Dr Michelle Spruce

Liverpool Business School

Michelle has had a varied career developing her skills in data analysis and business intelligence, including work as an Operational Meteorologist (weather forecaster) in the Met Office, IT Consultant, Data Analyst and various roles in University Professional Services.

In 2022 she completed a PhD at the University of Exeter to explore the use of social media data to identify the social impacts of extreme weather events. This led to a spin out company, Social Sensing Ltd which developed this work into an application for operational use in weather and flood forecasting. Her research interests include using social media data to identify the impacts of natural hazards and human interactions with data tools for decision making.

She is currently teaching on the BSc Business With programmes at LJMU including the Level 4 Academic Skills and Digital Literacy module and as a Level 4 Personal Tutor.


2022, University of Exeter, United Kingdom, PhD Computer Science
2015, University of Chester, United Kingdom, MSc Information Systems
2001, Durham University, United Kingdom, BSc Physics

Academic appointments

Senior Lecturer, Liverpool Business School, Liverpool John Moores University, 2023 - present
Research Fellow, Faculty of Environment, Science and Economy, University of Exeter, 2022 - 2023


Spruce M. 2022. Assessing the social impacts of extreme weather using social media Williams HTP, Arthur R.

Journal article

Young JC, Arthur R, Spruce M, Williams HTP. 2022. Social sensing of flood impacts in India: A case study of Kerala 2018 International Journal of Disaster Risk Reduction, 74 DOI Publisher Url

Young JC, Arthur R, Spruce M, Williams HTP. 2021. Social Sensing of Heatwaves. Sensors (Basel, Switzerland), 21 :3717 DOI Author Url Publisher Url

Spruce M, Arthur R, Williams HTP. 2020. Using social media to measure impacts of named storm events in the United Kingdom and Ireland Meteorological Applications, 27 DOI Publisher Url

Spruce MD, Arthur R, Robbins J, Williams HTP. Social sensing of high-impact rainfall events worldwide: a benchmark comparison against manually curated impact observations Natural Hazards and Earth System Sciences, 21 :2407-2425 DOI Publisher Url