Nielsen National Research Group, a division of Nielsen Entertainment, announced Jan. 10 the launch of Nielsen NRGi, a division set up to provide the independent film market with Nielsen's research ser
(The Hollywood Reporter) -- Nielsen National Research Group, a division of Nielsen Entertainment, announced Jan. 10 the launch of Nielsen NRGi, a division set up to provide the independent film market with Nielsen's research services. The company will open a New York office to support the group.
NRGi will customize NRG's data collection and analysis for the indie community, including providing such new methodologies as weekly art house tracking, expanding into online tests of commercials and trailers, East Coast-based screenings and custom location-based testing. Joseph Craig, senior VP/GM, will lead NRGi.
"Currently a void exists in the independent film arena when it comes to research, and we see many reasons to fill it," Craig said. "Namely, our desire to extend the best of our existing methodologies to a new landscape, but with real understanding and sensitivity to the differences."
NRGi will offer Independent Tracking, with new measures of particular interest to the specialized psychographic; Pop Polls, delivering insights into the popularity of characters and actors; diagnostic testing; advertising strategies; specialized quantitative and qualitative studies; and in-theater surveys.
According to Craig, the company's initial focus will be on helping indie films with marketing, from screenings to testing ad materials to developing road maps for comprehensive campaigns. NRGi also eventually will track indie films, but not until the methodologies have been completely tested.
Craig has hired Miramax veteran Pauline Sealey-Kitazato as VP of research and analysis at NRGi. Sealey-Kitazato has been at Miramax since 1995, most recently as senior director of research.
Craig declined to identify what indie film studios have signed up with the division.
NRG is owned by VNU, parent company of The Hollywood Reporter, Billboard and Entertainment Law Weekly.