Lessons Learned: An Introduction to GIS Mapping
What is GIS Mapping?
Consider this hypothetical example: A national restaurant chain is exploring the potential introduction of its renowned ice cream as a branded item available in supermarkets. Due to production constraints, they want to limit the launch regionally. Which region(s) offers the best opportunity for their brand? Ipsos Insight can address this issue by using GIS Mapping, Ipsos Insight concept testing data and the client’s secondary data, such as sales by store, to map out the best region to begin the launch. Data such as purchase intent toward the new brand from the survey can be linked with store dollar volume to classify each state within the U.S. as offering high, moderate, average, below average or poor potential for the new brand.
GIS market analysis tools can assist in:
- Revealing hidden trends/patterns/distributions
- Gaining new insights from data that simple cross-tab analysis cannot provide
- Better understanding, visualizing, analyzing, managing and displaying data quickly and accurately to improve business decision-making
Data to produce a GIS map can be obtained from survey data, household data and/or from corporate databases. To produce a GIS map in connection with any data, all that is needed is some geographic indicator such as zip code, city, county, or state.
GIS mapping can provide insight into consumer purchasing habits or consumer needs for additional products and services. This information can then be applied to improving business decisions such as the fine-tuning of marketing and promotion programs, including targeting direct mail campaigns or making media buys. Applications extend to a broad range of industry sectors, including manufacturers (such as food, beverage, household products, pharmaceuticals, durables, etc.), service providers (such as financial services, telecommunications, healthcare, etc.) retailers, restaurants/food service providers, government agencies, educational institutions, and more.
Depending on the client needs and the data, GIS maps are relatively inexpensive and quick to produce. So, consider using an attractive, informative GIS map to gain new perspectives on your data and enhance communication in your next research presentation.