Measuring what matters in a world of short attention spans with Aarti Bhaskaran

Episode notes

Aarti Bhaskaran began her career in India at a time when global brands were flooding into the market, which gave her an early appreciation for variety, cultural nuance, and the challenge of making unfamiliar ideas land with new audiences. That foundation has shaped everything since, from regional roles in Singapore covering markets across Asia, to her current position leading global research and insights at Snap Inc. In this episode of The Curiosity Current, Aarti reflects on what has changed in how insights work gets done and communicated, and what must stay constant. She explains why attention spans have forced researchers to rethink not just surveys but storytelling, and how her team at Snap delivers research in formats as creative as the platform itself, including one study released as a Christmas carol. The conversation digs into the specific complexity of measuring brand health at Snap, where competition shifts depending on whether you are looking at chat, augmented reality, or content consumption, and where audiences span both B2C and B2B.

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