The rebranding process, which was made necessary because the existing name has already been taken by a rival in the United States, will take six months to complete.
Aegis Research worldwide chief executive officer, Adrian Chedore, said the new name was a result of the merging of the words: 'synergy' and 'innovate'.
"It's a union of two important themes because we aim to offer clients the same high standard of holistic tools in every market we're in to give them the best possible marketing solutions and business intelligence.
"At the same time, we must always be rethinking the way we operate and be up to speed with the latest trends. Clients expect us to be ahead of the game and leading the field, said Chedore.
Synovate resulted from an internal naming competition, in which about 2,400 of the 3,000 staff worldwide participated. The rebranding work, including a manual listing logo design and font guidelines, is being done by UK-based designhouse.
Chedore said that the new name was to be soft-launched over the next six months, with "the official, big bang launch occurring next January".
