MMA to launch Global Centre of Excellence

The firm said that the centre would look for ways to use behavioural and attitudinal data to solve business planning, product innovation, pricing, media measurement and forecasting issues. It will also serve as a launch base for the firm – which merged with sister company Synovate Management Analytics earlier this month – to expand in the Asia Pacific region.

A technology platform designed by SCAnalytics, which was acquired by MMA earlier this year, that integrates and harmonises large and varied data sets will be at the “foundation” of the centre’s work.

MMA is headed by CEO Pat Cummings (pictured).