Innovators – the personification of Protest rationalism as the main idea of consumption, the adepts of the large and not very reasonable expenses. Indispensable motivation for their consumption is a new experience, the pleasure of knowing the unknown, an experiment. Negative result of consumption is almost never does innovators significant emotional harm or frustration, they are not inclined to pessimism. How, for example, hunters, explorers, archaeologists, innovators are more motivated the very possibility of opening than its essence. The same can be said about the consumption of a group of innovators.

A completely new feature instantly familiar subject is of interest as an opportunity for innovative new experience, it does not matter – positive or negative, risky or safe. Almost all presently known consumer technology began with the experiments conducted it was producers on this 'experimental' group. Remember black-and-white display mobile phone, film, large monitors and TVs – all of this, we used to so far, if at the time was not innovative new technologies, functions and ideas. There is a serious problem in the market working with innovators – they are difficult to 'catch' something for a long time. They are hardly loyal, they are difficult to promote something physical. Therefore, numerically small, innovative segments are only 'battering ram' for introduction of new products for the mass market, and make them major strategic stake is not necessary. In the group of innovators is most often composed of young wealthy people who in many retail markets believe the core of the target audience, and their inconsistency is confusing to entrepreneurs all the cards.