Lead User Identification in Conjoint Analysis Based Product Design

  • Alexander Sänn
  • Daniel Baier
Conference paper
Part of the Studies in Classification, Data Analysis, and Knowledge Organization book series (STUDIES CLASS)


Nowadays, the lead user method [von Hippel, Manag Sci 32(7):791–805, 1986; Lüthje et al. (Res Pol 34(6):951–965, 2005)] and conjoint analysis [Green and Rao (J Market Res 8(3):355–363, 1971), Baier and Brusch (Conjointanalyse: Methoden - Anwendungen - Praxisbeispiele, Springer, Heidelberg, 2009)] are widely used methods for (new) product design. Both methods collect and analyze customers’ preferences and use them for (optimal) product design. However, whereas the lead user method primarily creates breakthrough innovations [see von Hippel et al. (Harv Bus Rev 77(5):47–57, 1999)], conjoint analysis is more capable for incremental innovations [Helm et al. (Int J Manag Decis Making 9(3):242–26, 2008), Baier and Brusch (Conjointanalyse: Methoden - Anwendungen - Praxisbeispiele, Springer, Heidelberg, 2009)]. In this paper we extend conjoint analysis by lead user identification for the design of breakthrough innovations. The new procedure is compared to standard conjoint analysis in an empirical setting.


Product Design Conjoint Analysis Incremental Innovation Stimulus Card Mountain Bike 
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Copyright information

© Springer-Verlag Berlin Heidelberg 2012

Authors and Affiliations

  1. 1.Institute of Business Administration and EconomicsBrandenburg University of Technology CottbusCottbusGermany

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