Roger's 5 Factors
Most rapidly adopted modern innovations score well in these lenses of Everett Rogers. Correspondingly, when analyzing why some innovations are adopted slowly, one or more of the 5 factors is usually not being addressed.
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These method have been adapted from Professor Gourville's teachings at the Harvard Business School.
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Gourville, John T. "Note on Innovation Diffusion: Rogers' Five Factors." Harvard Business School Background Note 505-075, May 2005. (Revised April 2006.)
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Rogers Everett, M. (1995). Diffusion of innovations. New York, 12.
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1
Relative advantage
Compared to the current state, what does each stakeholder gain after implementing your new solution. Can you prove your relative advantage.
Example: use of surgical checklists
2
Compatibility
How much behavior change is required of each member of the stakeholder?
Example: Bottled water is packaged and sold and consumed the same way as soft drinks.
3
Complexity
How easy is it to understand the point of the product?
Example: The cell phone. It's like a regular phone but you can take it with you anywhere you go.
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4
Trialability
How easy is it for a customer to try it out without risk?
Example: Sample beverages given away at festivals, chatGPT - full version of functional version of software available free
5
Observability
How observable is a customer's use to other potential customers?
Example: Sticky notes, Sent by Gmail
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