WHO’S WHO IN CINNOVATION WORLD?Let’s take two consumers! Alex Tony
ADOPTER TYPOLOGYOwns high TECH = Has high NPAHARDWAREAdopters own and use over6 different types of techdevices.SOFTWARE – OSThe usage of minimum 2different operation systems isa cross validation to eliminatebias.
ZOOM IN THE ADOPTERS AdoptersAmong adoptersthere is an edgy 21% leaderslice of leader usersusers with highestappetite for techand willingness tobuy and use it. followers & watchers
CO-CREATOR TYPOLOGYOwns a set of skills challenges others feels challenged and animated bycomplexity easily handles complexity and simplifies it spots ingenious solutions to ordinarysituations enjoys doing things differently tries novelty with enthusiasm tries to discover surprising things always expresses own point of view only does what she/ he likes needs a lot of data to take a decision always finishes what was started is seen as a good adviser easily adaptableIs a SM influencer
ZOOM IN & OUT THE CO-CREATORSCo-creators can Adoptersbe foundanywhere, both 40% 40%in and out TECHadopters zonedefined by high 27%NPA. Followers Followers & watchers & watchers
THE FRAMESchwartz model Hedonism Stimulation Self-directionincludes 10 valuesthat all cultures Achievement Universalismrecognize and by Power Benevolencewhich people can Securitybe holistic Tradition Conformitycharacterized.
THE ADOPTER PROFILE open minded novelty self seekerquite aspender, technology not alwaysinvolved open to share <here and now> mindset enjoymentless preoccupied by the <greater good> chaser high education most probably married upper SEL (socioeconomic level)
THE CO-CREATOR PROFILE a creative independent explorer minded novelty “sharing isenthusiast caring” mindset if outside TECH area, stronger outer focus is a belief medium or a connecto r high education most probably not married upper mainstream SEL (socioeconomic level)
FOOD FOR THOUGHT!Innovation can be lifted up with the help ofconsumers as they provide across segmentsand categories a wide platform of opportunity viaCo-creators.Co-creators independent of NPA are open andwilling to share, by proving high benevolence asinner value.Co-creators are not rara avis and theiridentification can be facilitated by hard facts andspecific set of human values.
AND ONE MORE THING…Start co-create with the consumers and when co-creating, don’t forget to placethe right consumer on the radar as this is essential to get the up-and-lift of innovation at its best potential.
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