Au carrefour de deux courants de recherche bien établis en marketing, la diffusion des innovations et la décision familiale d'achat, cet article introduit et illustre le concept de foyer innovateur. A partir d'une étude effectuée auprés de six cents familles pour treize produits électroniques destinés au foyer, il identifie le profil des ménages innovateurs tant en termes socio-démographiques que du point de vue de l'exposition aux médias, l'expérience dans la catégorie de produit et l'attitude vis-à-vis des nouvelles idées et de la modernité.
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