crowdsourcing: the opportunity in market research
DESCRIPTION
Presentation at Sao Paulo Collaborate, Co-Create and Innovate Conference hosted by Philips and BrainjuicerTRANSCRIPT
CrowdsourcingTransforming Research into a Profit Center....
Dr Paul MarsdenDigital [email protected]
So, who’s the guy with Jacko?
“He should be melted down into glue” / Chris Martin
Simon Fuller / Mind behind American Idol
Web business idea / Open talent contests
Web business idea / Open talent contests
1. Source Talent from the Crowd
Web business idea / Open talent contests
1. Source Talent from the Crowd
2. Screen for POTENTIAL
Web business idea / Open talent contests
1. Source Talent from the Crowd
2. Screen for POTENTIAL
3. OWN THE OUTPUT
From business idea to entertainment idea
1. Source Talent from the Crowd
2. Screen for POTENTIAL
3. OWN THE OUTPUT
SOLD
1. Source Talent from Crowd
1. Source Talent from Crowd
2. Screen for Potential
ProJury
1. Source Talent from Crowd
2. Screen for Potential
PeopleJury
ProJury
1. Source Talent from Crowd
2. Screen for Potential
3. Own theOutput
The Magic of Idol - A Market Research Effect
Employee research at Hawthorne plant
Research respondents respond positively
Research respondents respond positively
Research respondents respond positively
Something in the Hawthorne water?
Humans are social animals - we like participating
Humans are social animals - we like participating
The Hawthorne Effect:Participation Research Bias
Using the Hawthorne Effect to get yourself a pay rise
Hey boss, can we ask you for some advice?
Research-Powered Entertainment
It’s Research Jim, but not as we know it.
1. Source Talent from Crowd
2. Screen for Potential
3. Own theOutput
American Idol for Business
Idol ResearchMethod
1. Source Talent from Crowd
2. Screen for Potential
3. Own theOutput
American Idol for Business
Idol ResearchMethod
1. Source Talent from Crowd
2. Screen for Potential
3. Own theOutput
Idol ResearchMethod
1. Source Talent from Crowd
2. Screen for Potential
3. Own theOutput
Idol ResearchMethod
1. Source Talent from Crowd
2. Screen for Potential
3. Own theOutput
Idol ResearchMethod
1. Source Talent from Crowd
2. Screen for Potential
3. Own theOutput
Idol ResearchMethod
1. Source Talent from Crowd
2. Screen for Potential
3. Own theOutput
Idol ResearchMethod
1. Source Talent from Crowd
2. Screen for Potential
3. Own theOutput
Idol ResearchMethod
1. Source Talent from Crowd
2. Screen for Potential
3. Own theOutput
Idol ResearchMethod
1. Source Talent from Crowd
2. Screen for Potential
3. Own theOutput
Idol ResearchMethod
1. Source Talent from Crowd
2. Screen for Potential
3. Own theOutput
Idol ResearchMethod
1. Source Talent from Crowd
2. Screen for Potential
3. Own theOutput
Idol ResearchMethod
New research method needs new name: ‘Crowdsourcing’
Idol ResearchMethod
Idol Research Platform (Innovation)
Idol ResearchMethod
Idol Research Platform (Design)
Idol ResearchMethod
Idol Research Platform (Ads)
Idol ResearchMethod
Idol Research Platform (Social Research) dotmocracy.org
Idol ResearchMethod
Idol Model: A Profit-Generating Research Platform
Idol ResearchMethod
Bored of Surveys, Groups and Interviews? Think Different, Think Idol Research
40
Idol - Profit Generating Research Platform (Software)
Survival of the Fittest Competition... The Best Idea Any Ever Had...
Idol - Profit Generating Research Platform (Software)
“It’s not the strongest that survives. Nor the most intelligent. It’s the one most adaptable to change”
www.socialcommercetoday.com
43
Exercise
Plan an Idol Contest!Choose a company/brand represented on your table. Come up with an idea for an Idol Contest to crowdsource a better solution
to a business need, task or problem.
➊ Source Talent from Crowd (HOW will you organize the contest?)➋ Screen for Potential (HOW will your pick winners (expert/public juries?)➌ Own the Output (HOW will you make/save money?)
Present back your idea to the group