Case Studies
Research Portfolio
A couple of studies done at Meta recently: from uncovering platform frictions to informing 0-1 product launch
Meta · 2025Reclaimed conversions
Why Do High-Intent Shoppers Leave the In-App Browser?
Behavioral targeting to isolate verified buyers, then survey to uncover the friction signal buried under low-intent noise.
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Meta · 2025Set loading targets for rev gains
Deriving Platform-Specific Latency Thresholds from User Behavior
Industry benchmarks were calibrated for willing browsers, not ad-tap users. Survival modeling revealed where abandonment risk actually escalates.
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Meta · 2026Identified winning CTA for millions
Which CTA Drives Clicks Without Breaking Expectations?
10 CTA variants, 2 surfaces, one finding that blocked a strategic misstep and reframed CTR as a trust problem.
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Meta · 2026Cleared path for VAC expansion
Does Video Ad Chaining Affect User Sentiment?
Positive revenue metrics didn't tell the whole story. PSM + dose-response analysis determined whether to cap, pause, or scale Video Ad Chaining for millions of Reels users.
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Meta · 2026Blocked a strategic misstep
Should We Merge Two Shopping Entry Points?
A high-stakes strategic question a sibling platform's decision couldn't answer. Three converging evidence streams said: don't.
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Meta · 2026Quantified launch readiness
Shoppable Video Dogfooding: Quantifying Launch Readiness
No systematic quality bar existed. A 6-week rolling survey program turned "ready?" from an opinion into a measurable answer.
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