Market research company Synovate Romania estimates an over 4 million-euro (5.5 million-dollar) turnover this year, over 30% more than in 2006. "The research market will use its current potential and estimates it will increase, on average, by more than 20% over the next three years in all industries and through all kinds of research - customer preferences, media measurements, retail panels etc," stated Synovate representatives. Synovate's main clients include multinational companies that are the main target for players involved in market research. These market leaders include Coca-Cola, Orange, BAT and Procter & Gamble. However, the company also sees significant potential on the domestic companies segment, amid intensification in the competition on the domestic market. "The main users of market studies are multinational companies which create or adopt market strategies with a focus on the consumer. Domestic companies have, however, understood that their mere presence on the market is not enough to take hold of a slice of the market held by international players, therefore they have become more geared towards the consumer and use 'market intelligence' and other consumer insights to improve their brands," Synovate representatives added.
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