The National MapThe National MapCustomer ResearchCustomer Research

April 2008April 2008

Seamless, continuously maintained, nationally consistent set of base geographic data

Source data developed and maintained through partnerships

A national foundation for science, land and resource management, recreation, policy making, and homeland security

Data and map services available over the Internet

Topographic map and other online and print products

Vision of of The National MapThe National Map

TNM Customer ResearchProject Objectives

1.1. Improve our collective understanding and Improve our collective understanding and knowledge of customer needs for nationally knowledge of customer needs for nationally consistent and quality assured base map consistent and quality assured base map data and related information services.data and related information services.

2.2. Receive feedback on Topographic Map Receive feedback on Topographic Map prototype products.prototype products.

3.3. Develop recommendations for improving Develop recommendations for improving our marketing, product branding and our marketing, product branding and customer service operations.customer service operations.

TNM Customer ResearchWorking Team

Jay Donnelly – RestonJay Donnelly – Reston Mark Eaton - RollaMark Eaton - Rolla Dave Greenlee - Sioux FallsDave Greenlee - Sioux Falls Pat Hytes - RestonPat Hytes - Reston Helmut Lestinsky – DenverHelmut Lestinsky – Denver Vicki Lukas - RestonVicki Lukas - Reston Elizabeth McCartney – RollaElizabeth McCartney – Rolla Alan Mikuni – Menlo ParkAlan Mikuni – Menlo Park Mark Newell – RollaMark Newell – Rolla Larry Sugarbaker - RestonLarry Sugarbaker - Reston Kevin Coray - Coray Gurnitz ConsultingKevin Coray - Coray Gurnitz Consulting Amy McQuade - Coray Gurnitz ConsultingAmy McQuade - Coray Gurnitz Consulting

TNM Products and Services …. Some key points

Evolving tactical plan that builds on TNM successesEvolving tactical plan that builds on TNM successes Customer business requirements drive programCustomer business requirements drive program Brand recognition and majority market shareBrand recognition and majority market share

– The National Map becomes the foundation for The National Map becomes the foundation for manymany customer value customer value added products and services.added products and services.

– The National Map retains its identity especially when others use it.The National Map retains its identity especially when others use it.– Products and services are recognized as the best available for addressing Products and services are recognized as the best available for addressing

national or multi-state needs.national or multi-state needs. Expanded usage leads to improved funding and fuels the Expanded usage leads to improved funding and fuels the

maintenance machine.maintenance machine. Partnerships with data producers are key to achieving Partnerships with data producers are key to achieving

objectivesobjectives

The National Map 3.0 The National Map 3.0 Research FocusResearch Focus

Certified source Seamless content Integrated themes Managed updates 1:24,000 or better

National Geospatial Database

Integration Data and Map ServicesPreprocessing Enterprise Data

Geospatial Directory

Data Access Service

BoundariesBoundaries ElevationElevation HydrographyHydrography LandcoverLandcover NamesNames OrthoimageryOrthoimagery StructuresStructures TransportationTransportation

Map View and Print Service

Data Sources

Professional Services

Catalogue ServiceCatalogue Service Other Services TBDOther Services TBD

Quad index Quad status Layer status

Products and Services?

Customer Research Approachto be used on data, products, and services

Identify current/future customersIdentify current/future customers Develop customer groupings based on primary business driversDevelop customer groupings based on primary business drivers Develop information gathering/survey approachDevelop information gathering/survey approach

– Phased process where we improve our knowledge of requirements in Phased process where we improve our knowledge of requirements in each iteration. each iteration.

– Assessment of topographic map products to support tactical plan Assessment of topographic map products to support tactical plan objectivesobjectives

– First iteration interviews focus on broadly defined requirementsFirst iteration interviews focus on broadly defined requirements– Improve prototype product and service descriptions and questionsImprove prototype product and service descriptions and questions– Present to expanded focus groups, select high priority customers Present to expanded focus groups, select high priority customers

(target feedback from 200* organizations)(target feedback from 200* organizations)– Analyze results and present findingsAnalyze results and present findings

Customer survey under considerationCustomer survey under consideration Marketing and product brandingMarketing and product branding Develop recommendationsDevelop recommendations Customer Service Plan and final reportCustomer Service Plan and final report* * Actual number may be considerably higher or lowerActual number may be considerably higher or lower

List of high level business needs

– Agricultural practicesAgricultural practices– Climate changeClimate change– Defense and homeland securityDefense and homeland security– Economic developmentEconomic development– Ecosystems, biodiversity and resource conservationEcosystems, biodiversity and resource conservation– Energy and mineral resourcesEnergy and mineral resources– Geography awareness (education) Geography awareness (education) – Human health and the environmentHuman health and the environment– Human servicesHuman services– Infrastructure development and maintenanceInfrastructure development and maintenance– Law enforcementLaw enforcement– Natural hazards assessment and emergency responseNatural hazards assessment and emergency response– Natural resource and land managementNatural resource and land management– RecreationRecreation– Regulation of pollutants and other contaminantsRegulation of pollutants and other contaminants– Water quantity and qualityWater quantity and quality– Community development and growth managementCommunity development and growth management

Organization Category list has been expanded to identify specific customers

U. S. Geological Survey science disciplinesU. S. Geological Survey science disciplines Federal natural resource management agenciesFederal natural resource management agencies Federal environmental regulation agenciesFederal environmental regulation agencies Federal human services agenciesFederal human services agencies Federal defense and homeland security agenciesFederal defense and homeland security agencies Conservation NGOs and regional commissionsConservation NGOs and regional commissions State and local governmentsState and local governments GIS technology and consulting industryGIS technology and consulting industry Energy and mineral resources industryEnergy and mineral resources industry Forest products industryForest products industry Research communitiesResearch communities

Milestones and Known End Points…where we need to be TNM 3.0

Each product and service can be described and the primary Each product and service can be described and the primary customers are known.customers are known.

There is an operational plan for creating the product or There is an operational plan for creating the product or service.service.

The products and services are derived from a national The products and services are derived from a national enterprise database – no stovepipes.enterprise database – no stovepipes.

Only take on what can be achieved to an agreed upon Only take on what can be achieved to an agreed upon standard which is responsive to customer needs.standard which is responsive to customer needs.

Steps toward achieving The National Map 3.0

Customer research project

Requirements assessment – June, 2008Requirements assessment – June, 2008 Build business case for improving Build business case for improving The National MapThe National Map – October, – October,

20082008 Create an operational plan which considers the identified needs.Create an operational plan which considers the identified needs. Secure funding.Secure funding. Execute on plan.Execute on plan.