http://www.synovate.com/changeagent/index.php/articles/index/ en jonathan@eightcustommedia.com Copyright 2009 2009-11-20T10:25:38+08:00 http://www.synovate.com/changeagent/index.php/site/boutique_or_not_boutique/ http://www.synovate.com/changeagent/index.php/site/boutique_or_not_boutique/#When:10:25:38Z

Taken from the French word to describe a "small, specialised shop", the term “boutique hotel” was first coined in 1980s New York, allegedly by hotel guru Ian Schrager. Fast forward a few decades, and any hotel that has just updated its bathroom sinks or added a new CD to its lobby playlist seems keen to rebrand to get on the boutique bandwagon.

And so, almost 30 years after its invention, the question remains – what, exactly, is a boutique hotel? ]]> Area of Expertise, Customer Experience, Industry, Luxury Goods, Travel 2009-11-20T10:25:38+08:00 http://www.synovate.com/changeagent/index.php/site/the_social_in_social_media_cannot_be_ignored/ http://www.synovate.com/changeagent/index.php/site/the_social_in_social_media_cannot_be_ignored/#When:06:48:58Z

Social media is clearly dominating the marketing zeitgeist these days, and for good reason. But most of the discussion focuses on those who have already whole-heartedly embraced social media; those who are eagerly plunging into the milieu and keen for hot tips, technical wizardry and stories of success.

Within this environment it’s almost heretical to question social media, but scratch beneath the surface with many marketers and it’s not uncommon to find a degree of perplexed disenchantment and scepticism, especially amongst older, more senior (budget holding!) marketers who have yet to embrace social media in their private lives and thereby see what all the fuss is about. Chances are that most Change Agent readers have had such discussions already, regardless of what side of the social media fence you sit.

The significant factor behind the rise and importance of social media is that humans are social animals, but this key point has been missing from most social media discussion and is worth highlighting. ]]> Area of Expertise, Communications, Customer Experience, Industry, Technology 2009-11-16T06:48:58+08:00 http://www.synovate.com/changeagent/index.php/site/money_matters_global_survey_on_money_and_finance/ http://www.synovate.com/changeagent/index.php/site/money_matters_global_survey_on_money_and_finance/#When:02:41:25Z

The year of living dangerously. Synovate surveyed around 11,400 from 16 markets across the world to find out what they had changed about their money management style and attitudes in the year since the global financial crisis hit.

The way people around the world transact and bank has changed quickly and in some fairly dramatic ways over the past twelve months. Around one in four respondents (26%) are using more cash now, yet 27% are using less. The Synovate survey found that 37% of New Zealanders, 35% of Russians and 32% of Spaniards have postponed or delayed overseas holidays in the past six months.

Of the people who delayed a major purchase, changed a life decision or spent less, the Synovate survey showed that 39% did this because they didn't have enough money. One in four people agreed they were glad the world had an economic crisis as it has helped them realise their priorities; over half (55%) have permanently changed their attitudes to the importance of saving money and 47% are looking forward to being able to spend freely again.

Find out the full details behind these numbers and more in the latest In:fact from Synovate. ]]> Area of Expertise, International 2009-10-30T02:41:25+08:00 http://www.synovate.com/changeagent/index.php/site/happy_with_home_grown/ http://www.synovate.com/changeagent/index.php/site/happy_with_home_grown/#When:07:13:18Z

The Indian call centre has become an international cliché. Its employees are young, educated, English-speaking and compared with their compatriots, well-off – and their disposable income, along with that of the rest of India’s fast-growing middle class, is driving extraordinary growth in the country’s consumer goods market. Retail sales in India were worth US$455 billion in 2008, making up 38% of the country’s GDP, which leaves plenty of room for growth when compared with developed markets, and that growth is well under way: in spite of recession troubles in 2008, the retail market grew by an annual average of 11.4% valued in US dollars between 2004 and 2008.

The people responsible for this boom are a new breed in India. Justine Doody takes a look at Indian consumers, their brand preferences and what some Western brands have done to stake their claim in this diverse nation. ]]> Area of Expertise, Branding, Communications, Emerging Markets, International 2009-10-22T07:13:18+08:00 http://www.synovate.com/changeagent/index.php/site/sponsorships_on_the_cheap/ http://www.synovate.com/changeagent/index.php/site/sponsorships_on_the_cheap/#When:10:16:23Z

While much of the world is still trying to shake off the effects of the recession, football grabbed the headlines again last month when Standard Chartered Bank agreed to a four-year, £80-million shirt sponsorship with English Premier League team Liverpool. The massive sums of money involved in such deals seem to put the prospect of sports sponsorships or endorsements out of the reach of anyone without an advertising budget that is larger than some national GDPs.

But wait! Even if your brand is still just one of the little guys, you don’t have to give up quite yet.

