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.

Research Can Be Innovative Too

Turning diffusion principles into practice

Mahmoud Aboul-FathProcter & Gamble Europe andRichard HerbertEuropanel


In Diffusion of Innovations, Everett Rogers summarizes and interprets decades of diffusion...