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And the beat goes on...Research at Sony Music

Discover how Sony Music's Market Research department utilizes various methods and databases to analyze sales, demographics, and consumer preferences in the music industry.

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And the beat goes on...Research at Sony Music

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

  2. Department Organizational Chart

  3. What We Do... • Mail Surveys • Phone Surveys • Bounceback Cards • Music Tests • Focus Groups • Online Studies

  4. 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.

  5. 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/BusinessAffairs • New business development

  6. 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

  7. 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

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

  9. Nielsen Ent. Index/Soundata • Syndicated survey with online respondents: Monthly surveys Reports posted monthly in online database • Tracks entertainment-related habits • Proprietary questions • Artist poll

  10. 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

  11. 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

  12. 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

  13. 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

  14. 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

  15. 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

  16. Simmons • Choices database - nearing end of three year joint deal with Columbia House as a partner; no intention to renew due to cost constraints

  17. 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

  18. Custom studies • Artist studies: music testing, focus groups • Packaging research • New products research • Genre surveys/focus groups (e.g., Country, Rap, Classical)

  19. RIAA-sponsored studies • Monthly tracking study among music buyers • 2-3 custom surveys, including a segmentation survey • Focus groups • Shipment and returns statistics

  20. 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

  21. 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

  22. 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

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