia
Human insightsthat move businesses forward.
We uncover what people think, feel and do — turning consumer understanding into strategies, products and ideas that create real business impact.
versi mindscape - tipe A
15+Years of insight
Indonesia-wideResearch experience
Qual + QuantResearch expertise
Local insightGlobal perspective
Trusted to explore products and categories across FMCG, healthcare, finance, technology, lifestyle and more.
Coca-ColaUnilever
Danone
Google
Microsoft
Telkomsel
Intel
Garuda Indonesia03 — Business QuestionsWhat can we help
What can we help
you uncover?
We begin with the decision you need to make—not a predefined research method.
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Develop Winning Ideas
Turn human understanding into stronger products, services and concepts.
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Strengthen Your Brand
Understand perception, positioning, communication and cultural relevance.
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Understand the Shopper
Explore purchase journeys, retail environments and decision triggers.
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Navigate New Markets
Understand categories, cultures, opportunities and emerging behaviours.
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Turn Insights Into Action
Translate findings into ideas, strategies and decisions through collaborative workshops.
04 — CapabilitiesResearch built around the question,
Research built around the question,
not the method.
We combine qualitative depth, quantitative validation, contextual observation and collaborative workshops around the decision you need to make.
01
Qualitative Research
Deep exploration of consumer motivations, emotions, behaviours and cultural context.
FGD · IDI · Ethnography · Observation · Online communities
02
Quantitative Research
Understand patterns, validate opportunities and measure behaviour at scale.
Consumer · Shopper · Trade · B2B
03
Shopper & Retail Insights
Understand how real environments, channels and decision triggers influence purchase behaviour.
Shop-alongs · POSM interviews · Retail observation · Census and audit
04
Insight-to-Action Workshops
Bring research, consumers and business teams together to transform findings into actionable opportunities.
Consumer co-creation · Internal workshops · Opportunity platforms
05 — Why MindspaceSenior thinking. Human depth.
Senior thinking. Human depth.
Useful outcomes.
01
Real Business Understanding
Our researchers bring experience from both agency and client-side environments.
02
Real People
We recruit meaningful consumers and stakeholders who truly represent the problem being explored.
03
Right Expertise
Every project can be supported by specialists relevant to the category and challenge.
04
Insight Into Action
We go beyond findings to help teams transform understanding into ideas, strategies and business decisions.
06 — Expert NetworkExpertise across people,
Expertise across people,
industries and cultures.
We bring subject-matter voices into the process when the question demands it.
HealthcareDoctorsNutritionistsMidwivesFinancial ServicesBankersFinancial AdvisorsLifestyleCreatorsEntrepreneursSMEsTechnologyDigital PractitionersGovernment & Public SectorYouth & CultureCommunities
07 — Selected WorkUnderstanding that changes
Understanding that changes
what happens next.
Our client work is confidential. The examples below are anonymized illustrations of the challenges and approaches we support—not claims of specific results.
FMCG · Anonymized example
Understanding the next generation of consumers
- Challenge
- Understand changing consumer expectations and emerging behaviours.
- Approach
- Qualitative research, consumer immersion and concept exploration.
Shopper Behaviour · Anonymized example
Seeing the decision behind the purchase
- Challenge
- Explore the triggers and barriers shaping choice in a real retail environment.
- Approach
- Shop-alongs, observation and point-of-sale interviews.
Product Innovation · Anonymized example
Turning human tensions into opportunity spaces
- Challenge
- Bring consumer understanding closer to an innovation team’s decisions.
- Approach
- Immersion, concept exploration and collaborative workshops.
08 — Indonesia Footprint
Understanding Indonesia means understanding its diversity.
Local context matters. For 15 years, our experience has spanned consumers, cultures and communities across Indonesia.
Specific fieldwork locations are confirmed project by project.
One country.
Many lived realities.
- Jakarta/Jabodetabek
- Bandung
- Semarang
- Yogyakarta
- Surabaya
- Medan
- Palembang
- Makassar
- Balikpapan
- Bali
09 — Our ExpertsThe people behind
The people behind
the insights.
Our Experts
Senior researchers and practitioners with deep experience across consumer insight, brand strategy, innovation and commercial decision-making.
Julia Santoso
Founder & Senior Insight Consultant
Julia established Mindspace after a career spanning Coca-Cola Indonesia, MTV Asia and Matari Advertising. Her experience on both agency and client sides shapes her approach to research analysis and client partnership.
Rima Sjoekri
Independent Researcher
Rima specialises in food and beverage innovation and has helped grow iconic local and global products. She is also the author of Senirasa, shortlisted at the 2018 Gourmand World Cookbook Awards.
Dewi Larasati (Asti)
FMCG & Consumer Intelligence Expert
A beverage-sector specialist with more than 20 years in marketing strategy and consumer intelligence, enriched by e-business and shopper knowledge. Her career includes JWT, Coca-Cola Indonesia and Danone.
Catharina Indirastuti
Independent Qualitative Researcher
Catharina began her qualitative research career at Synovate before moving into business and consumer insight roles at Coca-Cola Indonesia and Unilever Indonesia, followed by independent work with UNDP and Kemitraan.
Bibiana Lo
Brand & Consumer Insight Practitioner
Bibiana brings more than 25 years of brand and consumer experience across Sara Lee Household, New Zealand Milk and Danone Water, including regional projects in the Philippines, Vietnam, Thailand, Japan and Indonesia.
Rizqi Amalia
Qualitative Researcher
Rizqi is a Master's graduate in Sociology from the University of Indonesia with more than 10 years of marketing research experience across a broad range of qualitative projects.
Patrisia Marlina
Marketing & Brand Strategist
Patrisia is a seasoned strategist with 20 years of experience in baby nutrition and beverages, spanning brand development, strategic planning, innovation and the translation of consumer insight into relevant market solutions.
Our Team
The team supporting every study.
Fadhla Akmalia
Qualitative Researcher
A Psychology graduate of UIN Syarif Hidayatullah Jakarta, Fadhla brings experience from psychology assessment projects and now manages qualitative studies across different industries at Mindspace.
Bulqiah Jagad Mauladan
Qualitative Researcher
A Chemistry graduate of Universitas Indonesia, Bulqiah combines experience in marketing analysis and laboratory work with responsibility for qualitative projects across multiple industries.
Tasha Almyra
Qualitative Researcher
A Psychology undergraduate at Bina Nusantara University, Tasha brings analytical experience and has contributed to FMCG studies since joining Mindspace.
10 — InsightsThinking about people,
Thinking about people,
culture and business.
Consumer Culture6 min read
What everyday rituals reveal about changing Indonesian consumers
Read perspectiveInnovation5 min read
The questions to ask before you begin concept development
Read perspectiveShopper Behaviour4 min read
Why the shelf tells only half the story
Read perspectiveEditorial content shown as proposed topics for the redesigned insights platform.
11 — Start a ConversationHave a business question
Have a business question
you want to understand better?
Let’s uncover what people really think, feel and do — and turn it into your next business opportunity.