Beaverton's Dialsmith develops wide-spread marketing technology

Beaverton's Dialsmith develops wide-spread marketing technology

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by KGW.com staff

kgw.com

Posted on July 17, 2013 at 6:04 PM

Updated Thursday, Jul 18 at 11:46 AM

PORTLAND -- What we watch on TV, what we buy in the store, how we might vote, and so many more of our habits are a result of research and data.

A Beaverton company is responsible for the technology that makes a lot of it happen.

From network television shows, to presidential debate, it's technology that's had an impact on pretty much every aspect of our lives for nearly 30 years. Much of it was developed in Beaverton.

The company is called Dialsmith.

Marketing companies, TV producers, and pretty much anyone that wants to find out the opinions of people use a small device called a perception analyzer, which is now in 45 countries.

While the audience is watching say a TV show or commercial, individuals turn the dial up or down depending on what they like or dislike. The data is collected every second, then analyzed.

During the presidential debates since Ronald Reagan, the technology's been used to help political parties shape their message.

“So anytime you need to know what a group of people think instantly and in the moment putting these dials in their hands can allow you to capture that in real time, said Dialsmith founder David Paull.

Recently producers of "Somewhere in Time" at Portland Center Stage wanted to do research on the play before taking the project further, and hopefully to Broadway.

Dialsmith has also created an online version that can capture a much wider sample of opinions.

New software has been developed for instant scoring of sporting events, in particular, the Street League skateboard world tour that was recently held at the Rose Garden.

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KGW business reporter Joe Smith contributed to this report.

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