Identifying 'early adopters' internationally, using three dimensions

Rosi Ware and Michelle Crellin

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.

identifying 'Early Adopters' Internationally, Using three dimensions

 

Michelle Crellin BMRBRosi Ware Global TGI

Introduction

Given the success of Malcolm Gladwells book The Tipping Point, most of you reading this will have read the book. It gained almost unequivocal praise from critics and has set many companies on a different course in terms of marketing thinking.

As Gladwell himself says in the book:

    'Tipping points are a reaffirmation of the potential for change with the slightest push, in just the right place, it can be tipped.'

Figure 1provides a graphical interpretation of...

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