2021 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 2021 Market Potential database incorporates the next generation of Tapestry Segmentation with new and revised items from 2020 consumer surveys to provide a fresh outlook on local consumer preferences. Data is organized into 35 categories, representing goods, services, attitudes, and activities collected from GfK MRI surveys, are included.