Organizations (our clients) have become more demanding in every sense and need to find a way to provide more answers with fewer resources, but not necessarily in quantity, but rather in being clearly more precise, more realistic, more explanatory and above all more correlated with sales, which is ultimately why our clients invest money in advertising.
«Less is more» is the search for the essence. It is band data getting rid of the elements that do not provide real value or do not help in making any decision, it is breaking with inertia. And surely, there is much to do in this regard in relation to tracking and much to strip away.
“Less is more” is the opposite of moving with a “more or less” and we have to be very careful, alert and help our clients not to get confused and not move towards “more or lessism” when the context requires precision, confidence, return, correlation.
«More or less» is and for this reason the perception of unnecessary spending. «Less is more» is what is demanded of us and where the opportunity to provide answers lies.
Reinventing the way we do research, being curious and asking why things happen, and the desire to do good (effective, realistic) research, is what has driven us to develop new ways of approaching old (and new) problems. That was and is the reason for Synovate's existence since its inception.