Unparalleled Experience . Strategic Insight . Concrete Results . We service all facets of the media/entertainment industry… At SmithGeiger we build research innovation, rich insights, and detailed actions steps into all of our engagements Broadcast & Cable Networks Local Television Stations Major Film Studios & Home Entertainment Providers Major Production Companies Program Syndicators ecommerce Companies Retailers Publishing Companies Agencies Radio Stations Premium Movie Channels Sports Channels, Leagues & Events Videogame Developers & Distributors Consumer Electronics Manufacturers VOD & DVR Companies Cable, Satellite & Telco Providers Technology Companies Advertising, PR, & Design SmithGeiger Company Overview
SmithGeiger research and consulting aids in developing strategies and tactics including:
New product/service/channel concept, development, pricing and launch
Branding, brand health, re-branding
Tracking brand and consumer changes
Programming development, scheduling and diagnostics
Marketing and promotions across all media
Talent selection and on-going evaluation
Who We Are SmithGeiger SmithGeiger Company Overview
We specialize in creating unique, cutting edge research methods to uncover consumer attitudes and preferences.
Our analysis identifies opportunities and action steps, which we convert into clear and concise recommendations designed to achieve success.
We employ a broad range of research designs, methodologies and data collection sources and we work individually with each client to develop a custom solution that provides thought leadership that will help them solve their biggest strategic challenges.
Who We Are SmithGeiger A solution that is focused, efficient, and effective. SmithGeiger Company Overview
Our breadth of experience has given us a better understanding of how consumers spend their leisure time and has uncovered the key drivers in these behavioral shifts.
Our unique research methodologies measure the amount of leisure time available and how it is portioned across various activities including watching live or recorded TV, DVDs or VOD, online activities including social networking, gaming, video consumption or instant messaging, listening to music or attending concerts, going to movies, participating or attending sports activities, traveling, shopping and other hobbies.
By providing a clear sense of these consumption trends, our clients can leverage this information to validate their competitive strengths and brand positioning, identify what lifestyle segments are most critical to reach and determine what touch points are most important. Ultimately these strategic insights will provide the ingredients for creating and sustaining meaningful relationships with your brand.
Who We Are SmithGeiger SmithGeiger Company Overview
Over the years we have learned optimum growth and success is better achieved by combining research efforts with consulting services.
Our counsel provides the highest levels of insights, strategy and direction, rooted in our extensive experience and personalized advisory services from experienced senior consultants.
We partner with clients to create long term strategies for growth based upon empirical research-driven results.
In addition to ongoing counsel on content and programming we offer specific marketing and promotional strategies for branding, positioning, scheduling and topical on-air product.
Our Consulting Services SmithGeiger SmithGeiger Company Overview
Clients can select the level of ongoing consulting services based on their goals and budgets and can be structured to include:
Critiques and analyses of television programs and other types of media with clear recommendations for improvements
Competitive landscape analyses of the marketplace including critiques of the competition
Sharing best practices based on our many years of strategic and tactical experience in the entertainment industry
Providing non-proprietary nationwide trends as revealed by our research and consulting
Providing producer and tease writing seminars
Assessing and identifying optimal break structures for building audience flow and maximizing ratings
Ongoing talent development and assessment
Comprehensive talent searches for on-air consideration
Talent coaching and cosmetic consultation
Providing advice and counsel on graphic and design partners
Reviewing marketing and promotion materials, plans and schedules to optimize effectiveness and efficiency
Fostering partnerships with other SmithGeiger clients
Our Consulting Services SmithGeiger SmithGeiger Company Overview
SmithGeiger’s practice deals with entertainment consumers at every level and across multiple platforms. Our clients include broadcast networks, cable channels, home video production studios, internet companies, videogame developers, and technology companies. SmithGeiger Company Overview Our Clients SmithGeiger
