Helping brands connect with their audience

• Qualitative Research: Uncovering how consumers think, feel and act.

• Cultural Insight: Unearthing what emerging patterns mean for the future.

• Global perspective: Markets from U.K to India, from America to China.

• Insight to Strategy: Clients including Amazon, Meta and Warner Music.

• Storytelling: Overseeing video, editorial and design teams to bring insight to life.   

Understanding an artist’s fanbase and developing the next stage of their career

Challenge: A major label artist has the potential to become a global superstar, but needs direction. We researched fan culture, Gen Z listening preferences, international opportunities, and suggested campaign ideas.  

Method: I looked into the digital landscape to discover who fans are, how they communicate and what matters to them. We followed this up with interviews across the UK, and a creative workshop with stakeholders.   

I worked alongside a semiotic team, who uncovered what values the artist was communicating and what resonated with fans.

Result: A toolkit, presented to senior executives, with strategic direction, insights, and activation ideas.

Key questions:

• What resonates most strongly with fans?

• What campaigns by similar artists land well?

• How is their current music and content perceived?

IMPROVING INCLUSIVITY IN A NATIONAL SPORT

Challenge: Uncover opportunities for a national sports organisation, to improve gender inclusivity.

Overview: I researched the male perspective on female participation by working with players and staff. This complemented existing insights we had from women.

Method: I planned and facilitated interviews as well as workshops. My interviews featured a range of questions that explored the difficulties women were facing. I also scripted and ran a video survey in club newsletters to gather anonymous data.

Result: Seven hundred minutes of fieldwork and 400 insightful quotes later, I uncovered four key opportunities for national change.

Key Questions:

• How would you describe the gender balance at your club?

• What are your experiences with recruiting women?

• How do you feel about women being a part of your club?

• If you could tell the CEO of your organisation one thing, what would it be?

LAUNCHING A NEW brand IN AN EMERGING SPORTS MARKET

Challenge Build authentic relevance by finding investment opportunities for a new product.

Overview: I took an ethnographic approach by observing the basketball community in person, speaking to experts and attending professional or grassroots events.

Method: I did environmental research, understanding how people utilised the space around them whether it was equipment storage or bonding after matches. I also looked at cultural signifiers, from clothing choices and group dynamics.

This was paired with interviews with players and staff to contrast their viewpoints with my perspective.

Result: The project unlocked branding opportunities and a genuine need for commercial support in key areas.

I conveyed these findings in an engaging photojournalism report. In the next stage, I participated in creative workshops focused on developing product values and naming.

Key Questions: 

• How do people engage in participation versus performance?

• Is there anything missing from the player or fan experience?

• What can be observed about the values and lifestyle of this emerging community?

• Where might there be opportunities for a brand to be organically involved in this sport?

REDESIGNING COMMUNICATION for minority gen z

Challenge: Help a government client reach a rural youth community.

Overview: I researched road safety and substance abuse by hosting conversations with Aboriginal, Torres Strait Islander and Polynesian people aged 18-25.

Method: Due to sensitive topics and cultural considerations, I recruited the Centre for Multicultural Youth to consult on the project. I held a series of workshops that participants could join with their camera on or off. I also hosted a survey for those more comfortable with a non-verbal format, and began each conversation with a culturally appropriate introduction.

Result: Respondents were empowered by our conversations, sometimes following up to share more insight into their lives. Their feedback shaped not only how the client talked to this audience, but where and how they met them in the community.

Questions:

• How would you describe the way your friend group feels about driving?

• How do you feel about people who drive over the limit?

• How do you feel about the way driving rules are communicated to people like you?

Cultural topics I've explored:

• How do young people think about socialising and drinking compared with previous generations?

• What does the future of wealth look like in Asia-Pacific? 

• How does AI impact the way people think about creativity?

• What do young people expect from their favourite artists?

Photography by Jimmy Ness