Oct 5, 2010 1
Can Crowds Out-analyse Researchers?
That was the intriguing notion being discussed by Annelies Verhaeghe of Insites Consulting at the recent Cloud of Knowing meetup.
As John puts it:
[In the Insites study] bloggers were asked to provide images of what they perceived to be cool at a music festival they were attending. Researchers, marketing experts and 4 different types of crowds were then given the task of evaluating these and providing perceptions of their own. The bloggers then graded these in terms of the insights they generated. The 4 different types of crowd included those who were at the festival and also those who were not. And those who knew the bloggers and those who did not. The result showed that crowds appeared to be a better source of insight. And that the most fruitful crowd was one familiar with the context (ie present at the festival) and unfamiliar with the blogger (at several degrees of separation). A fascinating paper which has given Insites a way to use crowds to increase insight generation (they claim) by 200%!
Watch the video to discover what Annelies found.
I think all the research industry should adopt a CFO, because what the CFO wants to know is not whether that ad. tested better than that ad., but does the whole program move us ahead in making brands more valuable in peoples’ lives and therefore dropping to the bottom line.
(Alan C. Middleton)
ESOMAR’s 2008 Congress is nearly upon us and in this exclusive preCast, BrainJuicer Chief Juicer John Kearon chats with three of the keynotes about how cultural and technological changes are impacting peoples’ lives, and how the disciplines of marketing, branding and research need to adapt to keep pace with such change.
Podcasts
