Synovate launches global digital media measurement initiative for brands

The initiative will be led by Philip Shaw, head of digital communications research for Synovate in the UK, where the centre will be based.

Synovate’s latest initiative targets areas where there is data but limited insights. The research firm company is already running pilot programmes to assess the relationship between social media buzz and commercially relevant brand relationships.

Other programmes include reviewing actual communication exposure versus claimed memory utilising cookie based technology and a URL “webmeter” browser plug in that captures panel members’ online behaviour and relates this behavioural data to attitudinal changes.

On the rationale behind the initiative, Ged Parton, CEO for Synovate’s capabilities and practices, explained: “While many companies are making a good deal of effort recording what is happening in the digital environment, Synovate believes that there is still breakthrough work to be done in understanding how the environment works at the individual person level to build, support, reinforce and change brand relationships.”

He added: “Our intention is to regularly publish what we fully expect to be provocative and challenging thought pieces contradicting some of the current received wisdom in the industry.”