Motivational research
Using psychology to understand behavior
Synovate Censydiam seeks to replace the traditional marketing question of 'How can I break through?' with "How can I be invited in?".
A consumer motivational model focusing on how and why people behave the way they do, Synovate Censydiam seeks to explain behaviour based on underlying psychology. It holds that individuals will always strive to satisfy their specific needs in the choices they make, including their attitudes towards health. For HCPs, this includes reasons for brand selection.