Meet the superconsumers

Eddie Yoon

This article describes a segment of customers known as "superconsumers" and explains how utilising their insight can drive brand growth.

Meet the superconsumers

Eddie YoonThe Cambridge Group

Whether it's Apple, Nike, or Disney, white bread or office stationery, every single product or brand has its own tribe of superconsumers. Unlike heavy users (i.e. a product's highest volume buyers), superconsumers are characterised by their attitude: they are highly engaged with – maybe even a little obsessive about – a brand or product, and they pursue their passions with fervour. They spend a lot of money in the process.

Indeed the biggest benefit of superconsumers comes down to simple mathematics. Although superconsumers are few in number – usually about 10% of...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands