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Written by Synovate   
03 Jun 2007

Tune in, or miss out: Synovate UK launches media research offering

4 June 2007

LONDON — Synovate UK has announced the launch of a media research offering from its motivational research practice, Synovate Censydiam.

This initiative comes in response to the emergence of previously unforeseen media channels – social networking sites, community sites, blogs, vods, gaming and so forth – which have had a dramatic impact in bringing consumers into very new, and often very participative, experiences.

Based on qualitative research exploring consumer usage and attitudes towards ALL media channels, Synovate Censydiam has developed an original approach to reaching & understanding these new communities based on consumer motivations and needs. This works within the Censydiam model, which is a multi-dimensional model rooted in eight core consumer motivations to map and understand the relationship and the dynamics of consumers, categories and brands within and across one another.

The Censydiam approach offers brands the ability to understand what their role should be in this new arena and how their brand should behave in this arena – helping them navigate the issues faced when attempting to reach consumers via these new media channels.

Comments John Coll, Global Key Account Director for Synovate's Censydiam Practice; "The fundamental drivers of what people want from media experiences are largely unchanged; it's just the opportunities to satisfy them are much greater and consumers have a much richer palette of experiences to choose from. Through the application of the Censydiam model we can provide a simple way to understand these channels and know how to help get brands involved in the right and relevant way."


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