For most new high-tech products, the first customers are always “early adopters.” The conventional wisdom is that early adopters are the ideal target for new products, to get business rolling. I see two pitfalls with any concerted focus on early adopters; first, the size of this group may not be as large as you think, and secondly, their feedback may lead you directly away from your real target market of mainstream customers.
The term “early adopters” relates to the people who are eager to try almost any new technology products, and originates from Everett M. Rogers' Diffusion of Innovations book. Early adopters are usually no more than 10%-15% of the ultimate market potential, and marketing to them may be necessary, but not sufficient in marketing to the mainstream. Witness the market struggle for 3DTV acceptance over the past couple of years.
To read the full, original article click on this link: Startup Professionals Musings: Early Customer Feedback Can Lead to a Death Spiral
