Understanding consumer influence on the adoption process

Consumers play a key role in the process of adopting and distributing new products, and it's important for the company to be aware of this.

When an innovation is launched on the market, it may initially provoke more resistance than appeal. How is an innovation adopted? Who are the consumers who contribute to it?

After the initial adoption phase, other types of consumer can help spread the innovation. Who are these consumers? What factors are they sensitive to?

This fact sheet will help you to :

• detect your innovative consumers;

• understanding consumer actions on the adoption process ;

• understanding consumer actions on the diffusion process ;

• pay particular attention to factors that optimize innovation adoption.

When launching a new product, and in order to encourage its adoption by the target market, the company must have taken into account the key role played by innovative consumers, thanks to the life-size tests they carry out on the innovation during the adoption phase. Of course, the diffusion process must then be relayed by other consumers, referred to as adopters, and finally by followers. For each category to play its part, the company must implement marketing levers to facilitate understanding of the innovation's perceived contribution.