A Lead User Template: Unlocking the Value of PWD

How might people with disabilities (PWD) inspire leading edge market research?
Nithya Raman , Olivier Toubia  | Spring 2013
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In early 2012, supported by a seed grant from PepsiCo, Nithya Raman, then a masters student in marketing at Columbia Business School (CBS), partnered with Rich Donovan, CBS ’02, a world-renowned expert in the convergence of people with disabilities (PWD) and corporate profitability. Together, they framed a lead user study to gain PWD-inspired insights into innovation in the retail space. In this case, students learn of past applications of the lead user method to achieve breakthrough innovation and the step-by-step process by which Raman framed and carried out her study.

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Case ID: 130501

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