Lead User - Inclusion in the earlier innovation phase
- Clear agreements on the Lead User participation conditions in activities (use or remuneration of ideas)
- Valuable communication in the Lead User workshops
Method in brief
If the problem, for which a new solution is being sought, is not yet known, the Lead User method provides further assistance (in contrast to the innovation workshop). When it comes to identifying new customer requirements, if core customers and interested parties are systematically involved in the development of new product functions or designs, you can develop innovations more quickly and ensure they are better orientated to the market. In terms of method, you can make use of the Lead User workshops and/or particular Lead User kits.
Due to the technical and competitive market conditions, which change quickly, the time-frame for the development and introduction of new products, services or even processes is visibly reduced. To be able to withstand these changing requirements, quick actions and reactions to the market and the continuous development of innovations is essential for enterprises.
The classic approach of enterprises to use their R&D departments is increasingly giving way to the more powerful inclusion of Lead Users in the innovation process. The objective is to systematically apply this as the source of valuable feedback and relevant applications experiences. In this way, enterprises are able to better understand the requirements of customers within the early phase of innovation and can begin to develop suitable strategies or innovation projects based on this.
Following Churchill, J.; von Hippel, E. and Sonnack, M. (2009, p. 33)
The Lead User method is another form of market research tool, which can be used by enterprises to develop new products, services, processes and even business models. It was originally developed by Eric von Hippel from the Massachusetts Institute of Technology (MIT) in the 1980s.
An individual is described as the Lead User when they experience and detect a need before it is served on the market. They often intensively grapple their product in their free-time and in doing so, encounter problems that have not yet been detected. It is assumed that the needs of the Lead User present the potential needs of the remaining market and lastly, that they will of interest to many other users.
Progress report
Some universities in German-speaking countries have already been intensively engaged with the Lead User method in recent years.
Excellent descriptions, such as how companies have acted and how they have benefited from this method, can be found in the scientific-based Lead User projects in the portal for the Institute for Entrepreneurship & Innovation at the Vienna University of Economics and Business.
The portal includes a detailed description of the various topics, project processes and workshop settings.
Lead User examples from various project ventures of medium-sized enterprises include the following:
MAM Babyartikel GesmbH - Lead User project to reduce uncertainty surrounding the birth of a baby