Synovate to Use GMI Panels

Synovate has agreed a worldwide partnership with GMI giving the former access to over six million panellists across the globe. The move reflects changing attitudes to panel 'ownership' according to Synovate Global CEO Adrian Chedore.

Synovate already operates its own panels via its ViewsNet subsidiary, and will continue to invest in these and in its own online expertise. However, GMI will now provide it with consumer and speciality panels at the best possible rates, avoiding the need to build proprietary panels in markets used less frequently, according to Chedore. The deal enables Synovate to offer panel research in more than 50 markets.

'Until now' says Chedore, 'many global research groups have attempted to follow the old model of access panels whereby each company attempts to 'own' their respondents, claiming panel size or response rates as competitive advantages. But the Internet is not about ownership – it's about free access... The parts of the process we want to 'own' are the skill sets, best practice and intellectual property that ensure we provide the best possible research and insight from all sources of data.'

Lowell Ricklefs, interim Chief Revenue Officer for GMI (Global Market Insite, Inc.), comments: 'Our extensive on-demand global consumer panel, combined with our ability to recruit specialty panels at short notice and our leading-edge market research software, will provide Synovate with a single-source solution to deliver the timely market insights its clients need to remain agile in today's highly competitive global marketplace.'

Synovate has always been comfortable with online methodologies, converting its mail panel to online as early as 2001and investing heavily in the medium, which Chedore says provides 'terrific opportunities' for the industry beyond the 15% of custom research for which it alreadyaccounts.

The firms are online at www.synovate.com and www.gmi-mr.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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