AMSTERDAM – Leading global market research firm Synovate today released the EMS, EMS Select, CEMS and EMS Digital Life 2010  

EMS 2010, is the first set of EMS results to take in some important changes in the methodology. As the survey has grown over the years it has become long and time consuming to complete. To counter any ‘survey fatigue’ effect and boost respondent enthusiasm for taking part, the survey has been split into blocks, so that no single respondent has to answer all the questions. A growing proportion of interviews are conducted online – now one-third of the total. This is important as it reaches people difficult to reach by phone – younger, single people who are more likely to rely on a mobile phone rather than a land line. In the online portion of the survey, logos were included to help stimulate recall and distinguish between media outlets that may sound similar.