This document provides an overview of lead user innovation. It defines lead user innovation as a market research tool used by companies to develop breakthrough products. Lead users are individuals who face needs months or years before the bulk of the market. They innovate because they have heterogeneous needs that are not met by common products. The lead user method involves identifying trends, finding lead users, workshop concept design with lead users, and evaluating the concept. Examples are given of individuals like Gary Fisher who were lead users. The future of lead user innovation involves crowdsourcing through online forums and open source collaboration. Marketers can leverage lead users to improve customer relationship management without needing to travel.

1. Lohit Tripuraneni | Priyam Mukharya

2. Agenda

About Lead User Innovation

Why What Where and How of
Lead User Innovation

Present and Future of LUI

What is in it for Marketers

3. What is Lead User
Innovation?

The Lead User Innovation is a market research
tool that may be used by companies and / or
individuals seeking to develop breakthrough
products.

4. Why Do Users
Innovate?

Heterogeneous needs

Companies looks at the common needs and
cannot cater to each customer

Look for cheaper alternatives/ cost
effective
hence

5. Who are the lead
users?

They face the needs that will be general in the
marketplace but face them months or year before
the bulk of that marketplace encounters them.

6. Why study Lead
Users?


With their real-world experience with a
need can provide the most accurate data
regarding it.
With rapid evolving needs, only users at the
front of the trend will have experience
with the tomorrow’s needs today.

7. Lead User Method
Start the
lead user
process
•Building a
team
•Defining the
target market
•Defining the
goals of the
lead user
involvement
Identification
of needs
&Trends
•Interviews with
experts
•Scanning of
literature,
Databanks,
Internet
•Selection of
most attractive
trends
Identification
of lead users
•Networking based
search for lead
users
•Screening of
first ideas &
solutions
generated by lead
users
Concept
Design
•Workshop with
lead users to
improve the
product concept
•Evaluation &
documentation of
the concept

8. A Few
Examples

Gary Fisher – inventor
of the mountain bike

Process Machinery

Software Applications

9. The Present and
Future of
LUI
With the rise and spread of
web 2.0 users across the world
are able to co-create and
innovate.

Crowd Souring

Forums

Open Source

10. How Can e-Marketers
leverage
lui
 ‘Go to market’ can be
done sitting in the
office.
 Interact with lead users
to improve CRM

11. THANK YOU