Global Market Research | Synovate

November 2010
Consumer confidence higher in warmer countries, regardless of current economic situation

As the economy continues to stabilise, at least to some extent, in much of the world, are consumers' feelings following suit? According to Synovate's Consumer Mood Index, part of its ongoing Global Trends study, there are still vast differences in the way that those surveyed view their own and their country's financial future. Interestingly, those surveyed in countries with warmer climates, including those in Latin America as well as Spain, show much more optimism towards the future than colder climates - despite their and their country's actual economic situation.

July 2010
Obesity: A weight on your mind?

For many countries around the world, summer is in full force. This means lighter clothing and perhaps a holiday involving swimwear of some sort. Along with an eagerly awaited summer comes a raft of body issues and a flurry of wardrobe quandaries: Do last year's shorts still fit? How do I look in a swimsuit? Is this t-shirt too small? Weight and body image questions inevitably arise as people prepare to expose the seasonally unexposed.

May 2010
Climate change concern remains high across the globe, says Synovate and Deutsche Welle global study

Climate change. Global warming. Greenhouse effect. Whatever the terms used, over the past few years the world has become used to hearing about it on a regular basis. Whether people believe climate change will have devastating long term effects on the planet or not, it's a global issue fraught with emotions, and one that's not going away. Environmentally conscious consumers - no longer the small niche market it once was - are using their spending power to support earth-friendly products, whilst companies and governments around the globe have received the message loud and clear.

April 2010
Over the counter products: A healthy perspective?

It is no secret that the greatest wealth one can have is their health. Synovate's latest survey on attitudes towards over the counter medications suggests that many of us are more than aware of this. In fact, most people claim to have taken some action in the last 12 months to improve their health. What are they doing, and what part does over the counter medicine play in their self treatment? Synovate sought to find out.

February 2010
Mastering consumer confidence

If your business depends on consumer sentiment - and let's face it, most of them do - you've probably been on quite a ride over the past couple of years. Words as diverse as 'rocketing', 'plunging', 'plummeting' and 'recovering' have all reasonably described markets and sentiment over a very short period of time. We do not need to document all the economic highs and lows here (we've all lived them) but suffice to say, insight into people's confidence and spending priorities for the coming months helps your business plan and flourish.

January 2010
Music trends rocking fans across the world

Almost one in five music fans 'would give anything' to meet their idols, and many are happy to view ads and even share their personal information for access to free music, according to a new study from global market research firm Synovate. Steve Garton, global head of media research for Synovate, said: "Since the beginning of humankind, there has been a passion for music. From the primitive beating of drums, to even before we are born when we're already used to the steady beat of our mother's heart, we are programmed to have a passion for music."

December 2009
Long live luxury: global survey

People have an odd relationship with luxury. Some of us feel we deserve it and revel in unabashed luxury. Some indulge in it but feel they maybe should not have. Some cannot afford it, but want it. And for many, it's simply not even a consideration... the basics in life are tough enough to obtain. Of course a recession makes luxury retail even more challenging. Selling things that people do not need (although this writer has been known to argue that those Ferragamo shoes were 100% necessary to life) during a time when many are at least morally forced to examine their spending patterns makes for interesting times.

November 2009
Global media survey: DigitALL in sight

It's a fascinating time to be a marketer. Determining where and when you can engage your potential customers has never been more challenging. Or more fun. Do you join the social media zeitgeist or dabble around the edges in a wait-and-see stance? Is your brand best served by TV, print or radio? And what about the mobile platform? It's enough to do your head in but of course the answer is all wrapped up with targeting and ROI, the same as it has always been. To do that well, you simply need to understand your audience... what they like and where their lives intersect with media and brands. Synovate asked more than 8,600 people across 11 markets for their thoughts on media and advertising.

October 2009
Money matters: Global survey on money and finance

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. And people have changed a great deal. Some use more cash, some less. Many use less credit, but there are still many signing up for it. People have postponed major life decisions; some are living much as they always did. Here's a little more about who's doing and thinking what.

