How Does the Lead User Research Process Differ from and Complement Other Traditional Market Research Methods?

How does the Lead User research process differ from and complement other traditional market research methods?

What should the Medical-Surgical Lead User Team recommend to Management; 1) the three new product concepts, 2) a new business strategy, or 3) something else? Explain your position.

Hundreds of products manufactured by 3M Corporation find use with the variety for client base that includes end consumers as well businesses. Since 1920s the corporation managed to sustain in the changing entertainment by manufacturing new products continuously.

Traditional market-research analyses focus on collecting and analyzing need information. After their first successful product through innovation, they quickly realized that for growth of the company they need to develop new products. They encouraged their employees to think of new ideas by giving them time and hosting innovation projects. High incentives were given if the product became successful and low risk if it didn’t. 3M product developers/technicians tried to gather data from several sources such as sales representatives, experts who have most knowledge on the product, end customer, their employees and so on.

In late 1990s when the company was facing stagnation, they tried to change their innovation approach. A method one of employee had heard a lecture on, called ‘Lead User’ was implemented. To identify the market needs and trends and to develop new products, Lead User research suggested that few consumers are able to realize the needs of certain products ahead of time. These Lead users were not your day-to-day customers but were high knowledgeable experts on products usability, needs and required improvements.