In contrast, producers tend to wait for evidence that there is a broad, profitable market to be served before they can justify investing in a new type of innovation.
This method was originally developed by Dr. Eric von Hippel, and first described in the July 1986 issue of Management Science.
The interview also includes questions that are designed to determine whether the lead users know of any individuals or organizations who are considered to be “outside the market” and have even more extreme needs.
[6] These lead users were individuals or organizations who had experienced needs for a given innovation earlier than the majority of the target market.
[citation needed] Based on its widespread success, it has been suggested that the lead user methodology should be integrated into corporate new product development efforts.
Specifically a rapid search method based upon semantic network analytic and memory model techniques has been demonstrated to be effective.
Each interviewee is initially selected on the basis of writings or reputation as someone knowledgeable in a subject of interest - for example, control of infections resulting from surgeries.
Each of these interviewees is contacted and asked whether they know of someone who faces extreme problems on the topic of interest, and whether that person has innovated to their knowledge.
From 5 to 20 of these pyramiding interviews, when carefully conducted, are generally sufficient to connect searchers with lead user innovators of the type they are seeking.
[17] Companies such as 3M,[18] Hilti,[19] Nortel,[18] Sense Worldwide,[20][21] and Local Motors have utilized the lead user method to create new products to satisfy the needs of specific audiences of lead-users.