Synovate wins MRS David Winton Award for Innovation
11 12月 2008
LONDON — Leading global marketing intelligence company Synovate this week won the coveted Market Research Society David Winton award for Innovation in Methodology. Sponsored by TNS, the award was presented to Synovate for its paper, 'A new measure of brand attitudinal equity based on the Zipf Distribution.'
Authors Jan Hofmeyr, Victoria Goodall, Martin Bongers and Paul Holtzman are delighted by the win.
Published in the International Journal of Marketing Research, the paper describes a new measure of attitudinal brand strength for use as a dependent variable in survey questionnaires. This new approach predicts share-of-wallet behaviour at the respondent level for all brands in a survey.
Commented Hofmeyr, International Director of Innovation for Synovate's Brand and Communications practice, "The beauty of this forward looking measure is that it takes up very little questionnaire space, it correlates unbelievably strongly with aggregate market share and it's easy to create segments and do conventional commitment modeling, or 'defection / recruitment' analysis. It is a new generation 'share of wallet' model, rather than an obsolete 'churn' model. We're really pleased to receive this award."
'A new measure of brand attitudinal equity based on the Zipf distribution' was published in the International Journal of Market Research, Vol. 50, issue 2. For further information on the attitudinal equity measure, please contact Jan Hofmeyr.
Contact(s) for this press release
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Joanne Humphrey
Marketing Manager Synovate UK |
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Telephone: +44 20 3059 4808 |
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Synovate, the market research arm of Aegis Group plc, generates consumer insights that drive competitive marketing solutions. The network provides clients with cohesive global support and a comprehensive suite of research solutions. Synovate employs over 6,400 staff across 62 countries.
For more information on Synovate visit www.synovate.com.