Informing regional food innovation through lead user experiments

Abstract

Purpose– Lead user experiments are increasingly applied in food-related innovation. The purpose of this paper is to: first, experiments should excavate new recipes, production processes and narratives for mussels with a specific regional origin and connotation. Second, the study should test a lead user set-up and investigate the commitment and potential benefits, not only for future mussel producers but also for the lead users themselves.Design/methodology/approach– This study organized and evaluated a lead user experiment involving eight chefs and other food experts.Findings– The experiment was successful in the sense that the lead users activated a considerable combinatory knowledge ability and creativity, and they could address issues of wider regional branding significance and contribute with catching narratives. The lead users found the experiment beneficial on several dimensions, providing the opportunity to reflect and undertake tests under respectfully inquisitive observation of others, and they also appreciated the opportunity openly to expose their own professionalism on various media that were organized as ingredients in this experiment.Practical implications– The study accentuates the applicability of lead user experiments as supplements or alternative to other ways of informing product development processes and demonstrates a practical method.Originality/value– The study contributes to the increasing methodological evidence in the field of lead user-based innovation and scrutinizes the issues in a wider food industry context.