The new service is being launched through Synovate's specialist research arm Synovate Censydiam and will be headed by global key account director John Coll, who leads a three-strong team.
A spokeswoman for Synovate said: "After undertaking research, we found that clients needed expertise to steer them through this type of media and make sense of it."
A key focus of the new service is to understand consumer motivations and the way they interact with social networking and new media such as blogs, games and community sites.
Coll said: "The fundamental drivers of what people want from media experiences are largely unchanged, it's just the opportunities to satisfy them are much greater and consumers have a much richer palette of experiences to choose from."