Synovate launches study on the relationships between Asia's most influential people and media
7 December 2004
HONG KONG — LEADING global market research company, Synovate, today announced the pilot results of a new syndicated survey to look at the way senior people think of, and respond to, media in Asia.
Steve Garton, Media Director for Synovate Asia Pacific said that the pilot looked at both local and regional media and found differences in the way people value each category.
"We already have some intriguing results from the pilot study. Overall, regional media is seen as an impartial, up-to-the-minute and trustworthy information source that helps with work and investments.
"Especially when travelling, regional print and television play a particularly important role in keeping the leaders of industry and government up to date," he said.
The "Media Brand Values Asia" (MBV Asia) study will commence in full in early 2005, with results available across Asia ready for the advertising planning season. It focuses on senior business people and the highly influential, with 60 per cent of respondents classed as "C-suite" from very senior positions in their organisations. The survey is conducted in alliance with the successful 'Media Brand Values' survey in Europe.
Mr Garton said that MBV Asia goes one step further than existing media research.
This is about media beyond the numbers. By looking at how people relate to what they are reading and viewing, MBV Asia will enhance the information already available to media owners, media agencies and marketers for advertising decision-making.
"MBV Asia will also ask for opinions about regional economies, issues of world interest, business travel, admired companies and brands / organisations perceived to have strong and positive images and the ways people interact with the whole spectrum of media. This will give a more complete understanding of what this most important group value about their media, and what they want and expect from it," Mr Garton said.
The pilot survey covered Hong Kong, Singapore and Malaysia and fieldwork was conducted from September to November 2004, amongst respondents with a mean personal income of $US117,588.
The annual study will examine at least eight markets - Hong Kong, Singapore, Malaysia, Taiwan, Thailand, Indonesia, Philippines and Korea - with the possibility of others being added. Results will be available by September 2005.
About Media Brand Values in Europe
MBV in Europe looks at the media preferences of a senior business and influential audience in nine European countries. It is supported by BBC World, BusinessWeek, Carat, Cisco Systems, CNBC, CNN, The Economist, Financial Times, Forbes, Fortune Magazine, IHT, MediaCom, Mindshare, OMD Europe, Starcom, TIME, Wall Street Journal, Unisys and Zenith/Optimedia International.
The MBV name, method and questionnaire are the joint properties of Objective Research and BSBMedia.
Results of pilot study of MBV Asia
Relationships with Television (%)
Regional TV: viewers of regional TV channels (2+ days per week); Base: N=199
Local TV: viewers of local TV channels (2+ days per week); Base: N=198
Relationships with Print (%)
Regional Print: readers of regional print titles (2+ days per week); Base: N=172
Local Print: readers of local print titles (2+ days per week); Base: N=262
Contact(s) for this press release
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Jennifer Chhatlani
Global Marketing Director |
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222 South Riverside Plaza |
Tel: +1 312 526 4359 |
Synovate generates insights to help clients drive competitive brand, product and customer experience strategies. Now part of Ipsos, with offices in over 80 countries, our approach combines best in class global research capabilities with personalised service, local knowledge and the flexibility to create teams and processes that meet clients' specific requirements. At Synovate, our clients sit at the top of our organisational chart, driving us to continually develop more innovative research solutions that predict actual business outcomes.
For more information on Synovate visit www.synovate.com.