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Synovate In:fact

Our regular newsletter, In:fact delivers the most intriguing new findings about consumers and markets directly to the desktops of people with a bona-fide interest in marketing research. Many editions use AsiaBUS findings.

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Recent issues of In:fact

June 2008

Global survey: What would you do to be beautiful?

Beautiful things give us great pleasure. Art, music, landscapes... it goes without saying. But where do we stand on beautiful people? It's a tougher proposition because, frankly, we're not all 'Brangelina' or Aishwarya Rai. Of course many of us would say people are beautiful within. Synovate tackled a range of beauty issues in a global survey... how do people define beauty? Where do people from different cultures see themselves on the beauty scale? And would they want to do anything to change their looks? Over 7,000 people in nine markets across the world spilled their beauty secrets and here's what they told us... read »

May 2008

Global healthcare survey looks at patient power

From doctors' waiting rooms to 'Dr Google', homeopathy to homemade remedies, healthcare has many different guises around the world. With economic and cultural factors shaping healthcare attitudes and behaviour, this sector can be seen as a microcosm of society. Synovate surveyed 9,642 people across Brazil, Bulgaria, Canada, Germany, India, Malaysia, Netherlands, Russia, Serbia, Slovakia, Turkey and the United States about all things healthcare. Here's what we found... read »

April 2008

Young Asians fit 38 hours of activities into one day (but still manage eight hours sleep!)

Multi-tasking, media-rich lifestyles are the norm among 8-24 year olds in Asia, with these on-the-pulse consumers fitting 38 hours of activities into every 24 hour period. The recently-released third annual Synovate Young Asians study looked at what is in the hearts and minds of the region's youth, revealing their media consumption, purchase habits, attitudes, favourite brands and heroes. It covers 11 markets across Asia Pacific, including Australia for the first time. read »

March 2008

Cents and sensibility: Global attitudes to cash

Whether you have a lot of it or a little; whether you think it buys happiness or is simply a necessary evil; whether you are a marketer, or consumer (or both!)... money is universal. Understanding consumers' attitudes to money is a good starting point for anyone trying to sell something (and that's most of us in one way or another!) and becomes even more important in times where money and markets are a little uncertain. read »

February 2008

Revealing consumers' jeans joys and denim blues...

Originally, jeans were sturdy, practical items made to withstand hard work and wear and tear. These days they are near-ubiquitous global fashion items, found in most wardrobes of the world and capable of inspiring anything from a quiet love of comfortable 'old favourites' all the way through to long searches for the perfect pair and tear-your-hair-out trips to the fitting room. read »

January 2008

Three obvious facts about the world's emerging markets (and the less obvious... what they really mean for your brand)

Emerging markets are all about big numbers and big opportunities. Not a day goes by without press articles about China's 1.3 billion consumers, the new affluent in Russia, India's enormous emerging middle class and countless other such opportunities for your brand. That's all very well, but numbers are just numbers unless you know what they really mean about people. read »

January 2008

Fast food addiction, obesity and other weighty issues

From obesity to home gyms, from fast food addiction to herbal supplements, Synovate today released data that shows that across the world people have conflicting attitudes and behaviours when it comes to managing their weight. read »

November 2007

The Olympic Games... Greatest show on earth or five-ringed circus?

With the countdown clock in Tiananmen Square registering 254 days to go, the eyes of the world are swinging towards China and the Beijing 2008 Olympic Games. The Games are arguably one of the most important global events for marketers... and the Beijing Games even more so, as they provide an 'in' to the world's biggest marketplace. But have the world's consumers even registered it's happening yet? read »

October 2007

Democracy doesn't always get the vote

Enter democracy into any search engine and you instantaneously get millions of links. Some of these are news stories, some academic musings and one top result is even a game (you too can lead your own democracy!) but what's obvious at a glance is that democracy is complicated and under constant debate. read »

