Areas of Focus
- How paths and decision-making around womanhood and motherhood are changing
- What women want from the media they see
- Who women look to as role models in the media
How does “the media” portray the complexities of womanhood?
Case Study: Refinery29: Her Brain on Digital 3.0
Methodology
- Creative quantitative survey with women in the US and UK
- Media reactions activity in Lumière: women in the US and UK watched a selection of videos from TV shows and movies and answered a series of follow-up questions reacting to their efficacy in portraying womanhood and motherhood
Outcomes
- Developed an intimate understanding of the paths to womanhood and motherhood across many life contexts for mothers and non-mothers today
- Identified role models and narratives women feel are representative in the media
- Refinery29 branded insights microsite
RELATED CASE STUDIES
People
Turkish soap operas reveal the power of global content sharing
“I lived with my husband for 13 years, until I started watching Turkish soap operas.” So begins Kismet, a documentary that chronicles the impact of fictional TV series on women’s empowerment in the Middle East. The dramatic opening line is reminiscent of a soap opera itself – but it’s not, and its verity reveals the
View case study
People
What’s new in Hispanic news?
The Context Globalization and advances in technology have facilitated the exchange of people, information, and creativity internationally. These shifts have ushered in a new era of distributed content production and have bolstered the importance of Spanish-language content in the United States. Within this culturally and linguistically diverse context, Univision is the country’s largest
View case study
People
What science tells us about character connections
Here at Latitude we have been thinking a lot about characters – in films, TV series, and games – namely, which characters people connect with best and why. We wonder how these connections form and think that a better understanding of this relationship might allow us to allow us to help clients optimize content production
View case study
People
Digital fluency is a spectrum – where do you fit in?
Digital fluency impacts the consumption of media and engagement with brands. We partnered with Hulu to revise the outdated digital native/digital immigrant dichotomy and reveal seven distinct identity types: Averse, Minimalist, Enlightened, Confident, Connected, Maximizers and Creators.
View case study
People
Why do people share online information and what are best practices for making content shareable?
This study highlighted connections between specific content characteristics and sharing behaviors and uncovered opportunities to reach new audiences through increased interactivity and mobile product offerings.
View case study
People
What is fandom, brandom and how can Comedy Central and partners reach millennial fans?
We identified a type of lead influencers, “Credible Catalysts,” strategies for engaging them and demonstrated that Comedy Central over-indexes on the key segment.
View case study
People
How can Revolt TV debunk Millennial myths and uncover Millennial reality?
We worked to debunk myths about the millennial generation, informing messaging strategy and reinforcing REVOLT TV’s role as experts on the sought after demographic.
View case study
People
How do Viacom’s audiences discover and become fans of TV programs?
We uncovered motivations, unmet needs, obstacles (and solutions) to viewing across all stages of the viewing path and the role of network brands and advertisers across devices and sources.
View case study