Market research insights
driving global business

• October 2011

High cost of living

Various factors come into play when countries consider healthcare reform. An overall picture highlights a few factors that countries should take into account.

• October 2011

Two for the road

Electric motorcycles are making breakthroughs in speed and distance, but why aren’t we seeing many of them on the road? The convenience, ease and environmentally friendly nature is a thumbs-up, but can they overtake their four-wheel counterparts?

• July 2011

Winning cards in China

The proliferation of credit card usage in China shows what banks need to do to continue the trend. As consumers become more sophisticated, their demands for banks improve related customer services will need to be satisfied.

• June 2011

Social networking Russia

Global social networks may be leading the way in developed countries, but they are still coming to terms with how to enlarge their user base in emerging markets.

• May 2011

Made in China

Previously known for mass production of cheap goods that are sold in Walmart and other megastores, China no longer needs to imitate. Revamps on local goods are making foreign brands take a deeper look as the competition gets fierce.

• April 2011

Skin deep

From medical tourism to high school graduation, cosmetic surgery – invasive or not – is being embraced by younger and younger people, particularly in Asia.

• January 2011

Excuses, excuses

Climate change is all over the media, but a recent study in Brazil shows that the message is not necessarily being absorbed – at least, not in a sense that results in action.

• November 2010

Rise of the Kidults

It's no secret that the gaming industry has been incorporating adults into their target market for a while now, but marketing strategies have had to change and adapt for the new growing market of "casual gamers" that Nintendo so effectively opened up with their introduction of the Wii console. With these largely adult consumers on the rise, enter the PlayStation Move and the Xbox Kinect.

• November 2010

India: Where to now?

It's easy to have a changing relationship with India – people love its colourful culture and rich heritage but lament about its infrastructure that is struggling to keep up with the country’s rapid economic growth. Find out more about Synovate's research in this area, commissioned by Businessworld magazine.

• September 2010

Get mobile

The theory of evolution is a simple one: adapt to your environment, or die. Right back when the world was nothing more than a glorified ice-cube, man was able to adapt to his surroundings and survive. We now try to make it in a global business network, and to do this we need to be adaptable and innovative. And this is where a new iPhone webpage for Toyota executives comes in.

• September 2010

The evolution of loyalty

Ensuring loyalty to a brand has become increasingly complex as new approaches and online technological platforms change the dynamics of company-customer interaction, and businesses explore various new ways of communicating with consumers.

• September 2010

Women on Top

Cue 2010 and a paradigm shift. Call it Girl Power, call it Women on Top, call it whatever you want, but there is a distinct trend for blokes to be the homemaker – more concerned with bargain blackberries than bargaining via their BlackBerrys – and leaving it to their spouse to bring home the metaphoric bacon.

• August 2010

Into the wired

Heading into the great outdoors used to be about getting away from it all, facing nature head on and enduring – even relishing – all the hardships that came along with it. While the latter is still partly true (we still face nature head on, but we've found ways to make the hardships less… hard), today’s outdoor enthusiast can (and oftentimes does) stay just as connected with the world as they would in a downtown net café.

• August 2010

Magic Mushrooms

Mushrooms aren’t known to inspire the most exciting of dialogues (except perhaps among chefs), but to the numerous fans of solar energy, the growing legion of wave farmers, and the squadrons of Don Qui-eco-xotes tilting about their windmills, the humble fungus could make a significant mark in cleaning our environment and providing alternative energy sources.

• July 2010

A brand new day

After the adoption of International Financial Reporting Standards (IFRS) by countries around the world as a standard accounting language, companies were required to value brands that they own, and to disclose this in their annual financial statements. Now another sea change is here as a new ISO standard (ISO 10668) provides guidance on how companies measure the monetary value of their brands.

• July 2010

Don’t worry, be happy

Nearly two years after the global recession sent shockwaves around Asian markets, consumers in Asia appear to have put recessionary fears firmly behind them and are anticipating a period sustained economic growth.

• June 2010

Ready for kick-off

The 2010 FIFA World Cup kicks off in South Africa on 11 June, signalling the first African hosting of a major football tournament. According to a study by Synovate, South Africans are more than ready to show the world their enthusiasm. Here are the some of the key findings from the study.

