Several survey datasets, for example, the Target Group Index (TGI) or National Readership Survey (NRS) measuring product usage and print readership respectively, are cross-tabbed against geodemographic classification schemes such as Super Profiles or MOSAIC.
For any consumer good or activity cross-tabbed in this way it is possible to determine the product use in each geodemographic type and across all types. For example, readership of the Financial Times newspaper may have a high penetration of, say, 40% amongst Very High Income Professionals in Exclusive Areas and a low 2% penetration amongst Blue Collar Families in Council Properties. By applying the percentages to the household counts for each geodemographic type in a catchment it is possible to estimate - and map - the number of households using a particular product or service.
Market potential estimates are useful in targeting local areas for mail drops or promotions, for planning store catchments or in comparing observed and estimated sales performance.