How to Target Movers and Shakers
Lucy BristoweBSkyBJulie TinsonUniversity of StirlingClive NancarrowBristol Business School
In a recent admap article (1) Martin Oxley argues that it is possible to fast-track new product launches or new marketing initiatives by identifying and targeting early adopters and opinion leaders. Moreover, those consumers who tend to try a product early in its life cycle differ not only in their openness to innovation but also in the type of message that is most effective in influencing them and their media choices.
We decided to take this research on early...