<P> The usage gap is the gap between the total potential for the market and actual current usage by all consumers in the market . Data for this calculation includes: </P> <Ul> <Li> Market usage </Li> <Li> Existing usage </Li> </Ul> <P> Existing consumer usage makes up the total current market, from which market shares, for example, are calculated . It usually derives from marketing research, most accurately from panel research, but also from adhoc work . Sometimes it may be available from figures that governments or industries have collected . However, these are often based on categories that make bureaucratic sense but are less helpful in marketing terms . The' usage gap' is thus: </P> <Dl> <Dd> usage gap = market potential--existing usage </Dd> </Dl>

Define the gap and make recommendations for bridging the gap