Introduction
Welcome to my personal archive, where I store my work, ideas, and research interests.
I created this space mostly to give my curiosity a home: to explore the different topics and research areas that have shaped who I am today and continue to inspire me.
I named it Unfinished Thoughts because knowledge has no finish line. Every piece of knowledge is a chance for me to ask better questions. And I believe the more we learn, the more there is to discover.
I’m especially draws to the messy yet fascinating connections between psychology and real life/workplace problems. Not just ‘what’ people do, but more about ‘why’, delving into individual experiences, and how organisations can respond more thoughtfully.
I hope this space can contribute, even in a small way, and connect me with curious minds who enjoy exploring these topics as much as I do.
Research Support
Literature review, data organisation, evidence gathering, and research assistance across psychology and marketing/business-related topics.
People & Organisations
Exploring workplace behaviour, employee experience, organisational culture, and the psychological factors that shape how people work.
Analysis & Insight
Turning information into clearer findings through structured thinking, thematic analysis, and careful communication.
Applied Psychology
Connecting theory with practice to understand real world organisational challenges and provide practical interventions.
RESEARCH STUDY
Exploring Psychological Factors Associated with Final-Year Students’ Job-Search Self-Efficacy
(MSc Dissertation in Psychology)
Project 1: TikTok Shop as Behavioural Commerce: Scaling a New Full-Funnel Channel at Unilever Vietnam
Case study on scaling TikTok Shop at Unilever Vietnam from an emerging social-commerce channel into seven-figure monthly GMV, using creators, livestreams, product content, and ROI-led investment to shape shopper attention, trust, and purchase decisions.
Project 2: Onboarding and Localising a Global Content System for Vietnam Ecommerce
Led Unilever Vietnam’s 6-month onboarding of the global eContent Suite, localising a Western-built ecommerce content ecosystem across SAP, Kwery, TAB, and marketplace output systems for Vietnam’s online portfolio.
The project transformed product content operations across 30+ brands, 300+ SKUs, 1,000+ platform items, and 20,000+ assets, making Vietnam the first SEA market to successfully launch the system and achieve >80% content accuracy at go-live.
Project 3: Carlsberg Internal Training and Pilot UGC Campaign Design
• E2E Social-First Journey
• Goal & UGC Strategy Design
Book Reviews
My personal unfinished-thoughts on books about my favourite topics: economics, psychology, behavioural science, astronomy.
And my favourite non-fictions!
The End of Everything
Katie Mack
Cosmology, endings, and perspective
Katie Mack makes the possible endings of the universe feel both intellectually clear and emotionally strange. I like how the book turns huge abstract physics into something human: not just what might happen to the cosmos, but how fragile, temporary, and beautiful our place inside it feels.
Sherlock Holmes
Sir Arthur Conan Doyle
Holmes reminds me that intelligence often begins with attention. The stories are enjoyable because small details become meaningful, and a messy situation slowly turns into a pattern. I like the calm logic, the atmosphere, and the pleasure of watching a mind notice what others miss.
The Selfish Gene
Richard Dawkins
I like the book because it makes cooperation, competition, altruism, and social behaviour feel more strategic and less obvious. It shows that actions that look generous on the surface can still make sense within a deeper evolutionary logic. The idea is not that humans are simply selfish, but that biology often works through incentives we do not consciously see.
Skills
Digital Commerce Strategy
P&L and budget management
Project management
Partnership & management
Performance marketing
Data Analysis (Excel/Power BI)
SPSS
Python (in progress)
SQL (in progress)
Research Interests
Consumer Decision-Making
Digital Shopping Behaviour
Social Commerce
Business Psychology
Online Trust Purchase Motivation
Behavioural Psychology
Other Related Fields
Studio Portfolio: Psychology & Consumer Behaviour 