Through a structured market research exercise, 125 respondents were split across two design conditions — heritage and minimalist.
The respondents were presented with a 25-item survey using 7-point Likert scales.
The data was then analysed using descriptive statistics, t-tests, regression, and correlation methods via IBM SPSS, to examine how shifts in design language shape consumer brand perception. The findings shed light on just how much equity lives in the visual cues brands often take for granted.
The research identified urgency, fear, and overwhelm as the three emotions most commonly exploited by scammers.The game's storylines were drawn directly from real victim accounts. The goal was twofold: to develop a natural scepticism in users when engaging with property agents online and in person, and to familiarise them with the documentation required of licensed agents in Singapore.
Rather than delivering this through conventional warning messages, the game embeds that awareness into the experience itself, building an informed instinct quietly, from the inside out.
Beyond the topic itself, the project demonstrates how unstructured social media data can reveal emotional drivers behind behaviour. Analyses of social-media chatter sharpens positioning: messaging can align with lived experiences, community dynamics, and identity tensions that traditional surveys often miss.
When brands understand how people actually speak about their experiences, communication becomes more precise and resonant.
Tools: Python · RoBERTa · NLP · WordCloud · NetworkX
Master of Communication
Strategic Communication and Data Analytics
NLP & SENTIMENT ANALYSIS
MARKET RESEARCH
UI/ UX DESIGN
KEY PROJECTS
I analyzed 800 posts from the r/Stutter subreddit using Python-based NLP (RoBERTa sentiment analysis, word frequency mapping, and co-occurrence networks) to surface emotional patterns often absent from medical literature.
This project used the Tropicana rebrand failure of 2009 as a lens to explore the risks of abandoning established visual identity in pursuit of minimalism.
Built on preliminary audience research, this interactive game prototype simulates the experience of international students falling victim to property scams in Singapore.
SOCIAL ANALYSIS
TECHNICAL SKILLS
The purpose was to identify combinations of social situations, academic pressure and lifestyle habits that can leave a student vulnerable to poor mental health and depression.
The key insight mined from the dataset was the increase in academic pressure was consistent with poorer financial situation. However, that pressure did not get translated into academic performance.
Tools used: R studio
This project analyzed responses of 28,000 students to a survey measuring students' self- reported mental health.
Contact
e1499064@u.nus.edu
+65 9893 9182
Contact
e1499064@u.nus.edu
+65 9893 9182