Name and Background

Susan is businesswoman in her mid-forties. She has a 3-year college diploma in Hospitality and Tourism Administration. She owns and manages 3 medium-sized hotels in small towns with significant population in 3 large cities within a 1-3 hour driving distance. Her business is doing well, and she is looking to expand into new marketing niches.


  1. Many of Susan's decisions about expansion options are a function of demographics. She has a set of criteria about observed travel patterns based on aspects of clients such as age, gender, income, and ethnic origins. She wants to use census data to show on a map the realitive density of people that match the profile she has for a series of initiatives she is considering.