That puts your market in focus
Good location decisions start with understanding two things: who your customers are, and where they are. Get that right, and questions about where to locate, how to grow, how to compete, and when to invest become a lot more answerable.
GMAP provides the location data intelligence that sits behind those answers - demographic and geodemographic data, automotive data, and retail and leisure market datasets that give organisations a structured, evidence-based view of their customers, their catchments, and their competitive environment.
Who is this for?
GMAP's location intelligence datasets are used by teams that need to ground their decisions in geographic evidence, including:
- Property and network planning teams - understanding the customer profile and demand levels around potential or existing sites
- Strategy and commercial teams - building a clearer picture of market opportunity and competitive context
- Marketing teams - identifying where target customers are concentrated and how well current locations serve them
- Automotive brands - tracking vehicle registrations, parc data, and demand by geography
- Finance teams - putting robust, consistent market evidence behind investment decisions
What location intelligence data helps you do
GMAP's datasets enrich your own internal data (sales, customer records, network performance) so the analysis reflects what's actually happening in the market. That means being able to:
- Understand who your customers are and where they live
- See where customers shop, what they drive, and who you’re competing with around each location
- Identify the level of demand in any given area and how it varies across a market
- Profile any location against consistent, comparable market benchmarks
- Build a clearer picture of gaps, overlaps, and untapped opportunities across your network
GMAP's location intelligence datasets
GMAP provides four core location intelligence datasets, each looking at a different part of the market. They can be used individually or in combination, and all can be delivered directly within MVPLUS so your team can analyse them as part of day-to-day decision-making.
Understanding who lives in an area is often the starting point for understanding how a location is likely to perform. Using CAMEO geodemographic classifications, available across 36 countries, organisations can:
- Identify the customer types present around any location
- Compare the profile of different areas against your existing customer base
- Understand whether a location serves the right people for your brand or format
- Segment and target more precisely based on where your best customers are concentrated
GMAP's DVLA dataset is one of the most comprehensive sources of automotive market intelligence available in the UK. With it, organisations can:
- Understand where vehicles are being bought and sold across any geography
- Identify the distribution of specific makes, models, and segments across the UK
- Spot gaps in dealer network coverage relative to where demand actually sits
- Build a more accurate view of market potential for any location or territory
If you want to understand how to use it practically, our informational content covers that in more detail.
RetailVision gives organisations a structured view of the retail landscape. Using it allows teams to:
- Access a consistent, structured view of retail locations and centres across the UK
- Understand how retail destinations are ranked and how they draw customers
- Analyse the competitive environment around any existing or potential location
- Benchmark sites using consistent, market-wide metrics
LeisureVision provides a structured view of the leisure market, helping organisations understand destinations, visitor patterns, local market dynamics and how locations perform relative to each other. Teams can use it to:
- Identify the customer types present around any location
- Compare local population profiles with their existing customer base
- Understand whether a location is reaching the right audience for the brand
- Target activity more effectively by focusing on areas where key customer groups are concentrated
Data you can act on
GMAP’s datasets are built for commercial decision-making and analysis. They’re consistent and clearly documented, and they sit alongside your own internal data so you’re working from a view that reflects what’s actually happening in the market.
Why GMAP?
For over 30 years, GMAP has been providing location intelligence analytics and data to organisations across the UK and in more than 60 countries. Clients work with us because we:
- Provide datasets that are reliable and easy to work with, and built for commercial decision-making
- Combine data with software and consultancy in a single team, so analysis and strategy stay connected
- Understand the sectors we work in well enough to know which data actually matters and how to use it in real decisions
Whether you need a specific dataset or want to build a clearer view of your market using the data you already have, GMAP can help.
FAQs
What is location intelligence data?
Location intelligence data is any dataset that helps organisations understand what's happening geographically: who lives where, what they drive, where they shop, and how the competitive landscape varies by area. When you combine it with your own data, it gives you a clearer view of your market and how your network is actually performing.
What datasets does GMAP provide?
GMAP provides four core datasets: demographic and geodemographic data, DVLA automotive data, RetailVision and LeisureVision. Each one looks at a different part of the market and can be used on its own or alongside the others - depending on what your organisation is trying to understand.
Can I use GMAP's data alongside my own internal data?
Yes. GMAP's datasets are designed to enrich your own data rather than replace it. Combining the two gives a more accurate and complete view of how your network is performing and where the opportunities are.
Do I need all four datasets?
Not necessarily. Which datasets are relevant depends on your sector, your questions, and what you're trying to understand about your market. Speak to our team, and we can advise on the right combination for your organisation.
