Synovate Censydiam unveils range of profiling tools

by Alex Donohue, Brand Republic 28-Sep-07, 15:50

LONDON - Aegis-owned market research company Synovate Censydiam has launched a set of interactive tools, which it claims will allow marketers to better understand the role of consumer psychology in marketing.

The company said it had created an integrated set of online products, which use interactive panels to allow clients to "tap into" a list of respondents sharing the same product affiliations to test new concepts, ideas and packaging.

Synovate Censydiam said the new tools would move the company beyond traditional methods of conducting research to explore more digital technology that would emphasise consumer psychology online.

The additional tools mean users can access an interactive panel that would ensure "the right audience is always on hand for vital follow-up questions".

Among the features included in the new package are pre-field interactive chat sessions, designed to maximise the value of research, and explore customer insights and attitudes.

Herman Toch, chief executive of Synovate Censydiam, said: "Those [former] approaches have served us well, but now it's time to embrace the digital world and enrich our current approach with new technology. It will also bring our world leadership in consumer psychology online."