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Summary Diffusion Theory PDF
Summary Diffusion Theory PDF
Changeology
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A summary of CHANGEOLOGY
Diffusion of by Les Robinson
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A Summary of Diffusion of Innovations
Adoptions due to
mass media Adoptions due to
interpersonal communication
Time
The Bass Forecasting Model. Source: Mahajan, Muller and Bass (1990) as
reproduced in Rogers, E.M. (2003) p210.
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A Summary of Diffusion of Innovations
Innovators Early
adopters Laggards
Diffusion scholars believe any population or social network can be broken down into five
segments, for any given innovation.
trials the gold standard in evaluation And they love to talk about them.
all of which demonstrated the Right now, theyre the ones busily
success of opinion leader tactics in building stills to convert cooking
producing behavioural changes. oil into diesel fuel and making
websites to tell the world about it.
Understanding the needs of Unfortunately their one-eyed fixation
different user segments on a new behaviour or gadget can
make them seem dangerously
Diffusion researchers believe that idealistic to the pragmatic majority.
a population can be broken down Yet no change program can
into five different segments, based thrive without their energy and
on their propensity to adopt a commitment.
specific innovation: innovators,
early adopters, early majorities, late How to work with innovators:
majorities and laggards.
Track them down and become their
Each group has its own personality, first followers7, providing support
at least as far as its attitude to a and publicity for their ideas.
particular innovation goes.
Invite keen innovators to be
When thinking about these groups, partners in designing your project.
dont imagine its your job to shift
people from one segment to another. Early adopters:
It doesnt work that way. Its best Once the benefits start to become
to think of the membership of each apparent, early adopters leap in. They
segment as static. Innovations spread are on the lookout for a strategic leap
when they evolve to meet the needs forward in their lives or businesses
of successive segments. and are quick to make connections
between clever innovations and their
Innovators: personal needs.
The adoption process begins with a
tiny number of visionary, imaginative They love getting an advantage over
innovators. They often lavish great their peers and they have time and
time, energy and creativity on money to invest. Theyre often fashion
developing new ideas and gadgets. conscious and love to be seen as
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A Summary of Diffusion of Innovations
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A Summary of Diffusion of Innovations