"Market Research for Media Managers" at The New School

1. MARKET RESEARCH
tapping into snapchat

2. i. WHAT IS SNAPCHAT
ii. THE CHALLENGES
iii. A SOLUTION

3. i. WHAT IS SNAPCHAT
ii. THE CHALLENGES
iii. A SOLUTION

4. Snapchat is a mobile messaging app
with one very unique feature.
Unless one party takes a screengrab,
the text and images exchanged
between friends disappear when
you’re done chatting.
WHAT IS SNAPCHAT?

5. 71%
OF IT’S
USERS ARE
YOUNGER
THAN 25
older than 25

6. USERS SHARE OVER 400 MILLION PHOTOS A DAY
snapchatfacebook
other
beating out Facebook and Instagram

7. PROVIDING A HUGE
OPPORTUNITY FOR
BRANDS TO REACH THAT
SOUGHT OUT
DEMOGRAPHIC

8. i. WHAT IS SNAPCHAT
ii. THE CHALLENGES
iii. A SOLUTION

9. While the demographic is easily
identifiable, Snapchat users’ tastes
and product interests are not.
Snapchat does not encourage users to reveal
their interests by “liking” favorite things. It
doesn’t accommodate a search function that
might reveal the interests of the user.

10. so market research
techniques need to adapt to
the changing landscape of
emerging mobile platforms
it’s less about
finding who their
users are, and
more about:
1. what they’re doing
2. where they’re going
3. their likes and dislikes
4. how they want to be
communicated with

11. The appeal of snapchat
is its privacy
and its immediacy.
images appear for
6 seconds and
then disappear
Snapchat’s entire premise is that
content created by a user created
would only be for the eyes of the
people they’ve hand-selected, for
a limited period of time.
Prioritizing privacy and immediacy
does not allow for easy infiltration
by market researchers.

12. If the structure of the
app stays the way it is
now, market researchers
will have to communicate
directly with the users if
they want to gain
information about them.

13. i. WHAT IS SNAPCHAT
ii. THE CHALLENGES
iii. A SOLUTION

14. Will identify where the Snapchat user is
when he or she sends/opens a snap using
GPS Tracking.
It will reveal when they are near locations
and stores around the city that will help
companies create custom
advertisements to their users’ areas.
IDEA #1
ENABLING LOCATION SERVICES

15. In May 2014, Snapchat
moved forward with one
of our key ideas for app
development, and came
out with the Location
Services feature.
This allows Snapchat to
access user location when
the smart filter is
turned on. Location track-
ing opens up huge new
potential for market re-
searchers, as we will fur-
ther explore...

16. our image identification technology will recognize
shapes and be able to identify logos.
They will be able to reveal what products are being
used by consumers to inform market researches on
popular items at malls, bars, restaurants, and at
home.
Snapchat can use this info to learn what’s popular
among this age group and how they communicate
with each other. A brand can then build brand
campaigns specific to the audience based on what’s
proven to be popular.
IDEA #2
INTRODUCING NEW TECHNOLOGIES

17. Snapchat could benefit by striking deals with other
platforms in order to share data and user engage-
ment.
Collaborating with social media platforms like
Instagram and Facebook, would be mutually benefi-
cial - Snapchat could spread their success by al-
lowing their ‘story’ feature to be posted on Insta-
gram Feeds and Facebook Walls. In return, they
could benefit from gaining access to demographic
data that Instagram and Facebook have
successfully collected.
IDEA #3
NEGOTIATING DATA

18. EXAMPLES OF HOW IT THESE
IDEAS WOULD WORK

19. Joe: I want to tap into the 18-25 col-
lege student demographic to sell my
caffeinated drinks. Help!
We can provide you with info about
when users are going to drink coffee, if
they are staying at the coffee shop, and
who’s nearby using location services.
A COFFEE SHOP

20. A COFFEE SHOP
Joe’s can access those users immediately
whenever they are in the selected area - when
they’re nearby, Joe’s will be able to send out a
5-20 second ads. The ad might offer them a
one-time use discount code so that the user
can take advantage of it immediately while
they’re in the area.
Joe’s can collect data information about a user
over a long period of time. If users appear in
that area more than 5 times, they are more
likely to receive ads that can be use at those

21. BeerMan: Hello! I’m a seller at a
major alcohol brand that wishes to
market their product to the 21+ young
adult demographic. Can you help?
A LIQUOR BRAND

22. Based on polling, we’ve seen that this age group loves
show off to their friends what parties they’re at, and what
bottles, cans, and beverages they’re drinking.
image identification will be used to recognize/pick up
on what logos appear from what he or she is
drinking. Our data will reveal how often people are
drinking your product and what else they’re drinking.
Location Tracking will be able to tell what time your
market is going to the bars and which ones. Deals can be
made custom for these users - like happy hours and
discounts specifically for people who frequent a popular
bar. It can snap them ads while they’re standing at the
bar.
A LIQUOR BRAND

23. ATHLETIC SHOE BRAND
Nike: I’m developing a new advertis-
ing campaign that specifically for
young people - athletes and new-
comers that are trying to get into
fitness. Can you help me find out
how to reach my market?

24. ATHLETIC SHOE BRAND
We can use image recognition software.
When a user snaps an overt brand logo, image
recognition will be able to identify it. We can
find out who is snapping their new shoes, who
is going on runs outdoors, who is at the gym,
and who is at the mall or near Nike locations
based on location tracking.
This is useful to tap into the group of people
who use social media to show off their athletic
routines. Your Snapchat ads can be custom-
ized for users who are proven to be more fit-
ness conscious, and you can send them out
specifically to that group.

25. 88%of snaps are sent to
just one other
person
so it’s important to track what
they are snapping without
violating privacy and ethics
concerns

26. we plan to explain exactly what is being
done with the information in the terms and
conditions when it comes to image
identification (stressing that the images will
not be seen by human eyes, but rather a
technology), as well as request permission
to access GPS location tracking