Psychology & Research
I design and conduct research to understand behavior, decision-making, and lived experience.
MSc Dissertation
Explored the psychological and relational impacts of housing precarity on London’s middle-income earners.
Research Design
Led research design and participant outreach, collecting data from 300+ participants without financial incentive. Prioritized audio responses for deeper qualitative responses, then screened participants by income, location, and employment for final analysis.
Analysis
Analyzed audio responses using Reflexive Thematic Analysis, working from 450 open codes to interconnected themes and subthemes.
Key Findings
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SPSS analysis of data relating to GAN facial recognition
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Quantitative study on the effects of simulated observation on task performance
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Two independent studies examining implicit racial bias in American high schools
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Interview study informing the design of a subsequent quantitative study
Other research
Work
My work bridges social science and strategic communications. I use rigorous research methods, including focus groups and surveys, to understand what shapes audience behaviour and decision-making. I translate those insights into clear messaging, thoughtful strategy, and culturally relevant content. I work flexibly across full campaign lifecycles or on standalone projects, from copywriting and branding to social campaigns.
The study revealed five core themes and addressed research gaps related not only to income but also to life stage and relationship status. The research demonstrated that housing vulnerability is frequently hidden among middle-income groups, highlighting the urgent need for inclusive policies that address diverse ages and social dynamics.
Strategy/Brand
I develop communications and audience engagement strategies, from messaging frameworks and brand positioning to campaign planning. I work with stakeholders to define goals and understand the audiences a project needs to reach.
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ProJect Overview
A platform helping people explore Jewish ancestry and heritage after discovering Jewish roots through DNA testing, family stories, or genealogical research.
Challenges
Six weeks to take the project from concept to launch, including recruitment over the holiday period. The platform needed to feel accessible to people across different backgrounds and viewpoints, with politically balanced and inclusive messaging.
Role and contribution
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Audience Strategy: Translated target research into positioning, messaging, and user journeys.
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Brand & Digital: Led naming, brand identity, and site copy while overseeing SEO and visual assets.
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Full-Cycle Launch: Took the project from idea to launch in six weeks, including stakeholder management and content development.
Outcomes
Launched on time and within budget, secured a $20,000 startup grant, and established a new channel for AJU to reach audiences beyond its existing community.
Copy
I write messaging, website copy, campaigns, and educational content for diverse audiences, adapting voice
and tone to suit the organization, subject, and people it needs to reach.
SEO Blog
SEO Blog Post for the Ordinary
Product
Product Copy and Photography
Content
I develop content calendars and campaigns informed by audience and stakeholder insight. I handle copy, photography, and visual design, working within existing brand guidelines or helping develop the brand itself.
Social Media Copy for World Foods. Increased followers on Instagram and Facebook by 300%. Used these numbers to grow in-store sales and draw record crowds to in-person events.
Social Media Strategy & Content for the Maas Center. Wrote and designed educational content and established a consistent voice and neutral tone across social channels. Grew Instagram followers from 900 to 4,000 in six months.