Our Expertise SmithGeiger Company Overview All of our methods are designed to foster a deeper understanding of how people think about and consume entertainment content Genre/platform-specific research & consulting (e.g. attitudes among fans of a specific genre or consumers of online, Blu-ray, Xbox Live, etc.) Pilot testing & series maintenance Team/venue-specific research & consulting (The experience of attending a live event in a particular location) Title- or product-specific development, marketing, & pricing strategies ( technology, home video, and gaming) Programming acquisition, development, & scheduling strategies 3-Screen strategies & tactics (Television – Online – Mobile) On-air talent testing & coaching ( Hosts, Commentators, Analysts) Audience growth & segmentation (Increasing loyalty among core fans, growing reach & engagement among casuals) Attitudinal and behavioral research designed to uncover how consumers define and experience entertainment (home ent., television, gaming, online, out-of-home, live events, etc.) SmithGeiger
Title testing / Franchise valuation Print ad testing / Promo testing Package testing Competitive landscape studies – release window, holiday shopping, purchase occasion Title awareness, Intent to purchase Marketing optimization Pricing / discrete choice / conjoint (special features, added value, Blu-ray vs. standard def, etc.) Audience growth & segmentation We have conducted a variety of Home Entertainment studies, including…. SmithGeiger Company Overview Our Expertise SmithGeiger
Our Methods Methodologies
Social Networking Applications Encounter Groups / 1-on-1 Sessions Online Surveys In-home Affinity / Peer Groups / Ethnographies Virtual Tag-Along & Text-Based Surveys Online Message Boards / Forums Store Intercept / Secret Shoppers 1-on-1 Online Chats Online Dial Testing In Person Dial Tests Telephone Interviews Traditional Focus Groups Usability / Moderated Usability Methodologies SmithGeiger Research Methods Our Methods We have experience using a multitude of research methodologies, both qualitative and quantitative, including…. We are agnostic when it comes to methodology, using whatever method is best suited to serve a client’s needs. Video Diaries
Good for targeted, hard to reach populations, quick turnaround, and/or lower budget. Used in show tests, promo tests, website analysis, videogame testing, etc.
Projectable to large populations
Ability to test rich media (audio, video, still images) – can test several promos or clips in a single study
More easily re-contact respondents in panel situation
Less expensive than phone
Richer verbatim responses than phone studies in many cases
On behalf of a major home entertainment client, we conducted a quick (over the weekend) study online of iTunes’ impact on DVD purchasing among nearly 1500 DVD purchasers – and this was back in 2006, when iTunes users were much tougher to find. W hy go online ?
1-on-1 Online Chats Why? What do you think as an INDIVIDUAL ? Methodology Reaffirming value of individual’s thoughts / opinions / feelings in order to get honest responses in a non-threatening way. SmithGeiger Methodologies For a major home entertainment publisher, we used one-on-one chats (in conjunction with an online survey) across the U.S. and multiple international territories to elicit a much greater depth of response – and an “excitement” among consumers that a live person was there, listening to what they had to say. In so doing, we uncovered more of the “whys” behind sales differences the client had seen between territories.
Typically used in conjunction with an online quantitative survey
Allows for more in-depth discussion about the material tested
Participants invited to instant message chat session with professional moderator, immediately following the survey
Invitation based on response path, recruited by appropriate criteria
Customized discussion based on respondent’s unique opinions and feedback
Typically 40 to 80 sessions, ranging from 15 to 30 minutes in length
Live, remote viewing capability and full transcripts
Generates discussion by allowing participants to comment both to the moderator and to other viewers’ opinions
Participants can be invited to online forum with professional moderator, immediately following a survey
Invitation can be based on response path, recruited by appropriate criteria
Moderator can direct questions both privately to individuals or to the group as a whole
Includes multi-media capability, remote viewing capability, and full transcripts
Less expensive than one-on-one chats, but not as immediate
What made you first tune into this show? Online Message Board/Forum Methodology For a broadcast client, we created a message board around a certain episode of one of their stronger programs to find out why ratings were down. We were able to identify a strong core viewer base who had become disenfranchised with certain character and story arc decisions in the show. SmithGeiger Methodologies
Social Networking Applications Methodology Provides an immediate pipeline to specific audience targets. We have the ability to reach highly engaged entertainment consumers in an environment where they are already sharing, commenting, and exploring their favorite TV shows/games/movies/sports teams. SmithGeiger Methodologies Engaged Fan Community I This method works very well for show premieres (such as this year’s launch of Lost, an internal study we conducted), DVD releases, or TV shows that may be appearing soon on DVD – by quickly and inexpensively reaching out to the fan base, we can immediately identify opportunities and challenges among fans of a specific property or a particular genre.
