Hofmeyr joins Synovate

Jan H. Hofmeyr, inventor of The Conversion Model, has been appointed as Global Head of Insights for Synovate Brand & Communications, the agency's newest practice, effective April 1st.

Hofmeyr's new role will include responsibility for research and development of new products and solutions, and improvements to current Synovate solutions.

South Africa-based Hofmeyr is the author of numerous books and articles and a consultant to the African National Congress (ANC). One of the early white South Africans to make public contact with the ANC while it was still banned, he began consulting in political survey research in the mid-80s. In this capacity he assisted the Investor Responsibility Research Center in Washington, DC in a large-scale project to evaluate the impact of sanctions on white South African political behaviour.

In 1986 Hofmeyr and associate Butch Rice developed The Conversion Model, which measures the commitment of people to their current choices and their closeness to conversion regardless of the market. It was first commercially applied to banking in South Africa in 1989. Since then it has been applied in over 350 product categories in more than 7,000 projects in over 200 countries.

He has also authored or co-authored three books: The Cynic's Guide to the Stock Exchange; an analysis of the relationship between religion and politics called Religion, Intergroup Relations and Social Change in South Africa and Commitment-led Marketing which was co-authored with Butch Rice. Until the end of November 2005, Hofmeyr was the CEO of the Customer Equity Company based in Cape Town. He will continue to be based in South Africa.

Synovate Global CEO Adrian Chedore comments: 'Brand and communications is a fundamental part of our total business. We believe that this new practice structure will place expertise where we need it and assist our delivery of value-added services to both multi-country and national clients.'

The company 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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