Research
I am deeply interested in human experiences and behaviors. I like to learn which factors influence the way people from different walks of life interact with the world. I hope to grow my research collection and use it to reach underrepresented but powerful groups.Consumer Behaviour
I concluded my Master’s at Kings College London with a 12,000-word research dissertation. This project focused on the consumer experiences and expectations of British South Asians, considering their complex identities and how this shapes their consumer behaviors.
The primary aim of this work was to explore this group's needs and experiences in order to inform marketing strategy. This work uncovered the importance of collaboration and representation at all levels—from ideation to execution—the significance and effectiveness of increased international market relations, and the need for cultural consultation.
I adored carrying out this project. I had the opportunity to speak to my friends and family about things we never speak about. I learned that my people are loyal to each other. We care about integrity, craftsmanship, and community. We care about investing in each other and being reminded of home. I hope we will continue to invest in each other as global culture continues to swallow up collectivism and tradition. I hope that we will continue to create space for ourselves and know who we are.
That’s my pops on the cover, manning his market stall in Camberley on a Sunday. What a journey it’s been.
Digital Behaviours
I concluded my bachelor’s with a research project I feel strongly about. Smartphones are deeply integrated into modern-day society, yet research on smartphone addiction is underdeveloped. Research must underpin how the smartphone is impacting mental and physical health as well as the human experience of life. This study explored the relationship between smartphone addiction and sleep quality as well as the predictability of ethnicity social anxiety and life satisfaction on smartphone addiction.
