SmithGeiger Capabilities Overview 2009

SmithGeiger Capabilities Overview

September 2009

2Unparalleled Experience. Strategic Insight. Concrete Results.

We service all facets of the media/entertainment industry…

At SmithGeiger we build research innovation, rich insights, anddetailed actions steps into all

of our engagements

Broadcast & Cable NetworksLocal Television StationsMajor Film Studios & Home Entertainment ProvidersMajor Production CompaniesProgram Syndicatorsecommerce CompaniesRetailersPublishing CompaniesAgenciesRadio Stations

Premium Movie ChannelsSports Channels, Leagues & EventsVideogame Developers & Distributors Consumer Electronics ManufacturersVOD & DVR CompaniesCable, Satellite & Telco ProvidersTechnology CompaniesAdvertising, PR, & Design

SmithGeiger Company Overview

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SmithGeiger research and consulting aids in developingstrategies and tactics including:

New product/service/channel concept, development, pricing and launch Market sizing Segmentation Feature optimization Branding, brand health, re-branding Tracking brand and consumer changes Programming development, scheduling and diagnostics Marketing and promotions across all media Talent selection and on-going evaluation

Who We Are


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We specialize in creating unique, cutting edge research methods to uncover consumer attitudes and preferences.

Our analysis identifies opportunities and action steps, which we convert into clear and concise recommendations designed to achieve success.

We employ a broad range of research designs, methodologies and data collection sources and we work individually with each client to develop a custom solution that provides thought leadership that will help them solve their biggest strategic challenges.

Who We Are

A solution that is focused, efficient, and effective.


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Our breadth of experience has given us a better understanding of how consumers spend their leisure time and has uncovered the key drivers in these behavioral shifts.

Our unique research methodologies measurethe amount of leisure time available and how itis portioned across various activities includingwatching live or recorded TV, DVDs or VOD,online activities including social networking, gaming,video consumption or instant messaging, listeningto music or attending concerts, going to movies,participating or attending sports activities, traveling,shopping and other hobbies.

By providing a clear sense of these consumption trends, our clients can leverage this information to validate their competitive strengths and brand positioning, identify what lifestyle segments are most critical to reach and determine what touch points are most important. Ultimately these strategic insights will provide the ingredients for creating and sustaining meaningful relationships with your brand.

Who We Are


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Over the years we have learned optimum growth and success is better achieved by combining research efforts with consulting services.

Our counsel provides the highest levels of insights, strategy and direction, rooted in our extensive experience and personalized advisory services from experienced senior consultants.

We partner with clients to create long termstrategies for growth based upon empiricalresearch-driven results.

In addition to ongoing counsel on content and programming we offer specific marketing and promotional strategies for branding, positioning, scheduling and topical on-air product.

Our Consulting Services


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Clients can select the level of ongoing consulting services based on their goals and budgets and can be structured to include:

Critiques and analyses of television programs and other types of media with clear recommendations for improvements

Competitive landscape analyses of the marketplace including critiques of the competition Sharing best practices based on our many years of strategic and tactical experience in the

entertainment industry Providing non-proprietary nationwide trends as revealed by our research and consulting Providing producer and tease writing seminars Assessing and identifying optimal break structures for building audience flow and maximizing

ratings Ongoing talent development and assessment Comprehensive talent searches for on-air consideration Talent coaching and cosmetic consultation Providing advice and counsel on graphic and design partners Reviewing marketing and promotion materials, plans and

schedules to optimize effectiveness and efficiency Fostering partnerships with other SmithGeiger clients

Our Consulting Services


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SmithGeiger’s practice deals with entertainment consumers at every level and across multiple platforms. Our clients include broadcast networks, cable channels, home video production studios, internet companies, videogame developers, and technology companies.


Our Clients

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Our Expertise


All of our methods are designed to foster a deeper understanding of how

people think about and consume entertainment content

Genre/platform-specific research & consulting (e.g. attitudes amongfans of a specific genre or consumers of online, Blu-ray, Xbox Live, etc.)

