My work sits primarily at the intersection of research, strategy, human behaviour and sociology, with a particular interest in understanding the patterns, motivations and social contexts that shape the way people think, choose and act.

I have worked as senior research consultant in multinational agencies including IPSOS, Research International (now: Kantar), Insight Asia, as well as independent researcher directly partnering with international corporations and brands in Indonesia including Johnson & Johnson, Allianz, Kraft, Mondelez, and local giants including Garudafood, Pegadaian, Greenfields, Wings, and Mulia Group, and Indonesian authoritative bodies including Ministry of Health.

The exposure and experience has shaped the way I approach questions: with curiosity, and with a healthy scepticism towards easy answers. The work collected here brings together some of that thinking in different forms - research findings, analytical pieces, strategic frameworks, practical templates and other tools intended to make complex questions more accessible and useful.

There is also a more personal, creative side to these pages. Occasionally, that takes the form of fiction - stories and observations that explore people, relationships and the quieter aspects of human experience.

The subjects may vary, but the underlying interest remains much the same: people, their worlds, and the patterns that connect them.