Our process is built on the belief that the right evidence doesn't just reduce risk—it creates opportunity.
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The most expensive decision is the one based on misleading evidence. The right question isn't about cost, but about the value of clarity when the stakes are at their highest. Our partners engage us at moments of strategic inflexion: de-risking a multi-million dollar product launch, winning a high-stakes election, or quantifying the value of an intangible asset in litigation. The investment in our work is a direct investment in the confidence and evidential foundation required to win. We don't sell research; we provide a strategic asset designed to deliver a measurable and unfair advantage. See what our partners say.
Yes. Strategic allegiance is a cornerstone of our partnerships. When we are engaged on a project, our commitment is absolute. We will not engage with a direct competitor for the duration of our work. For long-term partnerships, we formalise this commitment with exclusive agreements. Our value lies in providing a unique, defensible advantage, and we believe that advantage belongs solely to the partner who has invested in it.
A partnership with Latenta is a collaborative journey from high-stakes complexity to unassailable clarity. Our process, "The Alchemy of Impact," is designed to be immersive and efficient, led by a dedicated team of senior marketing and data scientists. We operate on a principle of a peer-level partnership built on mutual respect and a shared commitment to the objective. While our testimonials provide the best evidence, you can expect a relationship that is both rigorous and responsive—where we challenge assumptions with data while working seamlessly with your team.
The precision of the question determines the precision of the answer. To begin work without this foundational step would be like building an architect's blueprint on sand. The Brief Discovery Session is a complimentary but critical first phase of our "Alchemy of Impact" process. Many of our partners refer to it as their "company therapy session"—a structured forum to distil complexity, challenge assumptions, and move beyond surface-level symptoms to unearth the fundamental questions that truly matter. The session's output is a concise, two-page Research Brief. This document becomes our shared mission statement, ensuring perfect alignment before any significant investment is made. This brief is the unshakeable foundation upon which we build our proposal, scope, and timeline. In short, this session isn't a delay to the work; it is the essential act that ensures the entire engagement is aimed at the right target from day one.
Traditional market research is excellent at observing the waves—the what. It delivers a snapshot of surface-level data. We are a team of scientists who map the deep currents that cause the waves—the why. Where a traditional agency delivers a top-line report, we provide a structural model (a mechanism) of the underlying forces driving your numbers. We are equipped to isolate and measure key latent phenomena that you cannot access directly by asking straightforward questions. For our partners, this is a consistently eye-opening experience.
We provide the evidence-based blueprint for an efficient, winning campaign. Our work is focused on the strategic preparation that precedes activation. Through a series of advanced research studies, we build actionable voter segments by decoding the electorate's deep-seated motivations. Critically, our instruments are mapped directly against the targeting criteria for platforms like Meta, Google, and TikTok, enabling us to transform the identified segments into ready-to-deploy, GDPR-compliant digital audiences. We provide the deep strategic intelligence; your campaign team executes with precision. See an example of our work here.
Not necessarily. Our objective is to find the most efficient path to the right evidence. We are method-agnostic. Before commissioning new research, we explore if the answers already exist in publicly available data. For example, we often analyse customer experience by scraping and modelling thousands of public reviews for both our partner and their competitors. This use of open-source intelligence can provide powerful insights quickly and cost-effectively.
Our process is built for agility, but we will never sacrifice rigour for speed. For urgent needs requiring short instruments (3-5 questions), our Rapid Global Polling capability can deliver robust intelligence in as little as 24 hours. For more complex strategic challenges, our structured six-phase process is designed for momentum, moving efficiently from discovery to an actionable roadmap. We understand that in your world, speed without certainty is just a faster way to be wrong.
Our process is built for agility, but we will never sacrifice rigour for speed. For urgent needs requiring short instruments (3-5 questions), our Rapid Global Polling capability can deliver robust intelligence in as little as 24 hours. For more complex strategic challenges, our structured six-phase process is designed for momentum, moving efficiently from discovery to an actionable roadmap. We understand that in your world, speed without certainty is just a faster way to be wrong.
Data integrity is the bedrock of our work; it is a multi-layered protocol, not an afterthought. We architect a custom, vendor-agnostic sourcing strategy for each challenge, often leveraging global marketplaces to ensure the highest quality reach. From there, our instruments are designed to prevent fraud, our AI tools eliminate suspicious respondents in real-time, and we conduct rigorous post-fieldwork cleansing. This ensures that every insight is built on an unshakeable foundation, allowing you to act with absolute confidence.
Bias is a fundamental variable in any scientific study of human behaviour. Acknowledging and managing it is a mark of rigour, not a sign of weakness. As a team of world-leading researchers, we are acutely aware of the full spectrum of potential biases. Our process follows strict scientific standards to mitigate its impact at every stage. Furthermore, we are staunch advocates of methodological triangulation—approaching a problem from multiple angles to confirm findings and ensure our strategic insights are robust and reliable.
Yes. Our commitment to methodological rigour is matched by our commitment to ethical standards. Latenta is a proud Company Partner of the Market Research Society (MRS) and a Corporate Member of ESOMAR, the global voice of the data, research, and insights community. Adherence to these codes of conduct is a fundamental assurance to our partners that our work is conducted with the highest levels of integrity, privacy, and professionalism.
Excellent. The challenges that defy categorisation often hold the greatest opportunity for a competitive advantage. Many of our most powerful solutions began as bespoke methodologies, engineered from first principles for a single partner facing a problem no off-the-shelf method could solve. If you do not see your exact need addressed, it means we have the opportunity to build your next strategic blueprint together. The first step is always to book an exploratory call.
