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Technical Paper

2012 Market Potential 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 2011 Tapestry™ Segmentation data with Doublebase® data from GfK MRI. Doublebase 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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