Not all consumers are created equal. In fact, some can be so meaningful from a sales and growth perspective that they’ve been upgraded to “super consumer” status by some researchers and industry observers who realize how meaningful this group can be to companies and brands.

As the most passionate consumers and the biggest spenders in any category, super consumers can account for anywhere from 30 to 70 percent of sales. When Nielsen looked at sales across more than 120 categories, it found that these customers drove about $400 billion in sales. So how do companies find and engage with super consumers? Eddie Yoon shares some key insights.