group 8research methodology

8/8/2019 Group 8research Methodology

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RESEARCH

METHODOLOGY

SUBMITTED BY:

ANSHUL RAWAT (11)

NEHA MEHTA (53)

NIDHI SINGH (54)

NITIN SHARMA (56)

SURJIT SWAIN (91)


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NATURE OF MARKET RESEARCH SERVICES PROVIDED BY THE COMPANY.

Synovate offers a variety of research services in various product offerings it has for sectors

ranging from FMCG, telecommunications, luxury goods to retail and financial services and

much more. For each sector they have a specific product offering as a service for a specific

industry catering to meet the needs and requirements of what the industry wants to analyze

and test to aid in its operations and expansion.

Tools in research provided by the company in advertising, communication & brands:-

AdCheck

AdCheck identifies the overall effectiveness of an execution, determines whether thecommunication strategy has been achieved, evaluates consumer attitudes and relevance

and provides input to the creative .AdCheck is flexible and can be applied to almost all

forms of advertising including print, TV, radio, animatics, storyboards and concepts. The

methodology is rapid and reliable, with initial results 48 hours after fieldwork and a complete

report within 10 days.

Brand Vision

Brand managers need a way of tracking the effectiveness of their marketing

investments. BrandVision lets them do this through ongoing daily interviews and easy-to-understand analysis.Each BrandVision programme is customised for the client's specific

needs. Clients get precise recommendations on advertising efficiency, business growth

segments and communications strategies. BrandVision equips clients to create more enduring,

profitable brands

Synovate pin point

PinPoint is a sophisticated and unique way of measuring and interpreting brandimage data.

It seeks answers to two key questions:

What really drives people to buy one brand over another?

Which attributes need to change to maximise a brand's potential?

In essence, PinPoint helps you:

Identify the true reasons for brand preference

Highlight priorities for enhancing a brand's image

Suggest potential new-brand positioning

Understand the brand's threats and opportunities


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Synovate connections

Connections predicts the impact of communications on brand equity by using the most

accurate predictor of market share available today.It does not use advertising recall or liking

because these do not predict accurate business results. It shows who will react positively to

your communications by analyzing segmented responses. It reveals the emotional

connections between your brand and your target market.

Connections gives you:

Equity Impact: An index that measures the likely effect on sales that brands will experience

as a result of advertising communicationIdentify and quantify the negative market share

impact of specific barriers, e.g. poor distribution, poor product mix, affordability, etc.

Segmented Responses: Measuring brand equity to determine if it stays the same, decreases or

increases in response to advertising communication.

Emotional Connection Score: A numbered score between 0 and 100 that assesses the overall

level of emotional connection that the advert achieved for the brand.

Mind Clouds uses text mining to visually represent the associations formed by the advert for

the brand.

Tools provided for research for call centres:-

ExM ViewsCast

ExM ViewsCast is a global, automated feedback system that provides you with a cost

effective approach for accurately and instantly gathering call center customer feedback. ExM

ViewsCast can even be used to survey call centre employees to assess their levels of

satisfaction. Linking the Customer and Employee experience together will provide you with

the information you need to maximize your center's performance.

Tools provided for business consulting, emerging markets & growth strategies research:-

Synovate business consulting

Synovate Business Consulting (BC) is the strategic business unit that assists clients globally

to enter, evolve and expand in emerging and developed markets through fact based market

analysis.BC has been assisting clients with their growth strategies since 1994 and has a strong

track record with more than 1,700 consulting engagements covering markets globally. The

areas of specialisation include market opportunity assessment, competitive analysis, new

product development, distribution channel and value chain analysis, market entry strategy,

and partner diligence.The decision to enter, evolve and expand in a market is complex and

unstructured. There are multiple stages involved in this decision process and it is imperative

that every step is backed up by market facts. BC, with its vast experience in the growth


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strategy space, has developed its proven Path to Growth approach and offers its clients

methodologies and expertise in all of these stages.

Tools provided to analyze and research customer satisfaction, customer loyalty:-

Synovate's True Customer View (TCV) is a revolutionary customer relationship managementsystem that helps you understand the multiple influences that impact how your customers see

you, including what your competition is doing and any barriers your customers may have in

buying your products or services. It's the only customer research tool in the market that takes

these multiple influences into account.Taking the True Customer View provides companies

with better insights that lead to better decisions and better business results.

Tools provided for data collection and analysis:-

Omnibus studies

Synovate regularly collect consumer data worldwide for clients through flexible and cost-

effective omnibus studies and they do at regular intervals around the world through

Global Omnibus-A telephone omnibus service across the Americas, Asia, Europe, Africa &

the Middle East.more

AsiaBUS-Quick affordable research in 14 Asian countries.

eGage-A bi-weekly omnibus online data collection product that surveys a nationally

representative sample selected from our superior ePanel of online consumers.

Synovate Online Screener SOS-Monthly online panel screening to pre-identify users for

future studies.

TeleNation- National telephone research with two surveys each week that total 2,000

interviews while delivering the fastest turnaround schedule available.

TeleNation OverNight- Custom overnight telephone research for quick tactical needs.

Synovate ViewsCast

Synovate captures IVR surveys (or combination IVR and web surveys) using ViewsCast,our proprietary, automated, IVR and web based technology that captures information direct

from respondents

Tools provided for employee research:-

True employee view

True Employee View helps discover the human resource management practices needed to

increase employee engagement and enhance the customer experience they offer.

Tools provided for lifestyle, lifestage and lifetrends research:-
http://www.synovate.com/ce/true-customer-view/index.jspxhttp://www.synovate.com/research-services/omnibus-research/global-omnibus.jspxhttp://www.synovate.com/ce/true-customer-view/index.jspxhttp://www.synovate.com/research-services/omnibus-research/global-omnibus.jspx


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Young Adults Revealed

Young Adults Revealed is Synovate's new global study conducted on young adults between

the ages 18-24. Research is conducted online in 26 countries worldwide by Synovate's new

life-stages team.

Synovate OnePointNine

1.9 is the lowest level of seismic activity discernible by human beings. One Point Nine is the

new community of international researchers from Synovate whose goal is to detect,

understand and analyse young adults' behaviour within specific life-stages and how that can

affect the way they perceive, consume or enjoy a particular brand or product.

Tools provided for media research:-

Synovate PAX is one of the company's flagship surveys tracking media, prosperity and

influence across Asia, the Middle East and Latin America. Used and trusted by almost every

major regional media organisation and media specialist, PAX is the currency for upscale

audiences in three regions.

Synovate EMS - European Media & Marketing Survey is a similar in-kind of survey that

measures both international media and national media, TV and print, offering in-depth view

on media usage among Europe's affluent target groups and insights into an ever-changing

media scene in Central Europe.

Digital Life is EMS latest product (an online version soon to be released across Europe &

Asia) providing further insights into: who, what, where, when and why the regions' most

affluent and influential consumers use media. Digital Life seeks to capture and understand the

many different ways up-market individuals use media and how widely exposed they are to the

different forms of media (both traditional and digital) throughout the day.

Tools provided for pricing research:-

Synovate pricing research

Synovate removes the guesswork from pricing your product by using rigorous methodologies

to identify just the right balance between price and profitability.It assess price elasticity and

optimal pricing by employing both experimental (conjoint and discrete choice) and non-

experimental (price sensitivity method, Gabor-Granger) techniques. These can be applied at

any stage of the product life-cycle.

Tools provided for performance tracking:-

Synovate performance tracking(Experience Management suite of research solutions

(ExM)


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ExM represents more than 20 years of connecting with customers at the front lines. Hands-on,

practical, effective. The XM suite has been engineered from the ground up for more speed,

flexibility, cost-effectiveness and accuracy than any other products in the market.

ExM Customer = Takes a 360 customer-centric view to identify, prioritise and measure the

aspects of customer experience most significant to the financial results.

ExM Tracker = One of the most complete and cost-effective platforms for continuous, real-

time tracking of your day-to-day customer contact performance.

Tools provided for product design & development analysis and research:-

Concept Quest

Identify the market potential of your product or idea at the early stages of

development.The ConceptQuest set of forecasting tools gives you a better sense of the

potential success of a new product, based on simulation. ConceptQuest offers powerful

support to develop and communicate new product ideas. ConceptQuest can be used to find

optimal feature/benefit combinations, idea screening, volume forecasting and concept/product

fit.

Product Quest

A widely applied solution for product research and development, with design, technical,

analytic and marketing support. ProductQuest can be applied at any stage of an FMCG

product's lifecycle.

Pack Quest

Discover what it takes to develop winning packaging that meets customer needs and

effectively communicates your brand

Price Quest

A set of rigorous methodologies that identifies the right balance between product price

and profitability. PriceQuest assesses price elasticity and optimal pricing by employing both

experimental (conjoint and discrete choice) and non-experimental (price sensitivity method,Gabor-Granger) techniques.

