ESRI Data—Market Potential measures the probable demand for a product or service in a defined geographic area. More than 2,000 items from the 2008 Doublebase consumer survey conducted by Mediamark Research Inc. are grouped into 35 categories of goods, services, and attitudes.

The database also includes the expected number of consumers and a Market Potential Index (MPI) that measures the likelihood that adult households in a specified area will exhibit certain consumer behaviors compared to the U.S. national average.

To learn more, read Methodology Statement: Purchase Potential Database [PDF].

You can use Market Potential data to

• Understand, predict, and influence consumer behaviors.
• Optimize your merchandise mix by consumer purchase patterns.
• Decide where expansions would be most profitable.
• Invest your marketing dollars more effectively.

Data Updates, Formats, Geographies, and Deliverables

• Updates: Annual
• Formats: ASCII fixed (TXT), ASCII comma delimited (CSV), dBASE IV (DBF), Microsoft Excel (XLS, if applicable), ESRI shapefile (SHP), ESRI Smart Data Compression (SDC), or ESRI file geodatabase (GDB)
• Geographies: U.S., state, county, census tract, block group, place, ZIP Code, CSD, CBSA, DMA, congressional district
• Deliverables: CD-ROM, DVD, e-mail, or FTP