My research work extends beyond product interfaces into the ways young audiences discover, engage with, and build relationships with entertainment brands.
Through Berkeley’s Business & Film Association consulting projects, I’ve worked on consumer research for IGN Entertainment, Another Planet Entertainment, APM Music, and Crunchyroll.
IGN ENTERTAINMENT · AUG–DEC 2025
Senior Consultant · Contract
Led mixed-method audience research and translated findings into ten recommendations for branded content, creator collaborations, and acquisitions.
Published output: Research contributed to Generations in Play 2026 Audience Insights Report.
ANOTHER PLANET ENTERTAINMENT · JAN–MAY 2026
Project Manager · Contract
Led Gen Z audience research and competitive analysis to identify ways to reach younger audiences. Mapped the creator landscape to surface potential partners, content gaps, and opportunities for deeper engagement.
APM MUSIC · JAN–MAY 2026
Project Manager · Contract
Designed surveys and focus-group materials around music discovery, fandom, and AI’s influence on audience behavior. Translated the project’s findings into ten strategic recommendations for artist positioning and catalog strategy.
CRUNCHYROLL · BAFA CONSULTING PROJECT
Student consulting
Contributed to Gen Z consumer research for Crunchyroll through Berkeley’s Business & Film Association.
Through these consulting engagements, I frame research questions, combine interviews with audience data, and turn findings into recommendations. These are student consulting projects rather than direct employee roles; confidential client research is not reproduced here.
I’m currently exploring how brands and cultural spaces can give people a reason to engage—and a reason to return.
E.L.F. · CHANGING THE BOARD GAME
I’m working on a project around e.l.f.’s Changing the Board Game campaign, extending my experience in brand strategy and audience engagement.
CALIFORNIA ACADEMY OF SCIENCES · EVERGREEN
Through the Evergreen project, I’m conducting empathy work to understand visitors’ motivations and barriers, with a focus on drawing people back to exhibits they grew up seeing.
The question guiding the work: How can a childhood connection become a reason to visit again?