Tag / web

by YannigRoth

Crowdsourced video contest reveals how people feel about luxury today

luxury

Image via Zooppa.com/contests/what-is-luxury

French reserachers Lobre & Lebraty say that the value of crowdsourcing lies in the innovativeness of ideas and in the authenticity of contributions. Similarly to what is explained in this whitepaper, this post is about a specific case where crowdsourcing is being used by a company to get authentic market feedback from consumers: The What is Luxury contest on Zooppa. This competition has been sponsored by Euro RSCG and explicitely asks videomakers to interview consumers about their perception of luxury. Since all the videos were available to everyone, I thought I would do a brief content analysis… and found some interesting insights! Continue reading →

by YannigRoth

B’Twin and Local Motors launch a series of contests to co-create an electric tricycle

the forge btwin competition

Yesterday I received an email from B’Twin’s press department, it was entitled “the 1st bike created by a global community” (in French). That made me curious, and after reading the email and the attached press release, it was clearer what they meant by this statement : the bicycle brand has launched a co-creation contest on Local Motors’ community website The Forge to ask people to design a new personal transport vehicle, the “B’Twin Vélomobile”. A couple of months ago, Quirky has held a short project about reinventing the bicycle, but it was more an entertainment/PR/community animation project than an actual co-creation project. Want to know a little bit more about B’Twin’s contest? Continue reading →

by YannigRoth

11 of the 12 Best Global Brands use creative crowdsourcing

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Click on the image to get to Interbrand’s poster of the 100 Best Global Brands

UPDATE (Sep 19th 2012): To find a visual and interactive illustration of all the cases listed below, see my timeline of crowdsourcing initiatives by brands

This is going to be a loooooong post – eventually. I will try to list all the creative crowdsourcing initiatives that I know of, applied to Interbrand’s ranking of the 100 Best Global Brands. I eagerly invite you to contribute with your knowledge because I might miss some – what do I say – I will miss some of them. Why list all these crowdsourcing initiatives? I would like this post to be another way to show how big creative crowdsourcing is getting in marketing and innovation. I hope you like it. And again, please share the creative crowdsourcing initiatives (contests, engagement platforms, challenges etc.) that I missed – and let us stick to the brands (not the parent companies). Thanks! Continue reading →

by YannigRoth

Crowdsourcing across cultures: Recent evidence from Mechanical Turk

mechanical-turk-amazon-illustration

Image via vator.tv

Do you know Mechanical Turk? It’s a web-platform that is hosted by Amazon.com and allows you to perform small (and usually repetitive) tasks and to earn a little money. Everybody can set up a task, and everybody can perform a task, that’s why Mechanical Turk  is called a “marketplace for work” (there are numerous other platforms like this). For the person who sets up a task, it’s like having a human-powered machine that performs tasks for you. And for researchers, it’s a fantastic playing field to explore crowdsourcing because of the sheer amount and diversity of people who perform tasks on the platform for little money! This post highlight three pieces of research that explore why people from India and the United States are active on Mechanical Turk.

Continue reading →

by YannigRoth

Understanding participation on a massive crowdsourcing platform

Hompage of crowdsourcing platform TaskCN

As time goes, we can see that crowdsourcing platforms gain momentum and attract both companies (seekers) and consumers (solvers). Some platforms are used to innovate in science (InnoCentive, Hypios, NineSigma), others to connect creatives and companies (Jovoto, eYeka, Poptent), and others are huge marketplaces of work or creative task (Mechanical Turk, Witmart, TaskCN). This blog post is about a piece of research that tries to understand participation on the latter platform: the Chinese marketplace TaskCN. What type of contests work best? Does more money attract solvers? And what role does peoples’ experience play in winning contests? Their finding can have strategic implications for designing online contest. Continue reading →

by YannigRoth

Les distributeurs français se mettraient-ils à la co-création?

page d'accueil

Comme l’a gentiment partagé @Ccollab, le groupe Casino vient de lancer une plateforme communautaire. Un pas vers une stratégie de co-création?

Il y a des modes, il y a des tendances et il y a des boulversements. Aujourd’hui, avec l’avènement d’internet et la légitimisation des actions participatives, on ne peut plus dire que la co-création est juste un effet de mode ; c’est une tendance de fond. A l’étranger, il existe de nombreux exemples innovants de distribution: l’enseigne américaine Target a conclu un partenariat avec la plateforme de crowdsourcing Quirky, son concurrent Walmart s’ouvre à la foule pour référencer de nouveaux produits, l’allemand Tchibo a une communauté en ligne qui lui suggère de nouveaux produits… et quid des distributeurs français? J’ai l’impression qu’on va au-delà du design de logo, aujourd’hui, et qu’ils se mettent à intégrer la co-créations dans leurs stratégies. Un petit tour d’horizon de ce qui se fait aujourd’hui. Continue reading →

by YannigRoth

Crowdsourcing: Serial participants end up proposing less diverse ideas

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Right after writing that blog post about crowdsourcing at Dell, I read an interesting piece of research about participation in the Dell Ideastorm crowdsourcing-platform. The paper is authored by Barry L. Bayus an d will be published in Management Science in the next months (see the first version, and the second version – by the way, it’s a great way to see how mauch a paper evolves durring the reviewing process). While it has not been published yet, the findings are interesting to look at, because they’re among the first ones to analyze participation in crowdsourcing over time. And it seems that there are challenges ahead for Dell… Continue reading →