I am not a marketing guru, but I am reading a book about how influence works with groups people. The rule of thumb is to avoid the innovators, since they are normally not influential. Spending time with the masses is waste because they will not adopt a new technology until people have proven that it is safe and cool.
This leaves the sweet spot, the 15% of the crowd that will turn the tide for a new product. They are Early Adopters and should be catered to. Their buzz will drive the market. Ref: http://www.greenbook.org/marketing-research.cfm/influentials-innovators-early-adopters