1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University4 Department of Management, Aarhus BSS, Aarhus University
Presents results of an exploratory study into the online identification of Lead Users (LU). Integrates three approaches to identifying LU and specifically aims to provide managers with a straightforward method of detecting this group. Four theoretically-derived clusters are investigated, based on two dimensions, expected benefit and trend awareness. Investigates whether there is a significantly greater number of LU than by chance amongst contributors to chat/fora and to a specific feedback forum, and whether there are a greater number of LU than by chance amongst those who have prior experience with developing web-based media. Results: four-cluster conceptualisation is generally supported; no significant difference between clusters concerning contribution to chat/fora; significantly more LU than by chance who contribute to a specific feedback forum and who have experience in the development of web-based media. Thus a specific feedback forum may be necessary to obtain feedback and experience from LU.