Companies put in lots of Market Research efforts to nail down the needs, wants, wishes and whims of the elusive consumers. But, how reliable are the results? Are there logical – or illogical – reasons why consumers sometimes say one thing and still do the other? In this blog, Bengt Järrehult uses the findings of Daniel Kahneman, the Nobel Laureate in Economy 2002 to understand more of this in the area of innovation.
‘Early adopters’, ‘trendsetters’, ‘opinion leaders’, ‘first movers’ - are the labels describing those who are ahead of the mainstream, who are keen to try out new things. But do these terms describe the same attributes – or are there subtle differences? If so, what is the difference and how can companies proactively incorporate using these groups and their insight into their innovation management process.