NEWS22 February 2010

Former Synovate and RI bosses form agency in Thailand

Asia Pacific New business

THAILAND— Two former managing directors of Synovate and Research International in Thailand have set up their own agency, ABN Research.

Maziar Amirahmadi and Brooke Courtenay describe Bangkok-based ABN as an “Asia-focused” MR consultancy. Amirahmadi will serve as CEO while Courtenay takes the role of managing director for Thailand.

Courtenay, who previously headed up RI’s Thai office, said: “ABN Research is committed to keeping the needs of clients at the forefront of everything we do, so these needs play the leading role in shaping and driving all of our research. These days, too many market research agencies just focus on process, methodologies and simply ticking boxes, which typically generates lacklustre results.”

Amirahmadi (pictured), who ran Synovate’s Thai business between 2003 and 2005 and more recently served as ‘director of research reinvented’, will be leading ABN’s insight communities offering, which the firm says will offer “an unprecedented understanding of peoples’ lives” and allow clients to co-create products with customers.

The agency plans to open more offices throughout Asia in the near future.