The more detailed the market data, the more detailed the analyses you can perform. The goal of microgeographic analyses is to utilize data from a combination of regional levels - from street segments to postcodes, municipalities and greater metropolitan areas - in order to produce a detailed portrait of a small geographic area. Once the profile of a specific area has been established, certain assumptions can be made about the surrounding regon, the idea being that "similar" individuals and household types tend to cluster together.

Possible applications of microgeographic data include: 

• Calculation of demand for different products and services
• Diverse scoring possibilities (e.g., new customer acquisition, customer retention, etc.)
• Catchment area analyses, location planning, branch network optimization
• Database enhancement using external market data
• Targeted address selection for direct marketing purposes

This wealth of geographic and market data is easily viewable and accessible via our microgeographic databases, GfK POINTplus and RegioGraph. The latter is a high-performance, customizable geomarketing software that puts microgeographic data at your fingertips in the form of a user-friendly map interface.

GfK GeoMarketing offers the following microgeographic market datasets:

• GfK Demographics
• GfK Purchasing Power
  
• GfK Retail Purchasing Power
• GfK Purchasing Power for Retail Product Lines
• GfK Financial Services Potential
  
• GfK Roper Consumer Styles
• GfK Businesses