How we measure local markets

Two layers: a profile of every market from open data, and weekly search tracking in the markets we follow closely. Every number on this site says which layer it comes from and when it was measured.

Market areas

We split New York City into 18 market areas. Each is a group of ZIP codes that people think of as one part of the city, such as South Brooklyn, from Bay Ridge and Sunset Park to Sheepshead Bay and Marine Park. A business belongs to the area whose boundary contains its location. Population comes from the city’s estimates by ZIP code.

Market profiles

For each area and type of business we count the businesses listed in open map data and record a few simple facts:

• Chain. A business whose website is shared by 10 or more locations across the United States.
• Own website. An independent business that lists a website of its own, not only a page on a social network, a booking platform or a directory.
• Social profile. An independent business that lists a Facebook or Instagram page.
• Density. Businesses per 10,000 residents of the area.

Open map data is incomplete and some listings are out of date, so counts differ from what a search on Google Maps shows. Profiles are refreshed every quarter.

Weekly tracking

In tracked markets we lay a grid of points about 2,300 feet (700 meters) apart over the area and, every week, run the searches customers run at each point: the main searches for the type of business and the searches for individual services. We record which businesses appear in the top places on Google Maps, their reviews and photos, and the paid results and social media ads around them. Seasonal demand comes from national search data.

Weekly snapshots add up to a history of each market: who rose, who fell, who arrived and what they did. History starts the day tracking starts; it cannot be collected afterwards.

What we do not do

We do not rate the quality of anyone’s work, products or prices. We do not use private or personal data. We do not accept payment for coverage, and clients of our reports are measured exactly like everyone else.