Synovate Turkey Solutions

ADMARKPRE
ADMARK is a comprehensive pre-test solution, which helps our clients to air the best possible advertising. It is an easy and quick to use tool not only to measure but also to manage the various dimensions of the ad (cognitive, emotional, creativity and involvement) efficiently.

ADMARKPOST
The post-test version of ADMARK helps to monitor the effectivity of the advertising after the aid is aired in terms of its success in reaching to the target audience as well as its effects on the consumers.

ADREMARKER
ADREMARKER is held weekly or fortnightly so as to measure the effectiveness of communication activities such as commercials and sponsorships upon the targeted consumers. In addition to this, the attitudes and behaviour of consumers towards the brand as well as perception of the brand vis-a-vis its competitors are also taken into scope of the research.

BRAND DISSOLVE
This model mathematically determines the role of each “marketing component” of the brand on brand selection. A different technique, similar to monopoly game, is applied to investigate the importance of each component in the brand choice decision. This technique helps determine how the preference of the brand changes as any one of these components is improved.

BRAND TERRITORY ANALYSIS
Brand Territory Analysis is designed to give the complete picture of the dynamics of a product or service sector and to determine:

Perceptual territories of the companies/brands in the sector Specific customer needs fulfilled by the brands via communicated messages and unmet customer needs The brands competing in terms of consumer perception

In this sense, it helps identify the DNA attributes for each brand, as well as the attributes which may be used to direct communication activities.

BRAND VALUE ASSESSOR
It measures the components of Brand Equity, namely “Brand Knowledge & Experience”, “Acquisition Power” and “Retention Power”, separately, after which these 3 outputs are combined to form a single “Brand Equity Index”. In this way, one can identify which brands are weak/strong in which components of Brand Equity. This research is integrated with a model that measures the statistical relationship between brand equity components, brand equity index and market share. Thus, the change in market share and the sales volume can be estimated upon a one-unit change in any one of the variables.

CATEGORIZER
This is a model developed to understand/articulate the positioning of new generation products (or a new brand that has immensely differentiated itself from other brands) in the consumers’ minds, and hence identify the competitive platform on which they are better suited to be players of, through eliciting the value/use/image attributed to these types of products by the consumers.

COMMUNICATION AND BRAND TRACKING
Communication and Brand Tracking Research is held weekly or fortnightly so as to measure the effectiveness of communication activities such as commercials and sponsorships upon the targeted consumers. In addition to this, the attitudes and behaviour of consumers towards the brand as well as perception of the brand vis-a-vis its competitors are also taken into scope of the research.

MIX SENSITIVITY
Model is used to predict market share (SOM) and source of business (SOB) of newly launched / to be launched / repositioned etc. brands/styles at several price levels, using gain & loss and cannibalization analysis. It allows:

- To determine the optimal price and
- To see the price elasticity of the products
- To define target market,
- To determine ideal product range / line-up
- To determine the impact of each product attribute, on purchasing behavior

MIX SENSITIVITY PLUS
This is an advanced version of Mix Sensitivity Model. In addition to changes in the marketing components, the effects of the changes in the external factors like awareness, trial, distribution on Share of Market can be predicted.

PRICE PREMIUM
It is a model that relatively measures the value of each brand in the eye of the consumer. This is a very effective technique especially when a pricing strategy, indexed to the market conditions and competitor prices, is chosen to be applied. The research provides manufacturer/marketer with information about the ability of the brand to be priced higher relative to other brands in the market (positive or negative). And also, using the simulation module of the model, it is possible to calculate the changes in market share of the brands, upon pricing either above or below the value of the brand as perceived by the consumer.

REFLECTOR
Reflector model detect the past patterns and develop a model using past data. Thus it enables the marketer/manufacturer to better understand the behavioral patterns in the past and predict the future developments based on micro/macro economic changes that may occur in the future. It is especially beneficial in predicting the effect of planned marketing activities on sales, the effectiveness of the promotions and various pricing strategies.

SEGMENTATION WITH MULTI DIMENSIONAL SCALING
It plots brands, consumers, and attributes to determine how close or distant the brands are to each other, as well as which brands are associated with which attributes/ statements/ messages. In addition, recommendations are provided as to how many consumer segments there are in the market, which segments should be targeted, and what the communication strategy should be to reach these segments.

TRENDVIEW
TRENDVIEW is a new research technique developed to follow the social agenda of consumers and to determine effects of the “topics” upon consumers. In addition to this, this research model enables to decipher the emotional reactions of consumers to the agenda. TRENDVIEW provides clues on social reputation of companies and of brands as weel as hints to develop communication strategies sensitive to the social emotions.