Automated feature extraction from social media for systematic lead user identification

Manufacturers strive to rapidly develop novel products and offer solutions that meet the emerging customer needs. The Lead User Method, emerging from studies on sources of innovation by the scientific community, offers a validated approach to identify users with innovation ideas to support rapid and successful new product development process. The approach has been more recently applied on online communities, where collection and analysis of rich user data are performed by expert practitioners. In this paper, feature extraction techniques are outlined, that enable automated classification and identification of lead users that are present in online communities. The authors describe two case studies to construct a classification model that is then used to identify online lead users for confectionery products, and to evaluate the outlined feature extraction techniques. The presented research points to opportunities in automated identification within the lead user approach that further reduce the resource and time costs.