What’s Equity Got to Do with the Innovation-Adoption Curve?
Date and Time: Wednesday, July 12, 2023: 1:30 PM - 5:00 PM
Johanna Zmud
Partner, Blue Door Strategy and Research
Presentation Description
This presentation introduces the main theme of the session which is to reconceptualize the definition of an "early adopter" by revisiting the innovation-adoption curve. This is a graphical depiction of Diffusion of Innovations, a theory developed by Everett Rogers that explains how, why, and the rate at which an innovation spreads through a population or social system. Since its publication, the Diffusion of Innovations (1962) has become the second-most cited book in social sciences. Because innovation is ubiquitous in modern life, the applications of diffusion theory and research are prominent, wide ranging, and influential. But most applications are missing an important element of the theory – consequences for Equity. The presentation discusses these consequences.
Speaker Biography
Johanna Zmud is an internationally recognized researcher in transformational transportation technology and emerging mobility services. She is an executive who built and successfully managed a prominent transportation survey science practice. A visionary who partnered to start a mobility technology firm. An innovator in bridging transportation research, data, technology, and policy. She leads domestic and international research studies in transportation policy and planning – areas of focus include sociodemographic trends, future travel behavior analysis, public acceptance of technology, and socioeconomic impacts of new mobility options, and equity analysis. Her professional strengths include policy analysis, statistical analysis, survey research, scenario planning, and strategic planning.