September 2007

Smokers and non-smokers agree: Bans are okay in public places

As smoking bans continue to make headlines in Germany, Australia and the UK, findings from international market research firm Synovate's latest survey show that 80% of respondents in 15 countries across the globe are in favour of such bans, primarily because of the positive influence these are perceived to have upon public health. read »

August 2007

Brands taking Asia by storm

Asia. Almost four billion of the world's people call it home. Its affluent and middle class consumer base is growing faster than any other across the globe. And brands, both local and global, are fighting for their place among its markets. read »

July 2007

Designer clothes, expensive jewellery, high-tech toys... Latin American elites are big spenders

Covering millions of affluent adults, top management and business decision makers across the world, the Synovate PAX survey regularly tracks media consumption, ownership and purchase intentions of upscale consumers in Asia, Australia, The Middle East and now, Latin America. "Affluent consumers and business executives in Latin America are world citizens," said Ignacio Galceran, CEO of Synovate in Latin America. "They travel the world for both business and pleasure. They have similar purchasing power to elites in developed markets and want the best products and services that global marketers can offer." read »

June 2007

Grappling with gratuities

How much should you tip? The inevitable question heard at the end of many restaurant meals was asked of consumers across the globe, with the most common answer from 31% of all respondents being between 10 and 15 percent of the bill. read »

May 2007

Music and all that jazz

Music is mid-revolution. It's a quiet revolution but a sure one. While marketers and industry experts spend time debating the impact of new technologies, Asia's youth are simply using them... or are poised to do so. read »

April 2007

The climate is changing... but will consumer behaviour?

Climate change is news all over the world. You only have to pick up a paper or stand by the water cooler to know it's a hot issue with world leaders, celebrities and regular people alike. But will all this talk lead to changing consumer behaviour? Marketers need to know. Synovate, together with BBC World, took a look at climate change in a global survey spanning 21 markets on six continents and discovered that more than two thirds of respondents were concerned about climate change. Even more significantly for the world's marketers, 95% of these people had personally done something to reduce the effects of climate change in the past year. read »

March 2007

Battle of the brands for emerging market hearts

While almost 60 percent of consumers in emerging market countries would buy a local brand over an international brand if both products were of equal price, consumers in these 'Hotspots' countries have the same brand preferences for cars (Toyota), fast food (McDonalds) and hotels (Hilton) as developed market consumers, reveals global market research company Synovate. The exception? Sony is the preferred manufacturer for MP3 players in Hotspots countries whereas Apple's iPod rules in developed markets. read »

February 2007

Teaching children financial responsibility

The vast majority of American parents expect their children to do chores for their pocket money, while more than half of parents in Cyprus teach their kids about the stock market, reveals global market research company Synovate has revealed. These and other fascinating insights come from a survey of 1,596 parents of 5 to 17 year olds in the United States, Canada, China, Cyprus, South Africa and Slovakia, who were asked whether they give their children an allowance and how they are teaching their offspring about financial responsibilities. read »

January 2007

Desperately seeking love online

Twenty nine percent of the French and 21 percent of Filipinos have used the internet to find love, but over one third of people who aren't online daters believe only "desperate people" use the internet to look for love, according to a recent global study by market research firm Synovate. read »

December 2006

Do motorsports rev up brands?

More than one-third of motor racing fans would be influenced by a manufacturer's success on the racing circuit when buying a car or motorcycle, according to a recent global study by Synovate. Synovate surveyed 1,548 motorsport fans from the United States, Germany, Saudi Arabia, the United Arab Emirates (UAE), China and Malaysia, asking which type of racing they followed and the brand perceptions formed by the sport. read »

November 2006

Rich insights into low income consumers

Low income consumers in the world's emerging markets want many of the same things out of life and the same quality in their products as middle class consumers and differ mainly in their purchasing behaviour, according to a recent global study by Synovate. Combining quantitative data with the deeper insights from a qualitative approach, Synovate surveyed over 8,000 consumers in 14 'Hotspots' markets around the world to gain a better understanding of their attitudes, values and purchasing habits. read »

October 2006

Coffee culture: a global phenomenon?

