Blue-Collar Research

Synovate has considerable experience conducting research with those of lower-socio-economic status. 

Qualitative and quantitative projects with such people have been conducted for the following subjects or clients:

• Christmas hamper savings clubs
• Maori television
• Fast food in South Auckland
• Potential banking customers in working-class areas
• Studying the role models of underpriviledged Maori and Pasifika youth for a major advertising agency
• Patrons of a 'working class' pub
• Advertising concept evaluation for the Ministry of Education, evaluating a campaign specifically targetting those with low educational attainment
• Advertising concept evaluation for the Ministry of Health, involving much qualitative work with Maori and Pacific Island women

In addition, researcher Jonathan Dodd presented a well-received paper at the 1999 Market Research Society biennial conference, studying the problems facing researchers when studying the ‘lower classes’.  This paper was prominently featured in the December 1999 issue of NZ Marketing Magazine, and Jonathan’s views in this area were subsequently published by the New Zealand Herald in 2003.