Identifying 'early adopters' internationally, using three dimensions

Date of publication: December 1, 2002

Catalogue: Asia Pacific 2002

Abstract:

This paper demonstrates how intelligent analyses of existing single source databases can help identify key groups of 'early adopters'; not just in terms of demographics, but in terms of lifestyle and attitudes and internationally. It also demonstrates how attitudes are more important in defining this group in combination with demographics than either element alone. For successful new or old product development, locally or globally, understanding this group is key. This paper also identifies how to best reach 'early adopters', which media to use and which message to deliver, using the breadth and depth of Global TGI data to help ensure that the advertising message 'sticks'.

Rosi Ware

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Michelle Crellin

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