Superconsumers

Fanboys. Pork dorks. Tech nerds. These consumers have a lot in common: they care a lot about a specific brand, product, or market; they pursue their passions with fervor; and they spend a lot of money in the process. They’re superconsumers.

Superconsumers are everywhere, and they span categories, countries, and age groups. There are superconsumers of sneakers, bacon, cars, wine, and sports memorabi...