Tell us a bit about yourself and what you studied.

I completed my MSc in Business Analytics at Warwick Business School (WBS) before continuing to a MRes/PhD in Business & Management.  My doctoral research explored consumer video engagement behaviour by analysing unstructured data such as text, images, and videos. Alongside my main project, I also collaborated with colleagues on research projects examining brand logo design and human–AI interactions. I am now continuing some of these projects in my current role as an Assistant Professor in Marketing at the University of Birmingham.

Why did you choose to study for your PhD at WBS?

The main reason was the excellent experience I had during my master’s degree. WBS has an outstanding reputation both in the UK and globally. During my studies, I received great support from professors and felt surrounded by a strong sense of intellectual energy within the school. Through conversations, workshops, and events, I could see that students were genuinely valued and supported. I was also inspired by how WBS researchers strive not only to advance business knowledge but also to make meaningful contributions to society. These experiences motivated me to continue my PhD journey at WBS.

What has been the best thing about your PhD programme?

The departmental “brown bag” seminars. They provided an excellent opportunity to connect with colleagues, hear about the latest research, and meet external speakers.

What inspired you most throughout your research studies?

Marketing is a broad and dynamic discipline that draws from fields such as computer science, psychology, neuroscience, and communication. Many scholars in marketing not only explore how consumers think and behave but also strive to promote responsible and ethical practices that benefit society as a whole. It is inspiring to see researchers leading the way in responsible marketing - an area that both WBS and I are deeply committed to.

Tell us a bit more about  working with your supervisor during your research studies.

My supervisors were always supportive and caring. Working alongside such intelligent and dedicated scholars helped me develop my own research instincts, academic taste, and professional habits. Their mentorship played a key role in shaping my research identity and preparing me for an academic career.

Can you tell us about the doctoral community at WBS?

The Doctoral Office provides strong support and organises a variety of events to bring students together. They also offer valuable opportunities for students to attend academic conferences, which is especially important for early-career researchers seeking to connect with the wider academic community.

Can you tell us about your current role and how your PhD helped you achieve this role?

My PhD at WBS provided me with a solid foundation in research design, analytical techniques, and academic communication. The experience also taught me how to approach complex research questions with both rigour and creativity - skills that are essential in my current academic role.

What advice would you give to potential students wanting to join the PhD programme at WBS?

Enjoy your PhD journey -it’s one of the most valuable and intellectually rewarding periods of your life. Make the most of the uninterrupted time to focus deeply on your research. Take full advantage of the resources and expertise available at WBS, and, most importantly, choose a research topic you are truly passionate about.