I'm a researcher and methodologist specialising in Big Qualitative Data. I develop methods for making sense of the vast, messy, multilingual qualitative data that floods social media platforms every day. I currently hold a UKRI Smart Data Research UK Fellowship at Manchester Metropolitan University, and I am also based at the Vaccines and Society Unit (Oxford Vaccine Group, University of Oxford), where I research vaccine hesitancy, digital misinformation and health discourse.

At Oxford I co-supervise doctoral researchers, including Charlie Firth (DPhil, Paediatrics), alongside Professor Sir Andrew Pollard and Professor Samantha Vanderslott) and Kate Joynes-Burgess (DPhil, Oxford Internet Institute)alongside Professor Samantha Vanderslott and Professor Phil Howard).

My work sits at the intersection of digital sociology, computational methods, and public health. I've spent over eight years developing innovative approaches to qualitative research at scale, working with organisations including the Wellcome Trust, UNICEF, and WHO across 16 countries and 12 languages.

I co-created the LISTEN framework for rapid, collaborative qualitative analysis of big data; founded Synthetic-media Discourse Analysis (SDA) for making sense of AI-generated visual content in public discourse; and built the Visual AI Literacy (VAIL) toolkit for community education.

I believe powerful research methods shouldn't be locked behind expensive software or institutional gatekeeping. This website exists to make these approaches accessible to anyone working with large-scale qualitative data, whether you're an academic researcher, a policy analyst, a journalist, or an NGO practitioner.