Experience Research Lab (erl-insights.com): Recent Episodes
Erlin Sitinjak
Enhance employee, customer, and user experience with your brand, product, and service with research-based marketing and communication strategy.
Sebagai marketer dan brand strategist, gw bisa bilang bahwa kehadiran Tropicana Slim di film ini, atau justru ketidakhadirannya, merupakan bentuk cerdas dari brand association.
Di versi web series-nya yang berlatar Italia, logo Tropicana Slim muncul di pojok layar (disebut “logo bug”) dan produknya sempat di-zoom out. Ini disebut passive product placement. Strategi ini sah-sah saja, bahkan sering digunakan brand besar seperti Heineken di Skyfall, Facebook di The Social Network, dan Apple di Sex and the City.
Tapi versi filmnya beda. Kali ini, Tropicana Slim seperti menghilang. Nggak ada logo. Nggak ada produk. Nggak ada satu pun adegan yang menyinggung merek tersebut. Tapi ketika film tayang, Tropicana Slim justru aktif di media sosial. Di Instagram mereka, sudah lima kali membahas Sore: Isteri dari Masa Depan. Salah satu unggahannya bahkan dipin di pojok kiri atas profil mereka.
Apakah Tropicana Slim salah satu sponsor? Nggak ada pernyataan resmi. Tapi ini bisa jadi bentuk indirect brand integration, bahkan bisa juga disebut brand piggybacking. Istilah kerennya, ambush marketing. Ketika sebuah brand "numpang momen" demi memperkuat asosiasi, tanpa benar-benar terlibat dalam produksinya.
Dalam pembelaannya di Pengadilan Tindak Pidana Korupsi Jakarta, Tom Lembong menekankan bahwa AI bersifat objektif dan bebas dari bias pribadi maupun emosional. Ia bahkan menyebut bahwa AI bisa berperan sebagai pengacara. Really?
Pernah bekerja di platform P2P, I think I need to highlight bahwa semua investasi yang menjanjikan imbal hasil tinggi tidak pernah lepas dari risiko tinggi. Mayoritas platform P2P memberikan pinjaman ke segmen yang memang berisiko: seperti UMKM, bisnis-bisnis baru seumur jagung, bahkan yang tidak punya agunan jika terjadi gagal bayar. Saking berisikonya, segmen ini kadang dilabeli sebagai segmen buangan perbankan.
On my way home from a yoga session in West Jakarta, I noticed several large banners that said “Bank Jakarta.” I had never heard of it before, so once I got back to my room, I did some digging. It turns out Bank Jakarta is the new name for Bank DKI, the regional bank owned by the Jakarta provincial government.
As someone new to Jakarta, my impression of the bank so far has been far from positive. I’ve only seen the messy side—system glitches that made transactions difficult, reports of fund embezzlement involving Satpol PP members with estimated losses of IDR 50 billion, and even a corruption case linked to a shady loan to PT Sritex, allegedly done without proper analysis and involving top former bank officials. That case alone is estimated to have cost the bank over IDR 3.5 trillion.
Despite these issues, on 22 June 2025, during Jakarta’s 498th anniversary, the bank officially rebranded itself as Bank Jakarta. It’s been almost three weeks since then. The new name and logo might be fresh, but the institution behind it carries a 64-year history—and a lot of baggage. It makes me wonder: What exactly is Bank DKI trying to achieve with this rebrand?
They say it marks the beginning of a new transformation phase—more modern, professional, and ready to compete nationally and regionally. I’ve read that they’re even preparing for an IPO in early 2026, hoping to raise around IDR 3 trillion.
But will people buy into this new identity? After nearly a decade of working with brands, including in brand research and marketing, I know that in theory, rebranding can help reset public perception. But in practice? It’s a different story. A new image is one thing, regaining trust is another—and that doesn’t happen overnight, especially when the wounds are still fresh.
Takeaway?Rebranding can be a powerful tool to signal change and a new beginning, but it’s not a magic fix—especially when public trust has been damaged. A new name and logo mean little if the underlying issues remain unresolved. For a rebrand like Bank DKI’s shift to Bank Jakarta to succeed, it must be backed by real improvements in governance, transparency, and customer experience. Trust takes time to rebuild, and people judge brands not just by what they say, but by what they do.
