This new market research study shows that it's not the producers, but the consumers themselves, who are the real pioneers. This study looks at "lead users" — those who are motivated to develop solutions and create new products.

Marketers and market research professionals should no longer struggle to develop innovative product concepts for consumers. In many areas, "lead user" consumers are the real idea generators and should be at the center of the modern innovation process.

A new methodology developed by Ipsos and the Massachusetts Institute of Technology (MIT) allows product developers to identify commercially-promising and novel concepts. The process uses rich data from online communities, search data, artificial intelligence, and expert validation to discover trends and identify Lead User Innovations in less than one week.

Read this market research study to learn how we applied this methodology to the sport of kiteboarding, to identify 20 innovations, and take the guesswork out of the new product development process.

Insights Provided by Ipsos

IpsosSynthesio was acquired by Ipsos in 2018, and remains a standalone Ipsos company. Ipsos was founded in 1975, has 18,000 employees, and is the leader in market research and consumer insights. Combined, Synthesio and Ipsos deliver world-class technology and services for Social Media Intelligence.

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