Perfect Crowd

Inspiration from Open Ideo

Open Ideo is a great co-creation platform. The big difference between Open Ideo and other crowdsourcing online platform is its focus on collaboration rather than on solitary responses to the briefs. The co-creators can get inspired and they can inspire each other through the initial Inspiration stage where all the relevant contextual material is collected and reviewed. This openness is possible mainly because Open Ideo deals with non-profit projects. To achieve the same degree of openness is difficult for business co-creation as the competition amongst the co-creators is inevitably higher and there is also a general - though in my opinion unnecessary - need for secrecy. We are hoping to learn from Open Ideo as much as we can!

Invitation: workshop with John Griffiths, 30.11.2010

It is a great pleasure to welcome John Griffiths to London in Prague.
John has been planning on advertising for 25 years now, direct marketing for 17 years and integrated it all together with sales promotion, sponsorship, PR and latterly the web for the last 14.
John has been running Planning Above and Beyond since 2000 – a consultancy pushing the boundaries of research & planning. Clients include Cisco, Tesco and Intercontinental hotels. He also runs research training as a partner with Mike Imms, the AQR and the research component of the IE business school online MBA. Open source projects he has helped to initiate include the Research Liberation Front, Waggledancers and the Cloud of Knowing. From this last project came a paper called the Cloud of Knowing given at this year’s MRS conference which is currently shortlisted for Best New Thinking and Best New Paper. Its subject is the incorporation of online content within market research. John continues to work with his clients as a catalyser to ensure that research is more a movement than a product or a process.
Learn more about John Griffiths: www.planningaboveandbeyond.comwww.paab.typepad.comwww.waggledancers.com

WORKSHOP DETAILS
Topic: Cloud of knowing: crowdsourcing as a planning tool
When: Tuesday November 30th (10 AM – 4 PM)Where: Long Tale Café, Osadní 35, Prague 7

Workshop outline:

10.00 – 11.00Overview of planning tools
11.00 - 12.30Focus on insight generation techniques as core planning tool- learn how to generate customer insights, focusing on what we know about the customer but also deliberately focusing on whatwe DON’T KNOW, to bring up our unconscious and conscious assumptions
12.30-13.15 lunch
13.15-16.00 Communities of interpretation- learn how to put crowdsourcing into practice by employing groups and communities to interpret vast amount of freely available data on the Internet
Work on a real case online in smaller groups in order for the participants to quickly adopt the tool and use it in their business practice

Register here. 
For more information write to info@londynvpraze.com, or call +420 774 878 771.

Selling the crowd's excess creativity

That is very close to what we would like to do as Perfect Crowd: help the crowd to simplify selling its excess creativity.

Unilever goes crowdsourcing

via www.guardian.co.uk

"We believe Peperami is a brand that deserves radical creative solutions and are confident taking our brief out to thousands rather than a small team of creatives will provide us with the best possible idea and take our advertising to the next level," said the Peperami marketing manager, Noam Buchalter (from an article in the Guardian).

I think that Noam is right. I used to think that the crowd can only give you a direction for creative development but, after a first-hand experience with crowdsourcing, I believe that the creative could come from the crowd, given that the crowd is big and diverse enough.

Does it mean that the world has become our creative department and the big ad agencies can be closed down? I think it does, except for the planning department, that should stay open - the planners will connect the crowd with the brand.

Esomar Innovate Conference, Copenhagen (2 out 2)

I write this partly as a response to the comment from Matt Hart - and I will come back to Matt's points shortly.

I did two presentations at the Esomar Innovate conference in Copenhagen - one with Evert Bos from Brainjuicer and the second with Andrew Needham of Face. I did the second presentation on behalf of Ana Medeiros,  my colleague in Unilever. Ana works closely with Andrew on the co-creation for Axe and she has done great job driving and promoting co-creation within Unilever.  Here are the 2 presentations (Andrew Needham and John Kearon have kindly agreed to publish the presentations on this blog):

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Both methodologies - Brainjuicer's creative 6-ers and the approach of Face - have at their heart co-creation of new ideas/concepts with people  (so-called creative consumers) and each of them are advocating a completely different approach.

Lets try to explore some aspects of the two approaches while looking at the questions raised by Matt:

Recruiting and profiling: Brainjuicer uses the screener for "creatives", described in the presentation.  Similar screener is used in case of the Supergroups (used by Márta for the co-creation on Tic Tac).  The " Stuffed Toy Elephant question" (see slide 15 of the Brainjuicer presentation) is one the key question for recruitment of creatives for both Brainjuicer creatives and the Supergroupers.

Educating the respondents: Face has their panel of consumers (Headbox) from which they draw creative consumers.  These consumers are often young designers/students of marketing and I think that this is a great advantage, i.e. rather than being dependent (only) on a questionnaire we can hire young people who are not only creative and bright but also educated in our field. (It becomes much easier to explain to them what the brands stands for,  what are the objectives etc.)

We worked with the young creative consumers on Axe/Lynx and we had long debates about whether to use older creative consumers when co-creating ideas for more "older" brands.  My feeling is that the offline and intense co-creation sessions are more suited to younger people who already know a bit about advertsing, design and marketing. Márta and her team used this approach for the work on the site for Tic Tac  - they have recruited young guys to design a site for middle aged people.

The creative consumers recruited by Brainjuicer create ideas online and in isolation. I think that the Brainjuicer approach is most useful when one needs to generate many ideas in a short time.  The ideas from the Brainjuicer creative 6-ers will come out in rough shapes and, in most cases,  will need to be fine tuned in an offline session. The ideas for deodorants (described in the presentation for Esomar) that were generated by the creative 6-ers  became one of the key sources for the Wildfire project (which is a c0-creation process).

Incentives:  I think that we have used the right mixture of incentives for the people who work on the new Axe variant (it is described in the Face presentation). That mixture included money but was not about money only - we had to create an engaging environment for the consumers to work in,  provide a real experience of learning and doing, take them seriously and share with them the final results of the co-creation (the finished product or advertising).