Research Projects

For my Master's degree in Strategic Communication, I needed to complete a thesis project, with a client in mind. For my project, I worked with music management organization, Trip The Fan, and their band STEPMOM. I conducted a Q-Sort personality assessment to create new audience segments based on my research surrounding Gen Z and their parasocial relationships with musicians on social media (specifically TikTok). Through this research, I was able to create a three-month-long content calendar and social media campaign to specifically target various audience groups with higher tendencies to form parasocial relationships in order to grow awareness of the band and their fanbase.

This deck was created for my International Advertising class in March 2022. For the class, I have followed my global brand (Mars Inc.) and conducted a series of projects and research to better understand how it conducts itself across its international markets. This deck combines secondary market research with three small primary research methods (online survey, one-on-one interviews, and a blind shopping ethnography).

My team and I conducted an in-depth social media audit of Second Wind as well as some of their direct and indirect competitors to compare social media best practices. This was aimed to obtain more information about community engagement with non-profits in November 2021. I dedicated my energy to auditing the OU Food Pantry's social media accounts, which provided a lot of useful information we used to shape our consultation with Second Wind.

My team and I distributed a digital survey to several HR department leads and other Fortune 500 employees to conduct audience research for 5 Bridges in February 2022. I focused my efforts on the statistical analysis of the survey and picking the important statistics which our client needed to learn and would shape our future strategies. 

My team and I conducted several in-depth interviews with opinion leaders across Norman to obtain more information about community views toward non-profits and donorship in October 2021. I interviewed the Philanthropic VP for an on-campus sorority. I helped write the thematic analysis of our various interviews.

My team and I created and produced a campaign for the OU Digital Advertising YouTube Channel in November 2021. This proposal required secondary research into the desires of audiences as well as competitive analysis research. I focused my work on the competitive analysis and the SWOT chart research. This project was aimed at exposing young Gaylord students to the various programs that the college offers, in this case the Accelerated Masters program.