• June 2010

The right chemistry

After decades of bad press for their attitudes concerning profits over social responsibility, the pharmaceutical industry faces a challenge from within. Is this the change we’ve been waiting for?

• June 2010

Building the hits of tomorrow

New music artists are achieving their dreams of stardom, including great sales, fans, hitting the charts and critical success, all without the marketing support of a major record label. How are they doing it? We find out in part two of a music investigation, with a focus on the role brands are playing.

• June 2010

Green Lean Machines

Hybrid cars that run on a combination of petrol, electricity and/or bio-fuels are no longer novel. Discover more about this, and other innovations to hit the motor industry this year. The developments may have the power to make the auto industry greener and cleaner.

• May 2010

Tucking into food trends

A look at how eating from local sources, keeping close tabs on sustainability and staying at home to dine are shaping the way people eat in 2010.

• March 2010

The relocation of luxury

Asian consumers account for half of the US$80 billion global luxe industry. China’s luxury market is growing so rapidly that it will become the biggest in the world within four years and in India there are three-month waiting lists for items with the “right” label attached.

• February 2010

Be your own boss

As the economic crunch continues to cause companies to downsize, an increasing number of people are choosing to take the entrepreneur route – swapping a corporate cubicle for a home-office.

• January 2010

Green sells

As Brazil goes from strength to strength, environmentalists have been concerned about the potential damage, but new data shows Brazilians are more concerned than anyone about the impact of consumer behaviour on the environment.

• January 2010

Who’s spending, who’s not and why not?

The global financial crisis has impacted customers with varied effect. Some countries have suffered more than others and companies must examine who their clients are and target new consumer categories and markets.

• October 2009

Happy with home-grown

In booming middle class India, brands don't get ahead by being "foreign" or from the "West" – home-grown, or at least adapted, brands are far more likely to appeal to India’s proud professional classes.

• October 2009

‘Checking out’ global grocery shopping

Most of us do it. Some of us reluctantly, some of us with a sense of anticipation and pleasure. Grocery retailers need to take into account myriad attitudes and approaches and make the experience satisfying for customers.

• September 2009

New Russians, new chic

In the fourth-largest luxury market in the world, Russians are voting with their wallets for sophistication and national heritage as showiness starts to fade into the background.

• September 2009

Mobiles a ‘remote control’ for life

Mobile Intelligence expects that 70% of all people will own a mobile phone by the end of 2010. Marketers need to understand how people use their phones, how they feel about them - and what they want more of.

• July 2009

Motormouth

Infact spoke with Scott Miller, CEO Synovate Motoresearch and Car Lover, after another hectic day of researching and talking about cars; he was revved up enough to indulge in even more car talk...

• April 2009

A One-derful night

Linda Collard talks hotels, guests, marketing and technology with Martin Dishman, Managing Director of The One Hotel Group in Siem Reap, Cambodia.

• March 2009

Here comes the silver market

The silver market is generally considered to be consumers over the age of 50 – a huge market that is growing rapidly due to simple demographics: people all over the world are living longer.

• February 2009

Building a recession-proof brand

In times like this, brands should show what they're made of. Some will fall, some will survive and others will thrive. To make sure your brand is one of the winners, you need to know what people are doing, feeling and buying.

• December 2008

Passionate about professions

Much of who we are is tied up in what we do in the hours from nine to five (and often way beyond). Asking someone what they do for a living is often our first question. So what are people's gut reactions when you tell them what you do?

• November 2008

Men: Beauty or brawn, or both?

Synovate took a long, lingering look at male beauty in 12 markets across the world, speaking with nearly 10,000 people about beautiful blokes and what makes them that way. We discovered cultural differences as well as some surprises.

• July 2008

Is ‘green’ the new black?

The second annual Synovate and BBC World News climate change study showed that more and more people are concerned about climate change (72% across the globe and as high as 88% in Spain).

• 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.

• September 2007

China’s pre-Olympics pulse

Brands have spent mega-millions on legitimate sponsorship deals to secure their connection to the Olympic Games. How is all this affecting the grass roots population of China? To be brutally honest, very little!