Tools for qualitative research:-

Synovate @Life takes an online approach utilising Online Bulletin Boards,

Online Focus Groups, Online Interactive Panels and Digital Diaries to give fast access

to qualitative consumer insights.

Synovate RealLife, which includes Life Worlds and Semiotics, bridges the

'saying and doing' gap to give the brand the most personal research and developmentinteraction with your customers.


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Synovate BuildLife is a qualitative research and concept development method

that will enable you to create the distinctive and credible brand products and

communication strategies you need.

Synovate CommsLife helps you to understand the brand from the consumer's

perspective and create communications that will engage consumer's in a way younever thought possible.

Synovate Get Life provides a vision into the future that makes sure you take

the right steps to keep ahead of the competition.

The Synovate Censydiam model which yields a powerful tool to harness the

insights of depth psychology for effective marketing.

Tools for research in retail performance:-

Synovate provides retailers with Key Performance Indicators to measure,

manage and improve customer volume, sales opportunities, conversion

rates, staff stretch, promotional activity and in-store lay-outs.Monitoring

more than 1.1 billion visits to over 6,500 retail premises and operating in

more than 20 markets across Europe, the Americas and Asia Pacific,

Synovate Retail Performance is recognised as a leading industry

commentator on retail improvement and retail trends.

Customer Counting

Retail Performance's electronic customer counting technology begins by answering theretailer's most basic question "What is actually driving our business: are changes in the

volume of sales the consequence of a rise/fall in footfall levels or changes in the percentage

of shoppers that make a purchase?" With a unique level of accuracy, we measure and report

customer numbers entering stores, building a factual picture of footflow for the retailer, hour

by hour, week by week, month by month, year-on-year.

Customer Behaviour

Retail Performance's video tracking system answers the retailer's question "How do people

shop in our stores: why do they behave in the way that they do?" By capturing on video the

shopper's complete experience from store entry to exit, and analysing the behaviour patterns,

the solution provides the retailer with facts and insight into the quality of the shopping

experience, and how it matches the intentions behind store design. The analysis can drill

down to fixture level, providing both qualitative and quantitative feedback on issues such as

what shoppers touch and try, how they navigate their way round the store and interact with

staff.

Point of Purchase Impact
http://www.censydiam.com/ModelExplained.asphttp://www.censydiam.com/ModelExplained.asp


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Totally unique to Synovate, Retail Performance's point-of-purchase sensing technology

provides the answer to the retailer's question "What is happening down at the fixture level:

are new displays effective in drawing the shopper's attention?" This system takes customer

navigational analysis to a new level of micro detail. It offers a scientific means of testing the

efficacy of merchandising initiatives, quantifying aisle movement and dwell patterns.

Retail Think Tank

The Retail Performance/ KPMG Retail Think Tank was founded in February 2006. It meets

quarterly to provide credible, authoritative thought leadership on the key areas affecting the

retail industry

VOLUME OF BUISNESS

Well placed in 2010. 2009 proved to be a difficult year for market research industry with an

unprecedented contraction in revenues. An increased rate of cost savings and improved

revenues resulted in excellent second half performance in year 2010.Gross revenue increased

to 19.7% to 521.3 million. Efficiencies in off shore data collection particularly in North

America helped increase net revenue margins to 63.5 %. Synovate has delivered very strong

growth in the emerging markets of Russia and America. They have also added capability in

the emerging markets of Africa(acquisition of Steadman, the market leader in Pan-africa) and

latin America.

TARGET AUDIENCE

The various research services offered by synovate are targeted mainly at organisations or

MNCs planning to launch new products, expansion planning, analyzing growth potential of

emerging markets and aiding those organisations in planning their growth & pricing

strategies. The target segment also includes call sentres and other service industries where

synovate offers research services to analyze customer satisfaction, customer loyalty &

segmentation. One of the major target audiences also include the media industry which the

company capitalises on by providing research services and in-depth view in media usage and

consumer behaviour in media market analysis. One of the other target audience whichsynovate caters to is the government/public and voluntary agencies by offering them research

services like Service evaluation and improvement, including customer experience, Policy

research / opinion polling, Social marketing and communications, including charity

fundraising and Political (election exit) polling. Synovate also caters to the financial services

marketplace by offering services in retail and commercial banking, investment, insurance,

and payment services & so on. The healthcare is another segment to which synovate caters to

by offering services in analyzing basic standards and expectations of consumers and offering

criticall and precise information on lifestyle trends, lifestage and so on.


