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.
  1. Unaware
  2. Awara
  3. Accepting (i.e., willing to use the product)
  4. Attracted (i.e., have a positive attitude towards the product)
  5. Active (i.e., buy and/or plan to buy the product)
  6. Advocates (i.e., not only buy but actively encourage others to do so)

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