A useful and quick way of summarizing potential customers is to descirbe where they are (and plan to be) in terms of relating to the product.
Potential customers fall on a continuum from unaware to enthusiastic advocates. The stages include.
Unaware
Awara
Accepting (i.e., willing to use the product)
Attracted (i.e., have a positive attitude towards the product)
Active (i.e., buy and/or plan to buy the product)
Advocates (i.e., not only buy but actively encourage others to do so)
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