Cities pose unique challenges in market segmentation because of the high levels of heterogeneity within them. There can be abrupt differences between the socio-economic characteristics of two neighborhoods which are just across a street, and there can be small pockets of demand for specific products which cannot be uncovered without high-resolution analysis.

To address this challenge we have developed unique data products which are specifically tailored to understanding micro neighborhoods and markets within urban areas.

CityPop is our unique method for generating 30m resolution gridded population data for urban areas. CityPop uses data on building footprints, vegetation, land use, building heights and street networks to generate high accuracy population data. This, combined with our 30m resolution urban socio-economic indicator data and other proprietary datasets provides the most reliable approach for urban neighborhood segmentation and micro market identification.

For a start up dealing in spices, we used the above approach to identify urban micro-markets and optimize their distribution network.