Innovators are the first to agree to new conditions life, finding in them a positive promise. As an engine of progress, the team first takes on new items, bearing all the risks associated with buying and using an unknown commodity. From them comes the first view, the first assessment, determine in the future as a commodity to be adopted by the following, less progressive, consumer groups. Innovators – the personification of protest rationalism as the main idea of consumption, the adepts of large and not very reasonable expenses. Indispensable motivation for their consumption is a new experience, the pleasure of knowing the unknown, an experiment. A negative result of consumption are almost never causes significant emotional innovators injury or disappointment.

Generally, these people are not inclined to pessimism and other negative shades of character. As hunters, travelers, archaeologists, innovators are more driven by the very possibility of discovery than its essence. Then The same can be said about the consumption of a group of innovators. A completely new feature the usual subject matter instantly arouses interest innovators as an opportunity to new experiences, it is not important – positive or negative, risky or safe. Almost all known today, domestic technology began with experiments performed manufacturers is on this ‘guinea’ group. Remember the black-and-white display mobile phone film, large monitors and TVs – all of this, we used to so far, if at the time the innovators did not accept new technologies, features and ideas. Remember the dog-robot “AIBO” from Sony, developed in response to an unconscious the need for communication lonely city dwellers who can not care for the pet because of time constraints – the idea never would have earned the right to life without the support of innovators.