Selected work

Case studies from MSc coursework, self-initiated research, and industry research challenges. Each project documents the question, the method, and the recommendation — not just the output.

• 01Market research

  SharkNinja Ninja Blast Vietnam: From Operational Footprint to Consumer Opportunity

  A market-entry research challenge for the Ninja Blast portable blender — Korea lead-market review analysis, a Vietnam shelf and channel audit, and a three-gate HCMC pilot design.

  2026 · 4 min readRead case study →
• 02Digital

  Travel-Ready CRM Campaign for a UK Digital Banking App

  A consent-first CRM lifecycle programme — five audience segments, a six-stage journey, and modelled KPIs (43.1% open rate, 18.8% CTR).

  2026 · 3 min readRead case study →
• 03Brand strategy

  CJ Bibigo UK Campaign: Localising Korean Comfort Food for UK Consumers

  FMCG field research at Sainsbury’s turned into a campaign concept — “Ramyun, Reinvented” — built on healthier, customisable everyday comfort food.

  2026 · 2 min readRead case study →
• 04Brand strategy

  Brand Evaluation of Patagonia

  A brand-equity audit using Kapferer’s Identity Prism and Keller’s CBBE, with three growth recommendations that protect the moat.

  2026 · 2 min readRead case study →
• 05Market research

  UK Confectionery Market Analysis

  A £8.4bn category analysed outside-in — PESTEL, Porter’s Five Forces, STP and a 4Ps strategy for a realistic new entrant.

  2025 · 3 min readRead case study →