“Stumped by the vagaries of youth culture, afraid of being caught flat-footed by the next big trend, managers of mainstream brands have become fixated on ‘early adopters.’ The alpha consumers. In their zeal to understand this elite crew, executives at conservative companies now spend a great deal of time communing with consumers who bear no relation to the actual users of their product.”

This entry was posted on Wednesday, April 11th, 2001 at 12:00 am and is filed under Customers. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.