Alce Nero - Lead user approach

Country: 
Italy
Summary: 

The company intends to offer two new products, but it is not clear whether there is any demand for such products on the market. The products in question are of high quality at a corresponding price. Therefore, the willingness to pay is also of relevance.

For the introduction of new products, typical market research would be common, but the company lacks the financial resources for a large-scale market research study. Solution: lead user approach.

A method to discover or investigate new trends is the lead user approach. Lead users are users whose needs are ahead of the demand of the mass market and therefore able to identify needs today that will play an important role in the mass market in the future. This concept is often used to for new technologies but could be adopted for food products.

1. Forming an internal project team
2. Identifying trends through experts
3. Find Lead Users
4. Develop concepts

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Stakeholder: 
Farmer & Cooperative
Industry & Retail
Type: 
Organizational
Social
GAIN: 
GAIN I
Involved People: 
UHOH
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