Global market-research company Synovate has announced the launch of Synovate Management Analytics (SMA), a new analytics consulting business designed to support executives across a range of industries with answers to their most pressing business and strategic questions.
SMA will launch a suite of predictive solutions that will, for the first time, integrate all research, analytics and data sources for clients, enabling them to have a strategic view across their businesses.
With modelling solutions capable of mapping to client business processes, SMA will enable clients to establish one view of the truth across critical business functions.
SMA will bring together various research and advanced analytic techniques fuelled by media, attitudinal behavioural, digital, macroeconomic and other data sources to provide a view into clients’ businesses. "This new analytics capability will increase the relevance of market research to our clients’ business metrics," says Ged Parton, Synovate CEO of Practices and Capabilities.
"The research market is starting to move in this direction," says Scott Miller, CEO for Synovate North America. "Companies are already investing in alternatives for simplifying their market intelligence, business information and market data into databases connected to models that identify what really drives their business metrics."
SMA will be led by Patrick Cummings, former division president of Modelling & Analytic Solutions at Symphony IRI. He also previously served as partner and managing director for Accenture’s North America analytic practice. Cummings will oversee SMA globally and will be based in Synovate’s New York and Chicago offices.