Education · Key Projects

My work at NUS

Four projects from my Master of Communication:

  • NLP & Sentiment Analysis
  • Market Research
  • UI/UX
  • Social Data Analysis
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Master of Communication Strategic Communication and Data Analytics National University of Singapore JAN 2025 – JUL 2026
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01 · NLP & Sentiment Analysis

The silent weight of stuttering

I analysed 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.

Beyond the topic itself, the project demonstrates how unstructured social media data can reveal the emotional drivers behind behaviour. When brands understand how people actually speak about their experiences, communication becomes more precise and resonant.

Social-media chatter sharpens positioning: messaging can align with lived experiences, community dynamics, and identity tensions that traditional surveys often miss.
PythonRoBERTaNLPWordCloudNetworkX

Read the interactive case study ↗

NLP, sentiment analysis and data storytelling visualisation from r/Stutter posts
Brand design evolution research: heritage vs minimalist design conditions
02 · Market Research

How much equity lives in visual cues?

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.

Through a structured market research exercise, 125 respondents were split across two design conditions (heritage and minimalist) and presented with a 25-item survey using 7-point Likert scales.

The data was 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.
IBM SPSSExperimental DesignT-testsRegression
03 · UI/UX Design

Engineering behaviour

Built on preliminary audience research, this interactive game prototype simulates the experience of international students falling victim to property scams in Singapore. The storylines were drawn directly from real victim accounts.

The research identified urgency, fear, and overwhelm as the three emotions most commonly exploited by scammers. The goal was twofold: to develop a natural scepticism in users when engaging with property agents, and to familiarise them with the documentation required of licensed agents in Singapore.

Rather than delivering this through conventional warning messages, the game embeds awareness into the experience itself, building an informed instinct quietly, from the inside out.
FigmaGame DesignAudience ResearchBehaviour Change
Interactive game prototype simulating property scams targeting international students
Statistical analysis of 28,000 student mental health survey responses
04 · Social Data Analysis

28,000 students, one hidden pattern

This project analysed responses of 28,000 students to a survey measuring self-reported mental health, identifying combinations of social situations, academic pressure and lifestyle habits that leave students vulnerable to poor mental health and depression.

The key insight: increased academic pressure was consistent with poorer financial situations, yet that pressure did not translate into academic performance.
R StudioStatistical ModellingLarge-scale Survey Data

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