In a recent recent Harvard Business Review article, Ed Yoon (principal, Cambridge Group), Steve Carlotti (CEO, Cambridge Group) and Dennis Moore (EVP of Advanced Analytics, Nielsen Company) tackle the "Five Myths of Superconsumers"
1. They’re just heavy users with a new name.
Unlike traditional heavy users, superconsumers combine big spending with high engagement and deep interest in new uses for a product.
2. They don’t exist in my business.
Our data suggest that they exist in most consumer packaged goods categories and in many other markets as well.
3. They aren’t normal—they’re either wealthy or just weird.
If you talk to superconsumers, you’ll learn that most have very logical reasons for their behavior. They simply find more meaning and benefits in a given category than other customers do. In fact, just about everyone is a superconsumer of something.
4. They’re impossible to find.
Big data and social media enable you to identify them.
5. They already buy so much—they can’t possibly buy more.
This is the biggest myth of all. Superconsumers account for at least three times as much growth as other consumers. And they influence millions through social media and word of mouth.
They continue to say
"Many superconsumers are superb at offering insights that can drive product strategy. Because they are passionate about the category, they are an ideal audience for testing out new-product ideas—and in many cases, they themselves are the source of new ideas."
Although we at Total Box create offerings to reach our clients Superconsumers we offer much more than that. We offer the data of these Superconsumers to be reached again and again and again for purposes beyond the initial offering. You can read the full article here