Business Activities · Synopsis GmbH · Marketing- und Meinungsforschung

Brand image / Brand tracking Brand and product positioning Portfolio structure Product and concept tests Usability & design Package testing Usage & attitude Customer satisfaction Analyses of target groups Segmentation studies Pricing research Shopper research

Qualitative

Focus groups
Mini-groups / Triads / Paired-depths
In-depth interviews / explorations
Ethnographic interviews
Immersion events
Workshops
Clinic surveys
Accompanied shoppings
Online research communities (blogs, forums, diaries)

Quantitative

Face-to-face interviews (CAPI / Paper & Pencil)
Telephone surveys (CATI / Phone to Web)
Online-Surveys (panel-based, onsite)
App-based / Mobile survey methods
Studio tests (e.g. concept tests / advertising tests / product-clinics)
Home-use tests (e.g. copy tests, U&A tests)
POS surveys
Quantitative diary studies
Observational methods

Automotive / Motorbikes Financial services IT / Telecommunication FMCGs DIY Travel & tourism Print media Medical / Pharmaceutical Clothing & shoes Retail Associations / NGOs Franchise-/ Chain store companies

B-to-C

Mainstream
Up-market
From children to senior citizens
Trendsetters
Early adopters
Patients
Media audiences (e.g. buyers / users of specific magazines)

B-to-B

C-level executives
Physicians / Surgeons
Dealers / Salespersons
Operations managers
IT managers
Tradesmen
Key opinion leaders
Influencers (e.g. journalists, bloggers)

Definition of research objectives

Agreement and fine-tuning in close cooperation with our clients

Discussion and alignment of research objectives
Operationalization of target indicators
Research economical considerations

Study design

Methods (approach, tools)
Target groups (definition, differentiation)
Samples (size, recruitment criteria, quota)
Countries / Locations

Preparation of survey instruments

Discussion / Interview guides
Homework / Pre-tasks / Diaries
Qualitative online-platforms
Questionnaires

Conducting fieldwork

Selection of ideal partner agencies for fieldwork and services
We consciously decided against the creation of company-owned field support. Instead we draw on a network of proven partner agencies which are specialists in their respective areas (recruitment, facilities, specific technical solutions, etc.). With these partners we share a long-term, trustful cooperation and we are aware of their individual strengths. Thus we are able to select the ideal partners for each specific study.

Qualitative studies

If in Germany: moderation/exploration by us
In case of international studies: on-site presence, briefing and supervision of partner agencies

Quantitative studies

Briefing of partner agencies (incl. instruction and training of interviewers)
Continuous quality checks and quota monitoring

Analysis / Reporting / Presentation

In-depth penetration and meticulous analysis and interpretation of gathered insights and data
Differentiated and illustrative reporting of results
Carefully deduced and actionable recommendations
Reporting in various formats and on different levels of abstraction
Presentation in German or English