Typical users of these packages would have a database loaded and use the mapping product to open and query records. They could highlight the locations they want to see on the map or use the map to draw a circle around an area of interest. Since zip codes are rarely contiguous, it's much more accurate to use a map than a database printout to provide the information, points out HAI's Timothy. Desktop mappers are not yet the equals of their more pricey counterparts in analysis tools and capabilities. On the other hand, they are easier to use, and they make databases more appealing and accessible for many applications.
Most people are able to produce their first maps on day one.
Even with mapping software and market research data, you'll have to know what questions need to be asked and which resources are available. And as a business develops, it might very well outgrow this entry-level product category. That's why software vendors like ESRI and MapInfo are staking their claims in the market now. Once they've used a database mapper, we think they'll move up the product line. Laura Lang is a freelance writer based in Ramona, California.