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The Brand Heat tool was our second project with Initiative, following our Power Pathways project in 2018. This project allows analysts to build audiences based on multiple demographic variables, then track the popularity of brands with those audiences across markets, sectors, and time. Users can compare brands through multiple visual representations, including a scatter plot and a pyramid graph. Behind the front end, we built a data pipeline to take YouGov data via their API and reshape it to efficiently populate the graphs with live data.