B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
5%
5% -- share of buyers actively in market for potential buyers at any given moment (2026)
At any given moment, only 5% of potential buyers are actively in-market.
- 95-5 rule approximation
Attribution:
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Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
5%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Ehrenberg-Bass Institute
Primary
Tier B
https://basa-studio.com/stories/roi-cultural-brand-building ↗
Source Article
ROI of Cultural Brand Building
Original Research
Ehrenberg-Bass Institute
· Original study ↗
Methodology
Ehrenberg-Bass Institute 95-5 rule, developed by Professor John Dawes
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
potential buyers at any given moment: 5% share of buyers actively in market. Source: Ehrenberg-Bass Institute (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ehrenberg-bass-95-5-rule
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<blockquote cite="https://lighthousedata.io/data/ehrenberg-bass-95-5-rule" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>5%</strong> -- share of buyers actively in market for potential buyers at any given moment<br><small>Source: Ehrenberg-Bass Institute (2026) · <a href="https://lighthousedata.io/data/ehrenberg-bass-95-5-rule" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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