ESRI Data

Market Potential

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 Mediamark Research Inc. Doublebase 2008 consumer survey are grouped into 35 categories of goods, services, and attitudes.

Updated annually, this 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.

Read Methodology Statement: Market Potential Database [PDF].

Request a quote for the variables, format, and geography you need.

With Market Potential data, you can

  • Analyze markets by product type, brand, and purchase patterns to determine if your product would be profitable in the area.
  • Consider changes and expansions to your product mix based on consumer product demand in your area.
  • Reveal underserved areas based on product saturation and tailor your expansion strategy to reach those consumers.
  • Study competitive products penetration by brand, price, and options, and devise marketing campaigns based on your findings.
  • Benchmark the success of your products in your market area by national product penetration.

What You Get

Get this database delivered to you via CD-ROM, DVD, or FTP. The following formats and levels of geography are available:

  • Formats: ASCII fixed (TXT), ASCII comma delimited (CSV), dBASE IV (DBF), Microsoft Excel (XLS, where applicable), ESRI shapefile (SHP), ESRI Smart Data Compression (SDC), or ESRI file geodatabase (GDB)
  • Geographies: United States, state, county, census tract, block group, place, ZIP Code, CSD, CBSA, DMA, congressional district

This data is also used in Business Analyst Online to generate the following reports:

Market Potential for iPods in Fairfax County, Virginia

Market Potential for iPods in Fairfax County, Virginia


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