Esri provides a Market Potential advanced demographics dataset for the United States. This dataset is developed by Esri and includes source material supplied by MRI-Simmons. Visit Where to find Esri Location Data to learn more about using advanced demographics.
Esri's Market Potential data provides details about what types of goods, services, and activities consumers use and demand. It includes consumer attitudes about topics such as spending, health, and the environment. The dataset is based on survey data, 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 |
Note:
See the Attribute summaries section in the MRI-Simmons topic for more information about these categories.
Release date
The Market Potential dataset was updated in June 2025; the vintage is 2025.
Sample questions and use cases
The Esri Market Potential dataset can be used to identify potential customers and their attitudes toward 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 such as health care, 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 preventive health-care 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 whether 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:
Note:
See the United States Related links for the current data catalog, release notes, information about purchasing reports or stand-alone datasets, or to learn about the credits needed to run reports.
- 2025 Esri Market Potential Methodology Statement (ArcGIS StoryMaps format) or PDF
- 2024 Esri Market Potential Methodology Statement (ArcGIS StoryMaps format) or PDF
- Sample reports—See the Market Potential sample 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.