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

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