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And the beat goes on...Research at Sony Music Sony Music Market Research Presented Oct. 7, 2002

And the beat goes on...Research at Sony Music Sony Music Market Research Presented Oct. 7, 2002

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Page 1: And the beat goes on...Research at Sony Music Sony Music Market Research Presented Oct. 7, 2002

And the beat goes on...Research at Sony

MusicSony Music

Market Research

Presented Oct. 7, 2002

Page 2: And the beat goes on...Research at Sony Music Sony 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

Page 3: And the beat goes on...Research at Sony Music Sony Music Market Research Presented Oct. 7, 2002

What We Do...

• Mail Surveys• Phone Surveys• Bounceback Cards• Music Tests • Focus Groups• Online Studies

Page 4: And the beat goes on...Research at Sony Music Sony Music Market Research Presented Oct. 7, 2002

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.

Page 5: And the beat goes on...Research at Sony Music Sony Music Market Research Presented Oct. 7, 2002

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

Page 6: And the beat goes on...Research at Sony Music Sony Music Market Research Presented Oct. 7, 2002

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

Page 7: And the beat goes on...Research at Sony Music Sony Music Market Research Presented Oct. 7, 2002

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

Page 8: And the beat goes on...Research at Sony Music Sony Music Market Research Presented Oct. 7, 2002

Lieberman Consulting

• Outside Computer consultant who developed and maintains our in-house databases for charts, awards and consumer panel data

Page 9: And the beat goes on...Research at Sony Music Sony Music Market Research Presented Oct. 7, 2002

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

Page 10: And the beat goes on...Research at Sony Music Sony Music Market Research Presented Oct. 7, 2002

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

Page 11: And the beat goes on...Research at Sony Music Sony Music Market Research Presented Oct. 7, 2002

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

Page 12: And the beat goes on...Research at Sony Music Sony Music Market Research Presented Oct. 7, 2002

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

Page 13: And the beat goes on...Research at Sony Music Sony Music Market Research Presented Oct. 7, 2002

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

Page 14: And the beat goes on...Research at Sony Music Sony Music Market Research Presented Oct. 7, 2002

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

Page 15: And the beat goes on...Research at Sony Music Sony Music Market Research Presented Oct. 7, 2002

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

Page 16: And the beat goes on...Research at Sony Music Sony Music Market Research Presented Oct. 7, 2002

Simmons• Choices database - nearing

end of three year joint deal with Columbia House as a partner; no intention to renew due to cost constraints

Page 17: And the beat goes on...Research at Sony Music Sony Music Market Research Presented Oct. 7, 2002

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

Page 18: And the beat goes on...Research at Sony Music Sony Music Market Research Presented Oct. 7, 2002

Custom studies• Artist studies: music testing,

focus groups

• Packaging research

• New products research

• Genre surveys/focus groups (e.g., Country, Rap, Classical)

Page 19: And the beat goes on...Research at Sony Music Sony Music Market Research Presented Oct. 7, 2002

RIAA-sponsored studies

• Monthly tracking study among music buyers

• 2-3 custom surveys, including a segmentation survey

• Focus groups

• Shipment and returns statistics

Page 20: And the beat goes on...Research at Sony Music Sony Music Market Research Presented Oct. 7, 2002

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

Page 21: And the beat goes on...Research at Sony Music Sony Music Market Research Presented Oct. 7, 2002

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

Page 22: And the beat goes on...Research at Sony Music Sony Music Market Research Presented Oct. 7, 2002

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