Christoph Stockstrom, Christian Lüthje Institute of Marketing and Innovation Hamburg University of Technology Yun Mi Ant

Helsinki, August 19-20th, 2010 User-generated techniques:The case of the Adult Fans of LEGO Christoph Stockstrom, Christian LüthjeInstitute of Marketing and Innovation Hamburg University of Technology Yun Mi Antorini Centre for Corporate Communication (CCC) Aarhus School of Business

Agenda What are user-generated techniques? The relevance of user-generated techniques The case of the Adult Fans of Lego (AFOLs) Outlook and conclusions

User-generated techniques Two examples of user-generated techniques • V-style jumping was invented by Swedish ski jumper Jan Boklöv in 1986. • It leads to greater distances than parallel ski-style jumping. • Boklöv won the World Cup in 1988/89 • By allowing for larger flight distances, v-style jumping has greatly increased the attractiveness of the sport for spectators. • Jewell L. Osterholm, M.D. developed a process involving drilling a hole in the skull and delivering oxygen, glucose and amino acids through the brain. • New technique created a need for new instruments and medication • Osterholm developed and patented • nutrition fluids and synthetic spinal fluid • a harness with a guiding means Ski jumping Stroke treatment

What is a technique? • Techniques are systematic mental or physical procedures which are carried out consciously to accomplish a non-trivial task. • Techniques need to be describable or observable and therefore learnable. • May be carried out with or without physical objects such as tools, instruments, equipment.

Relevance of user-generated techniques • Techniques play an important role in innovation: • Techniques stimulate the development of new products. • Techniques increase the use-benefit drawn from existing products. • The users of products have a clear competence in developing techniques. • Research has focused on products (von Hippel 1988,2005; Lüthje, Herstatt and von Hippel 2005) and services (Skiba 2007) only.

Categorizing user-generated techniques A typology of the impact of user-generated techniques Impact of user-generated techniques Stimulating new products Enhancing the use benefit of existing products* V-style in ski jumping → more attractive sport due to longer distances Scratching → transforming a record player into a musical instrument • Developed by users • New jumping techniques → new pedal designs • Angioplasty in heart surgery → stents • Developed by manufacturers • more efficient cargo handling processes → containers and container shipping • New statistical tests and mathematical algorithms→ commercial software, e.g. SPSS The neglected side of user innovation *this also covers cases of unintended use

The case of the Adult Fans of Lego There is a large number of user-generated building techniques facilitating the creation of new structures, forms and shapes.

The case of the Adult Fans of Lego The status quo of our project Research questions: • How are LEGO building techniques developed? • What is the impact of LEGO building techniques? Data collection (so far): • In-depth interviews with three key informants from LEGO company • Online discussions with the LEGO Ambassadors of 2009/2010 • Netnography

The case of the Adult Fans of Lego How are LEGO building techniques developed – preliminary results • Techniques are primarily developed need-based • “…there is good old mother necessity ("I need to get a half plate jump right here, without interfering with this region, now how do I do that?" And when you get good at it, you wind up satisfying secondary objectives with your solution too.)” • “Techniques are forged to solve particular problems, so the presence of that problem will often dictate the use of the relevant technique(s).“ • “Why does the basic LEGO brick have a 5x5x6 proportion, instead of the seemingly more logical 1x1x1? This makes building in directions other than "piece-stacked-on-piece" much harder and unnatural. Interestingly enough this proportion and some specific parts are the basis of many actual construction techniques, like SNOT and TOPLESS … which take advantage of this geometry.” • Few AFOLs reportedproactiveexperimentation • „…nowthatis an interestingnewpiece. Whatcan I makewiththat?“ • „I have a folder on Brickshelfwhere I storemyideasforlateruseortoserveas a guideforothers.“

The case of the Adult Fans of Lego What is the impact of LEGO building techniques – preliminary results • They open the door to new models with new aesthetics or functional qualities • “They are needed to advance richness of detail and authenticity” • “…make my models a) look good b) work perfect (with Power Functions) - and if others are impressed I am happy.” • They enhance fun and enjoyment when building with LEGO • “The AFOL tricks allowed me to move from a casual fan to someone who has a lot of lego.” • “As for the "world without building techniques" - I'd find another hobby.” • “When I started more than 50 years ago it was because of the bricks - building techniques were not on the agenda. But today - as an AFOL - I would have quitted LEGO a long time ago if it wasn't for the building techniques...” • They contribute to the cohesion of the AFOL groups • “There's a whole group on Flickr dedicated to gathering visual examples of interesting building techniques either invented or improved by AFOLs.” • “… during our regular meetings we do show our MOCs and discuss the techniques used and ways to improve something.” • “I will estimate the discussion at www.byggepladen.dk concerning building techniques is between 20 and 30 percent.”

Agenda What are user-generated techniques? The relevance of user-generated techniques The case of the Adult Fans of Lego (AFOLs) Outlook and Conclusions

Outlook We plan to extend the project in the following ways. • Case study • In-depth investigation of 2-3 techniques based on • Interviews with developers of techniques • Content analyses • Goal is to develop a deeper understanding of how and why users develop new techniques • Quantitative Analysis • Large-scale data collection using • Questionnaires • Content analysis of webpages • Experiments • Goal is to develop a better understanding of the pervasiveness of user-generated techniques and their impact • Extend the investigation into other fields (e.g. medical field).

Conclusions Techniques are developed when users want to overcome a restriction when building LEGO models (functional benefit). Developing techniques is also a source of pervasive fun, self-esteem and reputation. Techniques enhance the visual and functional appeal of the models. Thereby, they increase the satisfaction drawn from the hobby and fuel further engagement in it. Companies can benefit from this in two ways: a) customer retention / development and b) sales opportunities. Techniques and innovations are intertwined. Techniques foster the continued use of existing products and the creation of new products which in turn create opportunities for the development or enhancement of techniques.

Thank you for your attention! Do you have any questions?

Christoph Stockstrom, Christian Lüthje Institute of Marketing and Innovation Hamburg University of Technology Yun Mi Ant