Podcast: Sinottica celebrates 50 years of activity

Sinottica, the ongoing research that has been observing the evolution of Italian society, consumption and the relationship between individuals, media and brands since 1976, marks 50 years. In the second half of the 1970s, this tool introduced a new approach to understanding target audiences in Italy: traditional sociodemographic variables were complemented by an interpretive key for gaining an in-depth understanding of purchasing choices. Today, Sinottica is integrated into the NIQ universe, helping to provide a broader view in which different information assets interact and complement one another. We discuss this with Mara Galbiati, product & customer service director at Sinottica NIQ and Enzo Frasio, managing director of NIQ Italia.

Service by Federica Bartoli

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.