1.
Tracking Motivation of
Lead Users and Non-Lead Users
in Workshops on
Sustainability Innovations?
Stefan Engeser, Susanne Steiner
& Hugo M. Kehr
Technische Universität München
European Marketing Academy Conference 2010
- Track 4: Innovation and New Product Development -
p
Innovation and New Product Development - Engeser, Steiner & Kehr 1

2.
Sustainable Innovations
We are part of a joint research project:
Fostering sustainable consumption by integrating
users into sustainability innovations
y
www.nanu-projekt.de
Innovation and New Product Development - Engeser, Steiner & Kehr 2

3.
Sustainable Innovations
passive houses
User integration bioplastics
in sustainability
innovations smart mobility
t bilit
cross-cutting issues:
motivation
Innovation and New Product Development - Engeser, Steiner & Kehr 3

4.
User Integration
Innovation
high
Toolkits workshops
p
h
tegration
n
Communities
Idea Competitions
Lev of Int
Weblog
Focus groups Dialogue
vel
Service p
phone
low
Inquiries Online Feedback
low
l high
Level of Interaction
Innovation and New Product Development - Engeser, Steiner & Kehr 4

5.
Motivation
In user integration motivational issues become apparent:
(1) Why do people participate in user integration without
(adequate) payment?
(2) Are users still motivated during innovation processes?
Innovation and New Product Development - Engeser, Steiner & Kehr 5

6.
Lead-userness
Lead userness
Lead users are found a highly innovative source of new
product development (e.g., Hippel, 1986; Lüthje et al.,
2005; Morrison, et al., 2004, Schreier & Prügl, 2008)
Lead Users:
(1) Are ahead of the market trend
(2) Have high level of expertise
(3) Expect benefits of innovation
Innovation and New Product Development - Engeser, Steiner & Kehr 6

7.
Research Aims
(1) Identify incentives to participate in user integration
workshops on sustainability innovations
(2) Tracking motivation during innovation workshops
(3) Testing the hypotheses that lead users see more
incentives and showing higher motivation during the
workshop
Innovation and New Product Development - Engeser, Steiner & Kehr 7

8.
Method – Participants
- Twelve workshops with a total of
- 165 participants in
- three marketplaces (passive houses, bioplastics, smart
mobility).
mobilit )
- Six workshops consisted of lead users only, and six of
non lead
non-lead users only
only.
- M = 40.1 years (SD = 16.7).
- 44 % of the participants were women.
p p
Lead user selected according to:
- Dissatisfaction with existing products
- Expected benefits of innovations
- Knowledge
Innovation and New Product Development - Engeser, Steiner & Kehr 8

9.
Method – Procedure
Open Innovation Incentive
Friday 5 pm Questionnaire (OIIQ)
Phase 1: Introduction
Motivational indicators:
Phase 2: Generation of ideas Flow, Mood, 3 components of
motivation
Phase 3: Selection of ideas
Motivational indicators:
Phase 4: Elaboration of ideas Flow, Mood, 3 components of
Saturday 5 pm motivation
(
(Commitment, Quality of ideas…)
, y )
Innovation and New Product Development - Engeser, Steiner & Kehr 9

10.
Method – Open Innovation Incentive
Questionnaire
Incentives Items: I am taking part …
gp
Altruism … to help the company to develop new services and
products
Identification
Id tifi ti … id tif myself with the company
identify lf ith th
Discontent … angry about the current offers.
Tangible Rewards … getting compensation.
compensation
Career … it looks good for my CV
Incentives are based on extensive literature research;
e.g.,: Simon et al. (1998), Wu et al. (2007), Hertel et al. (2003).
Innovation and New Product Development - Engeser, Steiner & Kehr 10

