of a need.↗
How advertising turns insecurity into demand
How do everyday products become social necessities? Historical Odorono and Listerine campaigns reveal how advertising connects insecurity, cultural expectations and demand.
~12-minute read02 / Writing & audience research
Look beyond the message.
Understand the response.
A message can get attention and still miss the point. These four pieces ask what people notice, believe and push back on, using surveys, campaign analysis and cultural research to understand the response behind the numbers.
4 pieces
Essays / Three complementary lenses
Persuasion. Context. Culture.
How demand is made, advice is received and stories find a new audience.
of a need.↗
Real context.↗
When “good vibes only” meets real relationships
When does encouragement stop being helpful? An exploratory survey of 31 adults examines how people interpret positivity, relationship advice and the context missing online.
~16-minute readcross borders.↗
How media travels across East Asia
What helps a story cross borders? A comparison of East Asian media explores how language, cultural familiarity and distribution shape what reaches an audience.
~12-minute readFeatured research
Beauty filters, body image
and short-form culture.
Beauty filters change an image in a tap. This survey asks what happens on the other side of the screen: how young adults describe appearance-related content and their own body image on TikTok and Douyin.
149 valid responses17 days of fieldwork2 focal platforms
3-minute overview · ~56-minute dissertation
Explore the research ↗Full dissertation · PDF ↗Get in touch
Let’s talk about
what’s next.
Looking for someone who can bring an idea, ask the right questions and keep things moving? I’m looking for my next marketing, partnerships or account-facing role.