CrowdsourcingTransforming Research into a Profit Center....

Dr Paul MarsdenDigital Ethnographerwww.socialcommercetoday.compaul@viralculture.com

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

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

From business idea to entertainment idea

1. Source Talent from the Crowd

2. Screen for POTENTIAL

3. OWN THE OUTPUT

SOLD

1. Source Talent from Crowd

1. Source Talent from Crowd

2. Screen for Potential

ProJury

1. Source Talent from Crowd

2. Screen for Potential

PeopleJury

ProJury

1. Source Talent from Crowd

2. Screen for Potential

3. Own theOutput

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

Humans are social animals - we like participating

The Hawthorne Effect:Participation Research Bias

Using the Hawthorne Effect to get yourself a pay rise

Hey boss, can we ask you for some advice?

Research-Powered Entertainment

It’s Research Jim, but not as we know it.

1. Source Talent from Crowd

2. Screen for Potential

3. Own theOutput

American Idol for Business

Idol ResearchMethod

1. Source Talent from Crowd

2. Screen for Potential

3. Own theOutput

American Idol for Business

Idol ResearchMethod

1. Source Talent from Crowd

2. Screen for Potential

3. Own theOutput

Idol ResearchMethod

1. Source Talent from Crowd

2. Screen for Potential

3. Own theOutput

Idol ResearchMethod

1. Source Talent from Crowd

2. Screen for Potential

3. Own theOutput

Idol ResearchMethod

1. Source Talent from Crowd

2. Screen for Potential

3. Own theOutput

Idol ResearchMethod

1. Source Talent from Crowd

2. Screen for Potential

3. Own theOutput

Idol ResearchMethod

1. Source Talent from Crowd

2. Screen for Potential

3. Own theOutput

Idol ResearchMethod

1. Source Talent from Crowd

2. Screen for Potential

3. Own theOutput

Idol ResearchMethod

1. Source Talent from Crowd

2. Screen for Potential

3. Own theOutput

Idol ResearchMethod

1. Source Talent from Crowd

2. Screen for Potential

3. Own theOutput

Idol ResearchMethod

1. Source Talent from Crowd

2. Screen for Potential

3. Own theOutput

Idol ResearchMethod

New research method needs new name: ‘Crowdsourcing’

Idol ResearchMethod

Idol Research Platform (Innovation)

Idol ResearchMethod

Idol Research Platform (Design)

Idol ResearchMethod

Idol Research Platform (Ads)

Idol ResearchMethod

Idol Research Platform (Social Research) dotmocracy.org

Idol ResearchMethod

Idol Model: A Profit-Generating Research Platform

Idol ResearchMethod

Bored of Surveys, Groups and Interviews? Think Different, Think Idol Research

40

Idol - Profit Generating Research Platform (Software)

Survival of the Fittest Competition... The Best Idea Any Ever Had...

Idol - Profit Generating Research Platform (Software)

“It’s not the strongest that survives. Nor the most intelligent. It’s the one most adaptable to change”

www.socialcommercetoday.com

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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