we used MRI and Simmons data and worked with sister agency Media Vest Research to conduct proprietary focus group research. Participants were likely to try a new product with little or no encouragement, and thus were known as early adopters. We discovered that early adopter college students have several things in common: they are viewed as leaders; have a broad and active social network; seek information and share it with others; value personal appearance; and believe that clothes can describe who you are and give you confidence. We dubbed them instant messengers" (IMs) IMs change their clothes several times a day and do not have time for laundry or ironing, but they"hate wrinkles" and still defer to their mothers for clothing advice. IMs are inherently skeptical and do not be. lieve product claims unless a friend or family member tells them about it or they see it for themselves. However, once someone they trust recom- mends the product, the IMs will try it and share it with their friends and family. In terms of potential word of mouth and information-sharing opportunities, we learned that IMs are on the Internet and check mail throughout the day. For events that are important to them, lMs read their campus paper.