11.
Method – Open Innovation Incentive
Questionnaire
Incentives Items: I am taking part …
gp
Altruism … to help the company to develop new services and
products
Identification
Id tifi ti … id tif myself with the company
identify lf ith th
Discontent … angry about the current offers.
Tangible Rewards … getting compensation.
compensation
Career … it looks good for my CV
Achievement … want to extend my knowledge
Power … want to impress others
Affiliation … like to be with other people
Ability … because I am a creative person
Additional incentives are based on motivational psychology; cf.
Heckhausen & Heckhausen 2008
Heckhausen, 2008.
Innovation and New Product Development - Engeser, Steiner & Kehr 11

12.
Method – Flow Experience
Flow Experience (Csikszentmihalyi, 1975):
- High concentration
- Activity guided by an inner logic
- Change in the experience of time
- Merging of the self and the activity / loss of self-consciousness
Flow-Short-Scale (10 Items; e g Engeser & Rheinberg, 2008)
e.g., Rheinberg
“I am totally absorbed in what I am doing”
“I feel that I have everything under control”
y g
“I am completely lost in thought”
Innovation and New Product Development - Engeser, Steiner & Kehr 12

13.
Method – Mood
Mood Adjective Checklist (UWIST; Matthews et al 1990) -
al.,
Energetization : How do you feel in the moment …
active
dynamic
shiftless (recoded)
inactive (
i ti (recoded)
d d)
…
Innovation and New Product Development - Engeser, Steiner & Kehr 13

14.
Method – 3 Components of Motivation
3 Components of Motivation (Kehr 2004):
(Kehr,
affective preferences “I find participating in the workshop fun”
cognitive preferences “It is important for me to come up with
good results”
perceived abilities “I have the abilities needed to solve the
I
problems in the workshop”
Innovation and New Product Development - Engeser, Steiner & Kehr 14

15.
Results – Incentives
Achievement
Identification
Affiliation
Altruism
Ability
Tangible Rewards
g
Discontent
Power
1 2 3 4 5 6
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16.
Results – Incentives & Lead Userness
Lead-Userness
Lead User Non-Lead
User
M M
Achievement 5.39 4.75
Identification 5.27 4.65
Affiliation 5.15 4.47
Altruism
Alt i 5.23
5 23 4.39
4 39
Ability 4.82 3.62
Tangible Rewards 3.6 3.34
Discontent 3.81 2.69
Power 3.57 2.67
Career 3.22 2.37
Innovation and New Product Development - Engeser, Steiner & Kehr 16

17.
Results – Incentives & Lead Userness
Lead-Userness
Lead User Non-Lead
User
M M r d
Achievement 5.39 4.75 .39** 0.85
Identification 5.27 4.65 .29** 0.59
Affiliation 5.15 4.47 .29** 0.59
Altruism
Alt i 5.23
5 23 4.39
4 39 .37**
37** 0.78
0 78
Ability 4.82 3.62 .50** 1.15
+
Tangible Rewards 3.6 3.34 .13 0.26
Discontent 3.81 2.69 .36** 0.77
Power 3.57 2.67 .38** 0.82
Career 3.22 2.37 .26** 0.53
+ p < .10, * p < .05, ** p < .01
Innovation and New Product Development - Engeser, Steiner & Kehr 17

18.
Results – Incentives & Lead Userness
Lead-Userness
Achieve- Identi- Affili- Altruism Ability Dis- Power Career
ment fication ation content
β β β β β β β β
Lead-Userness a .39**
Age -.10
Gender .05
i house b
Passive h
P .03
03
Mobility c .07
Lead-Userness x
ead Use ess -.10
Passive house
Lead-Userness x .03
Mobility
a
= lead user vs non-lead user
vs. * p < .05, ** p < .01
,
b = dummy variable: passive houses vs. others
c = dummy variable: with mobility vs. others
Innovation and New Product Development - Engeser, Steiner & Kehr 18