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TYPES OF RESEACHES SYNOVATE FOLLOW:

1 ) Full service firms: Synovate is a full service agency having deep experience in b2b and

b2c surveys, all common types of researches.

It is regularly working for all different industries; most extensive experience in the following

areas: Automotive, Banking & Finance, Beauty & Baby & Hygienic Care, Fabric &

Homecare, Food & Beverages, Government, Education & Utilities, Healthcare &

Pharmaceuticals, Household Appliances & Hi-Tech Electronics, Industrial, IT &

Telecommunication, Media & Advertising, Tourism & Leisure.

It provides global marketing research and consulting to business, government, and

associations.

2) Omnibus researchers:

Synovate takes this kind study. Sample size varies from 5000 to 150000. Usually the

increment is of 5000. Sample characteristics are like panel participants. This has turnaround

of 2 weeks from question to delivery.

3) Speciality research:

It has speciality research in methodology, like Copy testing and Customer satisfaction study

3) Proprietary methodology researchers:

A propriety methodology is a research program or technique that is owned by a single firm. It

may be slight twist on an established methodology or may be a method developed

by that firm. Synovate also has a number of products in terms of the service

that they provide and clients can avail themselves of those products to achieve

the desired results (e.g. Brand Value Creator (BVC, measure the current strength

of your brand and identify the factors inhibiting its growth. Synovate's Brand

Value Creator combines attitudinal equity with barrier effects to create a more

holistic brand measurement system) and Synovate PinPoint Synovate's brand

image driver analysis that leads to an understanding of what motivates customers

and how one can best meet their needs.


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Thus we can say that Synovate also works as proprietary methodology researchers.

4) Custom research:

A full service researcher always fits into the custom research category. So we can say that

Synovate follow custom research.


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Questionnaire & Methodology

SYNOVATE FACT STUDY OBESITY (JULY 2010)

1. How often do you weigh yourself? (SC)

More than once a

day ..................................................................................................................... 1

Once a

day...........................................................................................................................

........... 2

Once every few

days ......................................................................................................................

3

Once a

week .......................................................................................................................

............ 4

Whenever I

remember ...............................................................................................................

..... 5

Whenever my clothes are getting

tight............................................................................................ 6

I dont weigh

myself .....................................................................................................................

... 7

Dont know/Refused (Do not

prompt)............................................................................................ 99

2. Do you take any of the following steps when you feel your weight goes beyond

a certain threshold? (MC)

Increase physical

activity ................................................................................................................ 1

Reduce food

intake ......................................................................................................................

... 2

Take herbs or supplements which promise weight

loss.................................................................. 3


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Change types of foods that you

eat ................................................................................................ 4

My weight does not

change ............................................................................................................ 5

Others (Please

specify).................................................................................................................

97


prompt)............................................................................................ 99

3. Have you used or are you using any of the following to maintain or reduce

weight? (MC)

Low-fat food

products ..................................................................................................................

... 1

Herbs or supplements which promise weight

loss .......................................................................... 2

Meal replacements such as shakes, bars

etc ................................................................................. 3

Diet plans such as the Atkins Diet, South Beach Diet and

others .................................................. 4

Diet books and diet recipe

books.................................................................................................... 5

Weight loss course / membership, like Weight Watchers, Marie France,

Jenny Craig and

others................................................................................................................... 6

Low-carbohydrate food

products .................................................................................................... 7Gym

membership / exercise classes / personaltrainer .................................................................. 8

Home exercise

equipment ..............................................................................................................

9

Medicine /

medication ..............................................................................................................

..... 10

Visits to a dietician / nutritionist /doctor ........................................................................................ 11


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Order smaller portions at restaurants / share a meal in order to eat

less ..................................... 12

None .......................................................................................................................

...................... 98


prompt)............................................................................................ 994. Do you

agree or disagree with the following statements: (SC)

Agree Do not Dont Know/Ref

agree (Do Not Prompt)

I eat whatever I want, whenever I

want............................................................................................ 1 2 99

I watch my food intake carefully and strive to behealthy................................................................. 1 2 99

Life is too short to deny yourself whatever you want, even though

it may be

unhealthy.................................................................................................................

