Most communicators work on the surface — crafting messages, choosing channels, measuring reach. I work a layer deeper. My practice is built at the intersection of behavioural data and strategic communication: understanding not just what people see, but why they respond, what they reveal in the process, and how to design the next move accordingly.
I enter a campaign cycle at the analytics end — mapping consumer touchpoints, modelling audience segments, reading the behavioural signals that most briefs overlook. From there, I build strategy that isn't just directionally sound, but structurally designed to collect and compound audience intelligence as it runs. Content planning, execution, and performance measurement aren't sequential phases to me — they're a feedback loop, each stage informing the next.
The cognitive triggers of a target group aren't a creative intuition. They're a hypothesis to be tested, refined, and acted on. That's the frame I bring to every engagement.
I'm currently completing my Master of Communication at the National University of Singapore, specialising in Strategic Communication and Data Analytics.
Advertising, Strategic Communication, Data
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Branding study using the Tropicana rebrand as a case example. The project involved sample, split across two design conditions (heritage vs. minimalist).
IBM SPSS
Data- 25-item survey using 7-point Likert scales, sent to sample, split across two design conditions (heritage vs. minimalist).
Descriptive stats- t-tests, regression, and correlations to explore how design changes shape consumer brand perceptions.
Branding study using the Tropicana rebrand as a case example. The project involved sample, split across two design conditions (heritage vs. minimalist).
IBM SPSS
Data- 25-item survey using 7-point Likert scales, sent to sample, split across two design conditions (heritage vs. minimalist).
Descriptive stats- t-tests, regression, and correlations to explore how design changes shape consumer brand perceptions.
I analysed the Adani–Hindenburg crisis as a crisis communication case, focusing on how a major conglomerate managed reputation, investor trust, and media narratives under extreme pressure.
The project mapped stakeholder responses, media framing (domestic vs. global), and Adani Group’s crisis communication strategy, including denial, bolstering, and redress. Using Situational Crisis Communication Theory (SCCT) and Tensions of Strategic Communication Decision-Making (TSCD).
I evaluated how message timing, information control, and narrative framing shaped public perception during market volatility.
While medical research on stuttering is extensive, research on social conversation revolving the issue is scarce. Hence, analyses of social media chatter is crucial to building strategy aimed at connecting with this audience.
Therefore, I analyzed 800 posts from the r/Stutter subreddit using Python-based NLP (RoBERTa sentiment analysis, word frequency mapping, and co-occurrence networks) to surface emotional patterns often absent from medical literature.
Beyond the topic itself, the project demonstrates how unstructured social data can reveal emotional drivers behind behaviour. Analyses of social-media chatter sharpens positioning: messaging can align with lived experiences, community dynamics, and identity tensions that traditional surveys often miss.
When brands understand how people actually speak about their experiences, communication becomes more precise and resonant.
Tools: Python · RoBERTa · NLP · WordCloud · NetworkX
Master of Communication
Strategic Communication and Data Analytics
NLP & SENTIMENT ANALYSIS
MARKET RESEARCH
BEHAVIOURAL ANALYSIS
CRISIS COMMUNICATION
INTERACTIVE MEDIA
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SOURISH SINGH ROY
SOURISH SINGH ROY
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e1499064@u.nus.edu
+65 9893 9182
KEY PROJECTS
Contact
e1499064@u.nus.edu
+65 9893 9182
Who am I?
I'm a Communication Strategist with experience across India and Singapore, working in both agency and institutional environments. I specialise in the intersection of data analysis and communication strategy — identifying consumer touchpoints, mining behavioural insights, and understanding the cognitive triggers of Target groups.
My experience spans the full campaign cycle — analytics, strategy, content planning, execution, and performance measurement. Each campaign is structured as a system that is engagement-focused on the surface, with data collection and audience intelligence embedded by design.
I am currently completing my Master of Communication at the National University of Singapore, specialising in Strategic Communication and Data Analytics — grounding my practice in the frameworks and methodologies that sit at the intersection of both disciplines.
JUN-AUG, 2025
SEP - DEC, 2025
Primary & Secondary market research
Communication Strategy
Consumer Journeys
Content planning and execution
Interactive Media design blueprints
Interactive Media design blueprints
Highlights
Drove growth strategy through market research, competitor benchmarking, and audience intelligence.
Analysed behavioural data to map consumer journeys for a sample of 60,000+ consumers.
Identified cross-platform insights from 100,000+ follower ecosystems used to build strategic direction.
Highlights
82,400 additional organic views and 6.25% sustained follower growth through data-informed content strategy.
Worked with senior global stakeholders under tight turnarounds including policymakers, diplomats and academic leaders.
Shaped platform-specific media strategy through market and competitor intelligence, aligning messaging with student acquisition objectives.
JAN 2025 - APR 2026
Master of Communication
Double Major- Strategic Communication and Data Analytics
KEY PROJECTS
Clients Included:
EDUCATION