“There are many opportunities for smaller brands in less commercialised or more ‘niche’ sports, where the big brands aren't heavily involved,” explains Philip Shaw, Director, Brand & Communications, for Synovate in the United Kingdom.
]]> Area of Expertise, Branding, Communications, Industry, Advertising 2009-10-12T10:16:23+08:00 http://www.synovate.com/changeagent/index.php/site/synovate_check_outs_global_grocery_shopping/ http://www.synovate.com/changeagent/index.php/site/synovate_check_outs_global_grocery_shopping/#When:02:39:16Z

Grocery shopping. Most of us do it. Some of us reluctantly, some of us with a sense of anticipation and pleasure. Some of us want it to be social, and some want it over and done with as soon as possible. Some approach it with military precision and others can be heard wailing 'argh, I forgot the milk!' on the way home (ok, that's me).

Grocery retailers need to take into account myriad attitudes and approaches and make the experience satisfying for customers and profitable for the company. Like all marketers, to get that balance right, they need to know how people feel, their habits and what they like. Synovate asked more than 6,700 people across 10 markets to spill the beans on their grocery shopping approach. Even seemingly simple questions like 'how often do you shop?' and 'where?' inspire vastly different answers from market to market, culture to culture. ]]> Area of Expertise, Customer Experience, Emerging Markets, International, Industry, Retail 2009-10-01T02:39:16+08:00 http://www.synovate.com/changeagent/index.php/site/no_fear_of_flying/ http://www.synovate.com/changeagent/index.php/site/no_fear_of_flying/#When:01:20:47Z

A lot of hot air. You’d think that’s just what American consumers do not want to spend their hard earned dollars on right now, but a certain segment of the US population is doing just that. One hot air balloon company is flying high this recession as big spenders quite literally go ‘blue sky’.

Who are these people? Of vital interest to retailers, Mark Joyella takes a look at America’s shopper types… especially the ones who are still shopping. As one such shopper puts it: “How long am I going to go and not buy cool stuff?”
]]> Industry, Retail 2009-09-30T01:20:47+08:00 http://www.synovate.com/changeagent/index.php/site/from_zero_to_sixty_in_one_government_program/ http://www.synovate.com/changeagent/index.php/site/from_zero_to_sixty_in_one_government_program/#When:05:07:34Z

In today’s new-car sales market, there exist two types of customers, according to Synovate’s research. There are intenders—folks who intend to buy a new car, truck, or SUV relatively soon in the near future—and delayers. As the name implies, delayers have put off purchasing a new car, in many cases because of economic concerns, thanks to the global downturn.

What will it take to get delayers back into the market?

Tim Healey takes a look at ways manufacturers are trying to change car browsers (or ‘delayers’) to buyers and the impact of Cash for Clunkers. ]]> Industry, Retail 2009-09-15T05:07:34+08:00 http://www.synovate.com/changeagent/index.php/site/marketing_madness_or_a_new_distribution_model/ http://www.synovate.com/changeagent/index.php/site/marketing_madness_or_a_new_distribution_model/#When:05:16:47Z

It’s no secret that carmakers need to change their business models to regain their profitability. It’s also no secret that many consumers are delaying major purchases like cars and other big-ticket items due to uncertainty and risk-aversion. It may just take a ‘crazy’ idea like selling cars via online auction to get these ‘delayers’ across the purchasing line.

Enter the co-branded General Motors (GM) and eBay experiment. For those of you not familiar with it, the ‘nutshell’ version is that the two companies have teamed up for a trial program in California. It became operational in August 2009 and the car industry is watching with baited breath. Although sales have initially been somewhat slow on eBay for GM, this trial may just mark the beginning of a new sales and distribution model. ]]> Industry, Retail 2009-09-14T05:16:47+08:00 http://www.synovate.com/changeagent/index.php/site/new_russians_new_chic/ http://www.synovate.com/changeagent/index.php/site/new_russians_new_chic/#When:02:34:27Z

Once dominated by ostentatious ‘New Russians’ and overnight billionaires, Russia’s luxury market is changing. After the fall of Communism, Russians took to private property quickly and with enthusiasm. The wealthiest gravitated to Moscow, which accounts for 85% of the luxury goods sales in the country – the city still boasts the largest concentration of billionaires outside New York.

But times are changing. Even before the recession, the New Russians were beginning to modify their patterns of luxury consumption. While high-end Western luxury items are still very much desired, showiness is starting to take a back-seat to sophistication. Wealthy Russians are placing a lot more stock in their own culture and national heritage.

Justine Doody looks at the New Chic, new Russian confidence and a new balance between home-grown and Western luxury. ]]> Area of Expertise, Emerging Markets, International, Industry, Luxury Goods 2009-09-04T02:34:27+08:00