The year is 2018

contrarian cultural & communications analysis // brand philosophy // natural language processing


My main interest is in the analysis of language for consumer and public opinion research, particularly unpacking public discourses to generate novel cultural and communications insights.

I work with a diverse range of people from advertising account planners to marketers and strategists in large corporates, as well as not-for-profit and public service organisations, both in Ireland and the UK.

mail: emmet[at]

QUIDDITY KWID-ih-tee , noun:

1: whatever makes something the type that it is : essence
another term for the essence of an object, literally its "whatness," or "what it is”.
what it is to be a thing, that is, that through which something has being as a particular kind of thing.
a : a trifling point : quibble
b : crotchet (a highly individual and usually eccentric opinion or preference), eccentricity