BY MICHAEL BLANDING

What do Porsche fanatics, a video game hater, and a person who cooked two weeks’ worth of meals in a rice cooker have in common? They are all “extreme consumers”—those whose tastes are so out there that mainstream market researchers tend to dismiss them as “noise” when trying to figure out how typical consumers think.

http://www.forbes.com/sites/hbsworkingknowledge/2014/07/14/pay-attention-to-your-extreme-consumers/