Pilot testing & series maintenance

Team/venue-specific research & consulting (The experience ofattending a live event in a particular location)

Title- or product-specific development, marketing, & pricing strategies (technology, home video, and gaming)

Programming acquisition, development, & scheduling strategies

3-Screen strategies & tactics (Television – Online – Mobile)

On-air talent testing & coaching (Hosts, Commentators, Analysts)

Audience growth & segmentation (Increasing loyalty amongcore fans, growing reach & engagement among casuals)

Attitudinal and behavioral research designed to uncover how consumers define and experience entertainment (home ent., television, gaming, online, out-of-home, live events, etc.)

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Title testing / Franchise valuation

Print ad testing / Promo testing

Package testing

Competitive landscape studies – release window, holiday shopping, purchase occasion

Title awareness, Intent to purchase

Marketing optimization

Pricing / discrete choice / conjoint (special features, added value, Blu-ray vs. standard def, etc.)

Audience growth & segmentation

We have conducted a variety of Home Entertainment studies, including….


Our Expertise

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Our Methods

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Social Networking Applications

Encounter Groups / 1-on-1 Sessions

Online Surveys

In-home Affinity / Peer Groups / Ethnographies

Virtual Tag-Along & Text-Based Surveys

Online Message Boards / Forums

Store Intercept / Secret Shoppers

1-on-1 Online Chats

Online Dial Testing

In Person Dial Tests

Telephone Interviews

Traditional Focus Groups

Usability / Moderated Usability

SmithGeiger Research Methods

Our Methods

We have experience using a multitude of research

methodologies, both qualitative and quantitative, including….

We are agnostic when it comes to methodology, using whatever

method is best suited to serve a client’s needs.

Video Diaries

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Online Surveys

SmithGeiger Methodologies

Good for targeted, hard to reach populations, quick turnaround, and/or lower budget. Used in show tests, promo tests, website analysis, videogame testing, etc.

Large sample

Projectable to large populations

Quick turnaround

Ability to test rich media (audio, video, still images) – can test several promos or clips in a single study

More easily re-contact respondents in panel situation

Less expensive than phone

Richer verbatim responses than phone studies in many cases

On behalf of a major home entertainment client, we conducted a quick (over the weekend) study online of iTunes’ impact on DVD purchasing among nearly 1500 DVD purchasers – and this was

back in 2006, when iTunes users were much tougher to find.

Why go online

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1-on-1 Online Chats

What do you think as an INDIVIDUAL?

Reaffirming value of individual’s thoughts / opinions / feelings in

order to get honest responses in a non-threatening way.


For a major home entertainment publisher, we used one-on-one chats (in conjunction with an online survey) across the U.S. and multiple international territories to elicit a much greater depth of response – and an

“excitement” among consumers that a live person was there, listening to what they had to say. In so doing, we uncovered more of

the “whys” behind sales differences the client had seen between territories.

Typically used in conjunction with an online quantitative survey Allows for more in-depth discussion about the material tested Participants invited to instant message chat session with professional moderator, immediately following the survey Invitation based on response path, recruited by appropriate criteria Customized discussion based on respondent’s unique opinions and feedback Typically 40 to 80 sessions, ranging from 15 to 30 minutes in length Live, remote viewing capability and full transcripts

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Generates discussion by allowing participants to comment both to the moderator and to other viewers’ opinions

Participants can be invited to online forum with professional moderator, immediately following a survey

Invitation can be based on response path, recruited by appropriate criteria Moderator can direct questions both privately to individuals or to the group as a

whole Includes multi-media capability, remote viewing capability, and full transcripts Less expensive than one-on-one chats, but not as immediate

What made you first tune into this show?What made you first tune into this show?

Online Message Board/Forum

For a broadcast client, we created a message board around a certain episode of one of their

stronger programs to find out why ratings were down. We were able to identify a strong

core viewer base who had become disenfranchised with

certain character and story arc decisions in the show.


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Social Networking Applications

Provides an immediate pipeline to specific audience targets. We have the ability to reach highly engaged entertainment consumers in an environment where

they are already sharing, commenting, and exploring their favorite TV shows/games/movies/sports teams.


