The company spokesperson presented one such map in which cumulative levels of spending for different slot types appeared as color-coded circles (red for high spending, shades of orange and gold for moderate, green and blue for low). Over these ponds of color a neat honeycomb lattice was superimposed, each of its hexagons containing labels for the group characteristics corresponding to the spending intensities beneath (e.g. “middle income, ethnically diverse,” “retired, single income,” and the like) (See Illustration). The map’s colorful profitability contours, overlaid with the geometric grid of market segmentation, were presented as a visual tool for revealing hidden group likenesses and distinctions that could guide casino managers’ marketing interventions. (via The Touch-point Collective: Crowd Contouring on the Casino Floor | Limn)
