I’ve quickly realized how essential research is to the advertising process throughout all my courses at OU. Strong ideas only work when they’re grounded in real insights, and research is what turns assumptions into informed decisions. Solid research can truly make or break a campaign.
I primarily focus on quantitative research and analysis, where I’m comfortable designing and interpreting surveys (often made in Qualtrics) to uncover actionable data. With a background in tools like Microsoft Excel, IBM SPSS Statistics, R, and MRI-Simmons, I’m able to clean, analyze, and translate data into clear takeaways that inform strategy. I enjoy identifying patterns, validating hypotheses, and using data to guide everything from audience targeting to campaign optimization.
Research Paper
-
MRI Simmons
-
SPSS
-
Qualtrics
This semester-long research project was conducted for the OU School of Music, which was facing declining student attendance and wanted to identify effective ways to increase turnout. We began with background research and a competitive analysis to better understand the landscape, then developed a comprehensive methodology that incorporated both quantitative and qualitative approaches. After collecting the data, we analyzed the results to uncover key insights and translated them into clear, actionable recommendations for the client aimed at getting more students in seats.
For this project, I led the quantitative portion of the research, managing the process from survey design to analysis and reporting. I created a survey aligned with our research objectives to ensure reliable and measurable insights, then analyzed the data in SPSS by running statistical tests and interpreting key patterns and relationships. I translated these findings into a clear and cohesive quantitative results section that was both analytically rigorous and accessible. In addition, I conducted initial secondary research to help shape our hypotheses and variables, and contributed to editing the final paper to improve clarity, consistency, and overall flow.
Concept Explication
Our team was tasked with exploring and clearly defining a topic of our choice for our introductory graduate course, and we chose digital fandom. This topic was not only personally interesting to me, but also directly connected to the work I was doing on the NFL campaign. Many of our insights, along with the final definition we developed, now serve as a foundation for my master’s project, particularly in shaping how I approach fandom within live music and event attendance.
A large portion of my contribution centered on developing the theoretical framework and guiding the operationalization of the study. I conducted in-depth research on key perspectives, including subculture theory, social identity theory, and participatory culture, among others, to ground our work in established scholarship. On the operational side, I collaborated in defining how these abstract concepts would be translated into measurable variables, helping shape the study’s key constructs, indicators, and overall approach to data collection and analysis.
Full Campaign
-
Excel
-
Qualtrics
For my advertising capstone, my team, Wheel Deal, was tasked with developing a fully integrated umbrella campaign for American Honda Motor Co. in support of its partnership with the LA28 Olympic and Paralympic Games. Over the course of the semester, we executed every stage of the campaign development process, from conducting market research and developing the overall strategy to creating the media plan and producing the final creative campaign.
I led the quantitative research for the Honda campaign, designing and programming a 45-question survey in Qualtrics that generated 201 responses. The survey explored messaging preferences, perceptions of the Olympic and Paralympic Games, attitudes toward Honda, brand associations, media consumption habits, and demographic characteristics. I analyzed the results and translated the findings into actionable insights that directly informed our campaign strategy, audience targeting, messaging, and media recommendations. In addition to leading the quantitative research, I contributed to the campaign's secondary research and assisted with conducting one-on-one interviews, helping synthesize qualitative insights with our survey findings to develop a well-rounded, data-driven strategic foundation.
Included are the slides I created to interpret the survey findings, along with the quantitative research and strategic implications sections of the campaign book. I also developed the research presentation slides, which synthesized our findings into four key strategic takeaways.
Quantitative Findings -- excerpt from a primary research slide deck.
Quantitative Section & Strategic Implications - includes pages from final campaign book.
Major Findings Across All Research - includes slides from final presentation.
Case Study Presentation
We were tasked with developing an in-depth case study on a primarily digital advertising campaign and leading a 75-minute class presentation around our findings. Our group chose Tinder, specifically their "It Starts with a Swipe" campaign, which allowed us to explore how the brand leverages digital channels, audience targeting, and cultural relevance to drive engagement. Through both our research and the class discussion, we gained valuable insights into effective digital strategy, campaign execution, and how brands can spark conversation and connection in a crowded media landscape.
I led much of the competitive analysis for this case study, examining rival campaigns and evaluating how Match Group strategically positions its portfolio to dominate the dating app market. I analyzed how competitors differentiate their messaging, target audiences, and platform features, and used these insights to contextualize Tinder’s approach within the broader landscape. I also took the lead in facilitating the class discussion, drawing on my personal experience as the only participant who had used a dating app to provide practical context, answer questions, and deepen the conversation around user behavior and engagement.
Research Project
-
Excel
-
Qualtrics
For my Marketing Research course, we partnered with Norman Animal Welfare, a local animal shelter facing challenges related to overcrowding and limited resources. Our research identified a significant gap in their use of social media compared to other local shelters. To address this, we conducted a quantitative study to better understand audience engagement and identify strategic opportunities to improve their outreach and support their operational needs.
I led the quantitative analysis for this project, building and distributing a 17-question survey that collected 72 responses. I managed the full analysis process in Excel, interpreting results and running statistical tests including regression analysis, ANOVA, independent-samples t-tests, and chi-square tests. This work allowed us to translate raw data into actionable insights that informed our recommendations for the client.
Intro to Ad Campaign
-
Excel
-
Qualtrics
In Intro to Advertising, we were tasked with developing a campaign for the Dammit Doll, a novelty stress-relief product hypothetically sold in boutiques across Oklahoma and neighboring states. The research presented here was instrumental in defining our target audience, ultimately identifying women ages 35–50 as the primary segment our campaign, an audience many other groups overlooked.
I led the quantitative primary research for this campaign, designing and analyzing a 20-question survey completed by 128 respondents to better understand stress triggers, purchasing behaviors, and likelihood of purchase related to the Dammit Doll. I also contributed to secondary research efforts by helping craft the copy for our RFP, synthesizing findings into a clear and compelling foundation for the campaign strategy.