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Lead Users
Lead Users
“Natural selection”
Charles Darwin
Introduction
“Innovate or perish ”
Know Your Users:
Source: Fuzzy Front End: Effective Methods, Tools, and Techniques Peter A.Koen, Greg M.Ajamian, Scott Boyce, Allen
Clamen, Eden Fisher, Stavros Fountoulakis, Albert Johnson, Pushpinder Puri, and Rebecca Seibert
Why User Innovate?
• Heterogeneous needs
• Manufacture looks at only common needs and hence cannot cater to
each customer.
• Look for cheaper alternatives
Source: Eric von Hippel Sources of innovation oxford university press 1989
How Many Users Innovate?
What Kind Of Innovation Are Users Capable Of ?
Source: Eric von Hippel Sources of innovation oxford university press 1989
Lead Users
• They face needs that will be general in a marketplace - but face them
months or years before the bulk of that marketplace encounters them
Refrigerator company
cold storage company
hoteliers
Meat and ice-cream exporters
Why Study Lead User ?
• When needs are evolving rapidly, as is the case in many high technology
product categories, only users at the front of the trend will have experience with
"tomorrow's needs today.“
A Lead User market research study involves four major steps, which are spelled
out in detail elsewhere (von Hippel 1986,1988; Urban and von Hippel (1988).
Techniques:
Lead Users: Identification of Trends
Identification of trends:
• Delphi
• Trend extrapolation
• Interview with experts (futuristic)
It seems easier to predict future trends for industrial than consumer goods.
Identification of lead users:
• Lead users should be at the leading edge of the trend being studied and should display
correlates of high expected benefit from solutions to related needs.
• According to the relevant literature lead users can be identified by databank analyses,
surveys or personal interviews. Some online tools for the support of lead user identification
have been developed
(e.g. Yenta, IDOL, Xpert-finder) (Springer et al. 2006).
• While in industrial markets pioneers are often well known, it is much more difficult to find lead
users in consumer markets.
Eg:
Automotive user looking at new braking system
Might look at car racing, aerospace
Medical imaging
Look to radiologist. Sonographers in early stage
tumor detection to semiconductor process to pattern
reorganization software
Identification of lead users
Networking Approach:
This approach involves a small number of customers who are asked if they know of
other product users who have new needs or are innovatively active. These kinds of
recommendations usually lead very quickly to interesting Lead Users.
• Score-Tests,
• Mini-Market Tests or
• Test Market Simulations
(Springer et al. 2006).
Users V/S Manufactures: Why Would They Reveal Their Skills And Innovations ?
Challenge :
Increasing hygienic demands, a higher resistance against antibiotics and
increasing cost pressures were identified as being relevant factors in the
search field.
Method:
With help of the “networking approach”, doctors within the target market,
working under extreme conditions (e.g. surgeons in developing countries)
were selected.
users from analogous fields such as microbiologists or make-up artists. They
latter aided in the development of materials that can adhere reliably and
comfortably to the human skin.
Result:
Improved protective coverings, a microbial-treated incisions foil and a radical
new approach to individual infection control that allows hygienic measures to
be tailored to the specific needs of the patient.
Where has the process been used
Challenge:
GSM-based tracking systems for different applications.
Method:
The trend analysis carried out showed a strong demand for systems that could
be used in mobile applications.
Lead Users were sought in fields where the position of objects and the transfer
of data played significant roles.
In this way, contact was made with so-called “storm chasers” who locate and
track tornados. Another group consisted of “animal trackers” who often must
determine the position of wild animals from a traveling vehicle.
Result :
Applications for mobile tracking systems that allow the transfer of multiple forms
of data. Included in this, is a concept for the mobile controlling of an “intelligent”
house. This system allows, amongst other things, the control of particular
appliances in a house as soon as the user leaves the work place (e.g. switching
on a heater or pre-heating an oven).
What's Beneficial About Lead Users Innovations
Source: Developing New Product Concepts Via the Lead User Method:
A Case Study in a "Low Tech" Field", Cornelius Herstatt* and Eric von
Hippel** WP#3249-91-BPS February 1991
How Is It Different ?
Ethnography tell the present needs / pain point/ Gaps in the existing system
Lead user tell about the problems and opportunities of future
Juggad !
Discussion:
• Lead user method for innovation institutively states that it can be adopted by
Companies as a corporate innovation method. How can we adopt the it for
consulting projects?
• At what stage in the Contextual Innovation method can this “ lead user concept “
be helpful, and how?
THANK YOU