Super fans or enthusiasts are very important to businesses says “The Power of the Enthusiast,” a new study by The Enthusiast Network (TEN) and GfK. "Enthusiasts are defined as consumers who are passionate about a certain category, and are looked to by friends and family as trusted advice givers who offer recommendations via word-of-mouth or social media. They’re consulted for advice on a purchase three times more than the average consumer." Most enthusiasts are Millennial males with a college education.
Managers can use data to make decisions about what they should do. How could knowledge about enthusiastic customers guide managers' decision making?
Are you an enthusiastic customer? Does your profile match the profile of enthusiasts? For which product/service are you an enthusiast?