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Regardless of the industry you’re participating in, a company with a new innovation needs to understand who might be interested in it. The Diffusion of Innovations (DOI) theory (Rogers, E. 1983) helps to identify and reach the appropriate parties for your product and/or service. It is essential for a company with a new innovation to identify the “Innovators” and “Early Adopters” in their respective market segment(s). Take note, a good qualitative study can be the basis for quantitative research and procedures that can potentially predict buyer behavior.
Select one of your direct competitors and answer the following:
1. Who are their customers in terms of segmentation characteristics; i.e. demographics, behavior, psychometric variables.
2. Distinguish what products their customers are buying and explain why.

Q4
You’ve been asked to create a new social media networking site. What would you name the site and what would you suggest to make it better than existing sites?

In the news we are constantly hearing about security breaches, invasion of personal privacy, and the increasing prevalence of our digital footprint. The increased availability of digital information presents concerns and challenges of privacy, accuracy, intellectual property rights, security, and censorship. As a global citizen, you need to be aware of these issues and how they impact your life (CO6).

Your instructor will set-up two (2) conversation groups this week in which you will select one topic to discuss which interests you.
• Conversation Group: Privacy
o Privacy, as it relates to social media, video surveillance, drones, digital footprint or other topics as they relate to digital privacy.
o How does the electronic environment impact one’s right to privacy?
• Conversation Group: Security
o Security, as it relates to social media, video surveillance, drones, digital footprint or other topics as they relate to digital privacy.
o How does the electronic environment impact one’s personal security?