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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

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