Two’s company. Three’s a crowd. So what the heck is this? Posted on August 30, 2010 Post a comment

Taking a note from the powerful force that is social media, market research is now taking increasing advantage of “the more, the merrier.” And with that introduction, allow us to explore the ever-evolving idea of crowdsourcing, the fittingly titled idea of collecting opinions, ideas, and product innovation through a crowd or community via open call.
 


Okay, so big whoop, right? It’s the same thing as a focus group—a bunch of people sitting around a table talking about what they like and don’t like about products or messages. Errrrrp. (That was a buzzer saying you’re wrong). Actually, crowdsourcing is much, much more.


Crowdsourcing allows consumers to join communities, feel connected, and meet and converse with each other in a creatively nurturing environment. It lets people form bonds to brands and feel that they had some small part in shaping how a product or idea may have been formed. It gives marketers and companies a way to find brand advocates and use their passion and knowledge to foster “what’s next.” And even more importantly, it works.
 


Founders of Boulder-based crowdsourcing company Napkin Labs, Riley Gibson and Warren Ng, sound off:
 


Warren: “With crowdsourcing, the talent you’re able to harness is well beyond most companies’ accessible geographic reach. You can tap into a global community, one that is incredibly diverse, knowledgeable, and creative. And this has proved time and again to be an invaluable upside for participating businesses.”



Riley: “Absolutely. The physical boundaries that have traditionally limited innovation are essentially nonexistent in the crowdsourcing model. Technology allows us to go farther, ask more questions, and create great success for brands in every category.”
 


Warren: “That technology is what gives us the increased ability to operate in a way that today’s market demands. We can create more meaningful ideas and identify more actionable insights at a faster pace than ever before.”
 


Riley: “We’ve found that in Colorado, particularly in the Boulder area, people value collaboration and thrive on the opportunity to bounce ideas off one another. Our community members recognize how different perspectives foster innovation, and that’s why crowdsourcing has become such an outstanding, up-and-coming resource for marketers and brands alike.”
 


Thanks, Warren and Riley. And thank YOU, crowds. Looks like all that noise you make is worth something after all. Touché.