I

This method works very well for show premieres (such as this year’s launch of Lost, an internal study we conducted), DVD releases, or TV

shows that may be appearing soon on DVD – by quickly and

inexpensively reaching out to the fan base, we can immediately identify

opportunities and challenges among fans of a specific property or a

particular genre.

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In Person Focus Groups – moderated, in-depth discussion with pre-recruited individuals

Detailed discussions of material Inexpensive You get to watch “Disaster check”

Online Focus Groups – inviting participation in an online discussion

Larger sample and more diverse Geographic representation than traditional focus groups Less expensive Quick results

Traditional Focus Groups

We consistently use focus groups for the more creative exercises and in-depth “why” questions that are

sometimes tougher in a quant survey. In one case, we took a TiVo across the country to multiple cities to examine what viewers notice in fast-forward – leading to specific

“DVR-proofing” techniques for our client (and their sponsors).


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Store Intercepts / Secret Shoppers

How consumers respond to packaging, displays, etc., in a real-world environment?

Provides true-to-life shopping experience

Immediate feedback near the point of purchase


A major software publisher sought to create an eye-catching package design for a new title that would differentiate it from competing titles and increase

“browsing,” thereby maximizing sell-through at retail. We conducted focus groups in two locations, followed

by in-store intercepts at two major electronics retailers. The in-store intercepts identified a clear

winner based on design elements and brand affinity, maximizing shoppers’ desire to pick up the title.

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Encounter Groups / 1-on-1 Sessions

On location in a meaningful, stimulating, or more comfortable environment to generate more valuable interactions.

More open and natural responses

Promotes greater freedom of discussion among groups (like men) that sometimes have trouble “opening up”

Less “group think”

More comfortable setting

Similar in cost to traditional focus groups


We used this technique with great success among male sports fans,

holding sessions in private rooms at sports bars across the country. Not

only did we get valuable feedback, but the respondents repeatedly told us

what a great time they had at the end of the night.

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Observing our viewers/consumers in their “natural habitats” to uncover insights intotheir behaviors and states of mind.

More depth – defining characteristics, motivations, entertainment needs and interests, specific viewing behavior

Greater honesty of response

Positive group dynamics


In-home Affinity / Peer Groups / Ethnographies

Creative exercises to uncover deeper brand connections, meanings, and

emotional currency.

We have used this method in a number of cases where it was important to see exactly how the clients’ brands impacted

respondents’ lives where they live. In one case, we went into

the homes of gamers to see why a particular title resonated with them – finding insights for our client that a huge volume of previous quantitative work hadn’t been able to uncover.

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Usability/Moderated Usability

How consumers use a website, including look and feel, functionality, comparison to competitors, and evaluation of alternative designs

Depth of discussion and feedback (one-on-one or smaller group settings)

Hands-on experience (users go through the website during the session)

Rich verbatim responses

In one case, a broadcast client sought to create a forward-looking and engaging online home for its

video content. After multiple waves of usability testing, traffic

to the site has steadily increased, with the site’s video player

winning multiple awards for its design and usability.


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Virtual Tag-Along & Text-Based Surveys

Equipping respondents with mobile device to enable electronic “diary” of behavior

To keep in close, frequent contact with our viewers/consumers.

Being literally in their POCKET.

Very rich depth of response

Multimedia response as well as text

Ability to interact directly with respondents to guide feedback

Deep understanding of behaviors and motivations of a particular audience target


SmithGeigerMonday Update

SMS

Watching Heroes tonightwith my family. My teenageson hasn’t missed an episode and is excited toget us into the show.

To:Subject:

We used this method to successfully uncover

areas of opportunity for a sports client – identifying precisely when, where,

and why consumers were seeking out sports

content on a daily basis.

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Video Diary


We used this method for a client whose research goals were to track and examine online video

usage trends and viewers’ needs, expectations, and patterns of consumption. The video diaries

(with over 800 participants) proved to be an important supplement to the self-reported data

captured in an online survey for measuring these goals and successfully determining an affective

video strategy going forward.

Used in conjunction with an online survey to track online video usage.

The video diary tracks a respondent’s behavior over a 7 to 10 day period. Participants are provided with an easy-to-use document that allows them to record their video usage.

