Prosumers

Excerpts of different articles that i'd found while at the IIMK course! I'm putting it up here hoping it'll be of use to some!

Prosumers are human media. A powerful word of mouth, the brand evangelists
Prosumers are important because they both reflect and shape markets. Being highly communicative, they pick up what others are thinking and reflect it through the lens of their own experiences. And, being interested in innovation, they gather information widely, they try out new things, and they tell others about those experiences. They are 'conversational currency'.
Twenty-five years after Alvin Toffler coined the term "Prosumer" in his book The Third Wave, Consumer Anthropologist Robbie Blinkoff says the Prosumer is officially here to stay. "It is now the producers -- companies, manufacturers, marketers and retailers, who need to adapt," said Blinkoff.

A Prosumer is part producer part consumer. Prosumers are engaged in a creative process of producing a product and service portfolio with guidance from trusted friends - the companies they've trusted for years and the new ones they've come to love.

From which words is the Prosumer concept derived?
Alvin Toffler introduced the "Prosumer" in his book, The Third Wave. In his construct, the term was used to define the "coming together" of producers and consumers of goods and services, in a kind of partnership to determine what should be made for consumption. In our view, Prosumers define a segment of the population who are proactive, empowered and have a "dynamic" relationship with brands

If the prosumer is an evolution of the early adopter, the early adopter just vanished? Why?
Prosumers are by definition early adopters but they are also much, much more: They are proactive in seeking out information and opinions; active in sharing their views and experiences with others; ahead-of-the-curve in their attitudes and behaviors. Early adopters tend to be more "one dimensional", i.e., they tend to be defined by the particular behavior of adopting early.

A globalization at the personal level

Which are the similarities and differences between them?
Like early adopters, Prosumers are defined by their behavior but they are also defined by their attitudes to the category, brands, companies, information, and the media. Within Prosumers, we see three categories:- The leading edge: a small % of the population (2%), who are so "out there", they are beyond prediction, and unlikely to impact the mainstream;- Early adopters (a.k.a. Alphas): about 8%, importantly defined by "inner directed-ness". They value, and tend to hold close 'what they know'. Trend-setters;- Social networkers (a.k.a. "Bees"): Some 20% of the population. Linked to the Alpha, but most importantly, people who are at the hub of their social networks; "outer directed" and the "trend-spreaders to the mainstream".
Which are the most important aspects in the prosumers?

Prosumers are the approximately 20-30 percent of people at the vanguard of consumerism. They are powered by three unstoppable forces: the Internet (which empowers them with information, forums, and communication), media fragmentation (which makes their word of mouth far more powerful), and globalization at the personal level (which allows their force to be felt all over the world). Compared with the average consumer, prosumers are more marketing savvy and demanding. They actively seek out information and opinions, share their views and experiences with others, and are keenly aware of their worth to retailers and brand partners.

Why now all this marketing excitement with this segment?
Prosumers are important because they both reflect and shape markets. Being highly communicative, they pick up what others are thinking and reflect it through the lens of their own experiences. And, being interested in innovation, they gather information widely, they try out new things, and they tell others about those experiences. Because prosumers are more engaged, more responsive, and more proactive than nonprosumers, they can be regarded as an early-warning system. What prosumers are doing and thinking now, mainstream consumers are likely to be doing and thinking down the road. Having advance insights into such shifts-and knowing how to use them-is what strategic planning is all about.

How does the prosumer influence a product segment?
First and foremost, by recognizing that Prosumers are "human media"-as "conversational currency" takes on greater import in creating both attitudes and demand, the ability of the Prosumer to "pass it on" (the very essence of the largest, and most important sub-segment of Prosumers, the "bees"), is an absolutely critical component of controlling brand meaning, and brand message.

«Perhaps most important in maintaining a relationship to the Prosumer is to recognize (as he does) his value to the brand owner. Recognition, respect, and providing "something in it for me" are the keys to building connections between Prosumers and brands».

How should brands communicate with prosumers that don't like advertising?
This is a popular mis-conception. Prosumers resent heavy-handed attempts to beat them into submission, preferring instead high-quality, entertaining, intelligent advertising work-it flatters their well-developed sense of discernment, and they're willing to admit being influenced by it. Prosumers place more value on brand names; they're less likely than non-prosumers to dismiss them as a marketing ruse. Nevertheless, they don't blindly accept the notion that brand names guarantee quality or authenticity; as in other aspects of life, they rely on their research and good judgment to help them determine whether a product is worth the asking price. Perhaps most important in maintaining a relationship to the Prosumer is to recognize (as he does) his value to the brand owner. Recognition, respect, and providing "something in it for me" are the keys to building connections between Prosumers and brands

Does this consumer make sense to the brands outside new technologies?
Our work indicates that there are Prosumers in every category. As much as anything else, they represent a "passion score", so that his efforts to be proactive and engaged in a category probably are conditioned by great "relevance" in the category. Hence, "techies", but also "foodies", "fashionistas", "car jockeys", etc. As Prosumption is a mind-set, those who exhibit the traits are likely to bring them to bear on most product interactions. But if they are not engaged in the category, their display of Prosumer behavior is less likely to be made manifest.
KEY ATRIBUTES OF PROSUMERS- Embrace Innovation: they're the first and second person they know to try new things- Internally Referenced: they take pride in thinking for themselves and being experimental- Communicators: they tell other people about their experiences with new products, brands and services- Influencers. Other people ask their opinions and advice- Skeptical: they don't automatically trust what the media tell them- Engaged: they're interested in the now and are engaged in popular culture

TWELVE KEY PROSUMER TRENDS
- Create their Own Lifestyles
- Don't buy straitjackets
- Choose Smart
- Embrace Change and Innovation
- Love to Be in the Now
- Connect and Interact
- Value Themselves
- Do it by Design
- Expect Good Health
- Value What Works, Fast or Slow
- Are Brand Arbiters
- Want to Learn How