About SMRI

Who We Are

Headquartered in Southern California, SMRI is a full-service market research and consulting firm with decades of experience in sports, entertainment, and tourism. Since the 1990s, we’ve specialized in helping organizations understand their audience through unbiased, expert-driven insights.

We’ve earned a reputation for our commitment to clarity, neutrality, reliability, and validity:

“No company can effectively develop strategy relying only on internally generated data,” we believe, and we stand by it!

Our Expertise
Our services span:
  • Surveys: On-site, online, and QR code feedback, straight from your audience.
  • Specialized Studies: Feasibility, economic impact, venue audits, and fan engagement.
  • Advanced Tools: Survey-EDGE for cutting-edge, real-time insights, plus augmented reality research.
  • Workshops & Groups: Focus groups and training programs that drive results.
Where We’ve Been
Over the years, SMRI has collaborated with top-tier clients and major events:
  • Served 300+ clients across sports and entertainment, bringing clarity to complex markets.
  • Contributed to the success of 27 Super Bowls, 4 Olympic Games, and 3 Breeders’ Cups, along with global tours with Red Bull and others.
  • Supported fan service excellence through customized training for teams such as the Buffalo Bills, Chicago Bears, Philadelphia Eagles, and Pittsburgh Steelers.
Aerial view of SoFi Stadium in Los Angeles with empty seats and sports field.

About Dr. Kathleen Davis

Founder & CEO

Dr. Kathleen A. Davis is the founder and executive leader behind SMRI. In addition to establishing the institute, she is widely recognized for her expertise and influence in sports analytics and guest experience research.

With more than 30 years of experience, Dr. Davis has guided hundreds of projects, from elite sporting events to academic collaborations. Her goal has always been to elevate how we collect and apply feedback. With SMRI, she built a platform that achieves just that.

Her leadership has been recognized nationally:

  • Honored as a Distinguished Woman in Business.
  • Named Distinguished Alumni by California State Polytechnic University, Pomona.
  • Celebrated for her contributions to advancing women in sports analytics.

Career Highlights

  • Led consumer engagement research for 27 Super Bowls, 4 Olympic Games, and hundreds of global events.
  • Worked with over 300 clients in both public and private sectors.
  • Built one of the first event-based economic impact and consumer feedback platforms in the industry.
  • Served as an adjunct professor, placing more than 500 students in internships and full-time careers.

Join Us on the Journey

At SMRI, we turn voices into value. Whether you need sharper insights, smarter training, or an analytics platform like Survey-EDGE to revolutionize survey response, we would love to talk.
Contact Us