Super Consumers. Who They Are and Why They Are So Important for Your Business

Unlike regular customers, super consumers are very interested in your products and may even be slightly obsessed with them. They know everything about sneakers and own dozens of pairs. They are sports fans with replicas of their favorite team's jerseys,... and the walls of their garages are adorned with signed memorabilia. Super consumers are not random people buying in bulk. They are emotional buyers whose purchasing decisions are based on their values and aspirations. For example, a Gatorade super consumer buys the company's products not just because he likes their taste. He chooses the brand because it reflects hard work, and Gatorade products help him recover faster after a tough workout. The super consumer 'hires' Gatorade to improve his performance - a dedication that also relates to a larger life goal of preparing for a marathon. Super consumers can be a diverse group that is difficult to define. However, the author of this book, along with colleagues from The Cambridge Group, has access to a large volume of data on what people watch and buy. By analyzing the Nielsen US Homescan database, which consists of data from 100,000 American households that agreed to measure their purchases, and other sources of information, he learned what drives these people and what makes them favorable to companies. . .