From PhD in consumer adoption of plant-based food to insights executive: Meet Listia, boobook's newest addition to the team

When you think of consumer insights experts, a biotechnology scientist might not be the first profile to come to mind. However, for Listia Rini, who recently joined the boobook team, this unconventional background gives her work a unique edge. Fresh from completing her PhD in consumer attitudes towards plant-based foods, Listia brings the team a unique blend of scientific rigour and consumer understanding.

Originally from Sumatra, Indonesia, and growing up in Jakarta, Listia's academic journey has taken her across continents. After completing her bachelor's degree in biotechnology in Indonesia, she pursued a Master's in Food Innovation and Health at the University of Copenhagen. It was during her master's research on sustainable soy milk that she discovered her true passion: understanding consumer behaviour.

But something felt missing. "I spent so much time in the lab, running tests and analysing samples," admits Listia. "I kept thinking about the people on the other side of all this research. "We can develop amazing products in the lab, but what's the point if consumers don't want them?" Listia reflects.  
This realisation led her to a PhD position at Ghent University working on the Smart Protein project, a major European initiative involving 33 partners across the continent. Her research focused on consumer adoption of plant-based foods, mainly how social media influences awareness and acceptance of plant-based alternatives.

Revealing new customer insights about plant-based foods

While sustainability and environmental concerns drive interest in plant-based alternatives, most Europeans still identify themselves as omnivores and prefer their traditional meat-based diets. But what caught Listia's attention was a simple yet crucial finding: "People weren't avoiding plant-based foods because they didn't like them – they need more information about plant-based food,” she explains.

This led her down an unexpected path: studying how social media shapes our food choices. "Social media has completely changed how we learn about new foods," she says. "Information about plant-based options spreads like wildfire now. But there's a catch - anyone can post anything, and there's no fact-checking. It's a double-edged sword."

Making the leap

At boobook, Listia's scientific background adds a fresh dimension to the team. Managing complex studies across multiple countries during her PhD wasn't just an academic exercise - it taught her how to tackle real-world insights challenges and spot patterns in massive amounts of data.

When asked about her transition to boobook, Listia's enthusiasm is evident. "From my first conversation with the team, it felt authentic and comfortable—more like a friendly chat than a formal interview," she says. Despite having just completed her PhD, she opted against taking a break, drawn to boobook's holistic approach to consumer-driven insights and its warm company culture. "I immediately felt welcome. The atmosphere was warm, and everyone made me feel effortlessly included."

Looking ahead, Listia is excited to apply her consumer behaviour expertise beyond the food sector. While her background is in food, she's keen to explore other industries. "What excites me is seeing how our insights can make real changes for companies and consumers," she reveals.

AI and the human touch

Listia takes a measured view of the evolving role of technology in consumer insights. "AI is a tool to help you work more efficiently, but it shouldn't make the ultimate decisions," she argues, emphasising that human insight remains crucial. Her experience with social media research has shown her the potential and limitations of digital tools in understanding consumer behaviour.

As consumer insights industry continues to evolve, Listia's combination of academic rigour and practical focus on consumer needs positions her well for her new role. "In academia, we often go very deep into very specific topics," she reflects. "In business, it's about finding the core insights that can drive real change."

Beyond work

Listia is rediscovering her passions after intensely focusing on PhD studies. An avid cook who enjoys experimenting with plant-based recipes, she practices what she researched, having significantly reduced her meat consumption. "I make dumplings without meat, using more mushrooms and vegetables," she shares. Her other interests include swimming and exploring new places, particularly seeking authentic local experiences rather than tourist hotspots.

Listia's path from lab work to consumer insights is more than just an exciting career change - it shows how different ways of thinking can come together to solve problems.

The shift from academic deadlines to business timelines represents a new challenge but one that Listia welcomes. The practical application of research is precisely what drew her to the role, along with the opportunity to work across diverse sectors and methodologies.

"I'm excited to see where this takes me," Listia concludes. "Every project is different, every challenge is new, and that's exactly what keeps it interesting."

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