Synovate Censydiam Takes Interactive Route

Consumer psychology research specialist Synovate Censydiam has developed a suite of interactive tools. They include a panel of respondents with shared contextual motivations, and a tool for conducting pre-field interactive chat sessions.

CEO Herman Toch says the firm feels the time is ripe to embrace new technology and bring its approach to understanding consumer motivations online.

Following motivational segmentation research, the company has set up the specialist panel of respondents who will screen new product ideas, concepts or packaging. Toch says this will enable clients to engage in continuous dialogue with their target segment.

The new pre-field discussion sessions have been designed to explore consumer insights and attitudes prior to conducting face-to-face surveys.

CEO of Synovate's Brand and Communication Practice Ged Parton added that the new technologies have been designed to build on and complement the practice's academic and heritage in consumer psychology.

Synovate acquired Belgium-based Censydiam four years ago (www.mrweb.com/drno2k/news2607.htm ), and recently launched a group-wide media research offering based on the consumer motivation model developed by the Censydiam practice (www.mrweb.com/drno/news6869.htm ).

Web sites are at www.censydiam.com and 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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