Jags Kandasamy

Latenta is a London-based boutique research consultancy specialising in uncovering the invisible forces that shape consumer and voter decisions—the latent phenomena that, like dark matter in the marketplace, you can't see but pull the strings behind everything. We straddle commercial and political worlds, helping organisations make smarter, evidence-based decisions. Our commercial expertise includes consumer segmentation, conjoint analysis, usage and attitude studies, loyalty ladder measurement and modelling and brand equity research. In the political arena, we focus on voter sentiment and electorate segmentation studies that help political leaders and organisations forge meaningful connections with voters and execute powerful campaigns. Our commitment to bespoke high-impact solutions sets us apart—no cookie-cutter approaches here. Every project is tailored to address your unique challenges, delivering high-quality insights with demonstrable ROI. Beyond solving complex research questions, we help clients articulate their problems through our proprietary brief discovery workshop, ensuring we're answering the right questions from the start. Founded by an industry veteran with extensive experience across multiple markets, Latenta has quickly established partnerships with clients throughout Europe, Southeast Asia, the Middle East, and Africa. Supercharge your evidence-based decision-making and growth. Connect with us to discuss your research challenge or reserve your spot in our brief discovery workshop—a structured session designed to transform your business questions into precisely articulated research briefs.