Research

As an media professional, research has been the backbone of every piece I have worked on as I understand it empowers you to make informed decisions and create effective strategies.

From understanding your target audience, identifying market trends, and uncovering valuable insights that can drive impactful campaigns to diving deep into stories and provide accurate, well-rounded reporting, you equip yourself with the knowledge necessary to develop compelling messages.

Throughout my three years at university, I have amassed a substantial collection of research work.

AGE OF PROTEST

THE ROLE OF SOCIAL MEDIA

Exploring the transformative role of social media in facilitating the mobilization of diverse groups for a common cause has been a captivating research and study area for me.

Within this sample work, I delve into two pivotal moments in history: the #BlackLivesMatter movement and the G20 protests during the London summit. I analyze how these movements effectively harnessed the power of social media to generate widespread attention and garner positive media coverage throughout their respective campaigns.

CONSUMER BEHAVIOR

ETHNOGRAPHY

In our Year 2 course, we explored ethical research methodologies such as ethnography and netnography. Ethnography allowed us to deeply immerse ourselves in the cultural context of our research subjects, while netnography enabled us to study online communities and behaviors.

We also utilized email interviews for gathering in-depth insights conveniently, and WhatsApp focus groups for dynamic and interactive group discussions.

MCDONALD'S

MARKET RESEARCH REPORT

This market research report delves into an in-depth analysis focused on identifying the most favored burger among millennials and adolescents within the McDonald's menu in the ever-evolving landscape of social media-driven consumer behavior.

The research primarily draws insights from the portrayals and discussions surrounding McDonald's offerings on various social media platforms.

ETHNOGRAPHY

LITERATURE REVIEW

This literature review delves deep into the exploration of ethnography as a research method specifically focused on understanding consumer behavior. By examining the strengths and weaknesses of ethnography, this paper provides understanding of its utility in unraveling the complexities of consumer decision-making processes.

Among the various research methodologies, ethnography stands out as a highly relevant approach, yielding valuable insights.

VISION NXT

HULT PRIZE COMPETITION

Collaborating with two skilled journalism students, I embarked on an exciting project known as the Hult Prize competition. Our mission was to conceptualize a local startup that not only aligned with the principles of ergonomics but also embraced sustainability as a core value.

With guidance from our professor, we undertook a comprehensive analysis of the business landscape using tools such as PESTEL analysis and SWOT analysis. These frameworks allowed us to assess factors influencing our startup's potential success.