In a standard category, how does MRI determine the usage breaks between heavy, medium and light users?
These breaks are determined by creating a distribution of recent usage at the time that the category is initially included in the MRI national study. MRI divides users into three distinct groups that are as even as possible, with those users who indicated the highest usage levels combined into the “heavy” group, those with the lightest usage combined into the “light” group, and those in between combined into the “medium” group.
