Research Topics:

Data Analysis | Data Visualization/Infographics

Content Type:

Glossary

Choropleth Maps Definition

Computer generated maps that represent values with shading.

A choropleth map is a type of computer map that details data based on geographic regions. Color shading represents different values or levels of a particular variable across geographical areas. The map is intended to provide a quick and intuitive way to understand spatial patterns and trends. Choropleth maps are valuable in marketing research for several reasons, including: visual clarity, in that they simplify complex data by using color gradients; geographic insights, in that they reveal spatial trends that might be overlooked in traditional data tables; and data-driven strategies, in that they enable evidence-based decisions that can optimize marketing plans for specific regions.

Who relies on choropleth maps?

In using a choropleth map, businesses, marketing professionals and researchers can gain insights into regional variations, demographic trends, market penetration and consumer behavior. That information can be used for planning product launches, advertising strategies and market targeting.

Why should I care about choropleth maps?

A choropleth map presents insights by visually representing data on a map, rather than by  rows of numbers on a spreadsheet. The easier-to-disseminate data helps marketing professionals and businesses to identify high-potential markets, allocate resources and tailor marketing efforts to specific geographic areas.