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
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Case Study: Refinery29: Her Brain on Digital 3.0
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
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
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 We partnered with Hulu to revise the outdated digital native/digital immigrant dichotomy and reveal seven distinct identity types: Averse, Minimalist, Enlightened, Confident, Connected, Maximizers and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.
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.
We identified a type of lead influencers, “Credible Catalysts,” strategies for engaging them and demonstrated that Comedy Central over-indexes on the key segment.
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.
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.