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About The SuperUser Group

The SuperUser Group is a next generation influencer marketing platform that specialises in accelerating brand growth and new product adoption via SuperUser Collectives - connecting brands with thousands of the most passionate and influential consumers in their category. The Nielsen Homescan database analyses the purchase behaviour of 100,000 households across 125 consumer-goods categories representing more than $400 billion in sales. Using deep data analysis, they identified a new breed of shopper who account for 30-70% of sales in every marketing category. We call this audience SuperUsers. SuperUsers are the engines of category and brand growth They are more passionate about the products and brands they love, than anyone else. They spend more than other shoppers because the brands they choose mean more to them. They are Creators who constantly seek, invent and share new usage occasions driving product relevancy and connection with new audiences. Unlike Influencers, brand SuperUsers are real shoppers who are not paid for their views. As a result, their product recommendations are more trusted and have greater influence over consumer purchase decisions than any other form of communication, leading to exponential growth for a brand. No one knows more about brand SuperUsers than we do. Our proprietary research study The Pathway to Passion unlocks the SuperUser mindset, and the journey consumers follow to brand passion. Delivered by cultural research specialists and verified by quantative testing, the report enables us to identify and recruit brand SuperUsers for any products, in any category. The applications are endless.

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