Adapting to new formats and products with Aarti Bhaskaran

There’s always something new that’s on the horizon. The challenge for market researchers, and this isn’t something new, is how can we adapt to ensure we continue to deliver understanding and insight to those who need to act on it.  On this episode of Now that’s Significant, host, Michael Howard, Head of Marketing at Infotools was joined by Aarti Bhaskaran the Global Head of Research and Insights at Snap A.K.A. Snapchat. Aarti and Michael discuss how organizations need to embrace new research methodologies and approaches, especially when creating experiences in the new formats, channels, and innovations that are now available to us. They discussed some examples of how brands are using augmented reality to engage and delight customers. We hope you enjoy the episode. *** Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market. Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz. Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies. While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively. One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t. Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.