UK Debut for Synovate Media Model

Synovate UK has launched a media research offering based on the consumer motivation model developed by the global group's Censydiam practice. The company plans to roll out the offer across Europe and Asia.

The company says the launch is a response to the emergence of 'previously unforeseen media channels' such as social networking sites, community sites, blogs, vods and gaming, many offering a new kind of 'participative' experience.

The new product, based on Censydiam's multi-dimensional model, offers brands the ability to understand their role and optimise their behaviour in this new arena, and 'navigate the issues faced when attempting to reach consumers via these new media channels'. The model focuses on eight core consumer motivations to 'map and understand the relationship and the dynamics of consumers, categories and brands within and across one another'.

John Coll, Global Key Account Director for Synovate's Censydiam Practice, explains the thinking behind the launch: 'The fundamental drivers of what people want from media experiences are largely unchanged; it's just the opportunities to satisfy them are much greater and consumers have a much richer palette of experiences to choose from. Through the application of the Censydiam model we can provide a simple way to understand these channels and know how to help get brands involved in the right and relevant way.'

The firm is online at www.synovate.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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