A system or method is provided to analyze and determine distinguishing or secondary characteristics among merchants. In particular, the system may collect basic merchant information, such as name, type of business, products/services offered, location, owner, and other basic information regarding merchants. The system may determine merchants that are similar in type, size, location, of other factors, based on the basic information. They system may then determine distinguishing or secondary characteristics among similar merchants. The distinguishing or secondary characteristics may be determined from consumers' transactions with the merchants or other data detected by sensors or devices.