Market Research Best Practices
White papers and articles written by Synovate's top industry experts to help marketers and researchers maximize insights.
If you would like more information about any of these topics, please contact us.
Research on Research
Explore our library of knowledge about consumer behaviour, analytical techniques and the research process.
Healthcare White Papers
Synovate Healthcare global experts discuss challenges, market conditions and innovative marketing techniques for the pharmaceutical and medical device industries.
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Keep Acting Local!
White paper by Gerardo Fuksman, Antonio J. Gomez & Javier Camino
Richer country consumers are tougher evaluators than those with lower incomes, but why? Using data
from the Synovate Global Trends Program, this paper uncovers emerging trends across 28 countries.
Article published with permission of Marketing News
Take a Proactive Role in Customer - Centric Alignment
Article from Contact Center Pipeline (May 2011), featuring John Carroll.
Senior executives understand the importance of providing high-quality customer experiences, but it seems
that companies generally are not effective at driving customer-centric goals across the organization.
Article published with permission of Marketing News
From Tactical to Personal: Synovate's Tips for Conducting Market Research in Emerging Markets
Article from Marketing News (April 2011) by Linda Steinbach and Virginia Weil
When doing market research in the BRIC markets, you'll need some vital information on
the front end so that you don't waste your time or worse, make bad brand decisions.
Article published with permission of Marketing News
The Language of Brands: Uncovering the essence of a successful ad
Article from WARC (April 2011) by Eugene Yiga
What do successful ads do that unsuccessful ones don't? And what matters most when
advertising to different people, in different countries, across different categories,
or for different brands? Using Syn-Text, Synovate's proprietary text mining software,
we will analyse a database containing over 100 000 verbatim responses from adstested worldwide.
Article published with permission of WARC
Rank Matters
Article from Marketing Research magazine (Fall 2010) by Jan Hofmeyr and Ged Parton
Being number one in customers' minds is what really drives share of wallet. Learn more about the latest techniques in Customer Satisfaction research.
How to Improve Customer Satisfaction Surveys: It's about Ranking and Power Laws
White paper by Jan Hofmeyr and Ged Parton
Although increased customer satisfaction leads to improved business results, research reveals that the relationship between a customer's overall satisfaction and what they actually do is weak. Find out how two simple improvements can give marketers greater confidence in their models of what drives customer share of wallet.
Why Modeling Averages Is Not Good Enough: A Critique of the Law of Double Jeopardy
Article from the Journal of Advertising Research (September 2010) by Martin Bongers and Jan Hofmeyr
For more than 40 years, Andrew Ehrenberg and others have demonstrated the value
of the Dirichlet and related distributions as a method for modeling typical brand
performance measures (BPMs) in markets. Using panel data, we show that though the
Dirichlet leads to accurate BPMs for fixed time-slices, its assumptions about
individual behavior are wrong. We challenge the way the law-of-double jeopardy
theorists use patterns identified by the Dirichlet to generalize about brand
performance, the psychology of consumer preference, and the role of advertising.
Far from being problematic, attitudinal measures may be the only path to the
successful understanding of the effects of marketing initiatives.
Reproduced with permission of the Journal of Advertising Research:
http://www.jar.warc.com
Prediction in Marketing Research
White papers by Jan Hofmeyr
There's a lot of confusion in the market research industry about prediction. This three part series of papers has been written to help explain the various methods being used, what they mean and how to get the best results when doing market research with customers.
Getting Real About Prediction in Marketing Research
White paper by Jan Hofmeyr
This paper begins with a meta-analysis of the predictive performance of customer satisfaction, purchase intention, and advertising recall, showing why they are poor measurement indicators. Two suggestions to improvement are offered: First developing better advertising diagnostics using a new measure of emotional engagement coupled with text mining tools. Second, developing a new measure of attitudinal equity based on the Zipf distribution.
Brand Value Creation, Communications and Equity
White paper by Jan Hofmeyr and Ged Parton
A summary of the way consumers really interact with brands and forward thinking research techniques to help marketers leverage these interactions.
Marketing Beyond the Monkey
Article from ESOMAR: BRANDMATTERS 2006 by Christophe Fauconnier and Charles Skinner
Brands have become big business and are invited deeper and deeper into our lives. They have moved beyond the public sphere and are becoming more intimate with their users. More than ever, we are speaking about love markers, iconic markers, emotional branding, and archetypal brands. But are these just fancy ways of talking about creating brand appeal, and making brands more important than they really are?
