In every category there exists a cadre of key customers whose experience, preferences and insights define markets and inform marketing.

They are the Catalytic Customers, bellwethers of markets on the rise and on the decline. While their numbers are relatively small, they have unique mix of traits and behaviors that give their actions a prescient quality. When you identify and understand the Catalytic Customer, you identify and understand the larger markets that follow.

At King Brown Partners, we’ve been following the Catalytic Customer for nearly two decades, working across dozens of categories and thousands of client businesses. Identifying and leveraging Catalytic Customers is central to our Agile Marketing Research approach–and, we believe, to every successful business. This blog is intended to share lessons, provide guidance, and, with a little luck, provoke discussion.

Comments welcome.

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