Lead user analysis
As we've discussed, the best companies often work very closely with their customers to uncover wants, needs, and desires that can be translated into new features, improved products, or new service offerings. Companies typically reach out to their current and potential customers to understand what matters most to the people who will ultimately choose whether or not to purchase their products. The lead user research methodology goes a step further, looking not only at the current and potential typical customers, but to those customers and users whose needs and wants lead, and ultimately drive, the market.
These lead users will often have needs the rest of the market does not yet have, and will modify existing products or use your products in unforeseen ways to meet the needs they've identified.
Figure 4.2: Lead user adoption versus the rest of the market
When dealing with the masses, the feedback one often receives is a reticence to change. "This doesn't taste like cola",...
