Crowdsourcing

Fiona Schweitzer

Research output: Contribution to journalArticle

58 Citations (Scopus)

Abstract

Along with other Web 2.0 market intelligence tools, online idea competitions can provide essential input for decision making in the early phases of product innovation. However, in order to use online competitions effectively, it is essential to know when to use which method, how to use it, and to what extent virtual and conventional research techniques can be used interchangeably or complementarily. A fi rst step toward assessing the power of Web 2.0 techniques is to compare them with traditional ones. We compare the expense and results of online idea competitions with focus groups for idea generation in the market for senior citizen mobile phones and services. We fi nd that idea competitions lead to more and better ideas at a lower cost per idea, while focus groups yield richer interactions with users.

Original languageEnglish
Pages (from-to)32-38
Number of pages7
JournalResearch-Technology Management
Volume55
Issue number3
DOIs
Publication statusPublished - May 2012

Keywords

  • crowd sourcing
  • focus groups
  • online idea comeptitions
  • Virtual communities
  • Focus groups
  • Fuzzy front end
  • Idea competitions

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