innovator

[Cf. F. innovateur.]
One who innovates. Shak.

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1. Consumer who is among the first within a market to adopt an innovation. According to the bell curve model of diffusion, innovators are the first 2.5% of the consumers in a market to adopt an innovation. An advertiser can optimize the cost effectiveness of an advertising campaign for an innovation by targeting it toward innovators and early adopters. See also adoption process.

2. Marketer who sells one or more product innovations.