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Synovate launches mobile research solutions globally, names Thomas Edwards as global head


THE NETHERLANDS - Top four global custom market research firm Synovate has announced the global launch of its mobile market research capabilities, including its SMS / text, mobile online surveys and application development, and has also appointed Thomas Edwards as the global head of mobile research solutions.

“With the massive rise in mobile phone penetration across the globe, text messaging, and Smart phones with web browsing, it only makes sense to have mobile research methodologies readily available to all of our clients,” said Thomas Edwards, global head of mobile research solutions at Synovate. “Mobile research allows us to capture feedback anytime, anywhere and at the convenience of the survey respondent. It’s also cost effective for clients.” He continued, “Synovate has actually been doing this type of research for a while now for some clients in some markets, but it has now expanded into being a global solution.”

Research can be conducted via mobile phones using several different survey methods. For instance, SMS / text allows for full two-way interviewing and can also be used to invite survey participants to participate in mobile web surveys or download applications.

In addition to SMS / text, Synovate has developed mobile survey solutions allowing participants to complete full questionnaires while on the move, ranging from mobile online surveys to full apps that add an additional layer of insight that traditional methods fail to provide, enriching the current data set with location, images, and video, for example. These mobile data collection methodologies can also be easily integrated within Synovate’s Internet, IVR, CATI, and paper data collection methodologies, the results of which can be combined into an online portal allowing for further analysis and insights.

These mobile research services add to Synovate’s existing mixed-mode data collection capabilities available globally.

Edwards, who is based in Amsterdam, has recently been promoted into the global head of mobile solutions role from his previous post as global business development manager at Synovate. He has been with Synovate for over seven years and has a background in tech/telecom, real-time research, and customer experience.

About Synovate

Synovate, the market research arm of Aegis Group plc, generates insights to help clients drive competitive brand, product and customer experience strategies. A truly borderless company with offices in over 60 countries, our approach combines best in class global research capabilities with personalised service, local knowledge and the flexibility to create teams and processes that meet clients’ specific requirements. At Synovate, our clients sit at the top of our organisational chart, driving us to continually develop more innovative research solutions that predict actual business outcomes. For more information, visit

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