Here is a pic that you may have seen somewhere before. For me it's familiar from business marketing and how to find the right group, the buyers. I find it really interesting and usefull information about how do consumers work. This theory, Diffusion Of Innovations (DIO), is developed by Everett Rogers in 1962.
It's about different groups of people. In the middle are the "normal/mass"-people (inc. Early Majority & Late Majority). They are consumers who go wiht the flow. They hear some good experiences from someone they know and then they are ready to give a shot for a new thing. Laggards are stuck with old habits and they hardly make a move to be interest in new things.
What we are interested in are eager consumers (inc. Innovators & Early Adopters). They are constanly looking for new solutions. They can easily notice if something doesn't work and they are willing to tell about it and also be a part of change (especially the Innovators are). Early Adopters are more eager to be first ones to try a new product.
Here are some links you can find more about subject:
Boston University School of Public Health article (from where I took picture).
Wikipedia link about E. M. Rogers.
// Minna
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