Innovation with Living Labs: a Conceptualization of Learning from User Experiences
Mahr, D. & Schuurman,
D. 2011. Innovation with Living Labs: a
Conceptualization of Learning from User Experiences. European
Marketing Academy, 40th, Proceedings, 6
The lack of correspondence between
customer needs and product characteristics represents a key reason for
failed innovations. This study researches customer involvement in innovation processes
by the use of Living Labs. It focuses on two
main research questions:
(1) What defines a Living Lab and how does it foster knowledge creation?
(2) What is the impact of customer characteristics on knowledge created
through Living Labs?
The concept of Living Labs is
a process where firms observe customers in their own real-life setting when
they develop solutions to new unprecedented problems and discover new usage
possibilities. The firms learn from those use experiences, generalize the
findings and modify products for new trials.
The advantages and disadvantages as well as the characteristics which
distinguish Living Labs from other research approaches are explained in the
paper.
Also the type of involved
customers determines the success. Lead users dispose of useful knowledge
for the innovation process. They detect needs far before other customers and
they benefit by obtaining a solution to them. Often the role of so-called
defectors unsatisfied users -is
underestimated.
The authors conclude with
proposals of future research opportunitieslike research on the design and use of Living Labs or finding out the importance
of the role of Living Labs in the requirement of customers latent needs. In my
opinion the authors ignore the negative aspect of attracting voluntary
participation. Sarah Inghelbrecht
