Diffusion research ... to be suspicious not only of innovations, but of innovators and change agents as well (Rogers, 1971). Uses and Gratification Uses and gratification is more a concept of research ...

These stages, based on the Diffusion of Innovations theory developed by Everett Rogers, help businesses understand the challenges and opportunities at each point of the adoption process.

It’s a theory proposed by sociologist Everett Rogers in his 1962 book Diffusion of Innovations. Despite tweaks by other experts over the years, it has remained a popular model for adoption planning.