Branding study using the Tropicana rebrand as a case example. The project involved sample, split across two design conditions (heritage vs. minimalist).
IBM SPSS
Data- 25-item survey using 7-point Likert scales, sent to sample, split across two design conditions (heritage vs. minimalist).
Descriptive stats- t-tests, regression, and correlations to explore how design changes shape consumer brand perceptions.
Branding study using the Tropicana rebrand as a case example. The project involved sample, split across two design conditions (heritage vs. minimalist).
IBM SPSS
Data- 25-item survey using 7-point Likert scales, sent to sample, split across two design conditions (heritage vs. minimalist).
Descriptive stats- t-tests, regression, and correlations to explore how design changes shape consumer brand perceptions.
I analysed the Adani–Hindenburg crisis as a crisis communication case, focusing on how a major conglomerate managed reputation, investor trust, and media narratives under extreme pressure.
The project mapped stakeholder responses, media framing (domestic vs. global), and Adani Group’s crisis communication strategy, including denial, bolstering, and redress. Using Situational Crisis Communication Theory (SCCT) and Tensions of Strategic Communication Decision-Making (TSCD).
I evaluated how message timing, information control, and narrative framing shaped public perception during market volatility.
I analysed the Adani–Hindenburg crisis as a crisis communication case, focusing on how a major conglomerate managed reputation, investor trust, and media narratives under extreme pressure.
The project mapped stakeholder responses, media framing (domestic vs. global), and Adani Group’s crisis communication strategy, including denial, bolstering, and redress. Using Situational Crisis Communication Theory (SCCT) and Tensions of Strategic Communication Decision-Making (TSCD).
I evaluated how message timing, information control, and narrative framing shaped public perception during market volatility.
While medical research on stuttering is extensive, research on social conversation revolving the issue is scarce. Hence, analyses of social media chatter is crucial to building strategy aimed at connecting with this audience.
Therefore, 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.
Beyond the topic itself, the project demonstrates how unstructured social 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
BEHAVIOURAL ANALYSIS
CRISIS COMMUNICATION
INTERACTIVE MEDIA
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SOURISH SINGH ROY
SOURISH SINGH ROY
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e1499064@u.nus.edu
+65 9893 9182
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