🧢 Coach T’s Recap
Population Estimates turn percentages into people. They help you understand the approximate number of adults your category and brand funnel metrics represent, so you can communicate insights in a more human and tangible way.
Toggling from percentages (%) to Population Estimates (#) turns dashboard metrics into approximate population numbers, helping you express insights in human terms. It’s a simple way to help your team and partners instantly grasp the scale of the opportunity.
Here’s what that might look like across different metrics:
Media consumption:
“With around 127 million category consumers active on YouTube, the channel represents a major opportunity to expand our reach. It’s one of the most widely used channels for this category in the United States.”Category:
“With around 253 million adults in the United States, this category represents 73% of the total adult population. That means about 184 million adults are active in or intending to buy from this category, defining the total market our brand competes in.”Brand funnel:
“Currently, 10% of the category is aware of our brand, which equates to roughly 25 million adults in the US. That means there’s an opportunity to reach more than 220 million adults who are not yet familiar with our brand.”
Where to find Population Estimates in your dashboard
Category estimates show the total addressable market, helping you understand the size of the playing field (also shown in Survey Details).
Brand funnel estimates show the approximate number of people who are aware of, considering, or preferring each brand. This helps communicate reach and headroom in a way that feels tangible and relatable.
In Media Consumption, Population Estimates show the approximate number of category buyers active across different channels, helping you communicate the relative scale of each channel.
How to use Population Estimates
Population Estimates are designed to support storytelling, not to imply false precision through forecasting, KPI setting, or exact counts. They're best used to bring percentages to life when sharing insights with non-technical audiences. By expressing results in terms of people, they help communicate relative scale whether you’re comparing audiences, channels, or different stages of the funnel, and make it easier to prioritize what matters most.