Faces of Indonesia: Meet Your Consumers

In a world saturated with data, it’s easy to lose sight of the people behind the metrics. Surveys and segmentations offer scale, but they don’t always reveal the nuances of everyday life that shape how decisions really happen. At Upsize, we believe that relevance begins with understanding those nuances — not as averages, but as stories.

That belief led us to create Faces of Indonesia: Meet Your Consumers, a report built from candid conversations with ten individuals from different walks of life. Our goal was simple: see what happens when we move past assumptions and truly listen.

From a midwife whose skincare routine balances life and work, to a commuter who measures comfort in predictability, to a young mother learning care with compassion — these are not archetypes. These are real people making real decisions in real contexts.

What emerges is not a list of trends, but a mosaic of priorities and pressures that shape everyday choices. We see how convenience, trust, safety, routine, and rhythm differ from person to person, and why understanding those differences is essential for brands that want to meet relevance with empathy.

This report is not just an archive of interviews. It is an invitation to ask better questions, challenge assumptions, and approach consumer understanding as something lived rather than assumed.

What does this mean for brands?
It means moving beyond the question of “What do consumers buy?” to “How do they live?” and “Why do they choose the way they do?” When brands see these differences clearly, opportunity reveals itself not as a strategy, but as connection.

Faces of Indonesia does not close the conversation. It opens it.

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