Market Research in Indonesia
Market Overview of Indonesia
With more than 17,000 islands, Indonesia has a land area of 1.9 million km² and a population of 273.5 million. More than 50% of the population lives on Java island, and they also have more than 300 ethnic and linguistic groups.
Economy
About 45% of Indonesia’s GDP comes from the services sector, and 41% from the industrial sector. However, about 30% of the workforce is employed in the agriculture sector. GDP growth has been stable at about 5.0% over the past few years.
Consumers
Indonesians are faithful to brands, and already have a preferred brand in mind when entering stores to buy products such as personal care products. Indonesians have worries about e-commerce as they are unable to trust quality and description of products online, as well as the fear of falling into online scams.
Market Research in Indonesia
Indonesia consists of many islands, where each island have different races or tribes with their own unique language. Although Bahasa Indonesia is the national language, there is actually a large population who speak Javanese. When conducting market research, you can consider looking for a moderator who at least knows both Bahasa Indonesia and Javanese. However, Bahasa Indonesia and Bahasa Malaysia should not be confused as there are differences between the 2 languages.
Case studies
- Dating Apps Study was conducted in Indonesia, India, Thailand, Taiwan and Germany for the IT industry through face-to-face in-depth interviews
- Legal Research in Indonesia Study was conducted in Indonesia for the legal industry through computer aided telephone interviews (CATI)
- Lithium-ion Battery Production Plant Study was conducted in Indonesia and Malaysia for the manufacturing industry via desk research and online in-depth interviews
- Hair Clipper Products Study was conducted in Indonesia, Malaysia and Thailand through surveys and physical focus group discussions