Market Potential Data

Market Potential data measures the likely demand for a product or service in a county, ZIP Code, or any other defined trade area. Businesses and other organizations use Market Potential data to make decisions about where to offer products and services.

 

With Market Potential Data You Can:
  • Optimize your merchandise mix
  • Invest marketing dollars more effectively
  • Develop successful advertising and marketing plans
  • Decide which expansions are most profitable

 

How Is This Database Built?

Market Potential data measures the likely demand for a product or service. This database projects the expected number of consumers and provides a Market Potential Index (MPI).

 

An MPI compares the demand for a specific product or service for a trade area to the U.S. national demand for that product or service. The index is tabulated to represent a value of 100 as the average demand. A value of more than 100 represents higher demand, and a value of less than 100 represents lower demand.

 

ESRI calculates an MPI by combining two data sources:

  • ESRI's segmentation system Community Tapestry
  • Mediamark Research Inc. Doublebase 2005

 

Because Mediamark Research Inc. and ESRI can identify each survey respondent by Community Tapestry segment, a rate of consumption can be calculated for any trade area. 

click here for the methodology statement...

 

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Download the ESRI Data Catalog...