Augmented market research perspectives with Snap’s Takeshi Tawarada & Kara Louis

In this episode of 'Now That's Significant,' hosted by Michael Howard, Head of Marketing at Infotools, we delve into the realm of augmented reality (AR) and attention research with special guests Takeshi Tawarada and Kara Louis from Snapchat. Tak, the Research and Insights Lead for AR and Attention, and Kara, the Group Manager for Global Agency Research, discuss the groundbreaking AR initiatives at Snapchat, their impact on consumer behavior, and how brands can leverage these insights. Key Takeaways: 1. Augmented Reality's Evolution and Utility: AR is a digital layer that enhances the world around us. Snapchat uses AR to empower users to express themselves, learn about the world, and have fun, as exemplified by their viral lenses. 2. Research Insights and Advertisers: The Snapchat Research and Insights Team focuses on substantiating why marketers should advertise on Snapchat and how to reach their audience effectively, particularly through AR. 3. AR and Sustainability: AR can significantly contribute to sustainability by reducing shopping returns and material waste. Snapchat's research shows that AR can drive a 46% reduction in carbon emissions compared to traditional shopping methods. 4. Attention and AR: Snapchat's AR experiences capture five times more active attention compared to other platforms, enhancing both short-term brand choice and long-term brand loyalty. 5. Future of AR: Emerging technologies like generative AI and machine learning will further augment AR's capabilities, leading to new, immersive consumer experiences and innovative advertising methods. Don't miss out on the latest insights and trends in market research and AR. Check out more episodes of 'Now That's Significant' on major podcast platforms and stay ahead in understanding consumer behavior and technological advancements. *** 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. www.infotools.com 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