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SPA Future Thinking conducted research to identify key brand influencers, known as Connectors, across a range of categories including automotive, financial services, mobile handsets and retail in September 2014.
If you would like to find out more about identifying your fmcg brand Connectors please contact a member of our FMCG team.
E: [email protected] T: +44(0)20 7843 9777
Data courtesy of SPA Future Thinking
www.spafuturethinking.com
CONNECT WITH THE CORE AUDIENCE OF INFLUENCERS WHO REALLY MATTER
We’ve identifiedand researched
4,981 taste setters Let us tell you a bit
about them...
Taste Setters create the initial momentum that builds sales of new product
launches
Taste Setters are important in
the food and drink industry because
they are...
buy a new food or drink product
2.5 times more
likely to
recommend a new food or drink product
8 times more
likely to
5 times more likely to rate
productsonline
3 times more likely to use
20% more likely to use
Spend 5.7 hrs on social media each in a typical week
25% longer than non-taste setters
3 times more likely to look for product ratings
or reviews
4 times more likely to take part in online discussions5 times more
likely to add comments to a
website
6 times more likely to agree online blogs strongly influence their
opinions
Taste Setters are highly
engaged with social media
They love technology...
7 times more likely to think it’s important to
have the latest mobile handset
8 times more likely to agree
they love buying new gadgets and
appliances
4 times more likely to agree that
having internet access on the move is very
important
6 times more likely to be asked
for advice on technology
They aren’t geeks though!
Go to the gym
Be health conscious
Play sport
Taste Setters are more likely than non-taste
setters to...
Go clubbing
Brands and advertising are key influencers
for them
They are 3 times more
likely to consider themselves
risk-takers and workaholics
3 times more likely to
notice products or brands they
have seen advertised
6 times more likely to agree
that advertising strongly influences
the brands they buy 5 times more likely
to pay much more attention to adverts on websites they
trust
13 times more likely to buy new products before
their friends
Taste Setters are key influencers for
your brand. Do you know what
they are saying about it?
They represent around 25% of the UK adult population
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