“…The theoretical sampling combined different criteria considered pertinent in the study of categorization of hybrid products, namely possession of a smartphone or other high‐tech products, together with age, sex, and income. Beyond their self‐perception as such, “lead users” were selected both by snowball sampling and based on their answers to the “lead users” scale developed by Vernette, Béji‐Bécheur, Gollety, and Hamdi‐Kidar (). Consistent with those authors, we set the selection threshold according to the method of Hoffman, Kopalle, and Novak (), which uses the score of the scale and retains individuals with a score higher than the median.…”