Abstract:

This paper describes the development and validation of a trendsetter segmentation model which provides the measurement of willingness to innovate and the potential for interpersonal influence on basis of four validation studies possible. The new instrument enables the identification of so-called 'trendsetters'. Trendsetters are people who sense innovations in the fields of technology, culture and politics in an early stage. The paper will show first applications including the new scale in online market research. It should especially enable fast moving consumer good researchers to anticipate consumer activities in dynamic markets instead of merely reacting to results measured in the past.