User research and field research across Indonesia, where people really are.
Research & Strategy · User research · Jakarta
Interviews, focus groups and days in the field, from Jakarta to Medan and Makassar, to understand how people actually live and decide.
Teams we’ve researched for
User Research Methods
In-Depth Interviews
One-to-one conversations about needs, habits and decisions, in Bahasa Indonesia or English.
Field Research
Days at events, stores, branches and homes, to see context a lab can’t show.
Focus Groups
Small groups that react to ideas together and show where opinions split.
Contextual Inquiry
Watching people use a product where they normally use it.
Surveys at Scale
Hundreds of answers across regions, to see how far a finding goes.
Personas & Insights
Who your users are and what they need, in a form your team will use.
Results from Our Research
70+sessions & interviewsImmersive brand world · NDA
288people surveyedRegional study · NDA
5regionsRegional study · NDA
40+app users interviewedPLN Mobile
User Research, Explained
What Is User Research?
User research is learning how real people behave, think and decide, by talking to them and watching them. It answers questions data alone can’t: why people drop off, what they expect, and what would make them come back.
When Field Research Matters
Some answers only exist in context. For one brand we followed its audience into cafés and music events outside Jakarta; for another we spent days at events in Medan. What we learned: outside Jakarta, trust comes from a real person at an event, and people share at a booth what they won’t share online.
Methods We Combine
- In-depth interviews for the why behind behaviour.
- Field days for the context: places, people, moments.
- Surveys to check how widely a finding holds, like 288 people across 5 regions.
- Analytics to see what people already do on your product.
What You Get
Findings ranked by impact, personas or archetypes your team can use, quotes and clips from the sessions, and clear recommendations for product, content or service.
Why Research with rekursiv.
Researchers Who Also Design and Build
The team that runs the study can design and build the answer, so findings don’t get lost in a hand-over.
Beyond Jakarta
Remote sessions across Indonesia and field days in other cities.
Local Language, Local Context
Sessions in Bahasa Indonesia with people recruited to match your real users.
Evidence You Can Act on
Ranked findings and clear next steps, not a report that sits in a drawer.
Industries: Banking & financeSecurities & tradingPublic services & SOEsTelcoFMCGE-commerceConsumer health
How a Study Runs
- 01Plan the questions that matter to the business, and who to ask.Research plan
- 02Recruit people who match your real users.Screened participants
- 03Observe sessions, interviews or field days, all recorded.Recordings & notes
- 04Analyse patterns across people, with the numbers behind them.Findings
- 05Recommend a ranked list of what to do, and the design to prove it.Recommendations
Research Projects
Research beyond JakartaReaching Audiences Beyond Jakarta
Adult FMCG brand · Under NDA288 people surveyed
Six studies, one worldSix Studies Behind an Immersive Brand World
Adult FMCG brand · Under NDA6 studies
Revamping a super appRevamping the PLN Mobile Super App
PLN8 personas, usability-tested across Indonesia
From content to habitTurning a Content Site into a Habit
Adult FMCG brand · Under NDA180 people surveyed
Charging ends, the car staysWhen Charging Ends, but the Car Stays
EV charging research
Testing Access by KAIUsability Testing for Access by KAI
KAIFrequently Asked Questions
What is user research?
Learning how real people behave, think and decide, by talking to them and watching them, so product and marketing decisions start from evidence.
What’s the difference between user research and field research?
Field research is user research done where people live, work or shop, such as events, stores and homes, so you see the context as well as the answers.
Can you do research outside Jakarta?
Yes. We run remote sessions across Indonesia and field days in other cities, such as Medan and Makassar.
How many people do you interview?
It depends on the question: usually five to eight per user group for interviews, and hundreds for a survey that checks how far a finding goes.
Do you recruit the participants?
Yes. We screen for people who match your users, or work with your own customers.
Are sessions in Bahasa Indonesia?
Yes, in Bahasa Indonesia or English, moderated by our own team.
How much does user research cost?
It depends on the number of user groups and participants, the cities and the methods. We scope each study after a short call.
Read More
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