2020 Esri Market Potential Database Methodology

Market Potential data measures the likely demand for a product or service in an area. The database includes an expected number of consumers and a Market Potential Index (MPI) for each product or service.

Esri's 2020 Market Potential database incorporates the next generation of Tapestry Segmentation with new and revised items from 2019 consumer surveys to provide a fresh outlook on local consumer preferences. Data for more than 2,300 items, organized into 35 categories, representing goods, services, attitudes, and activities collected from GfK MRI surveys, are included.