By collecting respondent Zip Code information we allow you to target young consumers in the Brand Tracker with three new filters: U.S. Region, U.S. Designated Market Areas (DMAs), and U.S. Median Husehold Income (HHI). The U.S. is the only country where we are collecting Zip Code information. These filters apply to all U.S. brand data beginning in 2018.
1) U.S. Region
U.S. respondents are categorized into Midwest, Northeast, South, and West regions following how the U.S. Census maps maps Zip Code to regions. Null is applicable for respondents in non-U.S. countries.
2) U.S. Designated Market Areas (DMAs)
U.S. respondents are categorized by Zip Code into DMAs. Options are formatted by listing City first, followed by (State). To search by all DMAs in a single state, search for (State) as shown below.
Important Note: DMAs are only available in the Media Consumption dashboard.
3) U.S. Median Household Income (HHI)
Median Household Income (HHI) is derived from Zip Code and the U.S. Census.
- Values range from $2,499 to $250,001. $2,499 represents median household incomes <= $2,499 and $250,001 represents median household incomes >= $250,001.
- Default settings includes null values (which represents non-US respondents) but you won't see this as a value to filter on. Once you filter for a U.S. Median Household Income range, you will be looking at U.S. respondents only.
What about City Type?
City Type is NOT based on Zip Code. The City Type filter options are self-reported by respondents and relate back to this survey question asked across all respondents:
Q115. Which best describes the area where you live? [SINGLE SELECT]
1. Big urban city (> 1 million people)
2. Small urban city (< 1 million people)
3. Suburbs (outside of a city / developed area)
4. Rural (small town / village)
You can access to full Brand Tracker Questionnaire here.
For any questions, please reach out to firstname.lastname@example.org.