Innovators and Early Adopters are the change-makers in society. They are a homogenous global audience who share the same progressive values, similar lifestyles, communication styles and consumption patterns - regardless of culture. Colloquially, we call them 'The 16%' because they always represent 16% of the population in every developed society.

Innovators and Early Adopters behave in a unique way that differentiates them from the mainstream:

• They are the first to ‘buy into’ your idea.
• They will share your idea.
• They will actively give you feedback on your product.
• They try new products - without social influence.
• They migrate products into the mainstream.
• They have spending power.

We tap into the dynamics and behaviours of Innovators and Early Adopters using the Values Modes™ system - a unique values-based audience segmentation, insights and marketing intelligence system. It is a proprietary system built upon 30+ years of psycho-social research and data.