How crowdsourcing delivers authentic insights and/or breakthrough innovation
Here’s a blog post I recently wrote about crowdsourcing. The inspiration came from an academic paper of French researchers Jean-Fabrice Lebraty and Katia Lobre who identify two relevant sources of value for crowdsourcing: innovation (new ideas, concepts and uses) and authenticity (brand perception, marketing message etc.). I thought this had to be shared, and therefore translated into English! Glad to find it on crowdsourcing.org, I hope it will encourage mature discussion about the concept of crowdsourcing in marketing.