lead user innovation e marketing
DESCRIPTION
TRANSCRIPT
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