Testing and Validation
Utilizing components of our predictive forecasting model ASSESSOR®, M/A/R/C Rx uses diffusion analysis for adoption prediction and movement during the clinical and post trial phases.
Adoption Curve Overview
- Adopter groups where consumers have been categorized based on the strength of their commitment to the new offering and likelihood to adopt.
- Innovators: Consumers who have strong need for the offering and will actively seek information about it. They tend to be focused potential benefits and therefore less price sensitive.
- Early Adopters: Consumers with strong positive ratings for the offering and have a greater need for and/or be heavier users of and more knowledgeable about the category or related categories.
- Early Majority: Consumers who have many informal social contacts and are somewhat more deliberate in there assessment process, responding positively to external influences such as work-of-mouth and advertising.
- Later Majority: Consumers who are more traditional and express some uncertainty/neutrality in their ratings, usually on importance of benefits and price. They seek proof and reassurance as to the benefits of the innovation, which can take the form of word-of-mouth influences by earlier adopters, as well as, marketing communications.
- Latent/Laggards: Consumers who demonstrate "middle of the road" interest in the offering and typically exhibit great price sensitivity.
- Size of adopter groups which determines how large an influence each will have on dependent groups.
- For example, a larger pop of early adopters drives adoption at a greater rate than a smaller one.
- Similarity between adopter groups indicates whether adopter groups have some relevant homogenous characteristics which allow for more efficient communication between groups and thereby more efficient adoption. Differences between the groups with regard to their general characteristics, as well as their beliefs about the innovation, can create information gaps that can slow or halt adoption.
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