Resources: Archives — Past Meetings — 2003

(Past Meetings: 2004 2003 2002)

January 15, 2003

Roadmapping Consumer Adoption

Summary
In new product development a key piece of the puzzle for business success is planning for consumer adoption. But how can you find and appeal to the right early adopters? And when in the product development process should you think about this issue? In this meeting, we will discuss underutilized “strategic levers” that companies can use to help design new products and services, promote demand, and plan adoption migration from critical early adopters to mass markets.

In this session you will learn:

Strategic understanding of early adopters
Dos and don’ts of entry stage strategy creation
Actual characteristics of different early adopter groups in the US, including key traits, attitudes, hot buttons, and styles
How to match the right new product with the right early adopter group
Comparison of early adopters in other countries
Framework for roadmapping consumer adoption
Entry stage target, follow-on targets, and migration paths

Details
The supporting research and thinking behind the presentation “Roadmapping Consumer Adoption” comes from extensive work SRIC-BI has done over the years for clients applying the VALS™ psychographic segmentation to innovation, new product development, and marketing needs. The VALS segmentation identifies eight primary segments with distinct consumer attitudes and behaviors. Most importantly, VALS helps understand why different groups respond differently to new products and services. In new product development and long-range opportunity planning, VALS serves as a “lens” for elucidating consumer patterns and key strategic threats and opportunities not identified through other segmentations.

http://www.sric-bi.com/VALS

SRI-BI description

SRIC-BI is a global technology-consulting firm that provides consulting services and syndicated business research. A spin-off of SRI International with more than thirty years in business, SRIC-BI helps clients develop their next generation of products and services. Clients value its business and technology acumen and large research knowledge base. Its primary consulting services include technology management, product development, new opportunity development, consumer adoption, technology and business strategy, and business intelligence. Its syndicated research focuses on technology commercialization, digital technologies, financial services, consumer behavior, and future trends and uncertainties. SRIC-BI has offices in Menlo Park‚ California; Princeton, New Jersey; Croydon, England; and Tokyo‚ Japan.