Content

3983bf8b-38b9-4e05-b09e-e65400b9169d

As well as research and strategy, I also produce online copy. I’m mostly a long-form writer, with a focus on social media, digital culture, consumer trends and fashion.

Earlier in my career, I also wrote and edited copy for an online music magazine, which included interviewing up-and-coming artists. You can find further examples from that time here.

Fashion

The Audio Boom: How can Fashion Brands join the Podcast Revolution?

How Generation Z Super-Influencers Conquered Fashion

Battle of the Sportswear Brands: How Nike & Adidas are Competing in the US

Why Hip-Hop Artists are Fashion’s Biggest Influencers

Discovering a New Generation of Luxury Watch Consumers

China’s Singles’ Day: The Retail Event Brands Shouldn’t Ignore

What do Chinese Consumers want from Western Brands?

What Men Want: Men’s Fashion on Social Media

Beauty

Getting Under the Skin of the Male Beauty Consumer

Music

Loving The Aliens [interview with The Aliens – a Scottish group reformed from the ashes of cult electronica musicians The Beta Band]

Saying & Doing [interview with Yeasayer – an experimental rock band from Brooklyn]

More here

Digital & Marketing

Measuring the Success of Content

The Robots are Coming! Is AI the Future of Market Research?

Tech

How Behavioural Science is Unlocking Human Insights

An Etsy Experiment: E-commerce insights from a beginner seller