This guide will walk you through how to create a basic Visitor Home and Work Analysis using StreetLight InSight. Our Visitor Home & Work Analysis is one of our most unique projects as it analyzes the aggregated home and workplaces of visitors to your selected locations and the share of visitors who are tourists. The Metrics for Visitor Home and Work Analysis utilize our Location-Based Services data source which helps describe personal travel behavior.
The large size and representativeness of our Location-Based Services data allows us to provide granular insights for home and work locations. In addition to home and work locations broken into 1 km grids, you’ll be able to analyze a variety of other Metrics with the Visitor Home and Work Analysis Project. Metrics include:
- Visitor Activity which is a relative volume of visitors to your analysis Zone.
- Tourist summary, which includes the percentage of tourists that are from in/out of state, in/out of metro areas, and rural areas
- Visitor demographics including education, family status, income & race
- Visitor Home locations: grids, block groups, ZIP codes, states and metro areas
- Visitor Home Distance
- Visitor Work locations: grids and block groups
- Visitor Work Distance
- Local Demographics including education, family status, income & race
Learn more about how we derive this information and the methodology behind Visitor Home and Work.
For this guide, we are analyzing the visitors of Mt. Rushmore in South Dakota. We chose this example because few people actually live or work at Mt. Rushmore, in contrast to visitors and tourists that travel to the site. While we are using Mt. Rushmore as an example, the Visitor Home and Work Project Type will work for many area Zones and can be used to determine Metrics for all types of locations.
- We recommend that zones for a Visitor Home and Work Analysis are no larger than 4 square km. If you need to analyze an area larger than 4 square km, consider breaking your Zones into smaller sections, or reach out to email@example.com for assistance.
- When running a Visitor Home and Work Analysis, you can analyze a single Zone or a larger Zone Set composed of multiple Zones. Each Zone analyzed will contain its own row(s) of data in your Metrics. Keep in mind that including many Zones in a single Project will increase Project processing time.
- A Visitor Home and Work Analysis gives you a Visitor Activity Index. The Visitor Activity Index is a measure of the relative volume of visitors to the Zones. The values are provided on an index and do not indicate the exact number of visitors. Values can be compared to those of other Zones in the same Project or in other Visitor Home and Work Projects, to understand how the relative volumes of visitors at different Zones match up. Values cannot be compared to other StreetLight indexes such as the StreetLight Trip Index.
- For the quickest processing time and optimal StreetLight InSight performance, we recommend running no more than 100 Zones at a time in a Visitor Home and Work Analysis.
- Following along with this specific example will only work for accounts without a defined region or a region that covers the San Francisco Bay Area. For other accounts with regional boundaries, you will have to follow along using Zone Sets that work for your specific area.
- If your account has a unique Zone quota, make sure to indicate in your Zone Set name and Project name that you are running our O-D with Middle Filter example. This will alert Support that you are using Zones for training purposes.
Create and Run a Visitor Home and Work Project
Step 1: Ensure you have Zone Sets
1a. You will need to have Zone Sets for a Visitor Home and Work project. Learn more about uploading or drawing Zones.
For a Visitor Home and Work Analysis, you will need one Zone Set:
- Zones must be marked “No” for Pass-through.
Because this Project Type analyzes points within the Zone Sets, rather than trips passing through, you cannot mark your Zones as Pass-through.
- Remember that we do not recommend Zones over 4 square km. Please contact firstname.lastname@example.org if you would like to run a project with an area bigger than this.
- Remember that we do not recommend running a Visitor Home and Work Analysis with more than 100 Zones.
In our example, we used the following Zone Set
Note: Remember that once you use a Zone Set in a Project, it will no longer be available for editing. Before creating your Project you can edit the names, borders, direction, etc. of your Zone Sets. Learn more about editing a Zone Set.
Step 2: Set up a Visitor Home and Work Analysis Project
2a. Go to the “Create Projects” tab under the “Manage Travel Projects” section.
2b. Give your Project a unique name. For this example, we will name our project “Mt. Rushmore VHW”
2c. Optional: You can type a description of the Project in the description box with any information you want to remember about the project.