October 2009
Synovate 'check outs' global grocery shopping

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.

September 2009
Mobiles 'remote control for life': Global survey

Remember a world without the mobile phone? Me neither. These small-but-powerful devices are so ubiquitous that by last year, more human beings owned one than did not. Mobile Intelligence expects that figure to leap to 70% of all people by the end of 2010. This sheer volume, coupled with enormous marketing potential that is just starting to be realised, means that marketers need to understand as much as possible about how people use their phones, how they feel about them - and what they want more of. Synovate surveyed over 8,000 mobile phone owners across 11 markets to find out.

August 2009
Global research shows there is life after credit crunch

You can't get everything you need to know from a survey. Perhaps not what you'd expect to hear from a market research company, but very much what the 2009 Synovate Economy and Prices survey shows. What you can get from the latest survey is that people are slowly regaining their positive outlook on the economy, becoming more optimistic for themselves and their country's economy. You can also get a sense that if habits were going to change, they have largely already changed. And you can see growing boredom and a creep towards small indulgences.

June 2009
Global survey: Is 'green' set to drive the car industry?

Picture this. A crowded street full of bars and restaurants, gorgeous and wealthy people spilling out of drinking establishments and onto the footpaths. Suddenly the sound of a throaty engine rises above the pumping music and street noise, a prelude to the gobsmackingly powerful, tangerine sports car that pulls up. It's quite simply beautiful. Every single conversation stops. Laughter trails off. And every single head turns.

May 2009
A matter of taste? Global survey "weighs" up the issues

You eat a huge greasy hamburger for lunch then carefully crunch on a few lettuce leaves for dinner. You go for a run and light up that cigarette as you recover. You choose a low-fat meal and wash it down with three beers. Strange? Not really. Perhaps not ideal behaviour... but it is surprisingly normal. Synovate conducted its second global 'Healthy Living' survey in February 2009 on health, weight control and attitudes to food and exercise - and discovered that, when it comes to food and weight - people are not always logical.

April 2009
Global survey 'checks out' hotels'

Ask any regular traveller and you can almost guarantee they will have a hotel-from-hell story and (hopefully) a hotel-from-heaven counterpart. Whether you are travelling for pleasure or business, the place where you park your head at night can make or break the experience. So what matters? Does a hotel need a spa? Toiletries (to take!)? The latest technology? A green policy? How do people decide where they will lay their heads? Synovate asked over 6,300 people across 10 countries to find out.

March 2009
Women of the world... material girls or money managers?

No matter where in this world you are from, the traditional way of managing family finances is: man as breadwinner, woman as homemaker. And all you independent ladies out there, before you get het up, note the word "traditional". While tradition still guides many families, these days there are as many ways to manage money as there are households. Single parents; dual incomes; childfree; and large, multi-generation families... the modern family is much harder to define. So what roles do women around the world play in their household finances? Do they feel in control of their own cash? How many women believe they are financially independent? Are women better with money than men? Synovate asked nearly 4,500 women (and a few men) across 12 countries what they thought.

January 2009
Building a recession-proof brand. Fast.

If money makes the world go 'round, will it spin off course in 2009? It's fair to say that this will be one of the most challenging years on record. The old rules no longer apply. But in times like this, brands should show what they're made of. Some will fall by the wayside, some will survive and others will thrive. To make sure your brand is one of the winners, you first need to know what people are doing, feeling and buying. That's why Synovate asked more than 11,500 people across 18 markets of the world.

December 2008
Professions we're passionate about. And those we're not.

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 the first question you ask them; right after 'what's your name?'. So what are people's gut reactions when you tell them what you do? Synovate conducted a seven-market survey in October 2008, covering 5,500 respondents in Brazil, Canada, China, France, Malaysia, South Africa and the United States (US). We asked people what makes for an admirable job, which professions they trust (or not), who's overpaid - and even which profession they would prefer to marry. Here's what we found.