What we learn:

Video usage frequency How the video was found The actual video content being viewed Website URL where video is being watched. Length of viewing Location when viewing Time of day when viewing

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Telephone Interviews


Gold standard. Used for delivering a truly random sample with results projectable to a larger population.

Large sample, widely respected, statistically valid.

We have conducted hundreds of phone studies for multiple local news stations across the country. This

methodology has allowed us to reach many news viewers in small markets, accurately reflecting the

Nielsen meter/diary distribution in each case. These studies have helped many of our clients to “move the

needle,” either expanding a leadership position or making inroads as the insurgent station in a market.

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Online Dial Testing

Ability to collect second-by-second dial responsesWith DVR functionality, allowing us to measure which elements

work best in preventing the fast-forward and maximizing engagement.


Including pilot testing, ad tests, show maintenance, talent

testing, and more.

Large sample, less expensive, more convenient than in-person True nationally representative sample Fast results, real-time data for immediate data collection Customized question paths + verbatims Respondents can be easily re-contacted Video distribution technology creates minimal download time Video encryption allows for security

In one particularly notable case, a well-known

program bowed to lower than expected ratings in

syndication. Our research demonstrated

that the marketing campaign wasn’t

focusing on the touch points of the series that

really resonated with viewers. A revised

campaign based on our findings lead to

significant ratings increases across the

country.

respondents move dial slider using mouse or keyboard

(arrow keys or mouse click)

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See first-hand viewer reactions and responses

See real-time results in viewing room or via video streaming from any location

Second-by-second rating capture plus responses to closed ended questions all captured in real-time with digital input

Face-to-Face Dial Tests

Follow-up focus groups immediately following dial test Dynamic discussion with experienced moderator


In addition to pilot testing and series maintenance, we have

also used dial testing to measure audience

engagement with advertising within various genres and specific on-air programs –

leading to new sales opportunities for our client.

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What You Can Expect From Us

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Dial Response Analysis Interactive dial data report with annotated

dial trace featuring peaks and valleys,can include a video component

What You Can Expect From Us

SmithGeiger Deliverables

In-depth Word or PowerPoint Report Including overview and

recommendations,presented in person

Real Time Data Tools Available through password-protected

online data tools, as interviews are completed

Additional Reports Interview/discussion transcripts Video/audio recordings of focus groups

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Interactive Flash Report

This interactive topline report includes charts and analysis of all closed ended responses captured during fielding.

Using the dropdown feature allows you to look at different slices of data while navigating

through the charts

Interactive flash report including graphs of closed-ended questions, analysis, and graphs of moment-to-moment data


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Interactive Dial Response Analysis

The interactive dial response analysis is an annotated moment-to-moment trace of viewers dial movements collected during dial tests, both online and in person.

You can click on different slices of data to see how the trace changes for each group.

See what segments peakand valley and where

significant gains and declines occur.


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Video Dial Response Analysis

Like the interactive dial response analysis, the video analysis is an annotated moment-to-moment trace, but has the added feature of being able to view the video simultaneously.

You can choose a specific peak or valley and the video automatically

jumps to that spot.


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Key Personnel

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David Smith directs the development of strategic consulting partnerships, oversees all consulting relationships, and is responsible for marketing and cultivating client relationships. During his 20-year consulting career, he has consulted with ABC, NBC, CBS, FOX, UPN, WB, Lifetime, USA Networks, A&E, Disney, Warner Bros., Sony, 20th Century Fox, Paramount, Universal, Microsoft, MSNBC, CNBC, Hearst, COX, AOL and many other clients.

Prior to forming SmithGeiger, Mr. Smith opened the Entertainment Practice in Los Angeles and New York for Frank N. Magid Associates. As President of Entertainment, Mr. Smith presided over the largest growth in the firm’s long history and served as a senior consultant to virtually all of the major studios and production companies in the industry. He consulted on all facets of his clients' business, including: brand identity, format development, talent evaluation and performance, distribution, marketing, and promotion. Before creating the Entertainment Division, Mr. Smith held key management positions in Magid's television station practice, consulting with prominent broadcasters around the world.

