lead user innovation e marketing

Lohit Tripuraneni | Priyam Mukharya

About Lead User Innovation

Why What Where and How of Lead User Innovation

Present and Future of LUI

What is in it for Marketers

Agenda

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.

Why Do Users Innovate?

Heterogeneous needs

Companies looks at the common needs and hence cannot cater to each customer

Look for cheaper alternatives/ cost effective

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.

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.

Lead User Method

Start the lead user process

Identification of needs &Trends

Identification of lead users

Concept Design

•Building a team•Defining the target market•Defining the goals of the lead user involvement

•Interviews with experts•Scanning of literature, Databanks, Internet•Selection of most attractive trends

•Networking based search for lead users•Screening of first ideas & solutions generated by lead users

•Workshop with lead users to improve the product concept•Evaluation & documentation of the concept

A Few Examples

Gary Fisher – inventor of the mountain bike

Process Machinery

Software Applications

The Present and

Future of LUIWith the rise and spread of web 2.0 users across the world are able to co-create and innovate.

Crowd Souring

Forums

Open Source

How Can e-Marketers

leverage lui

‘Go to market’ can be done sitting in the office.

Interact with lead users to improve CRM

THANK YOU