Lesson 2 (Canada Data): Trade Area Analysis Reporting

Now that you have your workspace set up and trade areas in the system, you can begin to analyze and understand your trade area residents.

Visit our Community's Data Section (opens in new tab) to review the databases you license.

1. Demographic

If you do not license data from the Demographic (opens in new tab) category, you can skip this step.

Run a Highlights - DemoStats - Trade Area report

Learn how to run a report that consists of a one-page summary of key demographic variables in a Trade Area and a map. Helps answer questions like:

• What are the demographics of the Trade Areas around my locations?
• How do the demographics in my Trade Area compare with the general Canadian population?
• What is the homeowner vs renter breakdown in my Trade Area?

Run a DemoStats Trends report

Learn how to run a report that provides estimated and projected data for select demographic variables. The DemoStats - Trends report includes percent change calculations and year-over-year data. It helps answer the question:

• What are the key demographic trends within my Trade Area?

2. Segmentation

If you do not license data from the Segmentation (opens in new tab) category, you can skip this step.

Run a Profile - Trade Area report

Learn how to run a report that provides the segment composition of your trade area. Helps answer the questions:

• Which segments are in my trade area?
• What social groups do the segments in my area belong to?
• What lifestage groups do the high-index segments in my trade area belong to?

3. Behavioural

If you do not license data from the Behavioural (opens in new tab) category, you can skip this step.

Run a Behavioural Highlights Report

ENVISION offers many different Highlights Reports for different behavioural databases. To see which highlights you have available, type "highlights trade area" in the ENVISION search bar at the top of your home screen. This will filter your tools to show the available Highlights Reports.

Determine the behavioural Highlights - Database - Trade Area report you wish to run and then follow the Walk-Through below:

Run a Ranking Variables - Trade Area Report

Learn how to run a list of variables ranked within one or more Trade Area(s). These rankings can be run for most licensed databases. Available databases will show up in the "Select a Variable" dropdown menu in the tool. Helps answer questions like:

• What are the top 3 most popular beer brands in my trade area?
• Which cities do households in my trade area like to visit?
• What are the highest indexing shopping trends in my trade area? 

Note: the base variable can often be determined by looking in the Basics category of the chosen database.

4. Financial

If you do not license data from the Financial (opens in new tab) category, you can skip this step.

Run a Ranking - Consumption - Trade Area Report

Learn to run a Ranking - Consumption - Trade Area report to rank consumption variables outside of a Ranking Variables report. This report allows additional insight based on consumption.

There are two ways this report can be run, which changes the interpretation slightly:

1. Using a consumption variable that is a dollar value
2. Using a consumption variable that is not a dollar value (e.g., hours, cups of coffee, number of magazines, etc.)

If you use a dollar value, then this report provides a column for total dollar values for the area.  It also provides a dollars-per-household measure. 

If you use a non-dollar value variable, then this report still provides a column for total consumption for the area.  It also provides a consumption unit per household measure.

Note: the base variable can often be determined by looking in the Basics category of the chosen database.

Run a Financial Database Trade Area Report

ENVISION offers several pre-packaged reports for financial databases depending on your license.

Learn to run a financial database trade area report:

Note: the base variable can often be determined by looking in the Basics category of the chosen database.

5. Business

If you do not license data from the Business (opens in new tab) category, you can skip this step.

Run a BusinessProfiles Report

Learn how to run a report that provides business counts, employee numbers, sales, and industry classifications for a specified trade area. Many retailers use BusinessProfilesfor site planning, merchandising, optimizing store layouts and targeting business prospects. The database is also valuable for evaluating and executing B2B marketing efforts.

6. Download Report Results

Learn how to download and output report dashboards to Excel, PDF, CSV or other file formats.

7. Complete

Congratulations, you now have a full set of reports analyzing your trade area(s) in the My Results section of ENVISION!

Let's move on to Lesson 3: Presenting and Sharing Trade Area Analysis