‘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.
In Denmark, new food trends are popping up like mushrooms. Consumers want climate-friendly, organic food that is locally produced. They want to be informed about calorie-content when they eat in restaurants, and they want ‘homemade’ food – cooked by someone else. These demands are producing a challenging environment for food producers, who often do not focus on developing the most appropriate products. However, change is underway. A new tool, Food Innovator, should help businesses to involve consumers in the development of new products.