Exploring SimplyMap Data: P$YCLE

In this week’s SimplyMap report we’ll take a look at one of our newer data packages offered, P$YCLE® by Nielsen.

P$YCLE® is a segmentation system that evaluates consumers using key demographic factors that have the greatest effect on their financial behaviors, such as income, age, presence of children, home ownership and Nielsen’ proprietary measure of Income Producing Assets (IPA). The result is a total of 58 P$YCLE® segments, within 12 P$YCLE Lifestage Groups, each with distinct usage patterns for financial and investment products and services.

Let’s take a look at the top segments from a few cities around the US. First, create a new Standard Report (under New Tabular Report > Standard Report). Next, open the variables panel and navigate to the P$YCLE® segments folder – from there, select Add All Variables from the action dropdown that appears. Close out the panel to generate your report for the US.

Using Multiple Filter Conditions

This week’s SimplyMap report will provide an overview of one of the more advanced functionalities in SimplyMap – applying multiple filter conditions. Filters can be applied to any map or report tabs. For example, a map showing Household income levels by ZIP Code could be filtered to only show ZIP Codes with income over a specific threshold. Another example would be to filter the same income map to only show ZIP Codes with a population over 8,000. Using multiple filter conditions is a great way to hone your focus on a narrower set of geographic locations that meet your multiple criteria. Let’s get started with an example.

Scenario: You are looking for the best location to open up a high end salon in California and want to develop an initial list to further analyze. Let’s assume there are three criteria that must be met before considering a location.

1. The location has to have more than 500,000 residents.
2. The location must have a median household income of at least 75,000.
3. At least 30% of households must report spending money at a salon.

The Setup: First, create a new Location Analysis Report and set your location to California. Next, navigate through some pertinent variables and add the following variables that will serve as our criteria.