How are volumetrics calculated & how do I run one?

The 80/20 rule states that for a given product 20% of consumers account for 80% of volume. TGI volumetric analysis allows advertisers to see for themselves the extent to which this principle impacts their sector or product.

Volumetric analysis involves the relative weighting of each product user by how much of the product they claim to use. For example, heavy whisky drinkers (3+ measures a week) may account for 21% of all whisky drinkers but 75% of all whisky consumed. Only by looking at volume consumption in this way can we grasp the relative importance of core consumers.