In Person Focus Groups – moderated, in-depth discussion with pre-recruited individuals
Detailed discussions of material
You get to watch
“ Disaster check”
Online Focus Groups – inviting participation in an online discussion
Larger sample and more diverse
Geographic representation than traditional focus groups
Traditional Focus Groups Methodology We consistently use focus groups for the more creative exercises and in-depth “why” questions that are sometimes tougher in a quant survey. In one case, we took a TiVo across the country to multiple cities to examine what viewers notice in fast-forward – leading to specific “DVR-proofing” techniques for our client (and their sponsors). SmithGeiger Methodologies
Store Intercepts / Secret Shoppers Methodology
How consumers respond to packaging, displays, etc., in a real-world environment?
Provides true-to-life shopping experience
Immediate feedback near the point of purchase
Retail stores SmithGeiger Methodologies A major software publisher sought to create an eye-catching package design for a new title that would differentiate it from competing titles and increase “browsing,” thereby maximizing sell-through at retail. We conducted focus groups in two locations, followed by in-store intercepts at two major electronics retailers. The in-store intercepts identified a clear winner based on design elements and brand affinity, maximizing shoppers’ desire to pick up the title.
Encounter Groups / 1-on-1 Sessions Methodology
On location in a meaningful, stimulating, or more comfortable environment to generate more valuable interactions.
More open and natural responses
Promotes greater freedom of discussion among groups (like men) that sometimes have trouble “opening up”
Less “group think”
More comfortable setting
Similar in cost to traditional focus groups
Bars Live Events SmithGeiger Methodologies Restaurants We used this technique with great success among male sports fans, holding sessions in private rooms at sports bars across the country. Not only did we get valuable feedback, but the respondents repeatedly told us what a great time they had at the end of the night.
Observing our viewers/consumers in their “natural habitats” to uncover insights into their behaviors and states of mind. More depth – defining characteristics, motivations, entertainment needs and interests, specific viewing behavior Greater honesty of response Positive group dynamics SmithGeiger Methodologies In-home Affinity / Peer Groups / Ethnographies Methodology Creative exercises to uncover deeper brand connections, meanings, and emotional currency. We have used this method in a number of cases where it was important to see exactly how the clients’ brands impacted respondents’ lives where they live. In one case, we went into the homes of gamers to see why a particular title resonated with them – finding insights for our client that a huge volume of previous quantitative work hadn’t been able to uncover.
Usability/Moderated Usability Methodology
How consumers use a website, including look and feel, functionality, comparison to competitors, and evaluation of alternative designs
Depth of discussion and feedback (one-on-one or smaller group settings)
Hands-on experience (users go through the website during the session)
Rich verbatim responses
In one case, a broadcast client sought to create a forward-looking and engaging online home for its video content. After multiple waves of usability testing, traffic to the site has steadily increased, with the site’s video player winning multiple awards for its design and usability. SmithGeiger Methodologies
Equipping respondents with mobile device to enable electronic “diary” of behavior
To keep in close, frequent contact with our viewers/consumers.
Being literally in their POCKET .
Very rich depth of response
Multimedia response as well as text
Ability to interact directly with respondents to guide feedback
Deep understanding of behaviors and motivations of a particular audience target
SmithGeiger Methodologies We used this method to successfully uncover areas of opportunity for a sports client – identifying precisely when, where, and why consumers were seeking out sports content on a daily basis. SmithGeiger Monday Update SMS Watching Heroes tonight with my family. My teenage son hasn’t missed an episode and is excited to get us into the show. To: Subject:
Video Diary Methodology SmithGeiger Methodologies We used this method for a client whose research goals were to track and examine online video usage trends and viewers’ needs, expectations, and patterns of consumption. The video diaries (with over 800 participants) proved to be an important supplement to the self-reported data captured in an online survey for measuring these goals and successfully determining an affective video strategy going forward.
Used in conjunction with an online survey to track online video usage.
The video diary tracks a respondent’s behavior over a 7 to 10 day period. Participants are provided with an easy-to-use document that allows them to record their video usage.
What we learn:
Video usage frequency
How the video was found
The actual video content being viewed
Website URL where video is being watched.
