Geographic analysis has been adopted by businesses, especially the retail sector, since the early 1990s (Thrall, 2002). Institutional research can receive the same benefits businesses have by adopting geographic analysis and technology. The commonalities between businesses and higher education institutions include the existence of trade areas, the provision of services to clients (students), and the identification of clients geographically by their addresses. Among the valuable information that institutions of higher education can create using business geography are psychographic profiles of student populations, commuting patterns, the underlying demographics of the institution's trade area, and the ability to plan for new facilities to meet the needs of the market. Understanding these geographic characteristics can assist in identifying institutional objectives and planning how to best implement these objectives. This report demonstrates the capabilities of using geographic analyses in an institutional research capacity for St. Petersburg College in Florida. (Contains 14 figures and 2 footnotes.)