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The Influentials

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The Influentials

One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to Buy

Free Press,

15 min read
10 take-aways
Text available

What's inside?

Who do you ask when you want to select a restaurant, vacation or political candidate — you ask an Influential.

Editorial Rating

8

Qualities

  • Innovative
  • Applicable

Recommendation

The theme of personal influence, buzz and viral spread of ideas and opinions has been the subject of several recent books. This one adds depth of research to the discussion of influence in America. The book is quite thorough, examining the opinions of Influentials across a spectrum of subjects. At times, it offers strong and original insight into the nature of influence. At other times, it seems merely to repeat the obvious observations and commonplace ideas now current in the business press. But getAbstract.com finds it well worth a read, if only to provoke thought about this significant shift in how people make decisions and what that means for your marketing.

Summary

Introducing the Influentials

Who are the Influentials? They are the 10% of the population that leads, guides and influences the rest. They are the opinion leaders, the people others turn to for advice and counsel. They may not launch trends, but they pass judgment on them, and decide whether they deserve to be widely diffused or not. The Influentials are not a mighty few. They are a mighty many. One out of ten people is an Influential. That means, in a population of 200 million or so, there are 20 million Influentials. There are so many Influentials that every American knows one personally.

After 9/11, it was the Influentials who decided when it was safe to fly again, and the Influentials who made sure that government and airlines focused on security.

RoperASW has been studying the Influentials since 1940, when Standard Oil engaged the firm for a research project. Company founder Elmo Roper coined the adage, "In America, the few act for the many." And, research supports his maxim. RoperASW surveys and analyzes the attitudes and influence of Influentials. Its research points to some interesting and important trends.

For example, the impact of the Influentials...

About the Authors

Ed Keller is CEO of the global marketing research and consulting firm RoperASW. Jon Berry is a vice president with RoperASW.


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