Thursday, April 13, 2006

'Synovative' approach to market research

More news from the marketing frontlines in Singapore: here's the outcome of a small war between two of Singapore's, erm, "No. 1" society magazines.

Singapore Tatler claimed the title in a brochure calling itself "the best magazine for advertising" compared to Prestige and The Peak, its two nearest competitors. Tatler based its claims on research by Synovate, a global market research firm.

Both competitors sued. The Peak settled out of court last December, but Prestige pressed on. And after six embarassing days in court, Tatler threw in the towel. Total damage: S$300,000 (about US$200k), as Tatler will pay Prestige's legal costs as well.

Turns out, Synovate's research was conducted only among people attending Tatler's events. Synovate, that touts itself as one of the world's top global market research firms, should be the most embarassed party here. To conduct an exit survey at Tatler's events and report the results is one thing. But to actually use these results to corroborate claims about your market position (Synovate actually vetted the brochure and wrote the introductory letter!) is something else indeed.

Should future dictionary makers need a clear example for the lemma 'bias', this looks like a good place to start...
(Source: The Straits Times)

No comments: