At 14, I was diagnosed with Orthorexia Nervosa - an eating disorder that involves a harmful obsession with proper

nutrition. With help from nutrition experts and counselors, I overcame my disorder to stabilize and reduce my
fixation with the quality and quantity of food intake over time. However, while researching my condition, I came
across various reports of adolescent females dealing with similar disorders. Hence, I decided to start my own social
media page to raise awareness and provide support to adolescents dealing with similar eating disorders. The page
offered advice on coping mechanisms and holistic and intuitive eating tips from experts. Within no time, I received
messages from multiple teenagers sharing their journey of dealing with and overcoming their eating disorders. This
made me realize the power of social media to impact people's lives and create change, igniting my interest in social
media, consumer psychology, and marketing.

To delve deeper into understanding a consumer's mindset, I studied Psychology which enabled me to learn how
cognitive, biological, and sociocultural approaches work together to influence consumer behavior. Studying Biology
at a higher level introduced me to the interconnectedness of neuroscience and marketing. I learned that the brain's
frontal lobe is responsible for attention, memory, and planning, which can help marketers gain insight into
customer motivations, preferences, and decision-making. Moreover, I honed my quantitative and critical thinking
skills through my classes in Mathematics.

During my summer break, I had the opportunity to intern with the startup Procus Ghana Limited - an FMCG
company selling packaged food products - as a consumer insights intern. I had the opportunity to conduct primary
research through surveys and focus groups with consumers to understand which brand name fits their new product
line best - Kivo Baked Beans and Kivo Tomato Paste. Further, shadowing experienced marketing personnel helped
me understand the process and function involved in qualitative analysis focusing on consumer behavior. I was also
responsible for contributing insights by conducting secondary research on existing market landscapes, competitors,
trends, and forecasts. My internship experience highlighted the importance of customer-centricity in business for
long-term sustainability.

Additionally, ‘Hooked’ by Nir Eyal introduced me to the interconnectedness of psychology and marketing to create
digital products that are engaging, compelling, and habit-forming. Additionally, the online course in Viral Marketing
and How to Craft Contagious Content by Wharton, University of Pennsylvania, revealed the importance of social
influence in consumer decision-making and how companies can create viral content strategies to make campaigns
more shareable.

Alongside my academic and extracurricular pursuits, I’ve also played tennis, which has helped me develop various
emotional and social skills. I learned that the game's outcome depended solely on my hard work, focus, and
practice, making me understand the importance of accountability and self-awareness.

Studying in the UK will not only provide me with the opportunity to learn in a world-class school but also allow me
to be surrounded by the UK’s rich history and diversity. Pursuing Marketing in the UK will help me gain a deeper
understanding of consumer psychology, attitudes, and behavior while also strengthening my fundamentals in
marketing strategy, research methodologies, and digital marketing. Additionally, interacting and collaborating with
students through the various student clubs and societies will enable me to develop cultural awareness to be more
accepting and appreciative of people from diverse backgrounds. In the future, I aspire to be a marketing
professional specializing in consumer psychology and user experience to find the ideal product-market fit to define
the best value propositions for consumers.