What We Do
Latitude is a full-service research consultancy for media and technology companies. We specialize in discovering audience preferences and user behaviors at the intersection of the web, television and mobile.
Through individual projects and long-term consulting, we help our clients—companies at the forefront of content, advertising, and technology—uncover both tactical and higher-level, strategic directions. The end result is deeper audience engagement, faster growth, and expansive possibilities for businesses in the ever-changing connected landscape.
Our Areas of Research: Overview
- Thought Leadership & Opportunity Discovery
- Brand, Marketing & Social Media Strategy
- Content/Programming Strategy & Testing
- Digital & Mobile Usability & Product Development
- Advertising Effectiveness and Optimization
Thought Leadership & Opportunity Discovery
How can my company gain a higher profile, deepen partnerships, and uncover new opportunities?
Our Signature Thought Leader Offering is designed to meet multiple stakeholders’ needs—including increasing our clients’ industry standing, creating and deepening partner relations, and identifying new strategic directions.
Latitude Thought Leader studies include:
- Custom, multi-phased study design to deliver on a range of study goals
- Innovative qualitative/quantitative hybrid techniques
- Insight Reels™ and other rich visuals for conference & partner presentations
- Insights from our expert knowledge network
- Press release creation & PR support
- Hands on consultation & workshops
Brand, Marketing & Social Media Strategy
Who are our current and potential audiences, and how can we optimize our reach and engagement with them?
We help TV networks and digital content creators understand how their brand is currently being perceived, diagnosing audiences’ barriers, unmet needs, and future desires within the context of a larger competitive landscape. Providing both high-level direction and tactical recommendations for future positioning and messaging, we help clients deepen engagement across platforms and expand to new audiences without alienating their core fans.
We use a variety of creative qualitative and quantitative techniques to assess how audiences perceive brands and, ultimately, what they want from them. These techniques may include segmentations based on audiences’ need states; from these, we provide brand “tool-kits” which map opportunities to segments, identifying “sweet spots” in the landscape and guidelines for effectively engaging current and potential audiences.
Content/Programming Strategy & Testing
How can my company ensure that its content resonates with the right audiences and has the intended impact?
We evaluate promos, pilots, and full-length episodes, digging deep into the “why” behind what worked and what didn’t, and providing recommendations for where to go next—whether that means choosing the most effective promo from a set, comparing audiences to ensure messaging is on-point for both current and potential viewers, or establishing best practices for creating future programs or promos.
Our video testing and analytics suite, Lumière, provides an engaging space for participants to leave rich feedback, whether open-ended or quantitative, on client media. Lumière captures real-time, second-by-second behavioral feedback, as well as feature-level feedback, as participants view video content.
We measure and analyze dimensions including:
- Viewer engagement
- Emotional and attitudinal response (e.g., viewing benefits, perceived network fit, etc.)
- Impact (e.g., intent to view live, intent to learn more, etc.)
- Custom metrics
Digital & Mobile Usability & Product Development
How can my company refine and optimize its online and mobile offerings to increase adoption and drive engagement for the long-term?
We help clients optimize their users’ experiences across platforms—including mobile and apps, web offerings, online retail destinations, and more. From testing specific features (e.g., user interfaces, navigation, content organization and flow, etc.) to high-level product strategy (such as finding the ideal mix of features for a new offering), we emphasize a holistic approach: immersive testing environments, robust behavioral data, and attitudinal feedback.
Product development and testing techniques include:
- Conjoint/discrete choice analysis for product planning and feature optimization
- Simulated web viewing environments capturing both structured behavioral data and feature-level feedback
- Creative ideation exercises (e.g., projective activities, narrative analysis, game-based idea generation, etc.) to provide new product concepts, features, or strategic directions
Advertising Effectiveness & Optimization
How can my company monetize its audiences and increase advertising revenue?
Our 360° Campaign Effectiveness approach showcases the value of your brand and content, helping you to deepen relationships with agencies and brand partners. How? Our studies provide strategic insight about which elements of a campaign worked, which didn’t, and why—going beyond basic effectiveness measures.
For cross-platform campaigns, we help you tell a story about why and how multiple platforms play complementary roles in driving engagement with sponsored content and in generating brand impact for either single sponsor campaigns or multi-sponsor events.
Our studies provide a truly authentic, 360° perspective—by complementing quantitative findings with creative, qualitative such as in-depth interviews, projective exercises, and Multi-Screen Immersion Labs™—yielding deep-dive insights, as well as rich verbatim and visual material, about how to optimize current and future campaigns.
For more detail on methodology and metrics, download our 360° Campaign Effectiveness overview.
If you’re interested in learning more about Latitude and how we might work together, email us at email@example.com.