CROWDSOURCING
DEMOCRATISING MARKET RESEARCH
MARKET INSIGHT FORUM
LONDON JUNE 2008
Paul Marsden PhD paul.marsden@clickadvisor.com

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
shifting power away from the editors, the
publishers, the establishment, the media
elite. Now it’s the people who are taking
control.”
Rubert Murdoch

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.COM - T: +44 777 95 77 248

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

Paul Marsden (Flipside)
A reformed bodybuilder, Paul is a diving fanatic
and a qualified divemaster.
clickadvisor