The alpha pupil, also known as the junior early adopter, is a young consumer who is influential within their social circle and whom brands target as a priority to raise awareness and persuade them. Indeed, their propensity to adopt a product or service can influence other consumers to do the same through imitation. Generally male, they are often key to a viral marketing campaign, being less receptive to traditional communication methods. The term combines the idea of ​​primacy with the notions of youth and inexperience.