Moreno Motors Inc.identifies that bikers are usually the first users of their newly launched products.The firm sends consultants to biker rallies to discover how bikers who use Moreno motorcycles modify them to extend their usage,as well as the desired benefits.Recent visits revealed that bikers were seeking items,such as bolt-on chrome products,horsepower performance enhancers,and improved braking systems in Moreno motorcycles.In this example,Moreno Motors Inc.is studying which of the following groups of customers?
A)lead users
B)mainstream customers
C)laggards
D)captive customers
E)spinners

Question

Quizplus · Accepted Answer

Moreno Motors Inc. is studying lead users, who are innovative and often the first to adopt new products. The fact that the firm is seeking information from these users to improve their products indicates that they are trying to innovate and stay ahead in the market.