• September 2007

The marketing marathon

Massive marketing campaigns for the 2008 Olympic Games in Beijing have been in place for several years, but it's only recently that companies have begun splashing their logos on billboards and products across China.

• August 2007

Brands taking Asia by storm

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.

• July 2007

Latin American elites are big spenders

Affluent consumers and business executives in Latin America are world citizens and have similar purchasing power to elites in developed markets and want the best products and services that global marketers can offer.

• May 2007

Music 2.0 is here

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.

• April 2007

Battling against a brand

Big name brands pack a punch, but do they always have the power to take down the local talent? In the Phillippines, Tony Tan Caktiong got the jump on McDonald's and now his Jollibee brand boasts double the sales.

• April 2007

Big national brands

These five brands have made quite a name for themselves in their local markets. Now, they are setting their eyes on the world, looking to expand their operations to all parts of the globe.

• March 2007

Brands battle for emerging market hearts

Combining quantitative data with the deeper insights from a qualitative approach, Synovate surveyed over 13,000 consumers in 20 Hotspots markets to gain a better understanding of their relationships with brands.

• 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.

• November 2006

Insight 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.

• November 2006

Silent, but deadly

Hepatitis B is a liver disease that primarily affects Asians. But growing rates of migration and travel may change that. Without increasing awareness, Hepatitis B will continue to kill – silently.

• November 2006

Mexico’s home run


The dream of owning a home – once denied to millions of Mexicans – is becoming a reality thanks to government support, a stable economy
 and new mortgage programs from domestic and foreign banks.

• November 2006

What’s cool about TV

In Egypt, a TV is more important than a refrigerator – even in the summer heat. If Egyptian TV is at the stage that European TV was at a decade ago, and American TV a decade before that, then there is plenty of mileage left in it – for viewers and advertisers.

• November 2006

Capitalism calling

The rapid spread of mobile phones in South Africa is enfranchising people who were once excluded
 by spurring entrepreneurialism in rural areas and encouraging foreign direct investment.

• November 2006

Russia bound

The Russian fascination with the dacha, or country house, gives retailers unique market opportunities. Rising living standards in recent years has given many dacha owners the opportunity to spend more of their discretionary income on home improvements.

• November 2006

Indonesia unmasked

Spreading the news about avian influenza reveals much 
about life in rural Indonesia, particularly the close ties people village people and chickens. So far, government campaigns to have people cage and separate diseased chickens have largely fallen on deaf ears.

• November 2006

Breaking Away

Since Poland joined the European Union, some 300,000 Poles have registered to live and work in Britain, one of the three countries with an open door policy. Why is this extraordinary migration taking place, and what effect is it having on the economy at home?

• November 2006

Thailand - no longer on a shoestring

A new, three-year marketing campaign, “Thailand Unforgettable,” aims to lure high-end travelers and niche holiday-makers to a country known more for backpackers, hostels and rock-bottom prices.

• September 2006

Travel stoppage

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.

• August 2006

Digital manners 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.

• June 2006

World Cup 2006

Brazil are the overwhelming favourite to win the 2006 World Cup, a recent Synovate survey has found.

• April 2006

Marketing on mobile phones

Mobile phone marketing is full of potential, laden with pitfalls and the only new marketing channel to emerge since the Internet. A Synovate survey found that an interactive approach to mobile marketing is the best way to capitalize on the trend.

• April 2006

Multicultural marketing

Racial and ethnic minorities number about 100 million (or one-third) of the United States population, so marketers of all stripes need to stay on top of multicultural ideas, trends and sensitivities.

• April 2006

Healthcare rising

For decades, Europe, North America and Japan have been the key focus of major pharmaceutical companies. But, as pharmaceutical sales slow in the United States and Europe, the industry is looking to fast-growing emerging markets in Asia, Latin America and Eastern Europe.

• March 2006

New markets for health care

Although pharmaceutical companies have focused on Europe, North America and Japan for decades, there is strong evidence that emerging markets such as India, China and Korea offer strong potential for growth as pharmaceutical markets and research sites.

• February 2006

Bird Flu: Ducking the issue?

