The Fingerprint Strategy
The Fingerprint Strategy is based upon rigorous scientific research of over 800,000 real consumers spread over almost a decade. It gives clear insight into what people actually do when it comes to spending their money, how they react to economic stress and most importantly, who are the ones with the highest propensity to actually buy.
The research behind this approach clearly shows a world split in two. Over half of the population can be considered ‘Traditionals’, who are price sensitive and brand conscious in the way nearly every marketer assumes. They represent the mainstream of society - there are over 124 million of them in the USA alone. Unfortunately in challenging times they tend to retreat from the market and will buy only if you offer them incredible deals, stripping away your profit.
There is however, another significant group who seek out people, products and services for rich and unique experiences, who are motivated by far more than just price. They spend more, more frequently and are the most resilient in tough economic times. They are the New Economic Order (NEOs) and their related segment of Evolvers, who between them represent 93% of “big spenders” despite being the minority of the population in number. The Fingerprint Strategy understands and is geared towards these people.
