Muhammad Fakhrul Rozi Ashadi is a Lecturer and Researcher at the School of Business and Management—Institut Teknologi Bandung (SBM–ITB), a member of the Business Strategy and Marketing Interest Group, and affiliated with the Neurobusiness Laboratory (SBM–ITB) and ITB’s Center for Mathematical Modelling and Simulation. He earned his bachelor’s and master’s degrees in physics from ITB’s Theoretical Physics Laboratory and completed his doctorate at L’École Doctorale Physique en Île-de-France while conducting research at Université Paris Cité’s Laboratoire Matières et Systèmes Complexes.

Rozi applies Statistical Mechanics and Nonlinear Dynamics to complex socioeconomic systems, linking brain activity, behavior, and decision-making to marketing and management. His work combines laboratory and field electroencephalography (EEG) experiments, natural experiments, randomized controlled trials (RCTs), and discrete-choice modeling for market and policy analysis.