You mentioned CATI (Computer-Aided-Telephonic Interviewing). Can you explain, how has the inclusion of hi-tech tools impacted Synovate?
A. Absolutely. Technology has allowed us to improve the accuracy of information being provided to clients. The information is not only more accurate, hi-tech tools have provided us cost-effective solutions to clients, which are also faster than traditional methods of market research. Synovate now has one of the largest telephone centers in China over 300 stations where productivity at almost 100 per cent. We have recently launched an international call centre in Hong Kong as well. Our Viewscast IVR (integrated voice response) system, allows for data collection among large samples of population at extremely low-cost with real time results. Coming to CATI, as you must be knowing, it is a sophisticated data capture methodology pioneered by Synovate, and is completely automated; can capture data, interpret it, and also generate output within a time frame which is significantly lower than what is taken in traditional methods. Let me also tell you that the recent introduction of CATI methodo