Mr. Smith began his career in media as a journalist, reporting and anchoring in television stations across the country. Later he served as an Associate Professor of Journalism at the University of Missouri School of Journalism, where he received undergraduate and graduate degrees.

Dave Smith - CEO

Key Personnel

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Dr. Seth Geiger directs the development of strategic research partnerships and oversees research innovation and product development. He has consulted with clients across the broadcast, cable, satellite, syndicated television, telecom and internet industries, including: U.S. Satellite Broadcasting, DIRECTV, TiVo, Warner Bros., Microsoft, ABC, AT&T Broadband, Nokia, MSNBC, Disney Online, IBM, FedEx, Visa and SprintPCS.

Prior to forming SmithGeiger, Dr. Geiger served as Vice President of Professional and E-Commerce Services for BizRate.com, the leading supplier of e-commerce research and intelligence, and the largest B2C shopping marketplace on the web. Dr. Geiger set strategy, built research partnerships and oversaw the development of real-time, integrated web-based research reporting tools.

Before joining BizRate.com, Dr. Geiger worked for Frank N. Magid Associates, where he established the company’s strategic research direction and designed research initiatives in new media and television convergence. Dr. Geiger joined Magid from the University of California, Santa Barbara, where he was an assistant professor in the Department of Communication. His academic research is recognized internationally in the fields of media processing, research design and mass media effects.

Dr. Geiger holds a Ph.D. and Master's degree in Communication Research from Stanford University and a Bachelor's degree in Anthropology from Cornell University.

Seth Geiger - President

Key Personnel

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Mr. Lang provides clients with expertise in a number of strategic areas, including marketing, pricing, promotions, distribution, and development. He serves a range of media and entertainment clients across the broadcast, cable, satellite, technology, and internet industries. He has consulted with clients in all of these areas, including Warner Bros. (including Warner Home Video and Warner Bros. Interactive Entertainment), Walt Disney Studios Home Entertainment, Digeo, the DEG, Electronic Arts, FOX Sports, NFL Network, ABC, TV Land, Spike, and many local television stations.

Prior to joining SmithGeiger, Mr. Lang served as Director of Consulting for BizRate.com, working closely with clients such as Nokia and Buy.com in refining their online marketing strategies.

Before joining BizRate.com, Mr. Lang worked as a Senior Research Consultant for the entertainment practice of Frank N. Magid Associates in Los Angeles.

Mr. Lang began his career in media as a writer for KFOR-TV, the NBC affiliate in Oklahoma City, OK. He holds an MBA from The Anderson School at UCLA, where he headed the school’s Entertainment Management Association and graduated as a member of the Anderson Business Honor Society. Mr. Lang also holds a Bachelor’s degree in Communication Studies and Economics from Northwestern University, where he graduated with honors.

Chris Lang – Senior Vice President, Research

Key Personnel

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Mr. Toney directs all services related to television, local station strategy and research services and is responsible for all new business development in these areas. In addition, he works closely with SmithGeiger’s online partners and technology partners.

Prior to joining SmithGeiger. Mr. Toney was President of Digital Information Network, a software application company where he directed all Sales, Marketing, Business Development and Venture Capital plans while formulating effective strategies for the rapid growth of the company. He has been a Senior Account Executive with Audience Research and Development where he specialized in product positioning, definition, development and sales of services to media industry.

Mr. Toney began his career in journalism as a videographer with WMT TV in Cedar Rapids, IA. For 20 years he was involved in senior news management positions in Richmond, New Haven, CT, Oklahoma City, Miami and most recently, Chicago. His undergraduate work was done at Iowa State University in Ames, IA.

Mark Toney – Senior Vice President, Television & Digital Strategies

Key Personnel

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A senior member of SmithGeiger’s research staff, Kerry Edelstein provides research and consulting expertise to renowned media brands such as ABC, Disney, Warner Bros., Discovery Communications, Lifetime, E! Networks, WNYC (New York Public Radio), and Internet Broadcasting, as well as to a wide range of local news stations, digital media & technology firms, and marketing agencies. She is also instrumental in the development of new online research methodologies, including the implementation of online program testing and talent testing. In her tenure at SmithGeiger, she has worked with several dozen media organizations to optimize programming and content development, launch mixed media strategies, and build leading multimedia portfolios.

