Full service agency Market Strategies International (MSI) has launched a qualitative insights boutique, led by former Synovate director Steve Wolf.

Founded in 1989, MSI offers a range of research specialities including brand, communications, customer experience, product development, segmentation and user experience.

The new ‘Market Strategies Qualitative’ business will comprise a team of marketers, branding experts, advertising ‘gurus’ and consultants, who will integrate quant research methods with other information sources, such as social media data and biometrics.

Wolf (pictured) previously worked for Synovate for more than fourteen years. Most recently, he served as Commercial Director of Global Qualitative, where he was one of four execs who grew the practice to more than 500 researchers across 61 countries. During this time, he also set up Synovate Qualitative's US business. Earlier in his career, Wolf worked in leadership roles at Maritz Research, Harte-Hanks Marketing Services, Lieber Attitude Research, and Marketing Information Service.

MSI CEO Rob Stone comments: ‘We already have a fantastic qual practice and some of the best moderators in the industry, and establishing a dedicated qualitative group is the natural next step in our evolution. Steve has the unique ability to construct teams of renowned qualitative talent that help brands improve revenue, market share, profitability and long-term asset value.’

Web site: www.marketstrategies.com .

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