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Challenges at the Interface of Data Analysis, Computer Science, and Optimization pp 521–528Cite as

Lead User Identification in Conjoint Analysis Based Product Design

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Abstract

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.

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Authors and Affiliations

  1. Institute of Business Administration and Economics, Brandenburg University of Technology Cottbus, 101344, 03013, Cottbus, Germany

    Alexander Sänn & Daniel Baier

Authors
  1. Alexander Sänn
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  2. Daniel Baier
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Corresponding author

Correspondence to Alexander Sänn .

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Editors and Affiliations

  1. Fak. Wirtschaftswissenschaften, Inst. Entscheidungstheorieund, Universität Karlsruhe (TH), Kaiserstr. 12, Karlsruhe, 76128, Germany

    Wolfgang A. Gaul

  2. Insitute for Information Systems, and Management (IISM), Karlsruhe Institute of Technology (KIT), Kaiserstr. 12, Karlsruhe, 76131, Baden-Württemberg, Germany

    Andreas Geyer-Schulz

  3. , Information Systems, University ofHildesheim, Marienburger Platz 22, Hildesheim, 31141, Germany

    Lars Schmidt-Thieme

  4. Institute for Information Systems, and Management (IISM), Karlsruhe Institute of Technology (KIT), Kaiserstraße 12, Karlsruhe, 76128, Germany

    Jonas Kunze

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© 2012 Springer-Verlag Berlin Heidelberg

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Sänn, A., Baier, D. (2012). Lead User Identification in Conjoint Analysis Based Product Design. In: Gaul, W., Geyer-Schulz, A., Schmidt-Thieme, L., Kunze, J. (eds) Challenges at the Interface of Data Analysis, Computer Science, and Optimization. Studies in Classification, Data Analysis, and Knowledge Organization. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-24466-7_53

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