Synovate PAX and EMS surveys to tap affluent digital consumers

MUMBAI: Global market research company Synovate, has announced its two regional media surveys PAX and EMS, to synchronise their offerings to cover affluent digital consumers.

Both the Synovate PAX and EMS media surveys will now probe into the digital media consumption and lifestyles of affluent consumers and top business decision makers in Europe and Asia Pacific, says Global head of media Steve Garton, and head of EMS, Reinier Schaper.


The addition of digital media to the current TV and print audience measurement will make EMS and PAX full cross-media planning tools. Synovate has confirmed that CNN will be the first sponsor to commit to PAX and EMS Digital, states an official release.

The new digital component of the surveys will commence fieldwork in July this year while the first results will be delivered to clients in early 2008.

"Synovate is moving quickly to address one of the most important things on its clients‘ minds - digital media and how its consumption impacts on other media and purchase habits," said Garton.

While there are other digital media surveys, this one will be unique as it covers upscale audiences - a crucial target group - across an enormous geography," he added. "We will be able to provide multi-regional reports to clients - which makes a great deal of sense as many campaigns are multi-regional in scope."

PAX Digital and EMS Digital will include additional information covering detailed online behaviour, sites visited and the influence of the web on purchase decisions.

"Organisations will typically have plenty of data on the total number of visitors to their
websites, but it is rare for them to have more detailed information on these visitors, such as their income, levels of home ownership, purchasing interests and so on," said Schaper. "The work we will do with PAX Digital and EMS Digital will be so much more than basic web statistics."

"Companies are naturally very interested in the buying intentions of upscale consumers and senior business professionals, who are the early product adopters and trend setters," he added.

Synovate‘s PAX media survey has been running for over ten years and is the currency for upscale audiences in Asia Pacific and the Middle East. It launched in Latin America in January 2007.


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