0
CROWDSOURCING
DEMOCRATISING MARKET RESEARCH
      MARKET INSIGHT FORUM
       LONDON JUNE 2008




       Paul Marsden PhD...
CONGRATULATIONS! YOU ARE PERSON OF THE YEAR
THE RISE OF CITIZEN JOURNALISTS
THE RISE OF CITIZEN BROADCASTERS
THE RISE OF CITIZEN EXPERTS
THE RISE OF CITIZEN EDITORS
THE RISE OF CITIZEN REVIEWERS
THE RISE OF CITIZEN MARKETERS
“To find something comparable you have
to go back 500 years to the printing press,
  the birth of mass media. Technology is...
CUSTOMER
REALLY
IS KING
SO WHAT
FOR MARKET
RESEARCH?
CUSTOMER ADVOCACY IS A KEY BRAND METRIC
BRAND HEALTH MEANS BEING “REMARKABLE”
MARKET-LED INNOVATION IS THE FUTURE
CROWDSOURCING | CITIZEN BRAINSTORMING
MAY 2007 SIMON RODRIGUEZ, CUMANÁ VENENZUELA
SOURCING SOLUTIONS FROM THE CROWD
JASON DICEMAN’S DOTMOCRACY
CROWDSOURCING | CITIZEN BRAINSTORMING AS A BUSINESS MODEL
      (THREADLESS - TOP VOTED DESIGNS GET PRINTED)
CROWDSOURCING | CITIZEN BRAINSTORMING AS A BUSINESS MODEL
   (GOLDCORP - ONLINE TREASURE HUNT YIELDS $3BN GOLD)
CROWDSOURCING | CITIZEN BRAINSTORMING AS A BUSINESS MODEL
                      (P&G / ELI LILLY)
NIH
NOT
INVENTED
HERE
PFE
PROUDLY
FOUND
ELSEWHERE
CROWDSOURCING REDUCES INNOVATION RISK
(MUJI - TAKING PRE-ORDERS FOR TOP VOTED CONCEPTS)
CROWDSOURCING SPEEDS UP INNOVATION
(NESTLE CO-CREATING WITH PROFESSIONALS)
CROWDSOURCING TAKES COST OUT OF INNOVATION
(BREWTOPIA - USING CONSUMERS AS A CREATIVE RESOURCE)
CROWDSOURCING TAKES COST OUT OF INNOVATION
THE SCIENCE BIT | CITIZEN BRAINSTORMING & SURVIVAL OF THE FITTEST
CROWDSOURCING
PUTS MARKET RESEARCH
AT THE HEART OF BUSINESS
BUT CAN WE
CROWDSOURCE
INSIGHT?
YES WE CAN!
USING “IDEA WIKIS” TO CROWDSOURCE INSIGHT
   (UNILEVER IDEA WIKI (HOUSEWORK TIPS))
THE TECH BIT:
THE DATABASE-BACKED SOCIAL WEB MAKES ALL THIS POSSIBLE
USING “IDEA BLOGS” TO CROWDSOURCE INSIGHT
           (STARBUCKS IDEA BLOG)
USING “IDEA BLOGS” TO CROWDSOURCE INSIGHT
         (TRENDWATCHING IDEA BLOG)
USING “IDEA BLOGS” TO CROWDSOURCE INSIGHT
  (SIMPLE SKINCARE IDEA BLOG WITH E-SHOP)
USING “IDEA CLOUDS” TO CROWDSOURCE INSIGHT
              (BRANDTAGS.NET)
USING “IDEA CLOUDS” TO CROWDSOURCE INSIGHT
              (BRANDTAGS.NET)
USING “IDEA CLOUDS” TO CROWDSOURCE INSIGHT
             (CLICKADVISOR.COM)
ONE MORE THING...
Propensity to Recommend




CROWDSOURCING CREATES BRAND FANS!
CO-CREATING
                              BRAND FUTURES




FOR REPRINTS/RESEARCH ENQUIRIES - PAUL.MARSDEN@CLICKADVISOR.CO...
Paul Marsden
Paul Marsden, market researcher specializing in brand advocacy and
innovation, is a director at online brains...
Paul Marsden (Flipside)
A reformed bodybuilder, Paul is a diving fanatic
and a qualified divemaster.




