Crowdsourcing
Transforming Research
into a Profit Center....




Dr Paul Marsden
Digital Ethnographer
www.socialcommercetod...
So, who’s the guy with Jacko?
“He should be melted down into glue” / Chris Martin
Simon Fuller / Mind behind American Idol
Web business idea / Open talent contests
1. Source Talent from the Crowd




Web business idea / Open talent contests
1. Source Talent from the Crowd

  2. Screen for POTENTIAL




Web business idea / Open talent contests
1. Source Talent from the Crowd

  2. Screen for POTENTIAL


  3. OWN THE OUTPUT




Web business idea / Open talent conte...
D
  1. Source Talent from the Crowd




                            L
  2. Screen for POTENTIAL


  3. OWN THE OUTPUT


  ...
1. Source Talent from
       Crowd
Pro
                                        Jur
                                            y




1. Source Talent from   ...
Pro
                                        Jur
                                            y




                        ...
1. Source Talent from   2. Screen for   3. Own the
       Crowd              Potential       Output
The Magic of Idol - A Market Research Effect
Employee research at Hawthorne plant
Research respondents respond positively
Research respondents respond positively
Research respondents respond positively
Something in the Hawthorne water?
Humans are social animals - we like participating
The Hawthorne Effect:
            Participation Research Bias




Humans are social animals - we like participating
Hey boss, can we ask
                       you for some advice?




Using the Hawthorne Effect to get yourself a pay rise
Research-Powered Entertainment
It’s Research Jim, but not as we know it.
Am
                                                     Ieri
                                               RIe docan
    ...
Am
                                                     Ieri
                                               RIe docan
    ...
Ido
                                              Re
                                                 sea l
              ...
Ido
                                              Re
                                                 sea l
              ...
Ido
                                              Re
                                                 sea l
              ...
Ido
                                              Re
                                                 sea l
              ...
Ido
                                              Re
                                                 sea l
              ...
Ido
                                              Re
                                                 sea l
              ...
Ido
                                              Re
                                                 sea l
              ...
Ido
                                              Re
                                                 sea l
              ...
Ido
                                              Re
                                                 sea l
              ...
Ido
                                              Re
                                                 sea l
              ...
Ido
                                           Re
                                              sea l
                    ...
Ido
                                      Re
                                         sea l
                              ...
Ido
                                  Re
                                     sea l
                                  Me r...
Ido
                               Re
                                  sea l
                               Me rch
      ...
Ido
                                              Re
                                                 sea l
              ...
Ido
                                               Re
                                                  sea l
            ...
40




Bored of Surveys, Groups and Interviews?
Think Different, Think Idol Research
Survival of the Fittest
Competition... The Best
Idea Any Ever Had...




Idol - Profit Generating Research Platform (Softwa...
“It’s not the strongest that
survives. Nor the most
intelligent. It’s the one
most adaptable to
change”




Idol - Profit G...
43


                                  Exercise




               Plan an Idol Contest!
     Choose a company/brand repre...
Upcoming SlideShare
Loading in...5
×

Crowdsourcing: The Opportunity in Market Research

2,932
-1

Published on

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

0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,932
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
84
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Crowdsourcing: The Opportunity in Market Research

  1. 1. Crowdsourcing Transforming Research into a Profit Center.... Dr Paul Marsden Digital Ethnographer www.socialcommercetoday.com paul@viralculture.com
  2. 2. So, who’s the guy with Jacko?
  3. 3. “He should be melted down into glue” / Chris Martin
  4. 4. Simon Fuller / Mind behind American Idol
  5. 5. Web business idea / Open talent contests
  6. 6. 1. Source Talent from the Crowd Web business idea / Open talent contests
  7. 7. 1. Source Talent from the Crowd 2. Screen for POTENTIAL Web business idea / Open talent contests
  8. 8. 1. Source Talent from the Crowd 2. Screen for POTENTIAL 3. OWN THE OUTPUT Web business idea / Open talent contests
  9. 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. 10. 1. Source Talent from Crowd
  11. 11. Pro Jur y 1. Source Talent from 2. Screen for Crowd Potential
  12. 12. Pro Jur y Peo ple Jur y 1. Source Talent from 2. Screen for Crowd Potential
  13. 13. 1. Source Talent from 2. Screen for 3. Own the Crowd Potential Output
  14. 14. The Magic of Idol - A Market Research Effect
  15. 15. Employee research at Hawthorne plant
  16. 16. Research respondents respond positively
  17. 17. Research respondents respond positively
  18. 18. Research respondents respond positively
  19. 19. Something in the Hawthorne water?
  20. 20. Humans are social animals - we like participating
  21. 21. The Hawthorne Effect: Participation Research Bias Humans are social animals - we like participating
  22. 22. Hey boss, can we ask you for some advice? Using the Hawthorne Effect to get yourself a pay rise
  23. 23. Research-Powered Entertainment
  24. 24. It’s Research Jim, but not as we know it.
  25. 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. 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. 27. Ido Re sea l Me rch tho d 1. Source Talent from 2. Screen for 3. Own the Crowd Potential Output
  28. 28. Ido Re sea l Me rch tho d 1. Source Talent from 2. Screen for 3. Own the Crowd Potential Output
  29. 29. Ido Re sea l Me rch tho d 1. Source Talent from 2. Screen for 3. Own the Crowd Potential Output
  30. 30. Ido Re sea l Me rch tho d 1. Source Talent from 2. Screen for 3. Own the Crowd Potential Output
  31. 31. Ido Re sea l Me rch tho d 1. Source Talent from 2. Screen for 3. Own the Crowd Potential Output
  32. 32. Ido Re sea l Me rch tho d 1. Source Talent from 2. Screen for 3. Own the Crowd Potential Output
  33. 33. Ido Re sea l Me rch tho d 1. Source Talent from 2. Screen for 3. Own the Crowd Potential Output
  34. 34. Ido Re sea l Me rch tho d 1. Source Talent from 2. Screen for 3. Own the Crowd Potential Output
  35. 35. Ido Re sea l Me rch tho d 1. Source Talent from 2. Screen for 3. Own the Crowd Potential Output
  36. 36. Ido Re sea l Me rch tho d 1. Source Talent from 2. Screen for 3. Own the Crowd Potential Output
  37. 37. Ido Re sea l Me rch tho d New research method needs new name: ‘Crowdsourcing’
  38. 38. Ido Re sea l Me rch tho d Idol Research Platform (Innovation)
  39. 39. Ido Re sea l Me rch tho d Idol Research Platform (Design)
  40. 40. Ido Re sea l Me rch tho d Idol Research Platform (Ads)
  41. 41. Ido Re sea l Me rch tho d dotmocracy.org Idol Research Platform (Social Research)
  42. 42. Ido Re sea l Me rch tho d Idol Model: A Profit-Generating Research Platform
  43. 43. 40 Bored of Surveys, Groups and Interviews? Think Different, Think Idol Research
  44. 44. Survival of the Fittest Competition... The Best Idea Any Ever Had... Idol - Profit Generating Research Platform (Software)
  45. 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. 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
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×