Researchers from New
Zealand have come up with an interesting twist to the crowdsourcing model:
instead of having a company asking the crowd for solutions, they had a
government-owned R&D organization asking the crowd for problems (“What
is Your Problem?“). Here are some learnings.
When you ask a crowd for solutions, you benefit from a
variety of things: access to a wide knowledge pool, generation of market or
consumer insights, fast and cost-effective problem-solving capabilities, buzz
around your brand… The academic literature and popular press has covered the
topic extensively (and you probably know it, too). However, you have du juggle
with some issues: potential project delays, possibly few and poor responses,
the sporadic nature of the call for entries… Crowdsourcing might be good to
solve problems and stimulate creativity, but seldmomly does it allow you to
engage in deep interactions with crowd members (also see this article
on co-creation and crowdsourcing being complementary).
Crowdsourcing can be more time- and effort-intensive and the solution may not “stick” within the firm because it was not in- ternally generated (Davenport et al., 2013)
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