Consumers the world over are highly in favour of coffee giants and the vast array of choices they offer, reveals global market research agency Synovate. In a study that sought to illuminate coffee culture around the globe, Synovate spoke to 5,806 respondents in the US, UK, France, Brazil, Hong Kong, Singapore, Serbia, Morocco and Australia. Overall, 76 percent of respondents agreed that 'large multinational coffee chains are good because they expand choices for consumers'. read »

September 2006

Will new air travel restrictions keep travellers closer to home?

The new restrictions at airports will deter some consumers from air travel but it's the ongoing threat of terrorism that will have a greater effect on their travel habits, according to a new survey by Synovate. Synovate surveyed 1,481 people in the United States, United Kingdom, Czech Republic, Hungary, Bulgaria, Singapore and Australia who have travelled by air in the past year to get their thoughts on the additional air travel security restrictions that have been imposed in recent weeks due to threats of terrorism. read »

August 2006

Mobile manners, digital decorum and email etiquette in Asia

Sixty percent of Asian consumers are unable to live without their mobile phone and two thirds of Asians believe digital devices should come with user etiquette manuals, according to a Synovate survey. Exploring Asian consumer attitudes towards wireless manners, Synovate surveyed 3,363 respondents in the markets of China, Hong Kong, Korea, Malaysia and Thailand about their most essential digital device, their most annoying digital behaviours, and whether they had ever been 'dumped' by SMS. read »

July 2006

GM Foods – Delight or Fright?

Anything that makes food taste better is fine, according to 62 percent of South Africans who are familiar with genetically modified foods, global market research company Synovate has revealed. That statement is sure to be anathema to the 89 percent of corresponding Greeks who believe such products may be harmful. read »

June 2006 - Special issue

Shooting for World Cup glory

Brazil are the overwhelming favourite to win the 2006 World Cup, a recent Synovate survey has found. And it's no surprise that Brazilian star Ronaldinho is tipped to be named the tournament's best player. But Synovate also learned that a significant number of women tune in to the games so they can enjoy watching the men in shorts! read »

June 2006

Living with or without - technology

Almost half of us think new technology looks cool even if we don't understand it, according to a recent Synovate survey. The global market research company also learned that while a mobile phone is the gadget most people could not live without, almost one-quarter of respondents claim they could live without any of their high-tech toys. Synovate surveyed 5,500 respondents in Canada, China, France, Hungary, India, Romania, Saudi Arabia, Slovakia, Taiwan and Thailand, asking about their attitudes toward the latest technological devices. read »

May 2006

Are we ready for alternative engine technologies?

Despite record oil prices in most countries and concerns about global pollution levels, awareness and adoption of alternative fuel engine technologies are fairly low, according to a recent Synovate survey. Even direct injection diesel engines are an unknown for many consumers outside Western Europe, with one-third of those surveyed never having heard of such technology. read »

April 2006

Is employee loyalty a thing of the past?

Forty percent of employees think it's no longer possible to be as loyal to a company as in the past, with the French – at 56 percent – expressing the highest such sentiment, a recent Synovate survey has found. Synovate also discovered that one in four Russians and Ukrainians have changed jobs in the past year, almost twice as many as in the other countries surveyed. read »

March 2006

He's Just Into You - Wrinkles and All

MTV booty-shaking minx or Catherine Deneuve? In a recent Synovate survey of seniors aged 55 or older, there is no contest - nearly 40 per cent of men in 12 key markets said older women were just as attractive as their younger counterparts. And in a day and age when Hollywood roles for older actresses are in rapid decline and Botox use starts in the teenage years, this is refreshing news. read »

February 2006

Bird Flu: Is anyone ducking the issue?

