Sony Pictures Digital Research Presented by: Jennifer Mann Sony Research & Planning Council October 7, 2002

Mission Statement The SPD Research department is a team dedicated to servicing the various SPD groups –Screenblast –SoapCity –Sony Pictures Integrated Networks –Advanced Platforms Group –Ad Sales Our mission is to provide timely and accurate recommendations and analysis to facilitate the development and evaluation of business strategies, through: –Customer data (i.e. registration, sweepstakes, sales, etc.) –Visitors’ web site behavior –Primary research (i.e. surveys, focus groups, usability testing) –General market research

Organizational Chart Dir., Research Jennifer Mann Research Manager SPIN Pam Kelly Research Analyst Screenblast Research Manager SoapCity Tech. Research Analyst Scott Shibata Research Coordinator

Research Subscribed To/Purchased Syndicated Studies –Jupiter Digital Rights Management study (start date TBD) Syndicated Databases –eMarketer eStats database (stats & tables for online industry) –comScore’s netScore (ranking of top 10,000 sites, demos & purchasing behavior) (survey on consumer behavior on and offline) Research Consultants –SmithGeiger (usability testing, focus groups) –Goldsmith Strategic Services (usability testing, focus groups) –ACNielsen ReelResearch (online surveys) Research Periodicals/Newsletters –Forrester Other –SPSS

Developed Research Systems Site Traffic –NetGenesis (log file analysis) Customer and Campaign Data –e.Piphany –Zustek Biz Mailer (also for short online surveys)

Ongoing Internal Research Usability testing on sites Online household and user trends (secondary research) Broadband adoption trends (secondary research) Demographics of web site visitors –our sites –competitor sites –online as a whole

Major Studies (based mainly on secondary data) Scoping market for Screenblast –Demographics of digital video and still cameras –Interest in editing photos/video –Learning about competitors products –Research on price sensitivity Scoping market for SoapCity Download –Demographics of users that would download soap operas –Interest in downloading soaps –Research on price sensitivity

Research Needed Contacts at other Sony divisions, specifically Electronics and PlayStation Better deal on Forrester contract –price –number of seats Jupiter contract across Sony –not a huge need due to eMarketer –wait until company shows stability Online survey tool that is easy to use, but has flexibility