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2013 Esri US Market Potential Data Methodology Statement

This document explains how Esri calculates its Market Potential data by combining Esri's Tapestry Segmentation data with consumer survey data.

Esri computes Market Potential by combining 2013 Tapestry Segmentation data with Doublebase® 2012 data from GfK MRI. Doublebase 2012 is an integration of information from four consumer surveys. Each survey respondent can be identified by Tapestry segment, so a rate of consumption by Tapestry segment can be determined for a product or service for any area.

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