2d. In the “Select a Project Type” drop-down menu, select “Visitor Home and Work Analysis.” This will automatically populate your Type of Travel with “Personal”, Mode of Travel with “All Modes,” and Data Source Type with “Location-Based Services.” For the “Visitor Home and Work Analysis,” you will not have any options. Learn more about these options.
Note: You can also choose Demographics for the Visitor Home and Work project.
Step 3: Choose your Zone Sets
3a. Select your Zone Set in the “Available Zone Sets” box.
Note: All Zone Sets that are available for use in your account will appear in the list in the “Available Zone Sets” box. Zones must be located within your designated subscription region to be used in a Project. Learn more about viewing your subscription region.
3b. Use the arrow button next to the corresponding ”Selected Zone Set(s)” to move your selected Zone set.
For this example, we will select “Mt. Rushmore” as our Visitor Home and Work Zone Set.
Step 4: Configure Project Options
4a. For any Visitor Home and Work analysis, you can click “Edit” to change various project options. You can change:
- The Data Period
- The Day Types
- The Day Parts
- Specific Dates*
*available for certain subscription levels
4b. When you click edit, a new window will pop-up. This window will allow you to edit and manipulate your project options.
Step 5: Preview and Confirm your Project
5a. Make sure to Preview your project before you confirm. This gives you a chance to double check that your project is set up exactly the way you want it to be.
5b. Click “confirm” and your Project will begin running.
Projects will take anywhere from a few seconds to a few hours to run, depending on their size and complexity.
Note: When confirming a Visitor Home and Work project, if a Zone is over 4 km an error will pop up and you will not be able to run the project. If you need a Zone bigger than 4 km please contact email@example.com.
Step 1: Go to the “Interactive Visualizations” section
Step 2: Select your Project in the “Select a Project” box by clicking the title of your Project.
Within the Interactive Visualization tool, you can analyze results by type of day and time of day, by Home or Work Locations, Demographic information, and more. Learn more about our Interactive Visualization tool.
For the Visitor Home and Work Project Type, we recommend starting your analysis with the Interactive Visualization.
In our example, we wanted to look at where visitors of Mt. Rushmore were from. We filtered by our Map Option to be Home locations and chose our Chart Option to be Home Distance. We can see from the Interactive Visualization that trips come from all over the country, and that most home locations are over 100 miles from Mt. Rushmore. This makes sense because in theory most visitors to the site will not live close to the National Park, and will need to travel far distances to go to Mt. Rushmore.
Step 3: Switch tabs in the Interactive Visualizations by clicking the arrow in the top right corner.
For a Visitor Home and Work Project, the second tab will let you analyze a single Zone in your Project. For example, if our project had more Zones than just Mt. Rushmore, we could select the Mt. Rushmore Zone and then look at how home distance compares over time of day for this individual Zone.
Step 1. Download your Project Metrics from StreetLight InSight.
Learn more about downloading Metrics.
You will have fewer options for downloading a Visitor Home and Work Analysis than other Project Types. You will only have the option to turn on and off the Zone Set Shapefiles. The Metrics are always downloaded.
When you download a Visitor Home and Work Project you will have access to a lot of .CSV files.
Within this zipped folder, you will be able to get a more granular look at your Metrics. In many cases, most of this information is available in your Interactive Visualizations, so we recommend using those for a more comprehensive and visual reference.
Individual Metrics for Visitor Home and Work are typically broken down into smaller chunks than our other Project downloads, which makes them more intuitive at first glance. For our example, we wanted to take a more granular look at whether most tourists to Mt. Rushmore come from in or out of state. We chose to look further into the tourist summary .CSV file. We are able to see on an average day (all day) that 86% of tourists are from out of state and 77% are from rural areas. This makes sense because Mt. Rushmore is located in South Dakota, a less populated state, and it is a very popular tourist attraction nationwide, so we can assume most tourists are from out of state.
Pro Tip: Do not forget to read the README files for more information on what each column means and for help to better understand our Metrics.