Market Potential

Esri's U.S. Market Potential data tells you about the products and services consumers want and the civic attitudes they have. The database provides the expected number of consumers and a Market Potential Index (MPI).

Market Potential identifies thousands of items in 35 categories. The information originates from consumer surveys compiled by GfK MRI. The available data includes the following categories:

  • Dining Out—Type of restaurant, frequency, fast food chain
  • Electronics—Last purchase, what brand was bought, what was spent
  • Automobiles—Own or lease, most recent acquisition, miles driven, auto club membership
  • Baby Products—Food and formula, diapers, personal care



Available geographies

See Available geographies.

Update frequency



Esri uses the following methodology for Market Potential data:

Variable lists