The year is 2018
WORK - APPROACHES
I work with a diverse range of people from advertising account planners to marketers and strategists in large corporates, as well as not-for-profit and public service organisations, both in Ireland and the UK.
I use interpretive qualitative approaches such as discourse analysis, netnography and semiotics to analyse the social and cultural contexts of language and communication, including branding, for my clients.
I also have specialist expertise in conducting mixed quantitative & qualitative analysis of linguistic data at scale, including analysis of NPS comments, survey verbatims, and social media data. For this, I combine computational methods with interpretive discourse analyses to produce meaningful insights from very large datasets, helping you get better value from data that is often overlooked and underappreciated.
My main interest is in the analysis of language for consumer and public opinion research, particularly unpacking public discourses to generate novel cultural and communications insights.