New Synovate Division Offers Holistic View

Synovate has launched a global analytics consulting practice, Synovate Management Analytics (SMA), promising clients the ability to make holistic, strategic decisions by integrating research, analytics and data sources for each project.

SMA will launch a suite of predictive modelling solutions to quickly produce 'repeatable and continuous insights mapped to client business processes', says the group, enabling clients to establish 'one view of the truth across critical business functions'. The division will integrate a range of research and advanced analytic techniques fuelled by media, attitudinal and behavioural, digital, macroeconomic and other data sources.

Patrick Cummings becomes CEO of SMA, based in Synovate's New York and Chicago offices. With 20 years' experience of building and managing analytic teams, Cummings was previously Division President of Modelling & Analytic Solutions at Symphony IRI and served as Partner and Managing Director for Accenture's North America analytic practice.

'This new analytics capability will increase the relevance of market research to our clients' business metrics', said Ged Parton, Synovate CEO of Practices and Capabilities. 'With so many different research solutions available, clients struggle with bringing all of the information together to get the most meaningful insights. They don't necessarily need new tools but better and more integrated ones. SMA will help solve that problem.'

Cummings says the new division will work closely and collaboratively with clients to ensure key decision makers have 'the information they need at their fingertips to drive and manage business performance on a day-to-day basis.'

Web site: www.synovate.com .