Abstract:

Successful marketing today requires continuous identification of those consumer groups that are more open-minded towards new or relaunched products and services. Those persons – frequently characterised as ‘early adopters’ or ‘drivers of innovation‘– represent a valuable source of information, which can be used to elicit potential success or failure of products and/or brands. Consequently market research is often asked to outline and describe this particular consumer segment. A method is described which can be successfully implemented to gain an extraordinary and sophisticated identification of the relevant consumer segment in practical marketing research.