What Is the "20- 80 Rule"? Using the Example of Walking

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The Answer is According to a very general rule of thumb frequently used in marketing research, the "20/80 rule," only 20 percent of a product's users account for 80 percent of the volume of product sold.
Researchers attempt to determine who uses the product and try to isolate heavy, moderate, and light users.
Marketers primarily target heavy users, even though they may constitute a relatively small number of total users. They also look for patterns of usage and attitudes toward the product.
After the heavy users are identified and understood, the brand's relationship to them is considered. Not all heavy users are the same. They may have quite different reasons for using the brand. In many cases just a few lifestyle segments account for the majority of brand users. Walking shoe purchasers, for example, were found to want benefits ranging from comfort in walking to work to walking for fun. Thus, various manufacturers are able to serve several segments of walkers.

What Is the "20- 80 Rule"? Using the Example of Walking

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