GfK's Influentials® Segment

Ten percent of consumers tell the other 90% where to eat, how to vote and what to buy. These opinion leaders are the Influentials—the trusted advisors, trendsetters and brand advocates that amplify your message in an environment where consumers are opting out of traditional means of advertising.

Nine in ten consumers say word-of-mouth recommendations are the most important source of information in making a purchase decision and the Influentials are driving the decisions they make, creating a multiplier effect which translates into millions of recommendations a year. With six decades of research proving that they are typically 2-5 years ahead of the broader market in terms of attitudes and adoption, Influentials are also beacons for marketing guidance and strategic direction.

In an increasingly fragmented environment, understanding and engaging Influentials can be the most important brand strategy investment you make. GfK NOP connects you with Influentials through telephone omnibus and consumer online panels, trends studies, custom research and branding studies, and customer relationship optimization studies that enable you to target Influentials in your CRM databases, commercial lists and sources of public information.

The Influentials, a business best seller, published by Free Press, division of Simon & Schuster.