Studying the Human Stories Hidden in Data
For Qi Deng, understanding data begins with understanding people. As an Associate Professor of Business Analytics at Carleton University’s Sprott School of Business, his work in digital communication and analytics is pivotal to understanding how people connect, share, and build trust online.
Qi’s research spans business analytics, social media, and computer-mediated communication. His interests have evolved toward the people behind the data and the ways language, tone, and emotion influence behaviour in digital environments. He studies how people express emotion and meaning online and how organizations can communicate more effectively in digital spaces. His work often examines everyday interactions, such as why some messages feel authentic while others seem forced, and how small changes in tone or design can affect trust and engagement.
His work provides actionable insights for organizations navigating the complexities of online interaction and data interpretation. For instance, his SSHRC-funded project “When Emojis Backfire: Understanding the Effects of Emoji Schema Incongruity in Brand Social Media Communication” examines when emojis foster authenticity and when they undermine credibility, offering clear guidance for brands striving to connect effectively in digital spaces.
Similarly, his study “Emoji Are Not All Created Equal: The Effects of Emoji Variations on Brand Attitudes, Product Quality Expectations and Trial Intentions” demonstrates that the functional role of emojis—whether they reinforce or substitute text—interacts differently with message features to shape brand-level outcomes such as brand attitudes, product quality expectations, and consumers’ willingness to try a product, offering important insights for social media marketing strategies aiming to design effective multimodal brand messages.
His study “Can emojis and B2B mix? The effects of emojis and emoji–text interactions on B2B social media engagement” further reveals that more emojis are not necessarily better for B2B brands. While moderate emoji use can enhance engagement and message appeal, excessive use may hinder clarity and appear unprofessional. The findings highlight the need for B2B marketers to find the right balance between expressiveness and credibility in digital communication.
Extending beyond emoji applications, Qi’s research explores how language influences brand engagement on social media. His papers “Speak to head and heart: The effects of linguistic features on B2B brand engagement on social media” and “Understanding consumer engagement with brand posts on social media: The effects of post linguistic styles” demonstrates how different linguistic features — such as emotional and rational appeals — shape business-to-business (B2B) and business-to-consumer (B2C) brand engagement by appealing simultaneously to audiences’ logic and emotions, offering practical insights for crafting effective online communication strategies.
Collectively, his research advances both scholarly understanding and industry practice, helping organizations communicate more effectively, interpret digital data with greater nuance, and strengthen relationships with their audiences.
Beyond research, Qi is known for his dedication to mentorship. In his courses on business analytics and social media data, he encourages students to analyze real digital content and to view data as a reflection of human behaviour rather than abstract numbers. He enjoys collaborating with students and finds it inspiring to learn from their perspectives. “I like working with my students and seeing them become successful,” he says, “I also find it inspiring to learn how my students view the world.”
By exploring tone, context, and emotion in digital language, his students learn to approach analytics with empathy and critical thinking. Many of his graduates now work in analytics, consulting, and digital strategy, applying his human-centred approach to create more authentic communication within organizations.
Qi does not work alone. He works with experts across marketing, psychology, and computer science to study digital behaviour from multiple perspectives. He believes meaningful progress occurs when technical expertise and human understanding meet. His open and collaborative style has made him a valued mentor and partner in international research communities.
Looking ahead, Qi continues to study how data informs and shapes human communication and decision-making. He is particularly interested in how people interpret and act on data in everyday contexts, and whether these tools genuinely help them make better decisions or just add complexity.
“One area I’m excited to explore is personal analytics… analytics can also inform our personal lives. For example, smart devices collect massive amounts of data, but it’s unclear whether people are using this data to improve their well-being or to support their healthcare.”
Across his career, one theme remains constant: a fascination with the stories hidden within data and a belief that technology should enhance, rather than overwhelm, human judgment.