Hereafter are some key results:
1- Identification of lead-user and emergent nature consumers
In a previous post we present our measure of lead-usership (a self-designated scale) ; for emergent nature, we adopt Hofman's et al. scale.
2- Lead-users or emergent nature consumers participate more frequently in co-creation.
The intention to become engaged in co-creation with the company is significantly higher for lead-users than for non lead-users (Mean = 4.60 vs 3.89). There is a marked correlation between the lead-userness score and the intention to get engaged (r = 0.487). The same applies to emergent nature consumers (t = 4.16, p < 0.0001 and r = 0.55).
3- A straightford and overall model of co-creation
The higher the scores of lead users and emergent nature consumers, the greater their skills and engagement in co-creation. These results confirm the interest for companies to target these two actors for co-creation projects. The fit indices for both structural models are satisfactory and conform to normally required thresholds.
Our results reinforce the interest of focusing on lead-users or emergent nature consumers for co-creation. Indeed, even if we supposed that these were more efficient than ordinary consumers, it was not evident that the former would wish to become engaged in co-creation more readily than the latter.
This result is a good surprise for marketing agencies too often faced with consumers’ growing reluctance to take part in marketing studies. Moreover, we show that engagement in co-creation relies on solid skills which distinguish these users from other consumers: these targets have effectively more often created improved or adapted products or services, filed for patents – or envisaged doing so – than ordinary consumers.