In this week’s edition of exploring SimplyMap data, we spotlight the Consumer Buying Power® data package in SimplyMap.

What is it? The Nielsen Consumer Buying Power® database incorporates geography-based estimates of potential annual consumer spending for more than 350 household expenditure items.

This effectively allows researchers to determine a target area for potential consumers or buyers of a given type of product. Let’s take a look at an example.

Scenario: You want to identify target cities in Florida that would be most interested in home cooking products and appliances.

Using the CBP dataset, we can easily locate some target cities. Here’s how:

First, create a ranking report using Florida as the location. Next, navigate through the following path to select the variable, CBP: Food At Home (HH Avg).

Next, use the Analyze Data By feature and select cities to reveal your target areas.

And that’s all there is to it! You might then be only interested in cities with a population of at least 50k. This can easily be done by applying a data filter (read more here). The new results are shown below:

Interested in specific maps or a particular dataset? Let us know!