Question 1

I have a hundred thousand customers. How do I find the rest of the market I could win?

Accepted Answer

Profile the customers you have, then look for people in the wider market who share the attributes that matter and are not in your file. That is a different question from how big the category is, and a more useful one. Watt runs it from your list outward and returns sized groups with the attributes that define each one, so the output is a set of audiences you can act on rather than a number.

Question 2

How do I find the total addressable market for a consumer product in the US?

Accepted Answer

Count the people rather than estimating the category. The public data will not get you there: the federal consumer expenditure survey collects roughly 5,000 usable household interviews a quarter and publishes for 23 metro areas, and the American Community Survey covers millions of addresses but captures no discretionary purchasing. So rather than estimating a category's dollar value, Watt counts how many real US adults show the behavior that defines your buyer. That number is a count, not a model, and you can put it into an ad set.

Question 3

Can we expand to a completely different demographic than our current customers?

Accepted Answer

Often, and the evidence usually arrives late. Brands routinely discover a second audience that has been buying quietly for a year or more: one reported an older segment clicking 66% above its account average that had been present almost from the start (Modern Retail, July 2026). The questions that matter are whether the group is large enough and what would have to change in the message. Watt sizes the group and shows what is different about them, which answers both.

Question 4

How do I find new customers who do not look like my existing ones?

Accepted Answer

Say who you want. A lookalike only models more of who you already have, which is the wrong instrument for this question. Watt lets you search the market on behavior directly, so you can find people who buy in your category but differ from your current customers in ways that matter, and see how many of them there are.

Question 5

How big is my addressable audience in the US?

Accepted Answer

The answerable version is how many US adults show the behavior that defines your buyer, and that is a count rather than an estimate. Watt composes the group from live behavioral signal and returns the size. The more useful number is what happens either side of it: how the count moves as you widen or tighten the definition. That is what tells you where the real edge of your market sits.

Question 6

How do I grow when I have saturated my current customer type?

Accepted Answer

First, which kind of saturated? Crowded with competitors is a different problem from out of people to sell to, and only the second is a market problem. Then check the offer before the market, because the most common cause of a plateau is an offer that stops working at a higher spend level rather than a customer type that ran out. If it really is the customer type, the move is to find an adjacent group and rewrite for them rather than spend harder against the same one. Watt does the finding, and gives you what the rewriting needs.

Question 7

How is this different from calculating my TAM?

Accepted Answer

TAM is a dollar figure for a category. What this gives you is a count of real people who show the behavior that defines your buyer, and a description of what makes each group different. One is built to justify an investment to a board. The other is something you can put into an ad set. If someone is asking you for a TAM, they are usually asking the first question, and it is worth checking which one you actually need.