Yoonsang oversees study design, statistical analysis, machine learning modeling, data harmonization, and other data science practices for NORC’s Social Data Collaboratory (SDC). Yoonsang has over 15 years of experience in media and public health research and served as co-investigator on several NIH and FDA-funded studies focusing on tobacco control science. She provides methodological and statistical support for studies that aim to examine the media effects on intention and use of tobacco and marijuana. She also specializes in social media methodology for public health research, including developing standardized procedures to collect, clean, and analyze social media data, data quality assessment, and exposure measurement.
Through the tobacco control research studies funded by NIH and FDA, Yoonsang and her SDC colleagues developed disclosure guidelines for social media analytics to facilitate transparency and replicability. She also published studies that developed the measures of tobacco-related communication environment using social media data and examined the properties and impact of those measures.
For CDC’s Office on Smoking and Health, she led a team of data analysts to collect, harmonize, and analyze quitline data submitted by 50 states, District of Columbia, Guam, and Puerto Rico for the National Quitline Data Warehouse. Kim is also a member of the Data Science Strategy Workgroup that provides an overall vision of data science practices at NORC.
Before joining NORC, Yoonsang worked as a biostatistician at the Institute for Health Research and Policy and as an instructor at the School of Public Health, University of Illinois Chicago. She collaborated with many researchers in Public Health, Pharmacy, and Medicine on NIH-funded studies and numerous publications, providing statistical consulting in randomized controlled trials, longitudinal data analysis, and complex survey data analysis. Prior to UIC, Yoonsang was a Research Professor in the Biostatistics department at the University of Oklahoma Health Science Center, taught Biostatistics in its MPH program, and provided biostatistical consulting to the Ophthalmology department.
University of Illinois Chicago
University of Iowa
Seoul National University
Appointments & Affiliations
American Statistical Association
opens in new tab"Online Tobacco Advertising and Current Chew, Dip, Snuff and Snus Use among Youth and Young Adults, 2018-2019."
Journal Article | July 20, 2022
opens in new tab"The Effects of Tobacco Coverage in the Public Communication Environment on Young People’s Decisions to Smoke Combustible Cigarettes."
Journal Article | February 7, 2022
opens in new tab"Trends in Cigar Sales and Prices, by Product and Flavor Type — United States, 2016–2020."
Journal Article | January 6, 2022
opens in new tab"Nicotine Pouch Unit Sales in the US, 2016-2020."
Journal Article | December 27, 2021
opens in new tab"The Association between E-Cigarette Price and TV Advertising and the Sales of Smokeless Tobacco Products in the USA."
Journal Article | December 6, 2021
opens in new tab"Exposure to E-Cigarette TV Advertisements among U.S. Youth and Adults, 2013-2019."
Journal Article | November 15, 2021
opens in new tab"Do E-Cigarette Sales Reduce the Demand for Nicotine Replacement Therapy (NRT) Products in the U.S.? Evidence from the Retail Sales Data."
Journal Article | April 7, 2021
opens in new tab"At the Speed of Juul: Measuring the Twitter Conversation Related to ENDS and Juul across Space and Time (2017-2018)."
Journal Article | February 22, 2021