How volume, value, growth (VVG) analysis can work for you

In communicating market research results to managers, it pays to tell the story not once, not twice, but three times—each time profiling the market in a different way. VVG analysis does this by detailing a market by products, applications, and suppliers. The bottom-line metrics of volume, value, and growth come out the same in each profile, but the intermediate groupings are different, and often surprising. This method was developed primarily for business-to-business market analysis, but it has application to consumer research. The VVG model helps shape not only report design but study design as well. This article describes VVG and provides suggestions on how to implement it successfully. © 1999 John Wiley & Sons, Inc.