Qualitative segmentation is a blend of art and science. There are a variety of sampling methods researchers use to guarantee a pool of participants that is representative of their target market. But for innovation research, we suggest ignoring those squarely in the middle of your target market. Instead, look to extreme users who are indicative of the future. As William Gibson famously put it: “The future is already here—it’s just not very evenly distributed.” We believe that extreme users live where the future has already arrived. In addition, these users are more articulate about their problems or needs, and more likely to employ innovative workarounds and hacks. Extreme behaviors are powerful examples of human agency and the ability to challenge and transform dominant social structures. We will explore this framework with three case-study examples: Looking to transmen and transwomen for feminine care innovation, Hikikomori for future social spaces, and the Amish for clothing sustainability.
Shaping the future of diabetes care: innovation, people and partnerships
