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Ep. 3 – Decoding Gen Z and Augmented Reality with Aarti Bhaskaran

In this episode, Dan Fleetwood talks with Aarti Bhaskaran, Global Head of Research and Insights at Snap. To start, Aarti shares highlights from Snap’s latest research on generational trends. In particular, they examine how Gen Z utilizes social media, their shopping habits, and the impact of augmented reality (AR) on marketing strategies. Moreover, Aarti explains how AR is transforming word-of-mouth marketing. She also discusses how Gen Z is shaping the future of digital experiences. As a result, her insights offer a fresh look at what’s next in media, branding, and research. ⏱️ Topics and timestamps: [00:00] Intro [00:26] Aarti’s background [02:17] Gen Z’s social media consumption and expectations [5:05] How Gen Z’s approach to content differs from Millennials [6:42] The evolution from filters to AR lenses [8:26] AR’s role in word-of-mouth marketing [12:09] How AR is used for product try-ons [12:45] Snap’s mixed methodology approach [14:30] Gen Z’s higher processing power [17:59] The challenge of proving market research's value [19:27] How researchers can better align their work with business goals [21:27] What market researchers get wrong [24:38] How AI is influencing market research [25:27] Resources that have shaped Aarti's career [28:02] How to connect with Aarti [28:50] Outro -- Connect with us! 🌐 https://happymr.com/ 🔹 https://podcasts.apple.com/us/podcast... 🔹 https://open.spotify.com/show/0yHpgOe... 🔹   / happymarketresearch