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Maptitude

o A good market researcher will always try to organize a report in such a way that the data tells a story. That’s the main difference between presenting a client with insights rather than just a data dump. One of the most powerful graphic tools at the researcher’s disposal when it comes to making data come alive is to use maps instead of charts or tables whenever appropriate.

o Geographic Information System (GIS) software is a mapping tool that has become more common in market research over the past 10 to 15 years. GIS applications like ESRI, Autodesk, MapInfo and Maptitude are probably best known for their uses in the public sector and academia, in fields like urban planning or geology, but it also has a great many business applications. GIS goes beyond simple mapmaking – it allows one to interact with the map and use the map itself as an analysis tool.

o Whichever method you use, or no matter how intricate or simple you are in the presentation, maps bring a very powerful visual storytelling element to any market research report. RMS includes maps whenever possible in our PowerPoint reports. We can plot virtually all data gathered in our surveys by location with our Maptitude software.