Taking an Audience-Centric Approach During the Tech Adoption Lifecycle

Technology companies need to identify their target audience in order to successful market and sell their products. The Diffusion of Innovation Theory is a framework that divides potential consumers into five segments or cohorts based on their level of adoption. The first cohort, Innovators, represents the first 2.5% of the market who need to be targeted for product launch. Early Adopters follow Innovators and require tailored messaging in addition to different features. Next, the Early Majority and Late Majority segments need to be targeted to ensure successful product growth, while focusing solely on the majority cohort can lead to product failure. Companies need to use a combination of marketing and UX methods to identify their target audience and develop personalized marketing to drive adoption.