......... 1 2 99

I like the taste of fast food too much to give it

up............................................................................. 1 2 99

Healthy food makes me feel

better .................................................................................................. 1 2 99

I tend to eat junk food when I am feeling

down................................................................................ 1 2 99

I am worried about the issue of childhood obesity, in my own

home............................................... 1 2 99

I am worried about the issue of childhood obesity, in my

country.................................................... 1 2 99

Food companies (manufacturers and restaurants) have a responsibility

to offer healthy food

options............................................................................................................. 1 2

99

I'm too busy to cook / plan my food so I eat whatever is quick and

easy ........................................ 1 2 99

Food companies (food manufacturers and restaurants) offer enough


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healthy food

options.....................................................................................................................

.... 1 2 99

Food companies (food manufacturers and can help prevent

childhood

obesity ....................................................................................................................

......... 1 2 99

I'm a yo-yo eater - sometimes very healthy and other times

very

unhealthy.................................................................................................................

................. 1 2 995. What do you believe is the main cause of obesity? (SC)

Genetics / runs in the

family............................................................................................................ 1

Unhealthy food

choices...................................................................................................................

2

Unhealthy food habits like eating at irregular

hours........................................................................ 3

Emotional eating (eating when depressed, stressed, happy

etc) ................................................... 4

Media influence, fast food advertising,

etc...................................................................................... 5

Lack of

exercise ..................................................................................................................

............ 6

No self-discipline / no self-

control ................................................................................................... 7

Lack of education from theGovernment ......................................................................................... 8

Stress.......................................................................................................................

....................... 9

Eating in restaurants too

much ..................................................................................................... 10

Eating too much fast

food ............................................................................................................. 11


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Eating on the run - too busy to sit down and focus on the

meal ................................................... 12


prompt)............................................................................................ 99Country

Sample Size

SYNOVATE:-SUCESS STORIES & CASE STUDIES

Synovate has won the coveted Market Research Society David Winton award for

Innovation in Methodology. Sponsored by TNS, the award was presented to Synovate for

its paper, 'A new measure of brand attitudinal equity based on the Zipf Distribution.'

Published in the International Journal of Marketing Research, the paper describes a new

measure of attitudinal brand strength for use as a dependent variable in survey

questionnaires. This new approach predicts share-of-wallet behaviour at the respondent

level for all brands in a survey. The beauty of this forward looking measure is that it takes

up very little questionnaire space, it correlates unbelievably strongly with aggregate

market share and it's easy to create segments and do conventional commitment modeling,

or 'defection / recruitment' analysis. It is a new generation 'share of wallet' model, rather

than an obsolete 'churn' model.

Synovate has been recognized as one of North America's 50 Most Engaged Workplaces

by I Love Rewards. This annual award recognizes top employers that display leadership

and innovation towards engaging their employees. The award was given on the basis of

eight elements of employee engagement: Communication, Leadership, Culture, Rewards

& Recognition, Professional & Personal Growth, Accountability & Performance, Vision& Values and Corporate Social Responsibility.

Synovate has been ranked highest in the top 4 custom research firms in research buyer

survey on quality and value. It has got top honors in the 5th annual 2009 MR Provider

Quality/Value Survey, ranking #1 in overall satisfaction for its early stage concept testing

and receiving higher overall composite scores than all other top four custom market

research companies. The survey is conducted each year by US-based market research

industry publicationInside Research and Prevision Corp. Key buyers of market researchin the US ranked Synovate #6 overall among custom quantitative research suppliers,


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ahead of all of Synovate's main global and US competitors. On the attribute of overall

satisfaction, Synovate tied for third place, and is listed in the survey summary report as a

'top quality' research firm. The overall composite score for the rankings was computed

across the averages of seven attributes - overall satisfaction, data quality, analytical skills,

communication skills, on-time delivery, relative cost and value for money. In this latestsurvey, Synovate received a total of 778 points out of a possible 1000.

Case studies

Concept testing

Issue:

A national marketer of consumer products wanted a timely and cost-efficient

approach to screen concepts at the very early stages of development.

Action:

A customised concept-screening programme was designed to provide early-stage

identification and prioritisation of winning concepts. The programme offered

consistent, client-wide standards for screening and evaluating concepts and provided

sales forecasts for the most promising concepts.The client was able to isolate a manageable number of concepts that merited

continued development. Concept strengths and weaknesses were identified and

considered before additional resources were allocated. The cost-efficient nature of

the programme allowed re-testing of high-potential concepts for refinement.

PinPoint

Issue:

One of the new breed of financial services providers was looking to expand its

portfolio of products. Research was required to identify the drivers of selection of

product providers for a range of products, and to determine if the client had the right'credentials' to enter these sectors within the market; if not, what should they be

addressing?