Length of viewing
Location when viewing
Time of day when viewing
Telephone Interviews Methodology SmithGeiger Methodologies Gold standard. Used for delivering a truly random sample with results projectable to a larger population. Large sample, widely respected, statistically valid. We have conducted hundreds of phone studies for multiple local news stations across the country. This methodology has allowed us to reach many news viewers in small markets, accurately reflecting the Nielsen meter/diary distribution in each case. These studies have helped many of our clients to “move the needle,” either expanding a leadership position or making inroads as the insurgent station in a market.
Online Dial Testing Methodology
Ability to collect second-by-second dial responses
With DVR functionality, allowing us to measure which elements work best in preventing the fast-forward and maximizing engagement.
VIDEO SmithGeiger Methodologies Including pilot testing, ad tests, show maintenance, talent testing, and more.
Large sample, less expensive, more convenient than in-person
True nationally representative sample
Fast results, real-time data for immediate data collection
Customized question paths + verbatims
Respondents can be easily re-contacted
Video distribution technology creates minimal download time
Video encryption allows for security
In one particularly notable case, a well-known program bowed to lower than expected ratings in syndication. Our research demonstrated that the marketing campaign wasn’t focusing on the touch points of the series that really resonated with viewers. A revised campaign based on our findings lead to significant ratings increases across the country. respondents move dial slider using mouse or keyboard (arrow keys or mouse click)
Why did they react that way? How do they react? See first-hand viewer reactions and responses See real-time results in viewing room or via video streaming from any location Second-by-second rating capture plus responses to closed ended questions all captured in real-time with digital input Face-to-Face Dial Tests Follow-up focus groups immediately following dial test Dynamic discussion with experienced moderator SmithGeiger Methodologies In addition to pilot testing and series maintenance, we have also used dial testing to measure audience engagement with advertising within various genres and specific on-air programs – leading to new sales opportunities for our client. Methodology
What You Can Expect From Us Deliverables
Dial Response Analysis
Interactive dial data report with annotated dial trace featuring peaks and valleys, can include a video component
Interactive Flash Report
Including graphs of closed-ended questions, analysis, and sample breakdowns
What You Can Expect From Us Deliverables SmithGeiger Deliverables
In-depth Word or PowerPoint Report
Including overview and recommendations, presented in person
Real Time Data Tools
Available through password-protected online data tools, as interviews are completed
Video/audio recordings of focus groups
Key findings In-depth analysis Direct viewer/consumer feedback Actionable recommendations Final Report
Interactive Flash Report Within 48 hours This interactive topline report includes charts and analysis of all closed ended responses captured during fielding. Using the dropdown feature allows you to look at different slices of data while navigating through the charts Interactive flash report including graphs of closed-ended questions, analysis, and graphs of moment-to-moment data SmithGeiger Deliverables
Interactive Dial Response Analysis Within 1 week The interactive dial response analysis is an annotated moment-to-moment trace of viewers dial movements collected during dial tests, both online and in person. See what segments peak and valley and where significant gains and declines occur. SmithGeiger Deliverables You can click on different slices of data to see how the trace changes for each group.
Video Dial Response Analysis Within 1 week Like the interactive dial response analysis, the video analysis is an annotated moment-to-moment trace, but has the added feature of being able to view the video simultaneously. You can choose a specific peak or valley and the video automatically jumps to that spot. SmithGeiger Deliverables
Key Personnel Key Personnel
David Smith directs the development of strategic consulting partnerships, oversees all consulting relationships, and is responsible for marketing and cultivating client relationships. During his 20-year consulting career, he has consulted with ABC, NBC, CBS, FOX, UPN, WB, Lifetime, USA Networks, A&E, Disney, Warner Bros., Sony, 20th Century Fox, Paramount, Universal, Microsoft, MSNBC, CNBC, Hearst, COX, AOL and many other clients.
Prior to forming SmithGeiger, Mr. Smith opened the Entertainment Practice in Los Angeles and New York for Frank N. Magid Associates. As President of Entertainment, Mr. Smith presided over the largest growth in the firm’s long history and served as a senior consultant to virtually all of the major studios and production companies in the industry. He consulted on all facets of his clients' business, including: brand identity, format development, talent evaluation and performance, distribution, marketing, and promotion. Before creating the Entertainment Division, Mr. Smith held key management positions in Magid's television station practice, consulting with prominent broadcasters around the world.
