Introducing Lumière: An Insights and Analytics Platform for Video ProducersBy Kadley Gosselin November 19, 2012
Sign up here for more information or to be considered for a Lumiere beta invitation.
We’re living in an age of unparalleled video production…
At Latitude, we live and breathe video. Whether programming or persuasive communications –advertising, brand promotions, and cause messaging – we work with the world’s leading media and consumer brands to understand how audiences and consumers relate to video, and how to optimize video to accomplish key goals (e.g., grow audiences, improve ratings, increase purchase intent, and so on).
Over the years, we’ve seen video production become increasingly central to companies of all types – “traditional” media, of course, but also financial services, retailers, enterprise technology, and everything in between – and with good reason: Video is the most vivid, visceral medium for building audiences and customers, for communicating key brand and product information, and in many cases, for catalyzing some sort of desired behavior. With real money and organizational outcomes on the line – not to mention increasingly tight production schedules – companies need a new solution for generating superior-quality insights around their video content at all stages, from pre-production through post-run analysis.
…But video research needs a makeover.
The Web has created hyper-efficient ways to collect and analyze data in (or near) real time, but video evaluation has lagged behind, despite the growing strategic importance of video. Right now, most companies are using some combination of the following:
Even with all these options, there’s a clear continuum of tradeoffs: pay a premium for superior insights, but lose autonomy over the process and timeline; or pay down for data and/or reporting that either isn’t very insightful or that forces buyers to “connect the dots” and figure out how to make it useful. In an ideal world, research buying decisions would be based on one thing only – generating the strongest insights possible – but of course, compromise happens all the time, and sub-par results often follow. That’s a widespread problem, and one we think is worth tackling.
Latitude is pleased to announce the upcoming launch of Lumière, our groundbreaking software for video evaluation and analytics, which soon will be available, for the first time, on a subscription-access basis. Marrying ease-of-use and analytical sophistication, Lumière empowers producers, programmers, advertising creatives, and brand marketing teams to collect multi-textured qualitative, structured quantitative, and behavioral feedback on their videos – and all in house. As researchers ourselves, we’ve designed Lumière to make it far simpler to conduct rich video evaluations – and more importantly, to draw sharp insights from them. We’ve accomplished this in a few ways:
- Minimize the overhead associated with designing and launching a research activity, using a beautifully designed, amazingly intuitive setup interface purpose-built for video evaluation. Unlike general-use survey tools, Lumière users will never wonder, “Where do I start?”, “What am I supposed to do with this?”, or “How does this work?”.
- Generate higher quality viewer feedback via a visually stunning, media-centric participant experience. Unlike embedded media dropped into static surveys, Lumière provides a cinematic viewing environment, with feedback tools naturally integrated into the videos being tested. Engaged participants = better data.
- Shortcut the path from data to insight, using interactive data visualizations – always displayed in relation to video content – to help users zero in on key trends virtually instantaneously and in context. (For users who want to get “under the hood” with raw data, full datasets are available for export.)
Getting video right has powerful implications for virtually any organization, whether directly (e.g., increasing box office performance, augmenting advertising revenues, inking new content licensing and distribution deals, attracting new customers) or indirectly (e.g., promoting brand awareness, goodwill, social buzz/word-of-mouth).
We’re certain that, for any company with a serious interest in optimizing the impact of its video production, there isn’t a better, more purpose-tailored video insights solution than Lumière. Combining the depth of Latitude’s experience in audience/consumer research and media analysis with modern, beautifully designed Web technology, Lumière offers the best of custom research with the efficiencies of software. And if you need extra firepower, Latitude is always eager to discuss full-service projects.
We will release Lumière in private beta beginning in early 2013. If you would like to be considered for a beta invitation – or if you would like to receive further information about Lumière and how it might help your business – you can register your interest here or email Ian Schulte, VP, New Ventures.