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Lead User Research Strategy

Lead User Identities• Lead Users solve a problem and create a

solution when no solution is currently available in the marketplace

• Lead Users can also be very early adopters of a new product or technology that is expected to become widely used

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The Lead User ConceptWhere Lead Users Live Eric von Hippel

Some Examples of Lead Users• NASCAR drivers and motor oil

• Sales people and communication tools

• University hospitals and experimental medical equipment

• Desert climate residents and solar applications

• Mountain climbers and insular sporting gear

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Lead User Research Approach• Form cross-disciplinary team from

marketing and technical units

• Diverse expertise provides synergy for opportunity search

• Immersion approach fosters creative exploration and sustains momentum

• Projects proceed through four phases

Phase 1: Lay the Foundation• Identify markets to explore

• Determine type and level of innovations desired by stakeholders in the company

• Reconcile the market search with broad company mission and strategy

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Phase 2: Determine the Trends• Identify experts on emerging technologies

and leading edge applications in the area of exploration

• Seek their opinions and insights on what’s changing, what’s out-of-date and what’s coming along on the user horizon

Phase 3: Identify Lead Users• Initiate a networking process to identify

who the lead users of a potential innovation would be

• Gather information on indicators of their promising solutions to unmet needs

• Based on info, shape a product concept

• Assess concept’s potential and company fit

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Phase 4: Develop a Breakthrough• Host a working session with actual lead

users and the lead user research team

• Identify the problems to be solved

• Develop innovative approaches/products that address the lead user need

• Determine whether solutions fit the needs of target market users

• Determine ‘fit’ of solution to the company

Lead User Research Process

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Benefits of Lead User Research • Identifies potentially important technical or

market trends

• Identify highly experienced “participants” in those trends who have compelling needs

• Results identify problems of use or practice that need resolution

• Lead user data can be projected onto the general marketplace of users

Summary Insights• Lead User research formalizes and

systematizes the innovation process• Since lead users usually have developed a

prototype solution, this strategy can reduce the time it takes for a breakthrough

• Companies can reduce the need for internal R&D required to develop solutions that may already be operational