Absolutely. And you should! The danger of any segmentation is that it can feel ‘hypothetical’ – rather than linked to tangible commercial outcomes.
To make your framework more commercial, and give you confidence in the opportunities it reveals, you need to add sizing data.
A range of different sources can be used here, from first-party EPOS or sales data, to 3rd party category data for example Nielsen and Euromonitor, but what is important is capturing the whole category (as you have defined it).
The commercial data should be calibrated with the claimed incidence/volume data from your Demand Spaces survey to size the Demand Spaces accordingly.
You can do that for the present day. You can also do that if you have forecast sizing data for the future as well.
These will very much be approximations and projections, they can be as conservative or as ambitious as your business context and appetite will allow.
But they will provide a clear lens on the possible future given business activity and support for your brands.