Mr. Smith began his career in media as a journalist, reporting and anchoring in television stations across the country. Later he served as an Associate Professor of Journalism at the University of Missouri School of Journalism, where he received undergraduate and graduate degrees.
Dave Smith - CEO Dave Smith Key Personnel
Dr. Seth Geiger directs the development of strategic research partnerships and oversees research innovation and product development. He has consulted with clients across the broadcast, cable, satellite, syndicated television, telecom and internet industries, including: U.S. Satellite Broadcasting, DIRECTV, TiVo, Warner Bros., Microsoft, ABC, AT&T Broadband, Nokia, MSNBC, Disney Online, IBM, FedEx, Visa and SprintPCS.
Prior to forming SmithGeiger, Dr. Geiger served as Vice President of Professional and E-Commerce Services for BizRate.com, the leading supplier of e-commerce research and intelligence, and the largest B2C shopping marketplace on the web. Dr. Geiger set strategy, built research partnerships and oversaw the development of real-time, integrated web-based research reporting tools.
Before joining BizRate.com, Dr. Geiger worked for Frank N. Magid Associates, where he established the company’s strategic research direction and designed research initiatives in new media and television convergence. Dr. Geiger joined Magid from the University of California, Santa Barbara, where he was an assistant professor in the Department of Communication. His academic research is recognized internationally in the fields of media processing, research design and mass media effects.
Dr. Geiger holds a Ph.D. and Master's degree in Communication Research from Stanford University and a Bachelor's degree in Anthropology from Cornell University.
Seth Geiger - President Seth Geiger Key Personnel
Mr. Lang provides clients with expertise in a number of strategic areas, including marketing, pricing, promotions, distribution, and development. He serves a range of media and entertainment clients across the broadcast, cable, satellite, technology, and internet industries. He has consulted with clients in all of these areas, including Warner Bros. (including Warner Home Video and Warner Bros. Interactive Entertainment), Walt Disney Studios Home Entertainment, Digeo, the DEG, Electronic Arts, FOX Sports, NFL Network, ABC, TV Land, Spike, and many local television stations.
Prior to joining SmithGeiger, Mr. Lang served as Director of Consulting for BizRate.com, working closely with clients such as Nokia and Buy.com in refining their online marketing strategies.
Before joining BizRate.com, Mr. Lang worked as a Senior Research Consultant for the entertainment practice of Frank N. Magid Associates in Los Angeles.
Mr. Lang began his career in media as a writer for KFOR-TV, the NBC affiliate in Oklahoma City, OK. He holds an MBA from The Anderson School at UCLA, where he headed the school’s Entertainment Management Association and graduated as a member of the Anderson Business Honor Society. Mr. Lang also holds a Bachelor’s degree in Communication Studies and Economics from Northwestern University, where he graduated with honors.
Chris Lang – Senior Vice President, Research Chris Lang Key Personnel
Mr. Toney directs all services related to television, local station strategy and research services and is responsible for all new business development in these areas. In addition, he works closely with SmithGeiger’s online partners and technology partners.
Prior to joining SmithGeiger. Mr. Toney was President of Digital Information Network, a software application company where he directed all Sales, Marketing, Business Development and Venture Capital plans while formulating effective strategies for the rapid growth of the company. He has been a Senior Account Executive with Audience Research and Development where he specialized in product positioning, definition, development and sales of services to media industry.
Mr. Toney began his career in journalism as a videographer with WMT TV in Cedar Rapids, IA. For 20 years he was involved in senior news management positions in Richmond, New Haven, CT, Oklahoma City, Miami and most recently, Chicago. His undergraduate work was done at Iowa State University in Ames, IA.
Mark Toney – Senior Vice President, Television & Digital Strategies Mark Toney Key Personnel
A senior member of SmithGeiger’s research staff, Kerry Edelstein provides research and consulting expertise to renowned media brands such as ABC, Disney, Warner Bros., Discovery Communications, Lifetime, E! Networks, WNYC (New York Public Radio), and Internet Broadcasting, as well as to a wide range of local news stations, digital media & technology firms, and marketing agencies. She is also instrumental in the development of new online research methodologies, including the implementation of online program testing and talent testing. In her tenure at SmithGeiger, she has worked with several dozen media organizations to optimize programming and content development, launch mixed media strategies, and build leading multimedia portfolios.
