Sony Pictures Entertainment International Online Research System.

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Presentation transcript:

Sony Pictures Entertainment International Online Research System

Background

Internet-based market research firm Entertainment and media focus, with clients including CBS, Disney, MTV and more International experience, with projects conducted in over a dozen countries in English, Spanish, French, German, Swedish, Portuguese, Russian, and Latvian TroyResearch

Background Started as Ad Testing experiment in Germany in 2002 Tested posters, trailers and TV spots for local film productions Built panel via pop-up and banner ads from movie websites SPE Online System

Background Testing of Methodology with German Tracking in Summer 2002 Ran side by side with NRG Tracking for 3 months Based on success, switched focus to Tracking and started adding additional territories After switch to Tracking, increased random recruiting to boost panels SPE Online System, cont.

Current Ongoing Research

Ongoing Research CountryPanel SizeLaunched Germany 43,280 9/02Germany UK 44,883 11/02UK Australia 41,318 3/03Australia Spain 46,250 12/03Spain Mexico 33,716 3/04Mexico France 30,011 5/04France Panels in Six Countries

Ongoing Research All panels owned by SPE Recruitment and management of panels by TroyResearch Recruited via anonymous identity website  That’s-What-I-Think moniker in each local language Randomly recruited using general web advertising Interaction with panelists in local language  Dedicated bilingual panel coordinators Operate reward “Opinion Points” program Panel Operations

Ongoing Research Age, gender Income and education level Movie-going behavior Other media usage behavior (Internet, music) Geography (city, postal code and town size) Panel Characteristics

Tracking

Research Department - oversight of the project and report delivery  Patricia Kendig: Australia and Mexico  Romy Mehlman: UK and France  Debbie McCurry: Germany and Spain TroyResearch - panel management and survey execution  Joe Jordan: Client Service Director Field offices - local titles and screen counts Roles and responsibilities

Tracking Randomly invite respondents from panel each week Target is n=400 with 50 in each gender 13-17, 18-24, and Measuring awareness of and interest in titles, top three/first choice, and source of awareness Surveying

Tracking Detailed weekly PDF deck Executive summary Custom runs/reports (comp tracking) Online access to panels and past reports Reporting

Tracking Pulse checks Family tracking Personality Awareness and Popularity Other options

The Future

Norms Cross-territory reports Exit polls Tracking-related

The Future Ad testing More international territories U.S. tracking Who knows? Other capabilities

Contacts Joe Jordan  Director of Client Service for all Sony projects   , ext. 67 Bill Troy  President   , ext. 64