Anticipate - don't just react!

Bernard Batinic and Andera Gadeib

This paper describes the development and validation of a trendsetter segmentation model which provides the measurement of willingness to innovate and the potential for interpersonal influence on basis of four validation studies possible.

Anticipate Don't Just React

Customer insights through trendsetter lifestyles in online research

Andrea GadeibDialego andBernad BatinicUniversity Erlangen-Nurnberg

Introduction

In explaining the new trendsetter model, one has to understand the trendsetter concept. Trendsetters are people who test new products and services, evaluate them and hand them down to their social environment. Synonymously and emphasizing different aspects, these people are also depicted as 'early adopters, multipliers, innovators, forerunners, interchangers, gate keepers and opinion formers'. This research originates in 1940s studies on opinion leaders.

Ask trendsetters and opinion leaders today if you want to know what the consumers...

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