Growing use of viral campaigns, social media networking and other innovative new
marketing strategies highlight the unchanged power of word-of-mouth advertising. Simmons
Tipping Point allows you to precisely target the most influential consumers and tailor
your messages for each of the different Tipping Point Segments.
Created through a partnership with Malcolm Gladwell, author of The Tipping
Point: How Little Things Can Make a Big Difference, the Tipping Point Segmentation
System exponentially leverages your marketing spend by focusing on the small
group of influential people, approximately 13% of the U.S. adult population, who take
an idea, trend or behavior and help it spread like wildfire.
Through the Simmons National Consumer Study, the key characteristics of each Tipping
Point Segment were defined.
Connectors: Possessors of an extensive network of friends and
acquaintances, these are the individuals who provide the links between people.
Mavens: Recognized by their peers as reliable information sources
who give the facts and let people make their own decisions.
Salespeople: Persuaders who can motivate people to believe or
try things through their energy and their enthusiastic personality and style.
Innovators: People who are in at the birth of a new trend, they
embrace whatever can set them apart from others, pioneer new products and categories,
and respond to opportunities to provide positive change.
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