Gale Business: DemographicsNow provides
you with powerful detailed heat maps broken
into quintiles to better understand your market
based on key metrics.
To create a heat map. Access the map
section from the toolbar. Enter
a geography using the geography tool
at the top of the page to visualize your target
area. This can be a specific state
city or other area of interest
or continue with the view of the entire United
Once your geography is outlined on the
map, utilize the thematic control
section to choose a parameter of interest.
You have options including spending habits,
household income and educational attainment.
Your heat map will use different colors to break the
data into five quintiles. Quintiles
are created by taking the range from
the lowest to the highest recorded number
and dividing it into five parts.
To better visualize the quintiles. You can change
the color scheme as needed
to toggle between showing and hiding thematic
variables. Select the enabled
button found under thematic controls.
Thematic controls are a great way to visualize
complex data sets and decode demographic
patterns and consumer needs.