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Home→The Westburn Dictionary of Marketing→L→lead users

lead users

Definition:
Individuals or organizations for whom the benefits of early adoption of an innovation are seen as more significant then they are for others who will hold off buying until there is more evidence of the new product's superiority. Clearly, if the innovator can identify lead users they will be able to concentrate their early selling efforts o them and so accelerate the take up of the innovation. Unfortunately, this is not an easy task as firms and individuals who are early adopters on some occasions may not be equally receptive to the next round of innovation.

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker],.