Context A building materials manufacturer wants to understand its accessible market by product type and its pan-Canadian market share by municipality, in order to determine its position within the industry. Challenge Since this market is highly fragmented (concrete, wood, masonry, roofing, etc.), finding the necessary data to conduct such an analysis can be complex. In fact, obtaining an estimated market share for a specific product with a high level of local precision is quite challenging. Innovation To define the market, Indicia used national housing starts data to identify areas and neighborhoods (dissemination areas) that have experienced significant residential development in recent years. These neighborhoods were categorized based on socio-demographic data from the census to create representative samples of dwellings across different population segments. For each sample, the Indicia team assessed the proportion of materials used in the houses through street-level images. The goal was to accurately replicate the typical housing for each neighborhood and population segment. Each of these typical dwellings was assigned a value based on the price and proportion of the materials used. The representative sample compiled this way was then extrapolated to the national level using the current year's housing starts data, resulting in an accurate estimate of each local market. Results This study allowed the company’s management to view its market from a new perspective and had a significant impact on its business decisions. In fact, products that were perceived to be losing momentum were revitalized, while some potential development projects suddenly became less attractive.