From the good people at Nielsen & The Cambridge Group comes this new definition of “Super Consumers”. They are a rare breed living at the cross section between highly engaged, in the economic sense (heavy users / buyers of a product) and the highly involved, in the emotional sense (active & engaged with the product).
Their research shows that this group, although usually representing a low percentage (around 10%) of a brand’s consumer population, when treated properly can yield significant results ( around 50%) profitability wise through a combination of direct & indirect effects.
Take a look at their recent webinar explaining the concept in more detail (here is the ppt file they use)
Have you identified the Super Consumers of your brand? Are you leveraging their super powers to increase your profitability?