1. ESRIFAMSLMS… Decoding the Mystery of Marketing Research: An Interactive Case Study Approach Presented at: IMCOM Marketing Symposium April 2011 By: Rosemary Clark Chief, Marketing Research and Analysis

2. Scenario Need to analyze whether a new program will be successful in your market. Information Sources: Environmental Systems Research Institute (Esri) Family Reporting System (FAMS) Leisure Market Survey (LMS)

4. Lifestyle and Life Stage Segments

6. Data updated quarterly

7. Can filter by criteria

8. View, export, print reports

10. Importance

12. Number of children ages 6-11 in your market (FAMS)

13. Location of competitors (Esri)

14. Customer satisfaction data & interest (LNS2005)Objective: Present a recommendation to either IMPLEMENT or DECLINE.

16. Complete worksheet

17. FAMS

18. Sponsor’s Children by Age Report

19. Sponsor’s Children by Gender Report

20. Esri

21. Custom map

22. List of area bowling center competitors (spreadsheet)

23. LNS2005

24. Garrison report excerpt: Bowling Centers

25. Local Factors

26. Bowling center facility

27. Leadership support

29. Group 2 – Yuma Proving Ground

30. Group 3 – Fort Leonard Wood

31. Group 4 – Fort Detrick

32. Group 5 – Heidelberg

33. Group 6 – Carlisle BarracksWhat other uses can you think of for FAMS or ESRI?

35. Centralized survey sampling and distribution

36. Survey fielded August/September 2011