01FMCG · Anonymized example
Understanding the next generation of consumers
- Challenge
- Understand changing consumer expectations and emerging behaviours.
- Approach
- Qualitative research, consumer immersion and concept exploration.
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.
03Business questions
What can we help you uncover?
We begin with the decision you need to make—not a predefined research method.
01
Understand Your Consumers
Discover motivations, behaviours, tensions, aspirations and unmet needs.
02
Develop Winning Ideas
Turn human understanding into stronger products, services and concepts.
03
Strengthen Your Brand
Understand perception, positioning, communication and cultural relevance.
04
Understand the Shopper
Explore purchase journeys, retail environments and decision triggers.
05
Navigate New Markets
Understand categories, cultures, opportunities and emerging behaviours.
06
Turn Insights Into Action
Translate findings into ideas, strategies and decisions through collaborative workshops.
04Capabilities
Research built around the question, not the method.
01 / 04Deep exploration of consumer motivations, emotions, behaviours and cultural context.
FGD · IDI · Ethnography · Observation · Online communitiesUnderstand patterns, validate opportunities and measure behaviour at scale.
Consumer · Shopper · Trade · B2BUnderstand how real environments, channels and decision triggers influence purchase behaviour.
Shop-alongs · POSM interviews · Retail observation · Census and auditBring research, consumers and business teams together to transform findings into actionable opportunities.
Consumer co-creation · Internal workshops · Opportunity platforms05How we work
From business question to business action.
We combine human understanding, research, and strategic thinking to turn complex business questions into meaningful insights and actionable opportunities.
01
Understand
Define the real business question.
We begin by understanding the business context, objectives, and decisions that the research needs to support. This helps us define the right questions and keep the study focused on what truly matters.
Business Challenge02
Explore
Get closer to people and context.
We explore consumers, shoppers, stakeholders, cultures, and environments using the most appropriate research approach. We look beyond what people say to understand what they feel, experience, and do in real-life contexts.
People, Culture & Context03
Decode
Find the meaning behind the findings.
We connect behaviours, motivations, tensions, cultural context, and research findings to identify the patterns that matter. We go beyond reporting what people said to understand what those findings mean for the business.
Data→Pattern→Meaning→Insight
Patterns, Tensions & Meaning04
Create
Turn insight into possibilities.
We translate human understanding into strategic directions, ideas, and opportunities that can support brands, products, services, communication, customer experiences, or innovation.
Opportunities & Strategic Directions05
Activate
Move from insight to action.
We help teams bring research findings into real business conversations through clear recommendations, collaborative workshops, and strategic discussions, making insights easier to understand, share, and act upon.
Insight→Recommendation→Workshop→Business Decision
Business ActionBusiness Question→Human Understanding→Insight→Opportunity→Business Action
06Why Mindspace
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.
07Selected work
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.
01
02Shopper 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.
03Product 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.
08Expert network
Expertise across people, industries and cultures.
We bring subject-matter voices into the process when the question demands it.
People we can bring into the conversation
Healthcare
DoctorsNutritionistsMidwivesHealthcare professionals
09Indonesia 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.
10Our Experts
The people behind the insights.
Senior researchers and practitioners with deep experience across consumer insight, brand strategy, innovation and commercial decision-making.
Our Team
The team supporting every study.
Qualitative Researcher
Fadhla Akmalia
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.
Qualitative Researcher
Bulqiah Jagad Mauladan
A Chemistry graduate of Universitas Indonesia, Bulqiah combines experience in marketing analysis and laboratory work with responsibility for qualitative projects across multiple industries.
Qualitative Researcher
Tasha Almyra
A Psychology undergraduate at Bina Nusantara University, Tasha brings analytical experience and has contributed to FMCG studies since joining Mindspace.11Global perspective
Local understanding.
Global perspective.
Mindspace collaborates with international specialists in consumer psychology, brand strategy, innovation, ethnography and insight analytics.
IndonesiaAsiaEuropeInternational network
Collaboration partners are engaged according to project needs.12Insights
Thinking about people, culture and business.
Consumer Culture
What everyday rituals reveal about changing Indonesian consumers
Innovation
The questions to ask before you begin concept development
Shopper Behaviour
Why the shelf tells only half the story
Editorial content shown as proposed topics for the redesigned insights platform.
11Start a conversation
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.