Synthesis is defined as “the composition of the combination of parts or elements so as to form a whole”. While traditional market research analysis is used to deconstruct and identify the answer to specific questions, synthesis relies on creativity, experience and expertise to answer deeper questions that “connect the dots”.

Synthesis involves detective work that allows us to see the patterns in disparate data – whether it be primary, secondary, qualitative, quantitative or “big data."  The result of synthesis is answering not just the “why” but the “so what," enabling market research organizations to strengthen their value with cross functional teams and senior leadership.​