Meet PhD Naomi “I never planned for data science, but once I found it, I was hooked.”
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Naomi’s academic journey didn’t start with data science. With a background in Liberal Arts and Sciences from University College Maastricht, she was drawn to interdisciplinary studies and the freedom to design her own curriculum. It was during a Data Mining course that she discovered her passion for working with data. That discovery eventually led her to JADS, where she pursued the master’s program Data Science in Business and Entrepreneurship and is now completing her PhD in data science, focusing on digital health platforms.
Why JADS?
Choosing JADS for her master’s was an easy decision. Other data science programs she considered were either too technical or lacked a strong business focus.
“I liked that JADS combined the technical part with business courses. It was a mix I didn’t find in other programs, and it made the experience really diverse,” she explains.
Another key factor was the hands-on experience with real companies. “We worked with actual messy datasets from businesses, solving real problems instead of working with artificial data. That gave us a true taste of industry challenges.”
A Deep Dive into Research
Although her master’s program was practical and business-focused, Naomi realized she missed the in-depth research she had enjoyed during her bachelor’s.
“When I had to choose a master’s thesis project, I already knew I wanted to do a PhD afterward. I reached out to Ksenia, who introduced me to an opportunity at CZ. That led to my thesis, and eventually, I continued my research there as a PhD student.”
Her PhD research explores digital health platforms, focusing on the entrepreneurs behind them. “I study what makes a successful founding team, how they secure funding, and how they use that investment to grow their platform.”
The Research environment at JADS
JADS is a young and dynamic research environment, offering many opportunities for collaboration. Naomi is part of the Data Entrepreneurship unit, which focuses on strategy, entrepreneurship, and management research using data science techniques.
“We’re a diverse group, with researchers from all kinds of backgrounds. We all study entrepreneurship and organizations, but our different perspectives make for really interesting discussions. Someone always brings in a new idea you wouldn’t have thought of yourself.”
Why pursue a PhD?
For students unsure about their career path, Naomi believes a PhD can be a great opportunity.
“If you enjoy research but aren’t sure yet what kind of career you want—whether in academia or industry—a PhD gives you time to explore. Personally, I wasn’t sure if I wanted to work at a startup, a big corporate company, or even in academia. Doing a PhD allowed me to take my time figuring that out while working on something I’m passionate about.”
Life after the PhD
Once she completes her PhD, Naomi hopes to find a role that combines research with teamwork.
“I’d like to apply my research skills in a company or government setting. I enjoy working with data and solving complex problems, so I hope to find a role where I can do that while collaborating with others.”
Staying Connected Through AI lumni
Beyond her research, Naomi is also involved in AI lumni, the JADS alumni association. The initiative was officially launched in 2022 to connect graduates from various programs.
“When I graduated during COVID, there wasn’t really a clear ending to our time at JADS. I realized I missed the people and the environment. AI lumni helps keep those connections alive, offering events and networking opportunities for graduates to stay engaged with JADS and each other.”
The JADS Experience
Reflecting on her time at JADS, Naomi highlights the unique learning environment. “The group work was really different from other academic programs. We weren’t just writing essays alone—we were solving real problems together, feeling the shared stress of deadlines, and then celebrating our successes. Those moments made my time at JADS special.”
For students considering the master’s program, she believes JADS is perfect for those who are interested in both business and data science. “If you have broad interests and want to explore different industries and opportunities within data science, JADS is a great place to do that.”
Between studying, social activities, and hands-on experience with companies, Naomi’s journey at JADS has been both academically enriching and personally fulfilling. Now, as she nears the completion of her PhD, she hopes her research will contribute not only to the field of data science but also to the future of digital health.
