"Early Adopter" and "Opinion Former" are evocative phrases; phrases that conjure images of technophiles, fashionistas, trendies and rather didactic students. The reality, however, is much more tangible. In fact, these consumers who are more daring and prepared to take a risk by buying something new, who help pull a product through the diffusion model from niche to mainstream, could be your next door neighbour.

Whether it is unsigned music labels or Mr. Muscle Bathroom Cleaner, each product category has its own early adopters and advocates. And just because you are an early adopter or an opinion former in one category, you aren't automatically one in another. For example, you may lead the way in cosmetics but lag behind in home technology.

A 2006 Channel 4 study on the subject (see end for link) quantitatively defined Pioneers (Early Adopters) and Promoters (Opinion Shapers) in six key categories. Via qualitative research they investigated their motivations, their influences, their respected brands and the advertising they admire.

The results were intriguing. Pioneers are willing to take risks and more prepared to consume brands where there is still an element of uncertainty. They diffuse and verify new products and ideas, though sometimes can be secretive about their 'discoveries'. They are deeply passionate and knowledgeable about the subjects that motivate them and this feeds their desire for the new and undiscovered.

Promoters, however, are the real Opinion Shapers. More cautious than their counterparts, promoters are still early consumers of new products and are of paramount importance in helping brands take off. They take pride in their individuality, enjoy 'leader of the pack' status and are motivated by gathering and passing on information, disseminating their findings to their audience.

Both groups are highly sociable and interested in current trends. They are usually younger than the general population with a higher tendency to be male (in categories that appeal equally to both genders.) Roughly 50 per cent of Pioneers within a category will also be a Promoter in that same category.

Pioneers and Promoters are crucial to the success of a business model however it is in defining and locating these elusive consumers that we come a cropper.

The good news is that these people are in fact quite easy to reach. The Channel 4 research discovered that they are regular consumers of a broad spectrum of media and on the whole are very receptive to advertising. For them, advertising is another influence, a way to ensure that they are up-to-date and they are marketing-literate enough to decode what a company is trying to say about their brand. The majority rate TV highly, claiming to watch 4 or more hours a day*. This highlights the strength of water-cooler moments, which engage and stimulate whilst providing a basis for later social interaction.

As with all media, understanding our key audiences provides the over-riding crux and challenge of communication, but in trying to reach pioneers and promoters, TV continues to sit at the forefront of the media mix.

(*One notable exception being pioneers and promoters in the financial sector.)
Sources: Channel 4's 'Pioneers & Promoters', 2006.