Luthfan Naufal
Chief Executive
MBA Candidate, NTU Singapore (Marketing for Sustainability and Innovation Track). Former Chief of Staff, Digital Narrative Team, Executive Office of the President.
Who we are
INARA (Indonesia Narrative Intelligence) is a research-driven strategic communications firm. We help brands, institutions, and leaders understand the people they serve, then speak to them in ways that change what they think and do.
Why we exist
Our ability to see and predict may grow, but explanatory power does not necessarily grow with it.
Not everyone speaks in digital spaces, and not every experience becomes a conversation. More data does not automatically mean more understanding. We built INARA to close that gap, with evidence first and stories that travel.
What makes us different
Research is where we start, not an add-on.
Every strategy traces back to primary data.
One team from insight to execution.
No handoffs where the meaning gets lost.
Fluent in formal and popular channels.
We can write a ministerial brief and a viral video, and know when each one matters.
Built for Indonesia's complexity.
38 provinces, hundreds of local languages, and audiences that rarely behave the same way twice.
Our approach
Data
Understand what people actually think, feel, and do.
Story
Turn insight into a narrative worth believing.
Action
Move people, then measure what moved.
Team
The people behind the work.
Dr. Alfindra Primaldhi
Chief Scientist
Expert in Social Psychology; Doctorate, Universitas Indonesia. Executive Director, IMPAC. Adjunct Researcher, Lembaga Demografi FEB UI. Research on social conflict and terrorism.
Sri Pujiyanti
Chief Partnership
Former CEO, PT BIJB Aerocity Development. Chief of Staff, West Java Development Acceleration Team. Previously at Procter & Gamble. MBA, ITB. Co-founder, Rumpun Indonesia.
Roby Muhamad, Ph.D.
Strategic Advisor
Ph.D. in Social Networks, Columbia University. Led the Digital Narrative and Communication Team, Executive Office of the President. Named National Inventor Figure by TEMPO. Co-founder of Provetic.
Strategic collaborators
Lembaga Demografi FEB UI
Strategic collaborator
IdeaLAB FSRD ITB
Strategic collaborator
Let's make your data make sense.
Tell us what you need to know. We'll show you how to find it, and what to do with it.