Marketing (Product Adoption Curve)

(source: Everett M Rogers as quoted by Albert Carniel, 2019)

Five groups:

- innovators (are addicted to new ideas, products and/or services; willing to test new ideas, etc; able to identify areas that need improving; include tech enthusiasts)

- early adapters (visionaries and opinion leaders looking for competitive advantages; appreciate personalised solution and superior customer support)

- early majority (pragmatists buy the product and/or service only when it benefits a proven; part of mainstream market)

- late majority (adopt a conservative approach, ie risk averse; price conscious)

- laggards (sceptics who resist anything new, different, etc; prefer status quo; prefer convenience rather than novelty; sometimes called CAVEs, ie Citizens Against Virtually Everything)
(for more detail, see elsewhere in the Knowledge Base)

The aim is get the early adapters on side first as the others will follow.