The document discusses how crowdsourcing can help companies grow their global brands. It provides examples of how Chaordix has helped companies like P&G and American Airlines crowdsource brand and product innovation to generate market insights and engage customers. The document outlines Chaordix's experience and the success factors for crowdsourced brand and product innovation, such as having an engaging community and collecting both qualitative and quantitative data.

1. Shelley Kuipers, Founder & CEO
Crowdsourcing Week Asia, Singapore
June 4, 2013
Growing Global Brands
through Crowdsourcing

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Help your crowds authentically engage with
your brand & product innovation teams.
They’ll thank you with actionable market
insights & loyalty.
“Participation is the
new brand.” ─ Chaordix

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Meaning
[kay-or-dix]
New market winners will synthesize chaos and order.
– Dee Hock, VISA® credit card founder, and author of the book:
One from Many, VISA® and the Rise of the Chaordic Organization

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Our Experience
 Canada HQ, UK, USA
 Crowdsourcing since 2006 (Chaordix 2009)
 Crowd Intelligence™
 Enterprise-class, responsive software platform
& applications
 Deep product experience & marketing bench
 200,000+ participants worldwide
 Recognized thought leader

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Crowdsourcing Market Insight
Iterative, distillation of people & insights from the crowd
Facebook Fans Brand Loyalty Group(s)
Employee Experts & Brand
Prosumers Co-creation
e.g.

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Success Factors for Crowdsourced
Brand & Product Innovation
 Seamless, branded experience important
 It’s not just about a mob’s popular feedback &
ideas; it’s about thoughtful, actionable insight
 Engaged crowds, community = better data
 Mixed methods research, qual + quant data
 Persistent, on-demand community for insights
 Role of experts in brand & product innovation
 Rich software toolset for participant activities, data
analytics, enterprise integration

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“Consumer market knowledge (CMK) might
be Procter & Gamble's best "secret
weapon," because this is the organisation
that builds the company's renowned gut-
level understanding of "what consumers
think and what they want.” http://www.pg.ca/en_CA/
careers/looking_for/cmk.shtml
Case Study: CPG Innovation Fund Challenge

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CPG Marketing Innovation Fund at P&G
Crowdsourced R&D Challenge for the Global CMK Group
Innovation
Awards $$

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“Technology. Entertainment. Progress.
These things people really feel are
American attributes,” Futurebrand’s
Chief Creative Officer Sven Seger later
answers. “We didn’t make this up. It’s
from people all over the world.”
Case Study: Brand & Product Innovation
http://www.fastcodesign.com/1671677/american-airlines-
rebrands-itself-and-america-along-with-it#6

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Transportation Industry Brand Development
Crowdsourced Brand & Product Communities
1968
2013

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What’s Next?
Brand & Product Innovation
 Co-mingling of peer brand crowds
 Prosumer talent pools
 Evergreen idea-to-insight applications
 Expansion of mobile research integration,
e.g. quantified self & customer journey apps
 Funded incentive & sponsorship programs
 Seed and scale micro-funding competitions
for internal R&D budgets
 Pre-buy innovation communities expand …

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Your Opportunity Today:
Crowd Intelligence™
 Predictive market insights
 Engage hard-to-reach, influencers and taste-
makers directly in brand & product innovation
 De-risked product marketing path
 Reach emerging markets with scaleable,
multilingual, mobile research process
 Enterprise integration with social enterprise &
back office systems
 Increased customer loyalty and retention
through brand participation …