Clickadvisor Crowdsourcing 0608
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Clickadvisor Crowdsourcing 0608 Presentation Transcript

  • 1. CROWDSOURCING DEMOCRATISING MARKET RESEARCH MARKET INSIGHT FORUM LONDON JUNE 2008 Paul Marsden PhD paul.marsden@clickadvisor.com
  • 2. CONGRATULATIONS! YOU ARE PERSON OF THE YEAR
  • 3. THE RISE OF CITIZEN JOURNALISTS
  • 4. THE RISE OF CITIZEN BROADCASTERS
  • 5. THE RISE OF CITIZEN EXPERTS
  • 6. THE RISE OF CITIZEN EDITORS
  • 7. THE RISE OF CITIZEN REVIEWERS
  • 8. THE RISE OF CITIZEN MARKETERS
  • 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. CUSTOMER REALLY IS KING
  • 11. SO WHAT FOR MARKET RESEARCH?
  • 12. CUSTOMER ADVOCACY IS A KEY BRAND METRIC
  • 13. BRAND HEALTH MEANS BEING “REMARKABLE”
  • 14. MARKET-LED INNOVATION IS THE FUTURE
  • 15. CROWDSOURCING | CITIZEN BRAINSTORMING
  • 16. MAY 2007 SIMON RODRIGUEZ, CUMANÁ VENENZUELA
  • 17. SOURCING SOLUTIONS FROM THE CROWD
  • 18. JASON DICEMAN’S DOTMOCRACY
  • 19. CROWDSOURCING | CITIZEN BRAINSTORMING AS A BUSINESS MODEL (THREADLESS - TOP VOTED DESIGNS GET PRINTED)
  • 20. CROWDSOURCING | CITIZEN BRAINSTORMING AS A BUSINESS MODEL (GOLDCORP - ONLINE TREASURE HUNT YIELDS $3BN GOLD)
  • 21. CROWDSOURCING | CITIZEN BRAINSTORMING AS A BUSINESS MODEL (P&G / ELI LILLY)
  • 22. NIH NOT INVENTED HERE
  • 23. PFE PROUDLY FOUND ELSEWHERE
  • 24. CROWDSOURCING REDUCES INNOVATION RISK (MUJI - TAKING PRE-ORDERS FOR TOP VOTED CONCEPTS)
  • 25. CROWDSOURCING SPEEDS UP INNOVATION (NESTLE CO-CREATING WITH PROFESSIONALS)
  • 26. CROWDSOURCING TAKES COST OUT OF INNOVATION (BREWTOPIA - USING CONSUMERS AS A CREATIVE RESOURCE)
  • 27. CROWDSOURCING TAKES COST OUT OF INNOVATION
  • 28. THE SCIENCE BIT | CITIZEN BRAINSTORMING & SURVIVAL OF THE FITTEST
  • 29. CROWDSOURCING PUTS MARKET RESEARCH AT THE HEART OF BUSINESS
  • 30. BUT CAN WE CROWDSOURCE INSIGHT?
  • 31. YES WE CAN!
  • 32. USING “IDEA WIKIS” TO CROWDSOURCE INSIGHT (UNILEVER IDEA WIKI (HOUSEWORK TIPS))
  • 33. THE TECH BIT: THE DATABASE-BACKED SOCIAL WEB MAKES ALL THIS POSSIBLE
  • 34. USING “IDEA BLOGS” TO CROWDSOURCE INSIGHT (STARBUCKS IDEA BLOG)
  • 35. USING “IDEA BLOGS” TO CROWDSOURCE INSIGHT (TRENDWATCHING IDEA BLOG)
  • 36. USING “IDEA BLOGS” TO CROWDSOURCE INSIGHT (SIMPLE SKINCARE IDEA BLOG WITH E-SHOP)
  • 37. USING “IDEA CLOUDS” TO CROWDSOURCE INSIGHT (BRANDTAGS.NET)
  • 38. USING “IDEA CLOUDS” TO CROWDSOURCE INSIGHT (BRANDTAGS.NET)
  • 39. USING “IDEA CLOUDS” TO CROWDSOURCE INSIGHT (CLICKADVISOR.COM)
  • 40. ONE MORE THING...
  • 41. Propensity to Recommend CROWDSOURCING CREATES BRAND FANS!
  • 42. CO-CREATING BRAND FUTURES FOR REPRINTS/RESEARCH ENQUIRIES - PAUL.MARSDEN@CLICKADVISOR.COM - T: +44 777 95 77 248
  • 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. Paul Marsden (Flipside) A reformed bodybuilder, Paul is a diving fanatic and a qualified divemaster. clickadvisor