Zoie Hing
Strategist + Insights Analyst
I thrive in the space where data meets culture. My work combines qualitative and quantitative research to find human insights, strengthen campaigns, and create in-depth audiences.
I love showing people that numbers don't have to be boring. If there's a report, a hypothesis, or a question to be answered, I'm your girl.
Don't be shy! Take a look around or say hello.
The Purple Thesis
A look at brand loyalty amongst BTS x ARMY
"The Purple Thesis" is the thesis project of Zoie Hing, a Master's Advertising graduate from The University of Texas at Austin. Her work focused on fandom identity and behaviors between K-pop group BTS and ARMY, the group's fandom.
The purpose of this thesis was to understand what factors of fandom impact brand loyalty, and how these factors can be applied to the world of advertising and communications.
If you're looking to understand digital communities, K-pop, and online/offline fandom, go and take a peek!
Zoie Hing
Still curious about me?
Just a girl from middle-of-nowhere Oklahoma and M.A. Advertising graduate from The University of Texas at Austin. I'm currently in England on a High Potential Individual visa living out my European dreams and downing Gregg's sausage rolls!
I really love learning about people and the lives they live, as weird as that sounds. Growing up in a small town where not many people share your looks or your interests, you get really good at observing folks. You're constantly taking in the world and asking, "why do people act + think like this?" to blend in.
Nowadays, a lot of my passions like K-pop, anime and gaming have become mainstream. Still, the urge to learn about other people's journeys and stories remains part of me. It fuels my passion for research and joy in finding human insights, because every insight I find is another person whose story gets heard.
Let's chat sometime; I'd love to get to know your story!
