Crowdsourcing: The Opportunity in Market Research
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Crowdsourcing: The Opportunity in Market Research

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Presentation at Sao Paulo Collaborate, Co-Create and Innovate Conference hosted by Philips and Brainjuicer

Presentation at Sao Paulo Collaborate, Co-Create and Innovate Conference hosted by Philips and Brainjuicer

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  • 1. Crowdsourcing Transforming Research into a Profit Center.... Dr Paul Marsden Digital Ethnographer www.socialcommercetoday.com paul@viralculture.com
  • 2. So, who’s the guy with Jacko?
  • 3. “He should be melted down into glue” / Chris Martin
  • 4. Simon Fuller / Mind behind American Idol
  • 5. Web business idea / Open talent contests
  • 6. 1. Source Talent from the Crowd Web business idea / Open talent contests
  • 7. 1. Source Talent from the Crowd 2. Screen for POTENTIAL Web business idea / Open talent contests
  • 8. 1. Source Talent from the Crowd 2. Screen for POTENTIAL 3. OWN THE OUTPUT Web business idea / Open talent contests
  • 9. D 1. Source Talent from the Crowd L 2. Screen for POTENTIAL 3. OWN THE OUTPUT S O From business idea to entertainment idea
  • 10. 1. Source Talent from Crowd
  • 11. Pro Jur y 1. Source Talent from 2. Screen for Crowd Potential
  • 12. Pro Jur y Peo ple Jur y 1. Source Talent from 2. Screen for Crowd Potential
  • 13. 1. Source Talent from 2. Screen for 3. Own the Crowd Potential Output
  • 14. The Magic of Idol - A Market Research Effect
  • 15. Employee research at Hawthorne plant
  • 16. Research respondents respond positively
  • 17. Research respondents respond positively
  • 18. Research respondents respond positively
  • 19. Something in the Hawthorne water?
  • 20. Humans are social animals - we like participating
  • 21. The Hawthorne Effect: Participation Research Bias Humans are social animals - we like participating
  • 22. Hey boss, can we ask you for some advice? Using the Hawthorne Effect to get yourself a pay rise
  • 23. Research-Powered Entertainment
  • 24. It’s Research Jim, but not as we know it.
  • 25. Am Ieri RIe docan dse l ol a Bue foch Ms r r tne i ho ss d 1. Source Talent from 2. Screen for 3. Own the Crowd Potential Output
  • 26. Am Ieri RIe docan dse l ol a Bue foch Ms r r tne i ho ss d 1. Source Talent from 2. Screen for 3. Own the Crowd Potential Output
  • 27. Ido Re sea l Me rch tho d 1. Source Talent from 2. Screen for 3. Own the Crowd Potential Output
  • 28. Ido Re sea l Me rch tho d 1. Source Talent from 2. Screen for 3. Own the Crowd Potential Output
  • 29. Ido Re sea l Me rch tho d 1. Source Talent from 2. Screen for 3. Own the Crowd Potential Output
  • 30. Ido Re sea l Me rch tho d 1. Source Talent from 2. Screen for 3. Own the Crowd Potential Output
  • 31. Ido Re sea l Me rch tho d 1. Source Talent from 2. Screen for 3. Own the Crowd Potential Output
  • 32. Ido Re sea l Me rch tho d 1. Source Talent from 2. Screen for 3. Own the Crowd Potential Output
  • 33. Ido Re sea l Me rch tho d 1. Source Talent from 2. Screen for 3. Own the Crowd Potential Output
  • 34. Ido Re sea l Me rch tho d 1. Source Talent from 2. Screen for 3. Own the Crowd Potential Output
  • 35. Ido Re sea l Me rch tho d 1. Source Talent from 2. Screen for 3. Own the Crowd Potential Output
  • 36. Ido Re sea l Me rch tho d 1. Source Talent from 2. Screen for 3. Own the Crowd Potential Output
  • 37. Ido Re sea l Me rch tho d New research method needs new name: ‘Crowdsourcing’
  • 38. Ido Re sea l Me rch tho d Idol Research Platform (Innovation)
  • 39. Ido Re sea l Me rch tho d Idol Research Platform (Design)
  • 40. Ido Re sea l Me rch tho d Idol Research Platform (Ads)
  • 41. Ido Re sea l Me rch tho d dotmocracy.org Idol Research Platform (Social Research)
  • 42. Ido Re sea l Me rch tho d Idol Model: A Profit-Generating Research Platform
  • 43. 40 Bored of Surveys, Groups and Interviews? Think Different, Think Idol Research
  • 44. Survival of the Fittest Competition... The Best Idea Any Ever Had... Idol - Profit Generating Research Platform (Software)
  • 45. “It’s not the strongest that survives. Nor the most intelligent. It’s the one most adaptable to change” Idol - Profit Generating www.socialcommercetoday.com Research Platform (Software)
  • 46. 43 Exercise Plan an Idol Contest! Choose a company/brand represented on your table. Come up with an idea for an Idol Contest to crowdsource a better solution to a business need, task or problem. ➊ Source Talent from Crowd (HOW will you organize the contest?) ➋ Screen for Potential (HOW will your pick winners (expert/public juries?) ➌ Own the Output (HOW will you make/save money?) Present back your idea to the group