Ratu Nurul Hanifah

Senior Research Executive, Indonesia

Ratu Nurul Hanifah, Research Executive with Firefly Millward Brown in Indonesia, has refined and in-depth skills in category and target exploration, new product development and trend spotting. In her role with Firefly, she calls upon her journalism and business background and interests to add defining value for clients in her quantitative research endeavors.

Ratu graduated from Bogor Agricultural Institute with a major in management and economics and began her career in journalism at SWA Business Magazine, the leading business magazine in Indonesia. She interviewed various people from business, marketing and entrepreneurial backgrounds, and fine-tuned her interviewing skills while learning business strategy from first-hand experiences and stories.

Then she joined InsightAsia Indonesia, where she quickly realized that marketing and consumer research were part of her career journey. After a taste of qualitative research there, she moved on to Godrej Group Company to sharpen her marketing and brand skills in marketing research and consumer intelligence and eventually manage local and regional projects in both quantitative and qualitative studies.

Quick facts:

  • Ratu has a fascination with animals and loves spending time with and taking care of cats and dogs to observe how they communicate and express emotions
  • Brands like Unilever, Danone, Akzo Nobel, Cigna and Godrej inform her portfolio of expertise and at Firefly, she’s respected for her analytical and decisive yet calm nature and her natural affinity in leadership roles.
  • An avid arts and culture connoisseur and crafter, Ratu enjoys reading, attending cultural events, appreciating art, making her mother’s recipes and as of late, cross stitching and jewelry-making