New technology and the new American consumer

Discusses the `Star Techies': the problem of communicating with owners/users of high-tech products in the US.

New technology and the new American consumer

Geoff Wicken, Symmetrical Resources Inc, and Steven Armour, Simmons Market Research Bureau, identify a hi-tech adoption group no one can afford to ignore - the Star Techies

Geoff Wicken and Steven Armour

The US is a more developed market than most other countries for a wide range of hi-tech products and services. Communicating with consumers of these items presents an interesting set of challenges in its own right. As programmes for the marketing of similar products in other countries unfold, lessons may be drawn from the US experience.

Defining the market...

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