Marketing researchers are dedicated to clustering consumers and finding large groups of people with homogeneous demand. Find a need and fill it. If enough people are willing to buy the product, everyone is happy. However, this methodology misses the lead users who, according to von Hippel, are frequently the developers of real breakthrough products.
von Hippel's research has shown many of the most significant new products, such as the first heart-lung machine or skateboard, did not come form manufacturers trying to figure out what consumers want. They actually came from the users. It makes sense. Lead users know exactly what they want, but can't get it from existing products. This modifications can be extremely valuable to companies looking for new products. The goal of lead-user research is breakthrough innovation.
This shift to consumers on the fringe has implications for marketing research. von Hippel suggests a number of techniques to tap into lead users. According him, the best way to dig out ideas is to keep a close eye on what your lead users are doing like a journalist tracking down a news story. Traditional questionnaires focus on mainstream users. To truly understand lead users researchers can use semi-structures interviews to move from the abstract to more substantive questions. To generate insights you have to ask the right questions to the right people and establish an extensive network.
I think this tool will become more common as companies look for breakthrough innovation to generate growth. It has implications to the traditional segment the total market and finding a need to fill.
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...ask the right questions to the right people...
I think this is a very good point. Find the right people may be the most challenging part of a lead user study. It takes a lot of resources and the time as seen in the 3M case. Does that mean only big companies can afford lead user method? Scott's Sandbox seemed to fill this need though. They recruit "creative consumers" for their clients. It would be interesting to know the ROI of "all-stars" consumer study versus traditional mainstream consumer study.
agree... tradional market research methodology has its limits especially for breakthrough and innovation. user leader seems optimistic for this purpose..