Sony Pictures has named John Restall as EVP Domestic Marketing Research. The lawyer by training had been SVP Client Consulting at Nielsen NRG, where he was the lead account representative for several studio clients overseeing design, analysis and management of ad testing, tracking, screenings, positioning studies, brand studies, exit polls, and focus groups.

In his new role, he will oversee domestic theatrical market research efforts for the studio’s marketing department, helping to shape and manage the studio’s messaging. He will report to Sony Pictures’ theatrical marketing president Dwight Caines and work with his international counterparts reporting to international marketing president Michael Horn.

“John has deep understanding of market research, which, combined with his experience and position at NRG, have given him incredible insight into the best practices across the industry,” Caines said in a press release. “That’s a huge win for our studio. He’s uniquely qualified and the best possible candidate to step in to oversee our domestic research group.”