The FINANCIAL — LONDON — Synovate announced today that it has formed a global group of methodologists that is investigating the value of emerging non-verbal response research techniques and the applicability of such techniques to custom research projects.
Massimo De Benedittis, managing director of Synovate in Italy, has been appointed to chair this non-verbal response research group, which also includes other senior level Synovate researchers in the US, UK, South Africa and China.
Ged Parton, CEO of Capabilities for Synovate, said: "Massimo is the ideal candidate to lead this initiative. He is a highly skilled practitioner with methodological knowledge spanning most client requirements. His appreciation of the landscape of research techniques also gives him a unique perspective in identifying opportunities for these new techniques and technologies."
de Benedittis said: "I'm really enjoying the opportunity to push the efficacy of client decision making by developing new platforms and creating new knowledge across different practices."
Synovate has begun regularly investing in this neuroscience R&D program, fielding numerous studies that look at the value such techniques can provide in informing client decision making.
Parton commented: "Our soon to be published findings on neuroscience research will illustrate that our clients can glean new insights and improve decision making around the ways in which they undertake their research projects. Our goal is to always provide clients with the best and most applicable research methods for their projects to help improve their business outcomes."