IDN
ENG 
Populix partnered with IDN Research Institute to produce the Indonesia Millennial and Gen Z Report (IMGR) and Indonesia Creator Marketing Report (ICMR)—two of Indonesia’s most influential studies on young consumers and the creator economy.
Through multi-year, mixed-method research, Populix uncovered how Millennials and Gen Z shape culture, consumption, and digital innovation.
The insights help brands, policymakers, and creators make data-driven decisions that resonate with today’s most dynamic generations.
Overview
Populix has been the official research partner of IDN Research Institute in developing their flagship annual studies — the Indonesia Millennial and Gen Z Report (IMGR) and the Indonesia Creator Marketing Report (ICMR).
Through IMGR, Populix uncovers the behaviors, aspirations, and challenges of Indonesia’s Millennials and Gen Z—two generations shaping the nation’s social and economic landscape. Meanwhile, ICMR sheds light on the evolving creator ecosystem, providing valuable insights to help brands, creators, and businesses navigate and grow within the digital economy.
Objectives
- Explore the behaviors, motivations, and lifestyle choices of Indonesian Millennials and Gen Z to help brands, policymakers, and educators connect with them more effectively.
- Identify key trends, platforms, and drivers defining the creator economy, and how they contribute to innovation and empowerment in the digital era.
- Offer actionable insights and guidance for building meaningful collaborations across sectors—spanning marketing, commerce, education, and social impact.
Our Approach
Populix applied a multi-year, mixed-methods approach combining quantitative and qualitative research. Each study involved nationally representative respondents and diverse perspectives—from audiences and creators to brands and SMEs—capturing a holistic view of Indonesia’s youth and creator ecosystem.
Key Outcomes
- Populix managed the end-to-end research process — from study design and fieldwork to analysis and insight delivery — in close collaboration with IDN and ICE. The resulting reports have been downloaded millions of times and are widely recognized as essential references for understanding the mindset and habits of Indonesia’s younger generations, used by brands, institutions, academics, and various organizations alike.
- IDN acknowledged Populix as their official research partner through multiple channels and invited Populix as a featured speaker at the Indonesia Millennial and Gen Z Summit 2024 (also known now as Indonesia Summit), reinforcing our shared mission to shape a data-driven understanding of Indonesia’s young generations and digital landscape.
Client Testimonial
“Collaborating with Populix over the past two years has been an exceptional experience for IDN. Populix not only brings strong research rigor and methodological excellence, but also a deep understanding of Indonesia’s young generations and the evolving creator economy.
Through IMGR and ICMR, Populix has helped us translate complex data into clear, relevant, and actionable insights for brands, creators, and policymakers. Their approach is consistently collaborative, structured, responsive, and highly effective in executing end-to-end research.
We are proud to have Populix as the official research partner of IDN Research Institute. This collaboration strengthens our shared mission to build a more data-driven understanding of Indonesia’s youth and digital landscape.”
Marcella Anindita D. (Cella) – PR & Partnership IDN