Action:

A benchmark brand tracking study was conducted to understand perceived brand

image and personality in the context of consumer behaviour, attitudes and

motivations. It covered a range of competitive brands (traditional and non-traditional),

as well as the client brand.

Pin Point analysis was adopted as it identified the drivers in the marketplace for

different brand users/segments and brand performance on the same image and

personality dimensions.

As a result, three key elements were identified that would complement existing brand


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perceptions. These would not undermine the 'different' approach of this provider, but

give them the underpinning that was necessary to allow them to enter the consumer

consideration set for many products. Brand strategy was revised accordingly.

ProductQuest

Issue:

A major player in the fresh liquid milk market wanted to enter the flavoured sector

with a chocolate flavoured milk. There are a number of established products, with

one dominant. Not wanting to compromise their brand strength in their existing

sector, they wanted to ensure that any product they launched would be liked at least

as much as the benchmark competitor.

Action:

The client developed two prototypes, for a blind sensory evaluation against the

benchmark competitor, using the techniques and output appropriate at the feasibility

stage of the product life cycle.As the product was targeted at 12 year olds and above, the research was undertaken

at a central location, with current consumers of chocolate flavoured milk, using a self

completion, close-ended questionnaire. The questionnaire comprised a list of product

attributes, developed via vocabulary elicitation (to ensure consumers understood the

content of the questionnaire), with the consumers providing information covering

liking of hedonistic aspects and their perceptions as to the intensity of the product

attributes.

A sensory approach was taken to convey the findings to Marketing and R&D, with the

detail as to the degree of modifications required detailed to R&D at the presentation.

The results highlighted one of the prototypes having the potential to compete

successfully against the benchmark competitor, after fine-tuning adjustments to the

chocolate taste and aroma attributes.

The better prototype was modified, and now competes very successfully while paving the

way for further line extensions by the client.


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MAJOR CLIENTSSBC has worked with clients across the globe in a variety of sectors. They have

completed over 1,500 client engagements since 1994. A brief list of the clientle

Automotive

Honda, Hyundai, Bosch,

Michelin

Banking, Finance &

Insurance

AXA, Visa, Standard

Chartered, HSBC

Petrochemicals & Chemicals

ExxonMobil, Shell, DuPont,

Petronas

Retail & Consumer

Goods

Carrefour, Nike,

Bausch & Lomb,

Philips

Food & Agribusiness

Danone, Heinz,

Syngenta, Tetra Pak

Government & Non-

profit

Hong Kong TDC,

Singapore EDB, UNICEF,

USDA

Healthcare

Pfizer, Olympus Medical Systems,

Johnson & Johnson,

GlaxoSmithKline

Industrial

Equipment

3M, Caterpillar,

Mitsubishi, Honeywell

Infocommunications

Technology

Samsung, IBM, Fujitsu,

Nokia

Media & Entertainment

Reed Elsevier, Reuters,

Walt Disney, Discovery

Channel

Professional Services

McCann WorldGroup, Messe

Frankfurt, Saatchi & Saatchi,

Jones Lang LaSalle

Travel & Logistics

DHL, FedEx, TNT,

Hong Kong Airport

Authority


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SUMMARY

Through the use of research in various facets of life you will, if not able to

eliminate the risk factor at least be able to mitigate the risk factor. Millions of

organisation around the world use the services of research organisations to aid

them in their day to day activities as well as in planning and implementing their

growth and expansion policies and strategies. The organisations who provide

such services claim themselves as being curious people and quite rightly so

because to achieve a desired result or to analyze a given data and infer from itthe future course requires a lot of research and also requires you to delve deep

into the plethora of information available. This you cannot achieve nor be able to

convince your clientele of achieving the desired results if you do not have a

methodology for it or what we call RESEARCH METHODOLOGY. The company

SYNOVATE WHICH forms the core of this report uses different types of

methodology to develop services in research which cater to the specific needs of

various organisations starting from government and the public sector to retail,

healthcare, media, FMCG and financial institutions keeping only one thing in

mind that every research model should be based on three principles HOLISTIC,

EMPIRICAL & PREDICTIVE. The use of BVC or the brand value creator model

designed to capture the essence and reliability of the brand in the market being

used in campaign evaluation, the business consulting research model being used

in product design and development, performance tracking and pricing are some

of the examples which show just how Research is what drives change in todays

market place and we cannot avoid it so we must learn to embrace it and


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selecting the best methodology for our purpose will deliver the results we

require.

group 8research methodology

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