Market Potential Data

This measures the likely demand for a product or service in a county, ZIP Code, or any other defined trade area. Businesses and other organizations use Market Potential data to make decisions about where to offer products and services.

With Market Potential Data We Can:

• Optimize your merchandise mix
• Invest marketing dollars more effectively
• Develop successful advertising and marketing plans
• Decide which expansions are most profitable

Why Use Market Potential Data?

Market Potential data helps companies understand, predict, and influence consumer behavior by providing insight into areas with the highest growth potential. This allows you to make informed decisions about products and services based on the latest trends and consumer demand.

Overview

The Market Potential database contains more than 2,200 items, grouped into 35 categories that provide information about goods, services, attitudes, and activities collected from consumer surveys conducted by Mediamark Research Inc. Doublebase 2004.

Categories include:

• Electronics (PCs, DVDs, Videos, Film, Cameras, Internet Usage)
• Financial Investments (Banking Services)
• Health and Beauty (Health, Fitness, Personal Care)
• Pets and Products (Pet Ownership, Pet Food, Pet Accessories)
• Restaurants (Family, Fast Food)
• Retail (Apparel, Automotive Aftermarket, Computers, Convenience Stores, Home, Insurance)
• Sports and Leisure (Participation, Sporting Events, Traveling, Reading, Movies)

Data is reported by product or service and includes the expected number of consumers and a Market Potential Index (MPI). The MPI measures the likelihood of adults or households in a specified area to exhibit certain consumer behavior compared to the U.S. national average.

The index is tabulated to represent a value of 100 as the overall demand for the United States. A value of more than 100 represents high demand; a value of less than 100 represents low demand. For example, an index of 120 implies that demand in the trade area is likely to be 20 percent higher than the national average; an index of 85 implies demand is 15 percent lower than the national average.

Who Uses Market Potential Data?

Businesses, private organizations, governmental agencies, non-profits,and media companies use Market Potential data to:

• Increase market share
• Devise targeted and effective marketing campaigns
• Discover underserved markets

Methodology

We calculate MPI by combining two data sources:

• ESRI's segmentation system Community Tapestry
• Mediamark Research Inc. Doublebase 2004
measures the likely demand for a product or service in a county, ZIP Code, or any other defined trade area. Businesses and other organizations use Market Potential data to make decisions about where to offer products and services.

With Market Potential Data We Can:

• Optimize your merchandise mix
• Invest marketing dollars more effectively
• Develop successful advertising and marketing plans
• Decide which expansions are most profitable

Why Use Market Potential Data?

Market Potential data helps companies understand, predict, and influence consumer behavior by providing insight into areas with the highest growth potential. This allows you to make informed decisions about products and services based on the latest trends and consumer demand.

Overview

The Market Potential database contains more than 2,200 items, grouped into 35 categories that provide information about goods, services, attitudes, and activities collected from consumer surveys conducted by Mediamark Research Inc. Doublebase 2004.

Categories include:

• Electronics (PCs, DVDs, Videos, Film, Cameras, Internet Usage)
• Financial Investments (Banking Services)
• Health and Beauty (Health, Fitness, Personal Care)
• Pets and Products (Pet Ownership, Pet Food, Pet Accessories)
• Restaurants (Family, Fast Food)
• Retail (Apparel, Automotive Aftermarket, Computers, Convenience Stores, Home, Insurance)
• Sports and Leisure (Participation, Sporting Events, Traveling, Reading, Movies)

Data is reported by product or service and includes the expected number of consumers and a Market Potential Index (MPI). The MPI measures the likelihood of adults or households in a specified area to exhibit certain consumer behavior compared to the U.S. national average.

The index is tabulated to represent a value of 100 as the overall demand for the United States. A value of more than 100 represents high demand; a value of less than 100 represents low demand. For example, an index of 120 implies that demand in the trade area is likely to be 20 percent higher than the national average; an index of 85 implies demand is 15 percent lower than the national average.

Who Uses Market Potential Data?

Businesses, private organizations, governmental agencies, non-profits, and media companies use Market Potential data to:

• Increase market share
• Devise targeted and effective marketing campaigns
• Discover underserved markets

Methodology

We calculate MPI by combining two data sources:

• ESRI's segmentation system Community Tapestry
• Mediamark Research

Because Mediamark Research Inc. and ESRI can identify each survey respondent by Community Tapestry segment, a rate of consumption can be calculated for any trade area.

Market Potential Reports

The Market Potential reports provide you with information about the number of adults or households expected to consume a particular product or service. Reports include a Market Potential Index (MPI) that measures the relative likelihood of adults or households in a specific area to exhibit certain consumer behavior compared to the U.S. average.

Contact us to order any one of the Market Potential reports.