How it Works
To find locations that are suitable for a brand concept, the process is generally broken down into two parts:
Identify what factors make your locations successful, then find other places where those factors exist.
Once you've figured out what those success traits are for a spectacular location, apply that data to your Target Market panel and use the heatmap to hone in on certain areas.
Target Market Suitability Heatmap
Within the Target Market panel, toggle on the demographic heatmap:
Based on your colour selection, the shading on the map indicates the depth of correlation. What that means, for example, if you're using the green colour scheme, is that a darker green block will have a higher correlation to your search criteria than a light yellow-green block.
You can narrow your search by using the Distribution Slider in the Target Market legend to filter a subset of the data, in this case, median total income between $34K and $93K:
👉 Keep in Mind
Filtering works either by absolute ranges or percentiles.
Filter by Absolute Values
If you're looking at a single demographic variable (eg. Total Population OR Ethnicity: Ukrainian), the legend will show the distribution with absolute values.
Filter by Percentiles
If you're looking at more than one demographic variable (e.g. Total Population AND Ethnicity: Ukrainian), the legend will defer to percentiles.
Filtering shows you visually where your target market is
Whether you're looking at the percentiles or the absolute values, filtering will reduce the number of blocks being shown on the screen, in order to match whatever data range you're looking for.
For example, in the application below, we're looking for areas in Toronto where the median household income is over $128,000 annually. You can see in the legend of the map, that the slider is set from $128K to the highest number available, over $250K:
If you're interested in a particular area, you can:
Click on the shape to get the demographic overview,
Build a report on the area using your preferred trade area selection, or
Generate a chloropleth map showing the area and range of data
💪 Power User Tips
For more tips on using the demographic suitability heatmap, like how it works, how to change the variables, or update the colour scheme, check out our docs here.
Still got questions? If you need any more help on this topic feel free to contact you Customer Success Manager via Chat or email firstname.lastname@example.org.