Influentials Presentation

The Quality Of Their Decision Making

As key consumers with huge spending power Influentials have the luxury of choice, and they exercise that choice. So, how do we start to understand their triggers of choice and apply a benchmark to their decision-making?

Key Drivers

Quality is the key driver but functionality is also important to Influentials. In fact functionality is also seen as a quality trait and they embrace brands that are in line with this ethos.

They are astute consumers who are open to switching brands if there is a perceived value or benefit. It is therefore important to get your brand message in front of them and maintain regular dialogue.These consumers are highly informed and up to speed, they have a thirst for knowledge and they are informed- this makes them extremely brand savvy. And this 'savvyness' makes them well respected amongst their peers.

The Quality Index

We have worked with Hall & Partners on a metric which is called the Quality Index. This measures consumer attitudes to brands, based on a series of criteria. Their perceptions of value in the form quality and function which impact on their decision making process and ultimately their brand consideration. By using these measures, we able to ascertain where various brands sit within the Quality Index.

Quality is the key driver for this audience but a brand has to deliver on functionality as functionality is also seen as a quality trait and they embrace brands that are in line with this ethos and it has to satisfy both criteria. As you can see Bang & Olufsen and Apple both sit within the top right hand optimum quadrant of High Functionality/High Quality.



The full presentation also analyses key data within this marketplace.