Prabu Nusantara
Consumer & Market Insight Specialist
Jakarta
Summary
With a strong foundation in anthropology and psychology, Prabu boasts 12 years as a specialist in consumer and market insights. His journey spans agency and client roles, across diverse sectors: finance, FMCG, pharmaceuticals, telecom, digital products, services, and F&B.
Prabu blends qualitative insights and quantitative rigor in his research practice, drawing from experience with global agencies (Nielsen, Ipsos, Acorn) and clients like Unilever. This synthesis, anchored in his educational background, aligns effectively with the nuanced demands of in-house market researchers.
Proficient in deciphering consumer motivations, behaviors, and cultural dynamics, Prabu's versatility melds depth with precision, culminating in strategic insights.
Overview
2025
2025
years of professional experience
3
3
Languages
Work History
Senior Research Manager
Populix
7 2022 - Current
- Leading multiple complex research projects, from research design (proposal), planning (participant recruitment), execution (fieldwork), to analysis and report writing
- Cultivating strong client relationships, comprehending their business objectives, and delivering actionable integrated insights derived from integrated quant-qual collaboration
- Presenting research findings to clients in a compelling manner, highlighting key insights, and providing strategic recommendations
- Assisting management in optimizing research processes, systemizing workflows, and integrating software for streamlined analysis
- Enforcing rigorous quality controls, safeguarding the precision and credibility of research outputs
- Devising a learning plan to cultivate junior researchers' skills and knowledge
Market Research Consultant (contract)
01.2022 - 08.2022
- Study design: Providing consultancy to clients to formulate a suitable research design in the form of a research proposal
- Data collection: Moderating various fieldwork interactions, encompassing FGDs, IDIs, and ethnography
- Analysis and report writing: proficiently conducting diverse mix methods data analyses, such as advance text analysis and open-ended quantitative data
- Crafting comprehensive reports, incorporating quant-qual integrated insights to deliver strategic recommendations for clients' businesses
- Contracted as a research consultant by Google Indonesia in a mix methods research project on the issue of Internet Security
- Concurrently, I serve as an independent research consultant for several research agencies
Market Research Manager (contract)
TIX ID
01.2022 - 08.2022
- Establishing the groundwork for a market research department, standardizing research processes, integrating quantitative research platforms, optimizing TIX assets, and resource allocation
- Collaborating cross-functionally to identify user challenges, crafting actionable research plans that inform business strategies
- Uncovering actionable insights on consumer behavior, internal and industry data, market dynamics to facilitate the seamless development of TIX ID's new product portfolios
- Notable accomplishments: Standardizing research methodologies across departments, implementing clear guidelines, and setting benchmarks for customer satisfaction (CSAT) and Net Promoter Score (NPS)
- Successfully launching TIX ID's inaugural offline ticket selling event
Market/UX Research Lead
Bank Neo Commerce
12.2020 - 01.2022
- Establishing the Market/UX research division, laying the foundation for fundamental standard procedures in research protocols within the organization
- Employing a synergy of quantitative and qualitative methods, combined with technology, to conduct end-to-end comprehensive UX and market research initiatives
- Functioning as a collaborative insight partner, closely liaising with related departments (such as user growth, marketing, and product) to support vital business decisions
- Providing supervision and mentorship to a team of six junior researchers, guiding their growth and development
Market Research Manager
Nielsen
04.2019 - 03.2020
- Taking charge of numerous complex research projects, beginning from research design (proposal), participant recruitment planning, and fieldwork execution, all the way through analysis and report writing
- Cultivating strong client relationships by understanding their business objectives and delivering actionable insights to drive strategic decision-making
- Cross functional collaboration with quantitative retail measurement and consumer panel team presenting research findings in a clear and compelling manner, highlighting key insights, and offering strategic recommendations
