Let's assume you are a fast food restaurant, as an example.
- Select the Screen Markets to Find Lifestyles button on the home page.
- Next select the market of interest.
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When the market appears, it is divided into nine sections with a large grid overlay. You can select one of the grid cells to quickly zoom to that area of the market or you can analyze the entire market at once by select the "use entire market" option in the top, right-hand portion of the map.
- For faster processing select one of the nine market areas. Now select the brand you want to use for screening.
- In your case you are interested in fast food and know that the "Family Convenience" lifestyle is a strong part of your potential customer base; so, you select "Family Convenience" as the lifestyle of interest.
- Remember to screen using lifestyles if you want to find the retail areas with the highest potential for that lifestyle. Since we are using consumer panel data, a high potential rating for a particular lifestyle means that there is a high concentration of households with that lifestyle living in the surrounding trade area.
- The market map that appears will help you quickly evaluate the retail grid zones that have the most potential. Red and purple zones represent the best retail areas (at least in terms of having customers living in the trade area who fit the Family Convenience lifestyle profile). If some of the locations you are considering are in a "high potential" retail zone based on lifestyle, that is a good reason to take the next step and evaluate these locations in more detail.
- If you find a grid cell or cells of interest simply click on "select grid cells to explore any area in detail." When you finished selecting cells, click on "finished with grid cell selection" and the options to generate reports will appear. Select the reports of interest.