A Synovate study of 7,040 people in 12 markets found that worries about the threat of bird flu vary considerably across the world. Almost half of Indonesians and Turks have stopped eating chicken as a result of the threat of bird flu.

• January 2006

A question of quality

Western consumers are still skeptical about the quality of Chinese and Korean goods, with only one in eight respondents from the US and key markets in Europe thinking highly of their products, a Synovate survey showed.

• December 2005

Selling beauty to men

A Synovate survey of men in the Philippines, China, Hong Kong and Korea found that the pretty boy mindset is pretty strong and might lead to some excellent opportunities for marketers.

• November 2005

A tale of two brands

For Republic Flour Mills (RFM) and Universal Robina Corporation (URC), two food companies based in the Philippines, embracing market research was an important turning point in their respective businesses.

• November 2005

Banking on new markets

Islamic banking — in which the profit sharing-sharing ratio, but not the rate of the return, is pre-determined — is spreading to markets well beyond the Gulf and holds tremendous potential for development and expansion.

• October 2005

Coping with fears of terrorism

A recent Synovate survey of 9,000 people across 13 markets confirmed that citizens of countries which have been attacked in the past worry more about a possible recurrence. The sad legacy of terrorism is the change in behaviour to cope with a perceived unknown threat. Six out of 10 Americans said they live more for today knowing anything could happen tomorrow.

• September 2005

Puppy love

Health insurance for pets is increasingly being seen as a serious investment, a Synovate study found.

• August 2005

The lives of Asian youth

Today's young Asian is a multi-tasking, interactive, digital-driven consumer according to Young Asians, a new survey released by Synovate.

• May 2005

Save or spend?

Many financial pundits recommend putting aside 10% of everything you earn, but only in Asia is this recommendation followed by the majority of respondents, according to a Synovate study.

• March 2005

A genuine look at fakes

Real brand manufacturers need to put a bit of effort into giving fakes negative associations because many people don't see anything wrong with buying counterfeits, a Synovate study found.

• November 2004

The mideast challenge

When conducting market research in the middle east, it is critical to have a good understanding of the social structure and religious beliefs of a country or region— and to adapt market research techniques to fit local norms.

• November 2004

The obesity wars

As brands adapt to meet the needs of a new generation of informed, nutrition-savvy consumers, it is important for consumers to realize that nutrition is also a personal responsibility. In other words, the obesity war must take place on both sides of the counter.

• November 2004

A whiter shade of pale

Many Asian women believe that having whiter skin makes them look younger and more attractive to the opposite sex, fueling a region-wide boom in products designed to give women a "whiter," or "brighter" skin.

• November 2004

Dying for profit

To survive in a competitive industry, funeral businesses in the United States are turning to market research and developing new products and services for niche markets among fast-growing communities like Hispanic-Americans.

• September 2004

The Athens Olympics

A Synovate survey found wide interest in the Athens Olympics, with 82% of respondents saying they watched the event.

• June 2004

When telephone surveys are not enough

Mapping brand equity uncovers strengths and weaknesses of a product or service within the mind of the consumer in comparison to competition within the market. Great brand research uses a variety of methods and is sensitive to cultural differences.

• June 2004

Big things come in small packages

In the Philippines, limited disposable income has led to a rise in sachet packaging for everything from liquid detergents, to toothpaste, to minutes for mobile phones. The lesson for companies is clear: Different consumer needs mean companies must adapt.

• May 2004

Food fight

Both Australia and France hope to cash in on the vast Asia-Pacific market for food and drink. While France's reputation for sophisticated wine helps it dominate in beverages, Australia is a clear winner, for now, in food.

• April 2004

Hola Land Rover

To reach Hispanic consumers marketers need to influence a wider social network and develop an appeal that reaches more family members, a Synovate study on the purchase decision dynamics of Hispanic luxury vehicle buyers found.

• March 2004

Affluent Asians

Asia continues to be a hot market for makers of luxury goods, with cities like Kuala Lumpur, Malaysia, and Jakarta, Indonesia, leading the way, a Synovate study found.

• January 2004

Fan: short for fanatic

Professional sport is a huge and growing global business and with billions of people regularly tuning in to watch their favourite teams, no marketer can afford to ignore sports, according to a Synovate survey.