How to facilitate crowd participation - presentation in ISPIM 2013Presentation Transcript
Cheer the crowd? Exploiting crowdsourcing asa problem-solving strategyMiia Kosonen, Kaisa HenttonenLappeenranta University of Technology, FinlandISPIM, Helsinki 19.6.2013
Research projectKnowledge Protection and Sharing in Global Value Networks, 7/2011 – 6/2013− different mechanisms for knowledge protection and sharing− different products & markets (CHN, FIN, USA)− in workpackage 2, focus on open knowledge sharing mechanisms: onlineco-creation and crowdsourcingSurvey of 244 IdeasProject usersISPIM Barcelona, 2012ISPIM Symposium, Seoul, 2012ISPIM Helsinki, 2013
BackgroundCo-innovators and consumerism• valuable user input into the innovation process• lead over companies that do not empower customersCrowdsourcing as a form of distant/broadcastsearch (Afuah and Tucci, 2012; Poetz andSchreier, 2012; Jeppesen and Lakhani, 2010)Problem-solving effectiveness key to organizationalperformance (Nickerson and Zenger, 2004)Complexity typical for solving innovation-relatedproblems and tasks
When to use crowdsourcing(Afuah and Tucci, 2012)Feature DimensionsNature of the problem Ease of delineation/transmissionModularizabilityKnowledge required to solve Tacitness/complexityEffective distanceThe crowd SizeKnow-howMotivationSolutions to be evaluated Type of solutionNumber of evaluatorsHowever, an important question remains: after a decision to crowdsource hasbeen made, what types of facilitating actions does this require from thecompany aiming at having benefit from the proposed solutions?
Examples of crowdsourcingCONTEST MODECOMMUNITY MODEHYBRID MODE
Breeding crowd motivation1. Provide mentally stimulating tasks2. Provide timely feedback“Once you have a prosperous community, you have to give credit back toits members, by giving attention and taking effort alike.”3. Facilitate interaction4. Reward appropriately5. Build sense of community6. Select the right communication technologies
Putting know-how into action1. Assess the degree and distribution of know-howe.g. identifying lead users: netnography, social network visualization2. Specify tasks/problems on appropriate level“At times, we have had challenges [contests] with less ideas provided bythe crowd. These have been moments of learning to us: the core thingsare, firstly, finding the right community, and secondly, kind of having theright level of specifying what we are actually looking for. We had to bemore accurate.”3. Support task interpretation4. Encourage collaboration, identify and support communititors
Summary and implicationsBased on the literature review, three case examples and fourbackground interviews with IdeasProject hosts, we incorporated ahosting firm’s perspective to study how to facilitate crowdparticipation in solving innovation related-tasks. Breeding crowd motivation and putting know-how into action Requires resourcing, learning from experience, incorporatingcrowds also in outlining problems Three modes of crowdsourcing opened up; means to facilitateparticipation in both contest and community modes While community in general is more challenging, it also opens upbetter opportunities to co-create together with users.
ConclusionsFurther research encouraged on− crowdsourcing innovation-related tasks in general(Santonen et al., 2012)− when to use the different modes of crowdsourcing:which types of problems are best solved by contest,community, or hybrid settings? (Hutter et al., 2011)− how to overcome other challenges, i.e. related to thenature of problems and their solutions, or knowledgecomplexity/tacitness typical to innovation-relatedtasks? (Afuah and Tucci, 2012)
Thank you!Contact detailsMiia KosonenLappeenranta University of TechnologyP.O.Box 20, 53851 LappeenrantaFinlandmiia.firstname.lastname@example.orgTwitter: @MiiaKosonen