Esri provides a Market Potential advanced demographics dataset for the United States sourced from data supplied by MRI-Simmons. Visit Where to find Esri Location Data to learn more about using advanced demographics.
Esri Market Potential data provides details about what types of goods, services, and activities consumers use and demand. The data includes consumer attitudes about topics such as spending, health, and the environment. The database is based on survey data from MRI-Simmons and includes the number of responding consumers and a Market Potential Index (MPI) for thousands of items in the following categories:
Automobiles & Other Vehicles | Garden/Lawn & Tools | Media - Magazines & Newspapers | Psychographics & Media |
Automotive Products & Maintenance | Groceries | Media - Radio & Other Audio | Psychographics & Shopping |
Baby Products | Grocery Shopping | Media - TV Viewing | Restaurants |
Books & Cards | Health | Media - Yellow Pages | Shoes |
Beverage Consumption (Alcohol) | Home Improvement & Services | Personal Care Products & Services | Shopping |
Civic Activities & Political Affiliation | Household Furnishings & Appliances | Pets & Products | Smoking |
Clothing & Accessories | Household Products | Phones & Service | Sports |
Convenience Stores | Insurance | Psychographics & Advertising | Toys & Games |
Electronics | Internet | Psychographics & Food | Travel |
Finances | Leisure Activities/Lifestyle | Psychographics & Lifestyle |
Release date
The Market Potential dataset was updated in June 2024; the vintage is 2024.
Sample questions and use cases
The Esri Market Potential dataset can be used to identify potential customers and their attitudes towards products and services. Marketing teams can use this data to plan potential locations for advertising or new businesses. This data can be used to inform site selection, help product teams to group or target customers for campaigns by lifestyle or age categories, and help businesses explore customer attitudes toward a variety of topics like healthcare, the environment, politics, and more.
Sample questions that can be answered using Market Potential data include the following:
- Which location would be best to open a new grocery store based on the highest demand for fresh produce?
- What is the potential customer base for luxury apartments in a specific neighborhood based on income levels and lifestyle preferences?
- Where should we target our advertising campaign for a new fitness product based on the most active population segments?
- Which areas have the highest demand for preventative healthcare services based on age demographics?
Example use cases for Market Potential data include the following:
 | Consumer demand insights—Esri Market Potential data can provide information about the expected number of consumers likely to purchase a specific product or service in a given area. Using the Market Potential Index (MPI), users can compare the demand in an area to the national average, to see if the region has a higher or lower than average interest in the good or service. |
 | Site selection—Use data from the Market Potential dataset to inform studies about how different population groups might respond to a new store location opening in their neighborhood. |
Related links
Refer to the following content:
- 2024 Esri U.S. Demographics Release Notes (PDF).
- 2024-2029 Esri U.S. Data Catalog (XLS).
- 2023–2028 Esri U.S. Data Catalog (XLS).
- June 2024 Esri U.S. new and removed variables by dataset (XLS).
- Get started with U.S. Updated Demographics—Part 2: Lifestyle and behavioral data (ArcGIS StoryMaps tutorial).
- 2024 Esri Market Potential Methodology Statement (ArcGIS StoryMaps); a PDF is also available.
- 2023 Esri Market Potential Methodology Statement (ArcGIS StoryMaps); a PDF is also available.
Sample reports
Refer to the following sample reports:
- Electronics and Internet Market Potential (PDF)
- Finances Market Potential (PDF)
- Health and Beauty Market Potential (PDF)
- Pets and Products Market Potential (PDF)
- Restaurant Market Potential (PDF)
- Retail Market Potential (PDF)
- Sports and Leisure Market Potential (PDF)
Note:
- For information about reports, see Esri Reports.
- For information about purchasing Esri datasets as stand-alone content, contact datasales@esri.com.
- For information about the number of credits needed to run reports, see the Credits by capability topic or the ArcGIS Location Platform Pricing topic (scroll to Business Search, Infographics, and Reports).
Abbreviation glossary
Abbreviations and acronyms are sometimes used to describe Market Potential variables. For clarification, use the glossary to familiarize yourself with the definitions.