Description

Hi, I’m Farah, an Independent Qualitative Moderator and Researcher based in Indonesia.

I help brand owners, agency owners, and marketers uncover actionable consumer insights that fuel high-impact campaigns and brand strategies.

From focus group discussions (FGD) and in-depth interviews (IDI) to online qualitative research, online communities, and longitudinal diary studies, I handle the full research process: study design, recruitment, moderation, and strategic recommendations that actually drive results.

If you’re launching a product, testing a concept, rebranding, or simply need to understand your target audience at a deeper level, I deliver market research in Indonesia that reveals the “why” and cultural insight behind consumer decisions.

I’ve always been drawn to understanding what makes people tick.

As a kid, I’d wonder why certain commercials stuck with me, why some brands felt “cool” while others didn’t, and what made people choose one product over another on the shelf.

Today, I bring that same curiosity to every project, combining empathy with strategy to help brands connect in ways that matter both to consumers and to business growth.

✨Ready to unlock deeper consumer insights for your brand?✨

DM me INSIGHTS and let's discuss how research can elevate your next project.

Industry field of expertise

Languages

English
Native or bilingual

Workplace preferences

Remote only

Primarily works remotely

Human8
Online Qualitative Community Researcher
RESEARCH
February 2014 - Today (12 years and 6 months)
Belgium
• Led the onboarding and project briefing process for over 7 enterprise clients, introducing them to FAQ, video tutorials, community objectives, features, and timelines to ensure alignment.
• Served as the primary point of contact for onboarding 100+ research participants into long-term communities, facilitating clear guidance and managing expectations.
• Monitored community features usage patterns for 100+ research participants to identify engagement gaps and suggest actionable improvements.
• Leveraged Generative AI tools to extract insights from complex projects, delivering actionable recommendations that improved project efficiency.
Consumer Insight Market Research
Love Frankie
Qualitative Research Manager
RESEARCH
November 2018 - May 2023 (4 years and 6 months)
Thailand
• Managed the onboarding of new SaaS marketing technology tool, delivering training and consultation to 4 internal teams to ensure smooth adoption for media campaigns.
• Developed and led onboarding sessions for 12 non-profit organizations to align on media campaign's FAQ, strategies, objectives, and tools, resulting in a 20% increase in social media engagement.
• Led quarterly insight collection of three (3) sentiment analysis reports (positive, negative, neutral) related to mental health social media campaign materials, consulting on strategies to engage youth under 30 and macro influencers in anti-hate-speech media campaigns.
• Guided 12 grantee organizations to diversify their anti-hate-speech online campaign strategy by incorporating educational, on-trend, inspirational, and conversational content, resulting in increased social media engagement and audience interaction across 2 platforms.
Consumer Insight
Insight Asia
Qualitative Research Manager
RESEARCH
January 2016 - April 2018 (2 years and 3 months)
Indonesia
• Drove 5 UX research projects, collaborating closely with cross-functional product teams, including UX researchers, UX/UI designers, product managers, and engineering teams, to align findings with product development goals.
• Analyzed and synthesized customer feedback from 10 research studies, providing actionable insights to client product teams.
• Managed onboarding sessions for vendors & 7 clients, introducing project frameworks, deadlines, and expectations to ensure seamless collaboration.
• Developed research onboarding documents (FAQ & tutorial) for 3-month project used by 48 customer research participants.
• Led team revenue efforts by driving a 25% increase in sales of research services powered by a B2B software platform, aligning solutions with client needs and expanding market opportunities across 2 key markets.
• Monitored client engagement through bi-monthly feedback sessions, achieving a 90% client satisfaction rate and implementing 5 service and product improvements that enhanced overall experience Airbnb, Instagram, Facebook, WhatsApp, Oppo, Unilever UK
Marketing Research Market Research