If you need an accessible version of this item please contact JSTOR User Support

Lead Users: A Source of Novel Product Concepts

Eric Von Hippel
Management Science
Vol. 32, No. 7 (Jul., 1986), pp. 791-805
Published by: INFORMS
Stable URL: http://www.jstor.org/stable/2631761
Page Count: 15
  • Download PDF
  • Cite this Item

You are not currently logged in.

Access your personal account or get JSTOR access through your library or other institution:

login

Log in to your personal account or through your institution.

If you need an accessible version of this item please contact JSTOR User Support
Lead Users: A Source of Novel Product Concepts
Preview not available

Abstract

Accurate marketing research depends on accurate user judgments regarding their needs. However, for very novel products or in product categories characterized by rapid change-such as "high technology" products-most potential users will not have the real-world experience needed to problem solve and provide accurate data to inquiring market researchers. In this paper I explore the problem and propose a solution: Marketing research analyses which focus on what I term the "lead users" of a product or process. Lead users are users whose present strong needs will become general in a marketplace months or years in the future. Since lead users are familiar with conditions which lie in the future for most others, they can serve as a need-forecasting laboratory for marketing research. Moreover, since lead users often attempt to fill the need they experience, they can provide new product concept and design data as well. In this paper I explore how lead users can be systematically identified, and how lead user perceptions and preferences can be incorporated into industrial and consumer marketing research analyses of emerging needs for new products, processes and services.

Page Thumbnails

  • Thumbnail: Page 
791
    791
  • Thumbnail: Page 
792
    792
  • Thumbnail: Page 
793
    793
  • Thumbnail: Page 
794
    794
  • Thumbnail: Page 
795
    795
  • Thumbnail: Page 
796
    796
  • Thumbnail: Page 
797
    797
  • Thumbnail: Page 
798
    798
  • Thumbnail: Page 
799
    799
  • Thumbnail: Page 
800
    800
  • Thumbnail: Page 
801
    801
  • Thumbnail: Page 
802
    802
  • Thumbnail: Page 
803
    803
  • Thumbnail: Page 
804
    804
  • Thumbnail: Page 
805
    805