The methodology IHA is using is based on the framework established by James Surowieck, New Yorker business columnist and author of The Wisdom of Crowds: Why the Many Are Smarter Than the Few and How Collective Wisdom Shapes Business, Economies, Societies and Nations. Surowiecki contends that “under the right circumstances, groups are remarkably intelligent, and are often smarter than the smartest people in them” and will produce better outcomes than a small group of experts. For example, the TV studio audience of Who Wants to Be a Millionaire guesses correctly 91 percent of the time, compared to “experts” who guess only 65 percent correctly.

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"Inside the Heads and Homes of HomeTrend Influentials" Report

The "Inside the Heads and Homes of HomeTrend Influentials" report is packed full of insight into the attitudes, habits and practices, and buying habits of HomeTrend Influentials.

HomeTrend Influentials (HIPsters) are home owners who like their homes to look up-to-date and like to keep their fingers on the pulse of what is new for the home. They are constantly redecorating and making improvements to their homes. They enjoy talking with their family, friends, and co-workers about what’s new for the home and they are sought out by friends and family for advice on what to buy for their homes and what to do to their homes. They are very active in community, civic, and political activities. They readily try new food, household cleaning, laundry, and housewares products that they see advertised or in stores and they eagerly recommend the products that they really like to others.

Why should you care what HomeTrend Influentials are thinking, doing and buying? Because they are the bellwether for the mainstream American population. HIPsters pick up on new home-related trends and embrace new home goods much sooner than the rest of the U.S. population. As such, these influential consumers are the bellwether for predicting changes in the behaviors, habits and practices, and attitudes of mainstream Americans. If HIPsters embrace a new product, very likely it is going to be embraced by mainstream Americans within a couple of years. If HIPsters reject a new product, very likely the product is not going to be embraced by mainstream Americans either.

The "Inside the Heads and Homes of HomeTrend Influentials" report is based on in-home interviews and online surveys of Riedel Marketing Group’s proprietary 100-member HomeTrend Influentials Panel.

Click here to get your COMPLIMENTARY copy of t he "Inside the Heads and Homes of HomeTrend Influentials " report.