- Key accomplishments: Secured the partnership of five new clients while simultaneously maintaining the management of existing key client accounts and overseeing Nielsen hub studies (projects commissioned by Nielsen in other countries)
Consumer Market Insight Manager
Unilever Indonesia
02.2016 - 03.2019
- Executing a range of innovation mix-methods research projects across brand life cycles, collaborating internally (global and regional CMI) and with research agencies to underpin strategic business plans for new category/brand development and brand revitalization
- Seamlessly integrating insights resources (Unilever-owned and agency-driven) such as retail data and consumer panels, synergistically with cutting-edge technology
- Providing comprehensive and ongoing retail insights to the regional CMI manager for the SEA market
Senior Research Executive
Acorn Indonesia
01.2015 - 01.2016
- Independently executing research endeavors for clients spanning diverse industries, employing a multifaceted blend of qualitative and quantitative methodologies
- Mentoring and training junior researchers, equipping them with fundamental skills in qualitative research techniques, such as moderation and content analysis
- Key accomplishments: Maintained complete client retention while securing a lucrative one-year contract from a prominent telecommunications industry leader
- Amplified quantitative projects by 30% within the formerly exclusively qualitative department
Junior Researcher
BOI Research
01.2011 - 01.2016
- Generating in-depth statistical analyses and crafting compelling data visualizations for European clients, including market research agencies, governmental bodies, and non-governmental organizations
- Playing an active role in devising a business development plan to penetrate the Indonesian market and secure additional Indonesian clientele
- Key achievement: Streamlined the process of cross-tabulation analysis through automation while successfully acquiring new local clients
Research Executive
Ipsos Indonesia
04.2011 - 03.2012
- Carrying out both quantitative and qualitative research initiatives on behalf of prominent FMCG global companies, pharmaceutical clients, encompassing both ethical and over-the-counter domains
- Assisting senior team members in cultivating Ipsos' expertise in the field of pharmaceuticals
- Key accomplishments: Conducted interviews with over fifty healthcare professionals, including key opinion leaders, specialized practitioners, nurse practitioners, pharmacists, and medical scientists
- Under the guidance of the research director, delivered strategic research findings on chemotherapy drugs for a global player in the pharmaceutical industry
Assistant Researcher
Pusat Kajian Antropologi UI
08.2010 - 03.2011
- Conducting an extensive six-month ethnographic field study exploring the socio-economic impacts of deforestation on the indigenous community of Kapuas Hulu in West Borneo
- Key accomplishments: (1) Producing a comprehensive ethnographic report that served as a valuable resource for various stakeholders, including the Indonesian government, World Bank, and Macquarie University, in shaping environmental policies
- (2) Successfully conducting six months of immersive ethnographic fieldwork, covering four remote villages and engaging with two indigenous tribes, namely Dayak Kantu' and Melayu Hulu, while conducting over fifty in-depth interviews with key informants
- (3) Attaining profound insights into the cultural nuances and developing fluency in the languages spoken by these two native tribes
Education
Bachelor's - Social Anthropology
Andalas University
01.2005 - 01.2010
Master of Psychology - Health Psychology
Universitas Katolik Indonesia Atma Jaya
Jakarta 04.2001 -
No Degree - Health Psychology
Vrije Universiteit
Amsterdam 04.2001 -
Skills
Market Research (mix methods)
UX Research
Ethnography
Advance Text Analysis
MAXQDA
Qualitative Research
Content Analysis
Timeline
Market Research Consultant (contract)
01.2022 - 08.2022
Market Research Manager (contract)
TIX ID
01.2022 - 08.2022
Market/UX Research Lead
Bank Neo Commerce
12.2020 - 01.2022
Market Research Manager
Nielsen
04.2019 - 03.2020
Consumer Market Insight Manager
Unilever Indonesia
02.2016 - 03.2019
Senior Research Executive
Acorn Indonesia
01.2015 - 01.2016
Research Executive
Ipsos Indonesia
04.2011 - 03.2012
Junior Researcher
BOI Research
01.2011 - 01.2016
Assistant Researcher
Pusat Kajian Antropologi UI
08.2010 - 03.2011
Bachelor's - Social Anthropology
Andalas University
01.2005 - 01.2010
Master of Psychology - Health Psychology
Universitas Katolik Indonesia Atma Jaya
04.2001 -
No Degree - Health Psychology
Vrije Universiteit
04.2001 -
Senior Research Manager
Populix
7 2022 - Current
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