Painfully slow internet connections, failed payment, spams, misleading homepage message, unresolved issue, multiple calls, frustrated user
Should it be so complicated to resolved the issue or actually there is a better way of managing this?
Cara orang menggambarkan posisi atau arah suatu objek sangat dipengaruhi oleh budaya dan bahasa. Tapi, kerangka ini nggak kaku. Dalam satu komunitas, sistem bisa bergeser karena pengaruh luar.
Yogya, misalnya, mulai terasa lebih “relative” dibanding dulu. Mungkin karena makin banyak wisatawan dari kota-kota besar yang terbiasa pakai arah kiri-kanan, masyarakat lokal pun menyesuaikan, demi mempermudah komunikasi.
Dan, ini bukan cuma soal cara menunjukkan arah, tapi juga gambaran dari dinamika bahasa dan budaya yang saling memengaruhi. Bahasa hidup bersama penuturnya, dan terus bergerak mengikuti siapa yang diajak bicara.
Believe it or not, data has been here and there throughout human history. However, it remained an immensely untapped valuable asset until the British mathematician Clive Humby made a bold statement about it in 2006.
Data is the new oil.
What does it mean?
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Welcome back to the Experience Research Lab. This Tuesday, I present our second segment, the 'Research Tuesday'.
In this segment, I will talk about nothing else but research, something that you may have too often heard from school to wherever you are currently working.
But, do you know what research means and why you need it?
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Welcome back to the Experience Research Lab. Today is Monday, and I am here with our first segment, the 'Experience Monday'.
As you can easily guess, this segment is all about the experience. Why bother talking about it? Because we are currently living in the experience economy.
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Welcome to the Experience Research Lab, a virtual lab that I manage to share my professional knowledge and expertise in experience research, data, marketing, and content management.
This podcast features six segments that I would love to call:
- Experience Monday
- Research Tuesday
- Data Wednesday
- Marketing Thursday
- Communicative Friday
- Fun Saturday.
On Experience Monday, you can listen to episodes about brand experience, customer experience, employee experience, and what's currently on-trend user experience.
Research Tuesday focuses on market and social research, product research and UX research.
Data Wednesday talks about data, from data collection, analysis up to visualisation.
Marketing Thursday offers actionable insights into consumer behaviours, product development, service design, pricing, and everything about marketing.
You will thank God for Friday you live because, on Communicative Friday, you can broaden your knowledge and develop your writing skills.
Whether you are into copywriting, technical writing, or UX writing, you can mark your calendar or set a reminder on your phone to never miss an episode.
To add some colours to the week, Experience Research Lab also encourages you to have some fun. On Fun Saturday, you can listen to episodes on selected literary works, music, movies, and great places to travel around.
Everything posted on this platform is also available on the website, YouTube, and social media, such as LinkedIn and Twitter. The account name is the same: Experience Research Lab.
Stay tuned and enjoy!
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Di episode kali ini, Experience Research Lab bercerita soal pentingnya menjaga keseimbangan antara pekerjaan dan kehidupan.
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Di episode kali ini, Experience Research Lab membahas bahasa, penggunaan dan perkembangannya. Dari 7000 bahasa yang ada saat ini, 3000 bahasa diperkirakan punah karena penuturnya berhenti menggunakannya.
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Di episode kali ini, Experience Research Lab mengupas peran penting tulisan dalam komunikasi.
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Di episode kali ini, Experience Research Lab hadir dengan pengetahuan seputar marketing, mulai dari sejarah penggunaan istilahnya hinnga cara mengukur kinerja kegiatan marketing agar menghasilkan untung, bukan buntung.
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Di episode kali ini, Experience Research Lab bercerita soal research, mulai dari asal-muasal kata 'research', makna, manfaat dan hal-hal yang harus diperhatikan sebelum, saat dan setelah melakukan research.
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Di episode kali ini, Experience Research Lab membahas sejarah penggunaan kata pengalaman dan perkembangan maknanya. Di sini, kamu bisa mendengar bagaimana pengalaman mempengaruhi sikap, perilaku dan tindakan seseorang dalam merespon CTA kamu.
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