Lidia Mayangsari is a lecturer and researcher at the School of Business and Management, Institut Teknologi Bandung (SBM ITB). Her research explores how people make decisions in complex, uncertain, and bounded-rational environments. She is particularly interested in observing behavioural patterns across individuals, teams, organisations, and systems, with the aim of uncovering the cognitive mechanisms that shape decision making.

Her work is driven by a simple yet challenging question: Can recurring patterns of human behaviour be transformed into practical models for better decision making? To answer this, she combines behavioural decision science, systems thinking, and empirical research to identify behavioural regularities from real-world contexts. Although collecting rich behavioural data is often the most demanding part of the research process, she believes that careful observation provides the foundation for developing robust explanatory and predictive models.

Rather than viewing behaviour as isolated events, she seeks to identify recurring decision heuristics and translate them into evidence-based rules of thumb that are applicable across different units of analysis—from individuals and entrepreneurial ventures to organisations, industries, and policy systems. Her research contributes to both theoretical understanding and practical decision support by developing models that explain how decisions are made and how they can be improved under uncertainty.

Her current research interests include behavioural decision making, heuristics and bounded rationality, strategic decision making, technology transfer, innovation ecosystems, and evidence-based decision support systems. She actively publishes in peer-reviewed journals and collaborates with academic, industry, and government partners to bridge rigorous research with practical impact.