Once again, as in 2008, the Perception Analyzer® has been placed in the national spotlight as live dial focus groups have been featured on CNN, FOX News, and other networks during the conventions and presidential debates. While the technology itself has been embraced by networks that choose to prominently feature it on-air and online time and again, the use of the technology has been met with mixed feelings by some journalists who have shared their opinions via blog posts and op-ed pieces.
We at Dialsmith® welcome feedback as well as a vigorous dialog about our dial technologies and the methodologies that use them. We’re all for hearing from all sides of the argument, but in the process, it has become clear that journalistic standards are not what they used to be.
For instance, the Perception Analyzer is the brand and registered trademark of our company, Dialsmith. Yet recently, several notable and well-followed websites and publications have used the brand name improperly with no respect for the trademark or credit to the company that makes it. So, I'd like to take this opportunity to help set the record straight.
As previously stated, the Perception Analyzer is the brand and registered trademark of our company, Dialsmith, LLC, of Portland, Oregon. Originally developed in the Pacific Northwest 28 years ago, and still 100% made in the USA, the product is currently used in more than 45 countries around the globe. In addition to CNN, the Perception Analyzer has been used by and/or featured on MSNBC, FOX News, CNBC, PBS, MTV, VH1, NBC, ESPN, BBC, The Washington Post, The New York Times, TED Conferences, and many others. The Perception Analyzer has also been used by countless organizations, large and small, for TV pilot testing, advertising research, political and public policy research, litigation research, product development, corporate events, academic research, and more. It has also been the catalyst behind the development of three additional Dialsmith products: Perception Analyzer Online®, Slidermetrix®, and ISX Scoring™.
So, here's the point. Dialsmith is a relatively small company. We have a global reach, but in a very niche market. We have worked for years to build products and brands that represent the best of the best in our industry. But when publishers play fast and loose with trademark and attribution standards, the impact can be significant. And when a brand is misrepresented, as for instance when it is labeled, “CNN’s Perception Analyzer,” it’s a big deal because it undermines all the work and investment Dialsmith has done in building its product brand, differentiating itself in the market, and developing and protecting our intellectual property. In some instances, the impropriety is even furthered when the technology and the methodology are represented incorrectly as one-in-the-same.
There is absolutely nothing wrong with having a different or even negative opinion about a way in which one of our technologies is being used. And there is certainly nothing wrong with expressing that opinion publicly. But there are ethics and standards around how brand names and protected IP are to be treated and it hurts companies large and small (like us) when those standards are ignored.
We're humbled and gratified every day when many of the world's most innovative and respected organizations call on us and it's our sincere honor to provide tools and services that help those organizations become more successful and profitable. We are diligent in our work to respect the companies and brands we represent. At the same time, we feel it’s important to also stand up to defend ours when necessary. This is one of those times.
Thanks for reading.