Prior to joining SmithGeiger, Ms. Edelstein co-founded and served as Director of Research for

filmBUZZ, a market research firm serving the independent film community. Before launching filmBUZZ, Edelstein designed and managed youth and education research studies for Harris Interactive, where she became one of the industry’s first research professionals to develop expertise in internet-based research.

Edelstein holds an MBA with honors from The Anderson Graduate School of Management at UCLA, where she was Editor-in-Chief of the school’s weekly publication, The Exchange. She received her undergraduate degree with honors from Cornell University in Biometry and Statistics. A former competitive swimmer, Edelstein is an avid masters’ swimmer and volunteer in the swimming community.

Kerry Edelstein – Vice President, Research Strategies

Key Personnel

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Douglas Wayne is SmithGeiger’s Vice President of Operations overseeing the facilitation of data collection of both Qualitative and Quantitative research projects. Mr. Wayne’s client/vendor experiences and relationships combine to ensure SmithGeiger clients with high level of data integrity within the methodological approach desired for their projects.

Prior to joining SmithGeiger, Mr. Wayne served as Senior Account Executive for Survey Sampling International (SSI), working closely with end users, marketing research firms, and consultants, to design and execute sampling and fieldwork methodologies for both online and telephone projects in the U.S. and Internationally.

Before joining SSI, he served as COO for Advanced Marketing Perspectives, a boutique research house where Mr. Wayne set-up the operational structure to conduct a wide range of projects, along with the build-out of a high tech, two-suite testing facility.

Prior to Advanced Marketing Perspectives, Mr. Wayne worked as Vice President Home Entertainment Operations for Nielsen-NRG (National Research Group), a division of Nielsen Entertainment. His 14 years encompassed both domestic and international research working with U.S. and foreign clients and building an overseas network in 10 countries.

Mr. Wayne holds a Bachelor’s degree in Business Administration from the University of Denver.

Douglas Wayne – Vice President, Operations

Key Personnel

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Since joining SmithGeiger in January of 2005, Gloria Schofield has provided valuable support across several functions in the company, including production, management, operations, and client services. She has extensive experience in online methodologies — an exciting and fast-growing area of market research, and she has been integral in new product development and vendor management within this realm. Her current responsibilities include study design, questionnaire development, data analysis, client services, and project management.

After receiving her bachelor’s degree in Business Administration with an emphasis in marketing from the University of San Diego, Gloria started her career at Directions In Research, a market research company in San Diego, CA. Her marketing background includes experience in advertising, at Hayduk King Advertising in Santa Fe, NM, where she serviced Native American casino, auto dealership, and tourism accounts. After returning to Southern California, she worked as a media buyer at The Gary Group in Santa Monica, CA, were she served the top record labels in the music industry.

Gloria Schofield – Director, Research

Key Personnel

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Mr. Talley directs the data processing, automated reporting and many of the analytics conducted by SmithGeiger for clients in the network and cable television space. He coordinates the quality management for field services and data deliverables to all SmithGeiger clients.

Prior to joining SmithGeiger, Talley was a research analyst for BizRate.com where he was involved in analyzing the trends and key satisfaction metrics for more than 2,000 online retailers and providing client management to several key accounts. Talley also mined relational databases for use in consumer segmentation modeling and actively supported BizRate.com’s sales team by helping to provide research solutions to specific marketing-related problems.

Before working at Bizrate.com, Talley was a project director at Maritz Marketing Research, a large custom marketing research firm based in St. Louis. Talley directed all aspects of project management from sampling, fielding, tabulation and data analysis for projects in a variety of industries including hi-tech firms, financial institutions, public utilities, gasoline companies, and newspaper syndicates.

Tim Talley – Senior Research Analyst

Key Personnel

SmithGeiger Capabilities Overview

September 2009

SmithGeiger 31365 OAK CREST DR, SUITE 150

WESTLAKE VILLAGE, CA 91361 818-874-2000 Phone

818-874-2020 Faxwww.smithgeiger.com

Unparalleled Experience. Strategic Insight. Concrete Results.