Almost half of Indonesians and Turks have stopped eating chicken as a result of the threat of bird flu, a recent Synovate survey has discovered. Americans and Canadians, on the other hand, have not lost their taste for poultry, which is also true of close to half of respondents in Hong Kong and Thailand. read »

January 2006

Western consumers still skeptical about quality of 'Made in China' and 'Made in Korea' labels

ONLY one in eight respondents from the US and key markets in Europe think highly of the quality of products made in China and Korea, a recent Synovate survey showed. A little over half (52%) of European respondents, however, think Japanese-made products are of high quality, an opinion shared by 41% of their American counterparts. Findings also revealed that one-third of the respondents polled consciously seek out goods made in their countries when they go shopping. read »

December 2005

Life in the slow lane

WHAT strikes fear in the hearts of China's motorists? Pedestrians. Seventy per cent of mainland Chinese respondents in a recent Synovate survey attribute China's worsening traffic problem to unruly pedestrians, second only to rocketing private car ownership. Pedestrians pose such a problem for China's motorists that wardens with whistles and flags are stationed at major intersections in the three main cities of Beijing, Shanghai and Guangzhou. Their job? "To stop people wandering across the road against the traffic lights," says Synovate China managing director Darryl Andrew. read »

October 2005

Coping with fears of terrorism

WHILE 84% of Americans fear a terrorist attack on the US in the near future, only 27% say their country is well prepared to handle the situation. A recent Synovate survey across 13 markets confirmed that citizens of countries which have been attacked in the past worry more about a possible recurrence. The fear is highest in the UK, which was jolted by the public transport bombings in July. Nine out of 10 UK respondents said they expect another terrorist incident, the highest among all markets which took part in the study. read »

September 2005

Puppy love across the world

ONCE thought of as something reserved for the likes of Paris Hilton and her chihuahua Tinkerbell, health insurance for pets is increasingly being seen as a serious investment. A recent Synovate survey conducted in nine markets shows that 51% of UK pet owners currently own or would consider buying pet health insurance. Their sentiments are echoed by the Philippines (28%) and the US (22%), who come in second and third respectively. read »

August 2005

Young Asians give their take on the world

TODAY'S young Asian is a multi-tasking, interactive, digital-driven consumer according to Young Asians, a new survey released by Synovate. Conducted in conjunction with MSN, MTV and Yahoo!, Young Asians surveyed over 7,000 respondents aged 8 to 24 across Hong Kong, Singapore, Taiwan, Malaysia, Thailand, Indonesia, Philippines and India. read »

July 2005

Is the leisurely drive on the road to extinction?

FOURTEEN per cent of drivers in India claim they have been physically assaulted or were at the receiving end of a weapon wielded by other drivers in the past 12 months, according to a new survey by Synovate. read »

June 2005

Would you answer this question honestly?

Do people respond to survey questions honestly? This is a critical question to anyone who commissions market research. After all, what use are surveys if a lot of the respondents are great big fibbers? read »

May 2005

Save it, spend it, or throw it away

Money makes the world go round. To learn more about people's attitudes to money around the world, we recently surveyed 5,627 people in the US, France, Portugal, Romania, Germany, Spain, Serbia, Bulgaria, Singapore, China and Taiwan. read »

April 2005

Who cares about the environment

Do you gaze out your window every day at a sky full of smog? Or do you live on the edge of a pristine wilderness? One thing's for sure, thanks to the ongoing efforts of activists, our threatened environment will be a subject that's never far from your awareness. read »

March 2005

A genuine look at fakes

Piracy! It's the scourge of genuine brand manufacturers across the world. It's a multibillion dollar global criminal enterprise reported to be linked with drug trafficking, money laundering and terrorist fundraising. read »

February 2005

Popping the cork on drinking habits

How widely do alcohol drinkers' habits vary across the world? To get a better understanding of tipplers' preferences, we polled more than 2,000 people in China, Korea, Poland and the United Kingdom — all nations in which people are known to like a drink. The results are sure to be particularly interesting to those in the F&B, entertainment and hospitality sectors. read »

January 2005

Where girlpower meets spending power

For marketers it's crucial to understand precisely who controls the spending. For many marketers it's important to know who controls the savings too. With this in mind, we quizzed nearly 4,000 women around the world about their attitude to money, and their role in the family finances. read »