Prior to joining SmithGeiger, Ms. Edelstein co-founded and served as Director of Research for filmBUZZ, a market research firm serving the independent film community. Before launching filmBUZZ, Edelstein designed and managed youth and education research studies for Harris Interactive, where she became one of the industry’s first research professionals to develop expertise in internet-based research.
Edelstein holds an MBA with honors from The Anderson Graduate School of Management at UCLA, where she was Editor-in-Chief of the school’s weekly publication, The Exchange. She received her undergraduate degree with honors from Cornell University in Biometry and Statistics. A former competitive swimmer, Edelstein is an avid masters’ swimmer and volunteer in the swimming community.
Douglas Wayne is SmithGeiger’s Vice President of Operations overseeing the facilitation of data collection of both Qualitative and Quantitative research projects. Mr. Wayne’s client/vendor experiences and relationships combine to ensure SmithGeiger clients with high level of data integrity within the methodological approach desired for their projects.
Prior to joining SmithGeiger, Mr. Wayne served as Senior Account Executive for Survey Sampling International (SSI), working closely with end users, marketing research firms, and consultants, to design and execute sampling and fieldwork methodologies for both online and telephone projects in the U.S. and Internationally.
Before joining SSI, he served as COO for Advanced Marketing Perspectives, a boutique research house where Mr. Wayne set-up the operational structure to conduct a wide range of projects, along with the build-out of a high tech, two-suite testing facility.
Prior to Advanced Marketing Perspectives, Mr. Wayne worked as Vice President Home Entertainment Operations for Nielsen-NRG (National Research Group), a division of Nielsen Entertainment. His 14 years encompassed both domestic and international research working with U.S. and foreign clients and building an overseas network in 10 countries.
Mr. Wayne holds a Bachelor’s degree in Business Administration from the University of Denver.
Douglas Wayne – Vice President, Operations Douglas Wayne Key Personnel
Since joining SmithGeiger in January of 2005, Gloria Schofield has provided valuable support across several functions in the company, including production, management, operations, and client services. She has extensive experience in online methodologies — an exciting and fast-growing area of market research, and she has been integral in new product development and vendor management within this realm. Her current responsibilities include study design, questionnaire development, data analysis, client services, and project management.
After receiving her bachelor’s degree in Business Administration with an emphasis in marketing from the University of San Diego, Gloria started her career at Directions In Research, a market research company in San Diego, CA. Her marketing background includes experience in advertising, at Hayduk King Advertising in Santa Fe, NM, where she serviced Native American casino, auto dealership, and tourism accounts. After returning to Southern California, she worked as a media buyer at The Gary Group in Santa Monica, CA, were she served the top record labels in the music industry.
Gloria Schofield – Director, Research Gloria Schofield Key Personnel
Mr. Talley directs the data processing, automated reporting and many of the analytics conducted by SmithGeiger for clients in the network and cable television space. He coordinates the quality management for field services and data deliverables to all SmithGeiger clients.
Prior to joining SmithGeiger, Talley was a research analyst for BizRate.com where he was involved in analyzing the trends and key satisfaction metrics for more than 2,000 online retailers and providing client management to several key accounts. Talley also mined relational databases for use in consumer segmentation modeling and actively supported BizRate.com’s sales team by helping to provide research solutions to specific marketing-related problems.
Before working at Bizrate.com, Talley was a project director at Maritz Marketing Research, a large custom marketing research firm based in St. Louis. Talley directed all aspects of project management from sampling, fielding, tabulation and data analysis for projects in a variety of industries including hi-tech firms, financial institutions, public utilities, gasoline companies, and newspaper syndicates.
Tim Talley – Senior Research Analyst Tim Talley Key Personnel
SmithGeiger Capabilities Overview September 2009 SmithGeiger 31365 OAK CREST DR, SUITE 150 WESTLAKE VILLAGE, CA 91361 818-874-2000 Phone 818-874-2020 Fax www.smithgeiger.com Unparalleled Experience . Strategic Insight . Concrete Results .