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Gale Business: DemographicsNow provides

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you with powerful detailed heat maps broken

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into quintiles to better understand your market

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based on key metrics.

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To create a heat map. Access the map

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section from the toolbar. Enter

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a geography using the geography tool

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at the top of the page to visualize your target

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area. This can be a specific state

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city or other area of interest

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or continue with the view of the entire United

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States.

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Once your geography is outlined on the

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map, utilize the thematic control

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section to choose a parameter of interest.

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You have options including spending habits,

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household income and educational attainment.

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Your heat map will use different colors to break the

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data into five quintiles. Quintiles

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are created by taking the range from

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the lowest to the highest recorded number

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and dividing it into five parts.

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To better visualize the quintiles. You can change

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the color scheme as needed

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to toggle between showing and hiding thematic

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variables. Select the enabled

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button found under thematic controls.

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Thematic controls are a great way to visualize

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complex data sets and decode demographic

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patterns and consumer needs.