Enabling disruptive innovations through the use of customer analysis methods

Abstract

The theory of disruptive innovation has had a profound effect on academic literature and management mindsets. Nevertheless, the processes that are required to develop disruptive innovations are not yet well understood. An essential part of creating disruptive innovations is gathering the right information on potential and current customers. The research questions that are addressed in this paper deal with the suitability of customer analysis methods for providing this information. The customer analysis model that is formulated in this paper summarizes the results of a literature review regarding the requirements of customer analysis for the success of disruptive innovations. With insights on context, customers, constraints and effects, the model reveals what information is needed to successfully shape the disruptive innovation process. Following the literature on disruptive and radical innovation, a group of eight customer analysis methods is selected and assessed. The analysis reveals that none of the existing methods can generate all of the required information. By combining and modifying the associated methods, the requirements of the proposed model and, by extension, the market can be met. Managers who follow the suggestions of this paper will develop a better understanding of current and potential customers and, therefore, unveil the potential of disruptive innovations.