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RESEARCH PROJECT EXPERIENCE DKS&A specializes in the travel industry, has conducted hundreds of research projects and has full service capabilities to address the current and future research needs of clients. The DKS&A PERFORMANCE/Monitor SM  (PERFORMANCE SM) allows measurement of all U. S. travel, domestic and abroad and DKS&A  can provide detailed comparative performance data for all first and second tier U.S. cities.  Measures include key trip metrics, lifestage and demographics, activities, plus visitor satisfaction and value ratings. Visitor Volume Estimates and Visitor Profiles-based on our PERFORMANCESM have been developed in the hundreds since 1991. We currently develop over 50 visitor profiles for destinations annually. Economic Impact Studies- DKS&A works with our alliance partner, GLOBAL INSIGHT, INC., (Formerly WEFA-DRI) the leading travel and tourism economics firm on client economic impact studies and forecasting models. PERFORMANCESM  data is combined with GLOBAL INSIGHT’S proprietary county level business data. This combined approach utilizes both bottom up direct consumer spending data and top down government and industry data from the local market area to generate local geographic impacts. Our prestigious economics partner has produced numerous travel-industry related impact studies for counties, states and cities, including the use of Tourism Satellite Accounting methods.  PERFORMANCESM direct spending estimates are used by several other economic firms as input for economic impact models. Value, Image, advertising and destination attribute measurements- VALUEPLUS/Monitor SM -Identifies your destination’s strengths and weaknesses vs. your competition based on travel performance delivery on a large variety of product attributes. Provides emphasis on value delivered and understanding of what is driving customer satisfaction, value, loyalty, and brand equity. IMAGEPLUS –This study examines attitudes, perceptions and images of your destination by current visitors and non-visitors. It makes comparisons to your major competing destinations and provides perceptions of your destination, both real and imaginary. This product is typically used to develop product positioning. Advertising Impact Studies - DKS&A has developed comprehensive advertising impact and ROI studies for several clients using our AD IMPACT/MonitorlSM and our MEDIA LEVERAGE/ModelSM, which identifies the most efficient advertising markets (DMAs) where clients may invest to produce tourism. DKS&A also has an exclusive alliance with MSW Research in the area of Travel and Tourism advertising research and copy testing. MSW Research, formerly McCollum Spielman Worldwide, the established leader in brand development, and advertising copy-testing research, has tested over 5,000 commercials for many of the top 100 consumer brands. VISIT FLA has used their services for the past twenty years. MSW has major product competencies with testing television, print, radio and Internet web sites. DKS&A staff experience represents hundreds of advertising impact-related studies on travel and related fields. DESTINATION CLIENTS ACCOMPLISHMENTS   For more information please e-mail us at: Info@dksa.com or call (703) 536-0933 1750 Old Meadow Road · Suite 620 · McLean, Virginia 22102 ©2006 D.K. Shifflet & Associates, Ltd.