South African Qual Launch for Synovate

Synovate has established a Qualitative Business Unit in South Africa, headed by newly appointed Qualitative Director, Maree Fouché.

The new unit brings together research techniques and methodologies developed by Synovate's leading thinkers, to provide insights into how consumers think, behave, subsist, connect and engage. Solutions offered include @Life, which utilises online bulletin boards, focus groups, interactive panels and digital diaries.

In addition, Synovate's BuildLife qual research and concept development method will be available, to enable clients to create brand products and communications strategies.

Other tools include CommsLife, which provides a perspective of the brand from the consumer's perspective; and GetLife, which 'offers a vision into the future'.

Fouché joins with 14 years' qual experience, with a particular interest in understanding the motivational drivers of consumer behaviour, as well as conducting ethnographic work to observe consumers in their normal habitat.

Discussing the new unit, Fouché says: 'This is a great opportunity for us to establish Synovate as the leader in qualitative research. Having a dedicated Qualitative Business Unit means a far superior product offering and flexibility with regards to clients' requirements.'

Web site: www.synovate.com/southafrica .