Research Can Be Innovative Too
Turning diffusion principles into practice
Mahmoud Aboul-FathProcter & Gamble Europe andRichard HerbertEuropanel
Background
In Diffusion of Innovations, Everett Rogers summarizes and interprets decades of diffusion...
Research can be innovative too
This paper describes a research project born of a business need at Procter & Gamble. Management had the vision that adoption of our new innovations could be accelerated if we could identify those consumers with the highest likelihood of being Early Adopters.