December 2004

Deadly sin (and growing business) in Asia

Mirror mirror on the wall, who's the vainest man of all? Eager to find out, we asked nearly 3,000 males about their grooming habits and attitudes to vanity. Respondents were aged 15-64 years and came from all socio-economic classes. read »

November 2004

UK students dissected

Earlier this year, Synovate released the results of a recent study by Project Edge, an ongoing contextual trends monitor managed by the UK's youth research division. The research took a look at a fast growing segment of the UK population: students — specifically, Britain's 2,175,115 undergraduates. read »

October 2004

Food frights

Recently, Interstate Bakeries Corp, the biggest wholesale baker in the US, filed for bankruptcy protection. And what pushed the 77-year-old company over the edge? Management cited a drop in sales, partly due to the growing popularity of low-carbohydrate diets. read »

September 2004

Athens Olympics: the inside track

Athens 2004 was full of unforgettable sports action sequences. But what else made impressions on the minds of international Olympic audiences? Determined to find out, Synovate asked more than 5,000 people around the world a series of questions aimed at uncovering some Olympian perceptions. read »

August 2004

Do Parents Make the Grade?

Synovate's brand new youth division has spent its first few weeks thinking about the knotty issue of parenting. As part of these efforts, the team has used Synovate's TeenNation omnibus survey to speak with over 500 US teens, as well as travelling all around North America to spend a full day with well over 45 families. A wealth of insights has been gathered into how teens feel about their parents and vice versa. read »

July 2004

Coffee, Tea or Me? What people look for in budget airlines

Anyone who has flown commercially in the past few years can attest that the glamour of air travel has long since dissipated. Today, cost conscience airlines - especially in North America and Europe - have created a hodge-podge of budget airlines with long lines, self-service shortcuts and decreasing legroom and amenities. But who are their budget travellers? And how much more are they willing to suffer in order to fly for pennies? read »

June 2004

Skin lightening products in Asia - a bright future?

Visit any beach in Europe or the US and you'll find it full of light-skinned people doing their best to become darker. Meanwhile, as a recent Synovate AsiaBUS survey confirms, there is a strong desire among women in Asia to have lighter skin. read »

May 2004

The skinny on packaging size preferences

The United States is a big country with a big landmass — and a reputation for bigness in almost all things. The Philippines on the other hand, is a mid-sized nation comprised of 7,000 or so islands — and is a place that appears to have more affinity with the small. Both of these national tendencies are reflected in packaging sizes. read »

April 2004

When it comes to cars, do kids drive their parents?

How much influence do kids have on their parents and grandparents when it comes to new car decision-making? To learn the answers to this question and more, we formulated a set of questions and inserted them into a recent global omnibus study. read »

March 2004

Affluent Asians - What you'll find on their wishlists

The Synovate PAX survey regularly tracks media, prosperity and influence in major markets across the Asia Pacific region. The survey probes the ownership and purchase intentions of affluent people in Bangkok, Hong Kong, Jakarta, Kuala Lumpur, Manila, Singapore, Taipei, Seoul, India, Australia, Japan and soon, the Middle East. read »

February 2004

Phone number portability - do consumers really care?

In recent years, number portability (the ability to retain your phone number while switching to another carrier) has been a hot issue in the US. Network operators and consumer advocates weighed in strongly on either side of the argument. Finally, the US telecommunications regulator, the Federal Communications Commission (FCC), mandated compulsory cell phone number portability across US networks. The ruling came into effect on 24 November 2003. read »

January 2004

Synovate puts sport under the microscope

Professional sport is a huge and growing global business. With billions of people regularly tuning into their favourite teams and events, no marketer can afford to ignore sports. For this edition of In:fact more than 9,000 responses were gathered in the US, Germany, Brazil, India, Canada, Russia, France, China and Korea regarding sports preferences and priorities. Of these, only 17% of respondents expressed a general lack of interest in sports. read »