QUT · Postgraduate academic work
Understand the audience.
Make the message matter.
Consumer research, communications planning and customer trust across food brands, the creator economy, public advocacy and tourism.
Academic projects and case studies from my Master of Business. The organisations named are the subjects of the assignments.
AMN423
Consumer insight report
Food · Consumer goods · Brand marketing
Vegemite consumer insight
Investigate a consumer challenge for Vegemite in Australia’s increasingly multicultural market, including people who did not acquire the taste during childhood.
My contribution
I combined market, competitor and consumer analysis to identify a consumer tension and develop a usable insight. The report connected marketplace research with the question of how a familiar brand can understand audiences with different experiences.
Methods & tools
AMN426
Communications strategy & campaign planning
Creator economy · Digital agency · Social commerce
Hazzrd integrated communications
Develop an integrated marketing communications response for emerging TikTok LIVE creators.
My contribution
I translated audience and communication analysis into personas, objectives, content pillars, channel roles and campaign concepts. The work included copy, video scripting, short- and long-form content approaches, calendars and measurement planning across TikTok, Instagram Reels, YouTube and email marketing.
Methods & tools
AMN425
Campaign evaluation & relaunch recommendations
Government · Climate advocacy · Public diplomacy
Tuvalu First Digital Nation / COP31
Evaluate an international digital advocacy campaign and recommend an approach to a future relaunch.
My contribution
I examined strategic coherence, mobilisation, digital communication, social-media use and measurement. Rumelt’s strategy tests helped structure the evaluation and connect the campaign’s public-interest purpose with recommendations for future activity.
Methods & tools
MGN532
Research design & analysis plan
Tourism · Hospitality · Customer trust
OceanVista Cruises trust research
Design research into rebuilding customer and stakeholder trust following viral-outbreak concerns in a cruise setting.
My contribution
I connected crisis communication, health-risk perception, trust recovery, safety and responsible operations with a structured research approach. The work covered literature review, research design, data-analysis planning, ethics, stakeholder reporting and research timelines.
Methods & tools
The connection
Building on
the experience.
Player-focused QA starts with how someone experiences a product. This work expands that perspective into consumer behaviour, communication and trust.
Explore my capabilities