Download - And the beat goes on...Research at Sony Music Sony Music Market Research Presented Oct. 7, 2002
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And the beat goes on...Research at Sony
MusicSony Music
Market Research
Presented Oct. 7, 2002
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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
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What We Do...
• Mail Surveys• Phone Surveys• Bounceback Cards• Music Tests • Focus Groups• Online Studies
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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.
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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
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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
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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
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Lieberman Consulting
• Outside Computer consultant who developed and maintains our in-house databases for charts, awards and consumer panel data
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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
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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
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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
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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
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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
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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
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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
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Simmons• Choices database - nearing
end of three year joint deal with Columbia House as a partner; no intention to renew due to cost constraints
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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
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Custom studies• Artist studies: music testing,
focus groups
• Packaging research
• New products research
• Genre surveys/focus groups (e.g., Country, Rap, Classical)
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RIAA-sponsored studies
• Monthly tracking study among music buyers
• 2-3 custom surveys, including a segmentation survey
• Focus groups
• Shipment and returns statistics
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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
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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
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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