Target groups: Opinion leaders, mavens

 

In April 2001 Procter & Gamble launched Total Effects, a sub-brand of Olay and its first premium ingredient, anti-age skincare product. It was third to market in a category which had undergone a signi ...

This article describes a study commissioned to explore the Youth Trendsetter market, in order to create an in-depth profile of forward thinking opinion leaders and early adopters.

An investigation of how public relations (PR) works by influencing opinion leaders and opinion formers. The model proposed is 'multi-step flows of communication': it is studied in the motor market, wh ...

This paper describes the ideas behind and the actual methodologies used for gaining insight and understanding of the constantly changing trends among Generation Next. It highlights some of the importa ...

Argues that there has been too much concentration on targeting `early adopters', and that there is a good case for targeting `innovators' instead. This target consists of different people in every mar ...

These unique surveys of Russia's regions offer insights into the development of one crucial aspect of capitalism -- attitudes and policy preferences -- among both opinion leaders and the general publi ...