How are consumers in one US metro different from another?
By what they buy, when they buy it, and what else competes for them. That is different from how they differ demographically. Two metros with near-identical age and income profiles routinely behave differently in a category, because local occasions, competition and habit drive purchase behavior more than population composition does. Watt shows the behavioral difference directly: what your customers in each market purchase and are in-market for, rather than what the census says about who lives there.
Which metro actually holds the most of my customers?
Count them against the local population rather than in absolute terms. The metro with the most of your customers is usually just the biggest metro. A raw count ranks cities by size and tells you nothing you did not already know. The number worth having is how many of your customers are there relative to how many people live there. A smaller metro where they turn up at several times the expected rate will cost less to reach and convert better than a large one sitting at the population average.
My campaign works in one city but not another. What is different about that market?
Usually what your customers there are buying instead, and who else is already competing for them. Watt profiles the people who convert in the strong market, then shows how the same group behaves in the weak one. Three checks separate the causes. Are your customers there at all, in which case no amount of creative fixes it. Are they there but fewer than you assumed, which is a planning problem rather than a message problem. Or are they there in the numbers you expected but something local already owns the occasion, in which case the message has to name the habit it is replacing.
LLMs index what people say. Watt indexes what people do.
A demographic profile tells you who lives in a metro. Watt tells you what they buy there, when they buy it, and what already owns the occasion you are trying to win.
What do people in Austin shop for that people in Denver do not?How do I get consumer behavior data by metro?
From purchase and search behavior, keyed to geography you control. Meta moved its reporting breakout from Nielsen DMAs to Comscore Markets on 22 June 2026, and the two draw different county lines in some markets. Any dashboard, geo-lift test or year-over-year market comparison keyed to DMA needs auditing before you trust it again. A comparison built on behavior rather than on one channel's reporting boundary survives that kind of change, and can be rebuilt against whatever geography your team plans in.
Which US market should we launch in next?
The one with the most of your customers relative to its own population, not the one with the most people. A large metro where your audience matches the population average will cost more to reach and convert worse than a smaller one where your customers are three or four times more concentrated. Watt sizes the group in each market and shows how that compares with the local population, so the launch decision rests on where your customers are rather than on which city is biggest.
Watt ranks metros by where your customers are concentrated. It does not buy the media, quote a local rate, or tell you what a market costs to enter.
Aggregated, licensed behavior across US adults. Watt does not read individuals, and adults only.