19.
Results – Incentives & Lead Userness
Lead-Userness
Achieve- Identi- Affili- Altruism Ability Dis- Power Career
ment fication ation content
β β β β β β β β
Lead-Userness a .39** .29** .29** .37** .49** .37** .38** .28**
Age -.10 .09 -.11 -.08 -.16 -.05 -.40** -.45**
Gender .05 .04 .09 .05 .00 .06 .02 .04
i house b
Passive h
P .03
03 -.03
03 .16
16 -.18
18 .04
04 -.20*
20* -.05
05 .06
06
Mobility c .07 .09 .05 .38** .24* .06 .35** -.11
Lead-Userness x
ead Use ess -.10 -.03 -.08 .06 -.07 .01 .05 .05
Passive house
Lead-Userness x .03 -.09 .17* .03 -.09 -.07 .13 -.09
Mobility
a
= lead user vs non-lead user
vs. * p < .05, ** p < .01
,
b = dummy variable: passive houses vs. others
c = dummy variable: with mobility vs. others
Innovation and New Product Development - Engeser, Steiner & Kehr 19

20.
Results – Incentives & Lead Userness
Lead-Userness
Affiliation
6
5
4
3
Lead User Non-Lead User
Mobility Others
Innovation and New Product Development - Engeser, Steiner & Kehr 20

21.
Results – Incentives & Lead Userness
Lead-Userness
(1) Identification with the company/product and wanting to
help finding new innovations (altruism) are strong
incentives.
(2) Additionally, learning something new / accomplish
something difficult (achievement) and being with
others is important too.
(3) Lead users see higher incentives to participate in the
workshops.
(4) We found small differences between the
marketplaces.
k t l
Innovation and New Product Development - Engeser, Steiner & Kehr 21

22.
Results – Motivational Indicators
Energetiz-
g Energetiz-
g Flow 1 Flow 2
ation 1 ation 2
Lead-Userness a .04 .25* .12 .25*
Achievement
A hi t .11
11 .07
07 .10
10 .15
15
Identification .18* .26* .18* .26*
Affiliation .10 -.05 .18* .06
Altruism .22* .23* .29* .35*
Ability .13 .00 .18* .12
Tangible Rewards -.12 -.24* .02 -.06
Discontent .08 .16 .13 .12
Power
P .05
05 -.07
07 .09
09 .08
08
Career -.06 -.27* -.03 -.12
a = lead user vs non lead user
lead-user vs. non-lead * p < .05
05
Innovation and New Product Development - Engeser, Steiner & Kehr 22

23.
Results – Motivational Indicators
Energetization 2
β
Lead-Userness a .20*
Age .30**
Gender -.07
Energetization 1 .29
29**
Passive house b -.10
Mobility c -.08
Lead-Userness x Passive house -.01
Lead-Userness x Mobility -.06
* p < .05, ** p < .01
a
= lead user vs. non-lead user
b
= dummy variable: passive houses vs. others
c
= dummy variable: with mobility vs. others
Innovation and New Product Development - Engeser, Steiner & Kehr 23

24.
Results – Motivational Indicators
Flow 2
β
Lead-Userness a .23**
Age .08
08
Gender .04
Flow 1 .29
29**
Passive house b -.11
Mobility c -.01
Lead-Userness x Passive house .05
Lead-Userness x Mobility .05
a
= lead user vs. non-lead user * p < .05, ** p < .01
b
= dummy variable: passive houses vs. others
c
= dummy variable: with mobility vs. others
Innovation and New Product Development - Engeser, Steiner & Kehr 24

25.
Results – Motivational Indicators
(1) Lead users are more energetic at the end of the
workshop
(2) Lead users are more focused on the task (flow
experience)
(3) We found no differences between the marketplaces
Innovation and New Product Development - Engeser, Steiner & Kehr 25

26.
Conclusions
Considering motivation:
Integration of lead users into sustainable product
development could be recommended
Limitation:
High motivation is a necessary condition for achievement,
but not a sufficient condition
Innovation and New Product Development - Engeser, Steiner & Kehr 26

27.
Thank you
Innovation and New Product Development - Engeser, Steiner & Kehr 27

28.
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g g y ( )
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