MRI-Simmons

Esri uses data sourced in part from MRI-Simmons' Survey of the American Consumer® to create a Market Potential advanced demographics dataset for the United States.

The Market Potential dataset contains details about preferences for consumer goods, services, and attitudes across 35 categories, including baby products, sports, pets, apparel, psychographics, and media. The dataset includes a count estimate and a Market Potential Index (MPI) for thousands of unique items.

Release date and vintage

This dataset was updated in June 2026; the vintage is 2026.

Geographic availability

The Esri Market Potential dataset uses the U.S. geographic boundaries.

Attribute summaries

The following table contains a summary description of the available data collections for the Market Potential dataset. See the Related links section in the United States and Market Potential topics for further documentation.

Note:

Each variable includes a count estimate of local consumer demand within a trade area and a Market Potential Index (MPI) that compares local to national trends. An MPI value that equals 100 represents national demand. Values >100 represent higher demand, while values <100 represent lower demand.

Data collection	Data category	Description
Automobile & Other vehicles	Behaviors	Current year estimates of likely demand related to automobiles and other vehicles, such as owned or leased vehicles, miles driven, and rentals.
Automotive Products & Maintenance	Behaviors	Current year estimates of likely demand related to automotive products and maintenance, such as frequency, services, money spent, and brands.
Baby Products	Behaviors	Current year estimates of likely demand related to baby products, such as types of products and money spent.
Beverage Consumption	Behaviors	Current year estimates of likely demand related to alcoholic beverages, such as types, money spent, and where consumed—home, restaurant, or bar.
Books & Cards	Behaviors	Current year estimates of likely demand related to books and cards, such as categories, frequency, retail chains, audiobooks, and greeting cards.
Civic Activities & Political Affiliation	Behaviors	Current year estimates of likely behaviors related to civic activities and political affiliation, such as contributions and voting habits.
Clothing & Accessories	Behaviors	Current year estimates of likely demand related to clothing and accessories, such as types, category, cleaning expenses, and money spent.
Convenience Stores	Behaviors	Current year estimates of likely demand related to convenience stores, such as products or services purchased, money spent, and retail chains.
Electronics	Behaviors	Current year estimates of likely demand related to electronics, such as hardware and software owned, age, money spent, brands, and frequency.
Finances	Behaviors	Current year estimates of likely behaviors related to finances, such as account types, brands used, debts, and savings.
Garden/Lawn & Tools	Behaviors	Current year estimates of likely demand related to garden and lawn supplies and tools, such as products owned or purchased, money spent, and frequency.
Groceries	Behaviors	Current year estimates of likely demand related to groceries, such as types of food and brands purchased.
Grocery Shopping	Behaviors	Current year estimates of likely demand related to grocery shopping, such as retail grocery chains preferred and money spent.
Health	Behaviors	Current year estimates of likely behaviors related to health, such as products or devices owned, gym memberships, money spent, and so on.
Home Improvement & Services	Behaviors	Current year estimates of likely demand related to home improvement products and services, such as frequency, money spent, and types.
Household Products	Behaviors	Current year estimates of likely demand related to household products, such as recycling habits or a preference for biodegradable products.
Household Furnishings & Appliances	Behaviors	Current year estimates of likely demand related to household furnishings and appliances, such as types, brands, and money spent.
Insurance	Behaviors	Current year estimates of likely demand related to insurance, such as brands, type—auto, health, or home—money spent, value, and where.
Internet	Behaviors	Current year estimates of likely behaviors related to the internet, such as connection type, social media, frequency, devices, and brands.
Leisure Activities/Lifestyle	Behaviors	Current year estimates of likely behaviors related to leisure activities and lifestyle, such as hobbies, fine arts, sports, frequency, and so on.
Media - Magazines & Newspapers	Behaviors	Current year estimates of likely behaviors related to magazines and newspapers, such as types, number, frequency, and topics preferred.
Media - Radio & Other Audio	Behaviors	Current year estimates of likely demand related to radio and other audio, such as time of day and week, programming types, frequency, digital audio, and brands.
Media - TV Viewing	Behaviors	Current year estimates of likely demand related to TV viewing, such as subscriptions, channels, brands, frequency, and recency.
Media - Yellow Pages	Behaviors	Current year estimates of likely behaviors related to the Yellow Pages, such as usage and digital or paper.
Personal Care Products & Services	Behaviors	Current year estimates of likely demand related to personal care products and services, such as brands, services, frequency, and money spent.
Pets & Products	Behaviors	Current year estimates of likely demand related to pets and products, such as types, brands, retail chains, frequency, and money spent.
Phones & Service	Behaviors	Current year estimates of likely demand related to phones and services, such as the type, brand, number of devices, and money spent.
Psychographics & Advertising	Psychographics	Current year estimates of likely consumer attitudes related to advertising, such as ads viewed and climate change.
Psychographics & Food	Psychographics	Current year estimates of likely consumer attitudes related to food, such as eating out and cooking.
Psychographics & Lifestyle	Psychographics	Current year estimates of likely consumer attitudes related to lifestyle, such as dieting, exercise, and travel.
Psychographics & Media	Psychographics	Current year estimates of likely consumer attitudes related to media, such as ads, magazines, and social media.
Psychographics & Shopping	Psychographics	Current year estimates of likely consumer attitudes related to shopping, such as buying American and brand influences.
Restaurants	Behaviors	Current year estimates of likely demand related to restaurants, such as frequency, restaurant chains, money spent, and delivery or in-person.
Shoes	Behaviors	Current year estimates of likely demand related to shoes, such as types, brands purchased, money spent, category, and location.
Shopping	Behaviors	Current year estimates of likely demand related to shopping, such as online or in-person, money spent, retail chains, and product types.
Smoking	Behaviors	Current year estimates of likely behaviors related to smoking, such as frequency and type of tobacco product used.
Sports	Behaviors	Current year estimates of likely behaviors related to sports, such as types or leagues followed, money spent, and where most likely viewed—in person, TV, or online.
Toys & Games	Behaviors	Current year estimates of likely demand related to toys and games, such as types of toys or games and money spent.
Travel	Behaviors	Current year estimates of likely demand related to travel, such as frequency, money spent, domestic or international, and brands.