Synovate - The global market research company driven by curiosity
  The Newsletter of Synovate New Zealand Volume 4 Issue 1  
Tuesday 7 April 2009  
The latest from Synovate columnist
Jonathan Dodd

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The Business of Research is Money of Course!

Why Make Research Measures Change If Nothing Changes For Real?

The Proof is There: Now's the Time to Grab Share

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 Five Trends that Threaten Supermarket Retailing

Co-Branding: A Quick Fix in Tough Times?

 

Chat > Sup > Learn >> Invigorate!

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Dr Jannie Hofmeyr, International Director of Innovation for Synovate's Brand and Communications practice, recently presented a well-received paper to a packed audience at our latest Auckland business breakfast.

This was videotaped and recently shown to great applause to our Wellington clients.  To book YOUR personal presentation of this recording contact us now!

Or, click belowfor Marketing Magazine's take on Jannie and his challenging ideas on "Universal Truths":

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Other Synovate Publications


From Synovate's global team come the regular publications ChangeAgent and InFact.

ChangeAgent is now online - for fantastic commentary and news click below:
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And don't forget the e-newsletter InFact that you can receive every month:

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InFact

Read Jonathan's articles on the recent InFact survey into how people around the world, NZ included, are dealing with the recession:

Part 1: Not Everyone Shares Kiwi Angst

Part 2: A Slightly Watered-Down Can-Do Spirit

Part 3: Plain Vanilla's the Flavour of the Times

 

 

 

Welcome to the tenth issue of 
"Usage, Attitude & Opinion"
Welcome to the tenth issue of our regular e-newsletter, brimming with news, commentary, and exclusive case studies.

You'll have received this newsletter as a client or other contact of Synovate (or of Research Solutions in the past), and we hope you find something of interest to you.

If you wish to opt out at any time, just click the link at the bottom of this page - but we do hope you'll stick around for an entertaining and informative read.

Regards - the Synovate team.
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Synovate wins the
UK Market Research Society
Award for Innovation!

Synovate recently won the coveted UK Market Research Society David Winton award for Innovation in Methodology.  The award was presented to Synovate for its paper, 'A new measure of brand attitudinal equity based on the Zipf Distribution.'

Published in the International Journal of Marketing Research (Vol. 50, issue 2),  the paper describes a new measure of attitudinal brand strength for use as a dependent variable in survey questionnaires.  This new approach predicts share-of-wallet behaviour at the respondent level for all brands in a survey.

Commented Hofmeyr, International Director of Innovation for Synovate's Brand and Communications practice...

“The beauty of this forward looking measure is that it takes up very little questionnaire space, it correlates unbelievably strongly with aggregate market share and it's easy to create segments and do conventional commitment modeling, or 'defection/recruitment' analysis. It is a new generation 'share of wallet' model, rather than an obsolete 'churn' model.  We're really pleased to receive this award.”

The paper (which is quite readable!) can be downloaded here.

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Research that's Faster! Cheaper! BETTER!

Would you like to spend less on research... ...and get more?

Are you being asked to cut your research spending while delivering more insight?

Synovate is ideally placed to help, with the Nano brand and customer experience tracking system.

  • NANO has shorter questionnaires, meaning lower costs: because each approach uses only a few, potent, questions.
  • NANO provides a single view of the customer: because brevity of data collection allows integration of studies.
  • NANO shows immediate tactical opportunities, not just long-term: because our approaches indicate tangible actions to be taken.
  • NANO increases the credibility of your measures with management: because our metrics are validated to link to business outcomes.

What do we track? The most relevant questions which offer cost and time efficiency.

Contact Synovate to learn more!

Ph. Ian Mills: 09 538 0500      Matt Benson: 04 473 4703

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Two More Synovate Researchers Made Fellows of the NZ Market Research Society

From Duncan Stuart, Life Member of the NZ Market Research Society:

This month both Ian Mills and Jonathan Dodd of Synovate Research have been elected as Fellows of the MRSNZ, the professional body of market researchers. Only 16 researchers in this country are currently Fellows, a title that reflects respect from senior research peers as well as an acknowledgement of professional standards, innovation and contribution to the wider research profession.

In the case of Ian Mills the nomination reflects years of highly professional standards of research as well as an extremely significant contribution to the profession through his work on the MRSNZ Committee – being the driver of the bi-annual Market Research Effectiveness Awards – one of the flagship events in an industry that otherwise (often for reasons of client project confidentiality) keeps a low profile. Ian's work has helped raise the bar in this profession.

Jonathan Dodd's nomination reflects also his reputation as a thoughtful often innovative researcher but also the contribution he has made over and above the call of duty towards his profession. Jonathan has earned a reputation as one of the noisiest players in research as a frequent speaker, (and best paper winner,) at industry conferences, as a regular columnist in NBR and through his previous stint as editor of the MRSNZ newsletter. Jonathan has again raised the profile of the profession as a whole.

Jonathan and Ian join Synovate's Debra Hall and our sensory research partner Hester Cooper as Fellows.


 

 

New Appointment merges Data Analytics with Research

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When we learnt our data analyst Ricky Hodge had huge strengths in using statistical modelling to understand human behaviour, we moved him into the researcher department. 

His new role is to help develop and promote automation, advanced analytics, further statistical techniques and Market Quest. 

AND he's a volunteer fireman! Useful guy.

 

Twitter Feeds

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Daily musings from Jonathan on issues marketing, research, social, and cultural:
 www.twitter.com/SynovateJon

The Synovate.com Twitter feed:
http://twitter.com/synovate

Worthy Blogs

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Dutch Synovater Emiel van Wegen is always worth a read - click to see his blog:
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Seth Godin's marketing blog:
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Synovate on MRSNZ Committee

At the recent AGM of the Market Research Society of NZ, Synovate researchers Horst Feldhaeuser and Debbie Sheehan remained on the committee, and have been joined by Rashi Dixit from our Wellington office.

 

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