lead a multitasked existence - life is too short to do only one thing a time. They are also perfectly in line with the latest trends in society. They enjoy cutting-edge technologies and use them in the most creative ways imaginable. 'It's new, it's advanced, it's fun and it's the future, I want it.' Pioneers are challenge-seekers, devoted to pleasure and they often feel at ease in creative and dynamic settings. Due to their strong sense of individualism, they want flexibility in life, in relations as well as at work. Pioneers are very active and interested in new experiences, both intellectually and physically. Since they often are too restless to tie themselves up with just one thing, they have probably tried a wide variety of leisure activities and hobbies. They like everything that is fun and enhances the quality of life, like surfing the Internet, spending time with friends, practising sports, going out to restaurants, theatres, art exhibitions, dancing etc. Consumption habits: Enjoy looking at advertising Like innovative design and products Aware of a brand's history, values and innovation capabilities Look for unique objects and/or unique usage context Willing to purchase a new untested brand if its product is of high quality and utility Understanding Changing Telecommunications - Building a Successful Telecom Business They like very innovative, avant-garde products and brands. Therefore, their attitude towards a brand depends on its current activities and image. The preference for Pioneers' brands is very often taken over by Materialists. A brand must renew its image constantly in order to be appreciated by Pioneers. How to seduce Pioneers: High tech, original and daring design Stress innovation and potential for creativity Allow for personalization Communicate by using brand values rather than functionality Pioneers were the first Internet users and they remain connected today. The Internet fulfils their need for a constant renewal of information, for contacts with different people, and also allows them t