Population Size Estimation

We estimate the total potential consumers for your brand or category using real-world data—crucial for sizing opportunities, especially in emerging or niche segments. Our universe estimates are updated annually, so your market sizing stays current, accurate, and actionable.​

RIM Weightage

We use RIM weighting to align your sample with India’s true demographic profile—across age, gender, education, occupation, marital status, and SEC, covering 36 States & UTs and 778 districts. This ensures your insights reflect the nation’s real population—accurate, inclusive, and representative.​​

Multiplier

We use statistical multipliers to scale up the insights from your sample to reflect total market behavior. This helps in estimating total users, switch-ins/switch-outs, and brand reach providing a market-level view from sample-level data.​​