Censydiam Template

Censydiam is a tool developed by Synovate to understand consumer motivation, find a free communication niche, and make strategic decisions about product or service positioning. It helps to find the answer to the question: «Why do they buy?» assuming that a person’s behavior is determined by his subconscious emotional needs.

This tool is used in the development of positioning when a service or product has a powerful impact on the consumer. There are several main segments in the circle that meet the fundamental needs of a person. Based on their analysis. Competing brands are located on the circle, after which free niches are allocated on which the brand can rely.