E248 Latha Sarathy: What You Can and Cannot Measure

Latha Sarathy is the founder of SALIENT HQ, a first-of-its-kind research agency and advisory service providing best-in-class, real-world-tested insights and strategic guidance on a fractional basis. In an age of AI, SALIENT HQ is committed to blending human intelligence with rigorous, intentional research to help clients achieve their goals.With over 30 years in media and market research, Latha has held senior leadership roles across blue-chip companies and industry organizations. Most recently, she served as Chief Research Officer at the Association of National Advertisers (ANA), overseeing analytics, insights, and measurement while driving initiatives such as SeeHer.where she laid the groundwork for industry insights and benchmarks in gender equality in media and marketing.Previously, as SVP of Insights & Strategy Activation at Ipsos North America, she managed a multimillion-dollar portfolio of global consumer insights projects for leading media and technology clients. She has also built high-performing research teams at NBCUniversal, Univision, CBS, Disney Publications, Interactive One, and Wenner Media.A frequent industry voice, Latha has presented at Cannes Lions, ANA conferences, Advertising Week, ARF, Comexposium Japan, and CTAM. She has also led strategic workshops for brands including American Express, Walmart, Georgia-Pacific, and General Mills, helping organizations translate insights into innovation and growth.