Lead User Innovation

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How to find lead users? To find lead users, different search processes can be employed Pyramiding: Using references of interviewees to identify the target person at the ‘top of the pyramid’ (lead user), getting stepwise to the target person Starting point: Who experiences most advanced needs related to trend X...? Source: Poetz (2008) Sources: Franke/Prügl/von Hippel (2009), Poetz (2008) Result: <strong>Lead</strong> <strong>User</strong>s Analogy: playing golf Interview guides and interviewer training © Marion Poetz 2011
Pyramiding search A performance analysis of Pyramiding search processes shows that 52,3% of all interviewees were able to make a referral. Within this sample, 35,2% were able to cross domain-specific boundaries and refer into analogous domains. Interview without referral 47,7% n=1147 Source: Poetz and Prügl 2010 Interview with referral 52,3% Withindomain referral 64,8% n=600 Crossdomain referral 35,2% ‘true’ crossing-boundaries achievement: • from target market into analogous market • from analogous market into other analogous market • Total: 326 referrals No crossing-boundaries achievement: • from target market into target market • from analogous market into same analogous market • From analogous market into target market • Total: 771 referrals © Marion Poetz 2011
Page 1 and 2: Lead User Innovation Dr. Marion Poe
Page 3 and 4: Agenda for today (1) 08:15-09:00 Wh
Page 5 and 6: Group discussion Characteristics of
Page 7 and 8: Where do breakthroughs come from? T
Page 9 and 10: Users have often been the innovator
Page 11 and 12: Examples for lead user innovations
Page 13 and 14: Examples for lead user innovations
Page 15 and 16: Lead user theory Lead user characte
Page 17 and 18: Testing lead user theory: Findings
Page 19 and 20: How to recognize a lead user in a
Page 21 and 22: Analogous market effects An analogo
Page 23 and 24: Group discussion Exercise: Identify
Page 25 and 26: Value of lead user innovation (I) A
Page 27 and 28: (2) Break © Marion Poetz 2011
Page 29 and 30: Lead user method The lead user meth
Page 31 and 32: Lead user method / phase 1 The lead
Page 33 and 34: Phase 2 - Preparing the tracks for
Page 35 and 36: Lead user method / phase 2 For clas
Page 37: Phase 3 - Identifying lead users fr
Page 41 and 42: How to find lead users? To find lea
Page 43 and 44: Pyramiding search vs. Broadcast sea
Page 45 and 46: How can you evaluate potential lead
Page 47 and 48: Tips from my experience Tips for st
Page 49 and 50: Lead user method / phase 4 The lead
Page 51 and 52: What motivates lead users to freely
Page 53 and 54: Tips from my experience Tips for st

Lead User Innovation

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