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
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)
Esri Esri’s GIS (geographic information systems) mapping software helps visualize demographic and consumer spending data. Esri reports can help marketing understand:
Demographic Profile of Area Population
Lifestyle and Life Stage Segments
Competitors by Industry & Location
FAMS Located in the Army Community Service Staff System website, the Family Reporting System (FAMS) provides demographic reports based on DEERS data:
Data updated quarterly
Can filter by criteria
View, export, print reports
Save report criteria
LMS Leisure Market Survey provides garrison specific customer feedback on Family and MWR programs.
Case Study: Bowling Birthday Party Assignment: Determine whether a new bowling birthday party designed for children ages 6-11 will be a successful program to implement at your installation. Considerations:
Bowling center profile (Provided)
Number of children ages 6-11 in your market (FAMS)
Location of competitors (Esri)
Customer satisfaction data & interest (LNS2005)
Objective: Present a recommendation to either IMPLEMENT or DECLINE.
Case Study Instructions
Open packet to reveal market
Sponsor’s Children by Age Report
Sponsor’s Children by Gender Report
List of area bowling center competitors (spreadsheet)
Garrison report excerpt: Bowling Centers
Bowling center facility
Debrief Case Study IMPLEMENT or DECLINE?
Group 1 – Fort Hood
Group 2 – Yuma Proving Ground
Group 3 – Fort Leonard Wood
Group 4 – Fort Detrick
Group 5 – Heidelberg
Group 6 – Carlisle Barracks
What other uses can you think of for FAMS or ESRI?
For More Information FAMS Register for access on ACS Staff Website Esri For custom reports contact: George Brezny Senior Research Specialist email@example.com Leisure Market Survey 2011
Survey instrument is being revised to reduce length and incorporate more garrison custom questions
Centralized survey sampling and distribution
Survey fielded August/September 2011
Results will be available on web interface for garrison access and query
Summary Understand how to apply secondary research data from Esri reports with FAMS demographics to conduct marketing research on potential new programming or sponsorship opportunities. QUESTIONS?