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And the beat goes on...Research at Sony
MusicSony Music
Market Research
Presented Oct. 7, 2002
Department Organizational Chart
Sony Music Market Research
R ich AppelD irec to r, M arke t R esearchm an ag e N P D re la tion sh ip
ch art/sa les su p erla tives fo r p ress
Ma y U piyaM arke t R esearch C oord in a to rfu lfill d a ily a rt is t d a ta req u es ts
ad m in is tra tive fu n c tion s
Linda U ry G reenbergV P , M arke t R esearch
oversee d ep artm en t ac tivit ieslia ison w ith in d u s try com m ittees
What We Do...
• Mail Surveys• Phone Surveys• Bounceback Cards• Music Tests • Focus Groups• Online Studies
Where We Fit In...
• The Sony Music Market Research department reports to Danny Yarbrough, Chairman of the Sony Music Distribution area. Distribution is the sales and operations division of the company.
Who We Do It For...• All of the labels: Columbia, Epic, Legacy,
Nashville, Classical, Sony Wonder/SMV, Loud, Sony Custom Marketing, Sony Direct
• In-house advertising agency• Creative services• Distribution/field• Corporate press/publicity• Finance/Business Affairs• New business development
Research Databases
• Billboard Charts (1974-present) • RIAA (e.g., gold, platinum, etc.)
certifications (1958-present)• Awards: Grammy, ACM, Dove, MTV
VMA’s & others • Chart books
Artist Analyses
• Daily requests for artist profiles:
Chart history
Demographics, sales, awards
Star Quiz
Media information
• Data used for Buyways, artist negotiations, marketing and advertising plans
Lieberman Consulting
• Outside Computer consultant who developed and maintains our in-house databases for charts, awards and consumer panel data
Nielsen Ent. Index/Sounda
ta• Syndicated survey with online respondents:
Monthly surveys
Reports posted monthly in online database
• Tracks entertainment-related habits
• Proprietary questions
• Artist poll
Nielsen SoundScan
• Over-the-counter music sales information, collected since 1991
• Data broken down by city, repertoire, configuration and type of store; updated weekly
• SoundScan data is used to create the Billboard charts
TAP System
• Subscription service with weekly data on demographics of music buyers, taken from frequent shopper clubs at several music chains.
• Provides us with Top Albums, demographics and radio preference of buyers
Radio Research Systems
• Nielsen/BDS– Tracks song airplay/audience reach– Use with SoundScan data to create a
radio/sales relationship
• Mediabase 24/7– Provides song airplay history - by format
or market– Top artists based on audience impressions
NPD Music Watch
• Syndicated service providing detailed demographic data on music buying, retailers, media habits, etc.– Artist/title specific
– Sources of learning about music purchases
Teenage Research Unlimited (TRU)
• Syndicated survey with 2,000 teens, aged 12-19, twice a year
• Data collected on spending, activities, music, sports, entertainment, issues
• Proprietary questions for small fee
• Yearly presentation
FIND/SVP• Retainer-based service: FIND/SVP
conducts quick searches on a wide variety of topics, such as:
– Top web sites among Hispanics
– Asian American population stats
– Baby boomer leisure activities
Simmons• Choices database - nearing
end of three year joint deal with Columbia House as a partner; no intention to renew due to cost constraints
Subscription/Fan Club Services
• Surveys conducted online with fan club subscribers to determine interest in new products and services:– Classical
– Legacy/Jazz
– Club Bow Wow
Custom studies• Artist studies: music testing,
focus groups
• Packaging research
• New products research
• Genre surveys/focus groups (e.g., Country, Rap, Classical)
RIAA-sponsored studies
• Monthly tracking study among music buyers
• 2-3 custom surveys, including a segmentation survey
• Focus groups
• Shipment and returns statistics
Other Research Suppliers (partial list)
• Edison Media Research• Hart Research• Focus group moderators: KLC,
Ilene Berger• Music Forecasting• Harris Interactive/Troy research -
online focus groups
Other Resources• Billboard, Rolling Stone, “Radio &
Records,” Pollstar, Ad Age, American Demographics, Video Store, general entertainment trades (e.g., EW, People)
• Census Bureau, other research web sites
Research Wish List• Forrester reports• Newsletters for new tech issues (e.g., Kagan)• Ipsos-Reid: TEMPO/other reports• Research reports on various ethnic groups
or demographics (e.g., Hispanics, Asians, college students, tweens, boomers)
• Online/in-person focus group capability on a company-wide basis (e.g., a panel), combined with i-tracks methodology