                  ...
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Clickadvisor Crowdsourcing 0608

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Transcript of "Clickadvisor Crowdsourcing 0608"

  1. 1. CROWDSOURCING DEMOCRATISING MARKET RESEARCH MARKET INSIGHT FORUM LONDON JUNE 2008 Paul Marsden PhD paul.marsden@clickadvisor.com
  2. 2. CONGRATULATIONS! YOU ARE PERSON OF THE YEAR
  3. 3. THE RISE OF CITIZEN JOURNALISTS
  4. 4. THE RISE OF CITIZEN BROADCASTERS
  5. 5. THE RISE OF CITIZEN EXPERTS
  6. 6. THE RISE OF CITIZEN EDITORS
  7. 7. THE RISE OF CITIZEN REVIEWERS
  8. 8. THE RISE OF CITIZEN MARKETERS
  9. 9. “To find something comparable you have to go back 500 years to the printing press, the birth of mass media. Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control.” Rubert Murdoch
  10. 10. CUSTOMER REALLY IS KING
  11. 11. SO WHAT FOR MARKET RESEARCH?
  12. 12. CUSTOMER ADVOCACY IS A KEY BRAND METRIC
  13. 13. BRAND HEALTH MEANS BEING “REMARKABLE”
  14. 14. MARKET-LED INNOVATION IS THE FUTURE
  15. 15. CROWDSOURCING | CITIZEN BRAINSTORMING
  16. 16. MAY 2007 SIMON RODRIGUEZ, CUMANÁ VENENZUELA
  17. 17. SOURCING SOLUTIONS FROM THE CROWD
  18. 18. JASON DICEMAN’S DOTMOCRACY
  19. 19. CROWDSOURCING | CITIZEN BRAINSTORMING AS A BUSINESS MODEL (THREADLESS - TOP VOTED DESIGNS GET PRINTED)
  20. 20. CROWDSOURCING | CITIZEN BRAINSTORMING AS A BUSINESS MODEL (GOLDCORP - ONLINE TREASURE HUNT YIELDS $3BN GOLD)
  21. 21. CROWDSOURCING | CITIZEN BRAINSTORMING AS A BUSINESS MODEL (P&G / ELI LILLY)
  22. 22. NIH NOT INVENTED HERE
  23. 23. PFE PROUDLY FOUND ELSEWHERE
  24. 24. CROWDSOURCING REDUCES INNOVATION RISK (MUJI - TAKING PRE-ORDERS FOR TOP VOTED CONCEPTS)
  25. 25. CROWDSOURCING SPEEDS UP INNOVATION (NESTLE CO-CREATING WITH PROFESSIONALS)
  26. 26. CROWDSOURCING TAKES COST OUT OF INNOVATION (BREWTOPIA - USING CONSUMERS AS A CREATIVE RESOURCE)
  27. 27. CROWDSOURCING TAKES COST OUT OF INNOVATION
  28. 28. THE SCIENCE BIT | CITIZEN BRAINSTORMING & SURVIVAL OF THE FITTEST
  29. 29. CROWDSOURCING PUTS MARKET RESEARCH AT THE HEART OF BUSINESS
  30. 30. BUT CAN WE CROWDSOURCE INSIGHT?
  31. 31. YES WE CAN!
  32. 32. USING “IDEA WIKIS” TO CROWDSOURCE INSIGHT (UNILEVER IDEA WIKI (HOUSEWORK TIPS))
  33. 33. THE TECH BIT: THE DATABASE-BACKED SOCIAL WEB MAKES ALL THIS POSSIBLE
  34. 34. USING “IDEA BLOGS” TO CROWDSOURCE INSIGHT (STARBUCKS IDEA BLOG)
  35. 35. USING “IDEA BLOGS” TO CROWDSOURCE INSIGHT (TRENDWATCHING IDEA BLOG)
  36. 36. USING “IDEA BLOGS” TO CROWDSOURCE INSIGHT (SIMPLE SKINCARE IDEA BLOG WITH E-SHOP)
  37. 37. USING “IDEA CLOUDS” TO CROWDSOURCE INSIGHT (BRANDTAGS.NET)
  38. 38. USING “IDEA CLOUDS” TO CROWDSOURCE INSIGHT (BRANDTAGS.NET)
  39. 39. USING “IDEA CLOUDS” TO CROWDSOURCE INSIGHT (CLICKADVISOR.COM)
  40. 40. ONE MORE THING...
  41. 41. Propensity to Recommend CROWDSOURCING CREATES BRAND FANS!
  42. 42. CO-CREATING BRAND FUTURES FOR REPRINTS/RESEARCH ENQUIRIES - PAUL.MARSDEN@CLICKADVISOR.COM - T: +44 777 95 77 248
  43. 43. Paul Marsden Paul Marsden, market researcher specializing in brand advocacy and innovation, is a director at online brainstorming agency clickadvisor. Career highlights to date ‣ Product management, sales and market research at Astra Zeneca ‣ PhD in psychology (social contagion - science of infectious ideas), developing new online brainstorming technique featured in The New Scientist ‣ Led London School of Economics team validating the link between brand advocacy and sales growth - worked on brand advocacy projects for BBC, LVMH, Nokia, Economist, and Unilever ‣ Co-founded two successful digital marketing agencies (Spheeris (online PR) and Brainjuicer (online research)) ‣ Co-authored popular business book ‘Connected Marketing’ Paul’s latest venture, clickadvisor.com, is an online brainstorming site that helps brands do collaborative innovation with consumers. clickadvisor
  44. 44. Paul Marsden (Flipside) A reformed bodybuilder, Paul is a diving fanatic and a qualified divemaster. clickadvisor
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