Sushma Jhaveri, who was director, Consumer Connect Group at GroupM till recently, has joined market research company, Synovate, to spearhead its media research initiative.
Elaborating on her task, Jhaveri, associate director, Synovate, says, "Globally and in the Asia-Pacific region, Synovate is strong in media research and we feel the time is ripe to bring our state-of-the-art capabilities in the media sector to the Indian sub-continent."
Traditionally, market research companies generate consumer insights for competitive marketing solutions. However, given the recent spate of channel launches and hectic activities in the media space, the need of the hour is effective media solutions. This is where the expertise of media research lies in.
In other words, the role of the media research wing is to provide services in the areas of media positioning studies, advertising effectiveness, target group understanding and segmentation, pre-testing of film scripts, Internet audience measurement, media impact studies and measurement of non-conventional media, among others.
One major study, Synovate PAX, is an example of Synovate's media research capabilities. Covering 11 countries in Asia Pacific, it is the currency for tracking media, prosperity and influence in the region. Used by all major regional broadcasters, leading international publishers and media specialists, the survey provides quarterly updates of where the smart money is being spent.
Jhaveri, who has 12 years of work experience, has worked at Contract, Carat, Fulcrum and MindShare. Her last assignment was with Consumer Connect Group. On her part, Jhaveri is looking forward to her new job.
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