Riedel Marketing Group knows all about HIP ...
and how you can tap into it today
At Riedel Marketing Group, we have long been intrigued by
the concept that a small segment of consumers tell the rest of us what to buy,
and -- by tracking and monitoring these trend-setting consumers, we should be
able to detect emerging new trends early in their infancy.
Riedel Marketing Group (RMG) initiated the HomeTrend
Influentials project in early 2004.
the consumers who are
first to jump on important new home-related trends,
early adopters of important new products for the home, and
out by mainstream consumers for opinions and advice about home products
and home decorating
a panel of those trend-setting consumers
and monitor their attitudes, habits and practices, and buying behaviors
By tracking and monitoring the changes these influential
consumers are making in their home-related habits and practices, and tracking
and monitoring how their attitudes toward their homes are changing, home goods
manufacturers, marketers and retailers should be able to keep their fingers on
the pulse of what these trendsetting consumers are doing, thinking, and buying.
Finding the Trend-Spreading Consumer
We used the Roper
Influentials criteria as the starting point.
Roper Influentials criteria
To be considered an Influential as defined by RoperASW/NOP
World, a person must have done at least three of the following activities in
the past year:
or called any politician at the state, local, or national level;
a political rally, speech, or organized protest of any kind;
a public meeting on town or school affairs;
or run for political office;
on a committee for some local organization;
as an officer for some club or organization;
a letter to the editor of a newspaper or magazine or called a live radio
or TV show to express an opinion;
for a political party;
an article for a newspaper or magazine; or
an active member of any group that tries to influence public policy or
Our initial research revealed that just because a person is
an Influential as defined by Roper, it does not mean that they are necessarily
a HomeTrend Influential. We have
determined that there are eight
attributes that clearly differentiate HomeTrend Influentials from the
Our eight HIP Attributes
consider themselves to be trend setters.
enjoy being the first among their friends to purchase the latest new
things for their home.
seek their advice about home decorating and their opinions on new
products for the home.
like to tell others about new products that they have tried and liked.
willingly try new items (such as new household cleaning products) that
they see advertised or in a store.
like their home to look up-to-date.
like to keep their finger on the pulse of what is new for the home.
enjoy talking about what’s new for the home.
Establishing a Panel of Trend-Spreading Consumers
The HomeTrend Influentials Panel (HIP) is a proprietary
panel of HomeTrend Influentials (HIPsters). Riedel Marketing Group is the
exclusive source of HIPsters trends and supporting data.
We base our independently identified, quantified, and
monitored panel of 50 HomeTrend Influentials in Southern California,
the Pacific Northwest, Westchester
County and Long Island
New York, Chicago,
and Phoenix, Arizona,
on rigorous measuring criteria. On a ongoing basis, we verify each person in our panel continues to
fit the screening criteria and we refresh our panel yearly to make sure our
data collection stays up-to-date.
Panel members participate in in-home interviews, online
bulletin board focus groups, and e-mail or online surveys. They are paid an
incentive of $75 to $100 to participate in the in-home interview and online
bulletin board focus groups.
HomeTrend Influentials Panel Membership Criteria
an Influential as defined by RoperASW/NOP World
painted a room, re-arranged one or more rooms, and/or redecorated one or
more rooms of their home within the past year
a PC for e-mail/networking
recommended a new food, household cleaning, laundry, or housewares
products to someone else in the past year
willing to try new food, household cleaning, laundry, or housewares
products that they see advertised or in a store
agree with at least two of the following statements:
like my home to look up-to-date.
consider myself to be somewhat of a trend-setter.
like to keep my finger on the pulse of what is new for the home.
enjoy talking with my family, friends, and/or co-workers about what's new
for the home.
agree with at least one of the following statements:
friends and family seek my opinion on new products that they may be
thinking about buying for their homes.
friends and family seek my advice about home decorating.
Tracking and Monitoring the Trend-Spreading Consumer
We have every member of the HomeTrend
Influentials Panel complete an in-depth questionnaire every year about their home-related
habits and practices, lifestyle, and family composition. We conduct a two-hour in-home interview with
every new panelist and again whenever panel members work on their homes. We conduct quarterly online bulletin board
focus groups and periodic e-mail surveys.
To learn more about why HIPsters are so important, continue here.