Okaloosa County BOCC — November 5, 2013 — MDRG Purchase Order — reading text

clients value the insightful quotes that allow the research to come to life. The research team captures key clips from focus groups and in-depth interviews and consolidates them into a concise 10- to 20-minute audio summary. Clips can also be inserted into MDRG’s PowerPoint reports to add interest and highlight important opinions. Market Dynamics Research Group lil M D RG Faas? Okaloosa County Airports WHO MESGRVE AN AGC SEES RN REET TNE fone rae We are fortunate to work with some fantastic clients. We are a research-based consultancy with deep roots in messaging and positioning research. nofic | EMERMID =e TOBACCO-FREE New Orleans Tourism Marketing Corp. COAST LIVING eee RELPHI x: ile LOUISIANA LOUISIANA carisemes, Sas ConturyLinke UD) ts pak pa Psi regional economic alliance Ti Sforeehsinc Jefferson __d-thamber BS, heifer — Port of , : | WW ' ! rf THE NATIONAL New Orleans WWII MUSEUM | M D RG Pages Okaloosa County Airports Market Dynamics Research Group RESEARCH OBJECTIVES—QUALITATIVE RESEARCH The overall objective of the research is to explore perceptions of and experiences with airports in close proximity to Okaloosa County including Okaloosa County airports. Specific objectives include: = Explore perceptions of the airport, and how it compares to other airports in the area (specifically Pensacola and Panama City airports) or, in general * Understand consumer behavior including selection of, preferences for, and barriers to selection of an aiport among the competitive set in NorthwestFlorida " Explore ways the airport enhances the leisure/business travel experience "Explore expectations for and experience with the airport—comfort, amenities, convenience, easy in and out, easy to navigate, etc. = Explore the role of airport convenience in the selection of beach destinations " Explore reactions to specific words and phrases and alternative names (to be provided by client) to describe Okaloosa County airports and competitor airports IIMDRG res Market Dynamics Research Group Okaloosa County Airports METHODOLOGY AND SAMPLE—QUALITATIVE RESEARCH MDRG recommends the In-Depth Intercept Interviews at DTS and VPS for the purpose of data collection. MDRG, with the client’s assistance, will station two employees to intercept and interview non-local travelers after they have passed through the TSA security check in. MDRG will approach travelers while they are awaiting flights. MDRG will screen potential respondents to reflect the target consumer and, if qualified, will invite them to participate in a 15-20 minute in-depth interview. Respondents will be offered an Okaloosa Country T-Shirt at DTS (possibly VPS) as an incentive for their Participation. TSA Security Intercept 15-minute IDI Check-In Screener + Incentive Respondents for the survey will be screened to ensure they reflect the target consumer: = Either have primary or share responsibility for leisure travel decisions for the household * Area leisure/business travel visitor to the Okaloosa Country/Walton County area (local residents will be excluded from the research) @ = Are at least 25 years old = Do not work for an affiliated industry The research design assumes 2-3 interviews per hour at DTS for a total of at least 20 interviews and 1-2 interviews per hour at VPS for a total of 5-10 interviews. The combined total number of interviews from both airports will be 25-30. The client will provide the t-Shirts/incentives. IIMDRG ro Market Dynamics Research Group Okaloosa County Airports RESEARCH OBJECTIVES—QUANTITATIVE RESEARCH The overall objective of the research is to identify the optimal name and brand narrative for the Okaloosa County airports. Specific objectives include: " Measure unaided and aided awareness of DTS and VPS airports and their proximity to Destin, Fort Walton Beach and Okaloosa Island Determine the likelihood leisure/business travelers will use either DTS or VPS airports when visiting the area Evaluate the appeal of the potential names and narratives (up to five names to be developed by client using the results of the qualitative research) Measure the extent to which the names and narratives are consistent with the attributes the airport wishes to convey Measure preference for names and narratives IIMDRG me Market Dynamics Research Group Okaloosa County Airports METHODOLOGY AND SAMPLE—QUANTITATIVE RESEARCH MDRG recommends the use of an internet survey methodology for the purpose of data collection. Respondents for the survey will be screened to ensure they reflect the target consumer: " Either have primary or share responsibility for leisure travel decisions for the household " Are at least somewhat likely to visit Northwest Florida for leisure/business travel in the next 2 years = Are at least 25 years old = Do not work for an affiliated industry oe "Live in one of the following markets: Chicago Cincinnati Dallas Houston Little Rock Louisville Memphis St. Louis Tampa Washington, DC C0000 000 0 0 MDRG recommends collecting 400 surveys. Each name will be presented along with a narrative which places the name in context. IIMDRG me Market Dynamics Research Group Okaloosa County Airports ESTIMATED COST QUALITATIVE: The cost of the research is $14,500 (+10%) and includes the following: = Screener and Guide development "Interviewing and moderating (25-30 IDIs) " Project management " Audio recording = Transcription to) " Travel costs * Full report with recommendations QUANTITATIVE: The cost of the research is $20,950 (410%) and includes the following: = Survey design = Sampling strategy =" Survey programming "Data collection © 400 surveys, 10 minutes each, 40% incidence © 2openends @ " Data processing, analysis and full report APPROVED: PRINT NAME: DATE: IIMDRG ro Market Dynamics Research Group Okaloosa County Airports ffective research Programs. As part of this research Program, Market Dynamics will provide a research manager dedicated to the project and a team of professionals who will lend their expertise as well. SONDRA BROWN, M.A., PRESIDENT Well-versed in all areas of marketing research, Sondra provides solid experience in using qualitative and quantitative research to inform business strategy. Sondra has conducted research in diverse industries including tourism, financial Services, healthcare, utilities, telecommunications, packaged goods, law and gaming. She has almost 20 years of experience in the industry, and her work BARBARA READ, RESEARCH Director Barbara brings extensive experience in marketing research, financial services and consulting to Market Dynamics. Prior to joining Market Dynamics in 1998, she served as Director of Marketing Research for a financial services company. Other financial services experience includes financial analysis and reporting, corporate budgeting and planning. IIMDRG ro Market Dynamics Research Group Okaloosa County Airports decisions based on marketing science. Barbara has extensive experience in branding, advertising effectiveness, customer Satisfaction and loyalty, product development and Positioning research. Research curriculum, and Burke Institute’s training for Communicating Marketing Research and Research for Strategic Planning. Barbara has also contributed to industry journals including the Journal of Retail Banking. CHRISTINE CARLL, M.A., DIRECTOR OF QUANTITATIVE METHODS Christine earned her B.A. in Sociology from the University of New Orleans and her M.A. in Sociology from Louisiana State University with a concentration in quantitative methodologies. IIMDRG vo Market Dynamics Research Group Okaloosa County Airports PETER SCHAMP, QUALITATIVE ANALYST As a qualitative analyst at MDRG, Peter designs and conducts various forms of qualitative research, including focus groups and in- depth interviews. This includes writing discussion guides, conducting interviews, analyzing findings, and writing reports. Before joining MDRG, Peter was a research assistant at Belden Russonello Strategists in Washington, DC, where he assisted in both qualitative and quantitative projects for a variety of political and non-profit advocacy groups. He also served an Americorps term as the volunteer coordinator at Green Light New Orleans, an energy efficiency initiative. @ He received his B.A. in International Relations from Columbia University. IIMDRG rw Market Dynamics Research Group Okaloosa County Airports