Harnessing the Collective Wisdom of

the Crowd Harnessing the

Collective Wisdom of the Crowd

Suzan Briganti, CEO Totem | suzan@totembrand.com | @skuzin

Totem is a crowd-powered innovation consultancy based in Silicon Valley, and Ideacale’s Advisory Services Partner.

Totem leads crowdsourcing programs for Global Fortune 500s for consumer insights and innovation.

We have developed a unique patent-pending process for scaleable innovation crowdsourcing.

Who We Are

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1.  How to find the crowd patterns

2.  How to extract insights from your crowd

3.  How to test crowd ideas

What You’ll Learn Today

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International Exposition in London in 1884: Re-appraisal of group intelligence was sparked when a crowd of non-experts guessed the weight of an ox within a single pound.

It all started with an unsuspecting ox

“Under the right circumstances, crowds are remarkably intelligent, and are often smarter than the smartest people in them.”

— James Surowiecki

TED  Talks:    Crowd  reproduces  infamous  1884  experiment,  guesses  weight  of  an  ox  within  1  lb  

Guys in black turtlenecks Forward to two guys in

loafers?

The four conditions of wise crowds: Diversity of opinion

Independence Decentralization

Aggregation

How about when there is no “right” answer?

The Ox example is an easy one to cite, because there was a single correct answer.

But no one in the crowd had THE correct answer. And the correct answer was not found on a short list!

It was an un-weighted average of all answers.

Votes can be mis-leading

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The majority of the 20 Top Voted ideas were short-term (remedial), tactical or expected.

The  Client:  A  major  UK  university  seeking  ideas  for  their  long  term  vision  The  Brief:  “Imagine  the  University  in  the  Year  2029.”  

Top 20 Ideas by Net Votes

Are ratings any better?

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Only in the case of a handful of ideas do the Community and Expert ratings typically align.

Community vs. Expert Ave. Ratings

The  Client:  A  global  packaged  goods  company  The  Brief:  “Imagine  the  ideal  seamless  shopping  experience.”  

Short-­‐listed  ideas  

The biggest drawback of ratings & votes?

They  fail  to  capture  the  larger  pa6erns  in  the  ideas

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The  Client:  A  global  beer  holding  company  The  Brief:  “What  is  the  future  of  beer  packaging?”  Short-­‐listed  ideas  

‘Deep tagging’ of packaging innovation opportunities uncovered two major overlooked white spaces

1. How to find crowd patterns

How to find crowd patterns

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1.  Study the first few dozen ideas that come in

2.  Write down the themes emerging in the ideas; get several eyes on it 🌿 The themes should describe 85%+ percent of the ideas The themes should describe 85%+ percent of the ideas 🌿 Every project has its own unique dimensions Every project has its own unique dimensions

🌿 You cannot expect the crowd to think this way You cannot expect the crowd to think this way

3.  Tag the ideas according to these dimensions

4.  Tweak the tagging scheme, as ideas come in. 5.  Go back and check you applied the scheme to all ideas

and that it holds up 6.  Look for the meta patterns

Example: High Tech

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Key  Capabili<es  

Power   On  demand   Always  on  

Data  capture   Basic   Intermediate   Advanced    

Interpret/act  (Data  processing)  

Basic   Intermediate   Advanced    

Mobility   StaTonary/fixed  

Carried/portable  

Worn/embedded  

Where  worn   Head   Hands   Body  

Usage   Remediate  senses  

Filter/manage   Enhance/extend  senses  

Target   Profiles  user   Profiles  crowd  

Access   Remote  monitor  

Remote  access  

We  tagged  all  ideas  on  the  key  capabiliTes,  in  addiTon  to  the  relevant  Use  cases  

Example: High Tech

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0.0%  

10.0%  

20.0%  

30.0%  

40.0%  

50.0%  

60.0%  

70.0%  Always  on  

On  demand  

Basic  data  capture  

Intermed  capture  

Advanced  capture  

Profile  user  

Profile  crowd  

Interpret/act  basic  

Interpret/act  intermed  

Interpret/act  advanced  

Remote  monitor  (1-­‐way)  

Remote  access  (2-­‐way  

…Which  revealed  good  news  and  bad  news:  The  device  had  to  be  “always  on.”  But  if  it  was,  the  majority  of  Use  cases  required  only  Basic  data  capture.  

Result: Crowd powered dev roadmap

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Crowd-powered development roadmap for global technology leader, depicts use cases by tech capability requirements and associated opportunity

2. How to extract insights

What are insights? Why do we need them?

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An insight is the expression of a problem in a way that is both relevant and fresh to the intended user.

Understanding  a  problem   A  solu<on  to  the  problem  +  =   An  innova<on  

Problems can have functional, emotional, experiential and social dimensions.

Insights are responsible for 20 - 50% of your innovation success.

Examples of great insights

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“I see discovery in life as a game that I like to play, which is why I get excited when I discover truly new tastes in drinks.”

“I love to share videos of the best parts of my day. But I don’t always know when

great moments are going to occur. So I end up either missing a lot, or capturing

too many boring bits.”

“Household spills can sometimes cause an unexpected reaction in me. The faster I can resolve household tensions, the better for my family.”

Client confidential

How to extract crowd insights

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1.  When looking at ideas, capture the underlying problem 2.  Look for recurrent problems, AND new unfamiliar

problems 🌿 Many ideas just describe the solution and benefits, so you Many ideas just describe the solution and benefits, so you

must deduce the problem 🌿 Some weak solutions contain important problem statements Some weak solutions contain important problem statements 🌿 Problem statements are extremely sensitive to language Problem statements are extremely sensitive to language

3.  Once you’ve gathered potential problems, spend several hours trying to state them in simple, vivid language. Ask your best writer for help.

4.  Insights can and should be tested among target users.

What makes a great insight?

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1. Structure your insight for success – lead with the frustration

2. Short, sharp sentences work better

3. Needs or frustrations should be as category-specific as possible

4. Avoid the hard-sell

5. Don’t patronize or invite the customer to patronize others

6. Don’t gush, but write like a human being

! Great Insights are fresh – an edge on top of just resonance, an unuttered truth

! An Insight statement should address both the targeted behavior and the underlying psychological driver

! Insights should be captured as concise statements in User Language

! Statements should be true, excite people and have a real distinguishing element: they offer a new perspective on a (familiar) issue

3. How to test crowd ideas

Crowd ideas can arrive in many formats

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From videos & animations

To rough sketches

To Power Points & simple text

How to test crowd ideas

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1.  Focus on solutions to your top-scoring insights!

2.  Take your top ~ 8-12 ideas and craft them using a consistent, proven concept format.

3.  Evaluate the concepts with qualitative or quantitative methods (we like prediction markets).

4.  In this way, you can detect which parts are working or not: 🌿 The insight (does the solution really address it?) The insight (does the solution really address it?) 🌿 The solution The solution 🌿 The benefits The benefits 🌿 The reasons to believe/support The reasons to believe/support 🌿 The relative value The relative value 🌿 The visualization The visualization

Concept Template

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Concept name

Visual End user Insight

Reason to Believe

End user Benefit

Price reference

Tagline

The basis for knowing an opportunity exists. A statement that gets to the heart of user motivations, which can reveal opportunities to maintain and change behaviour resulting in brands’ growth

What the product offers that addresses the opportunity defined by our consumer insight.

Evidence (features) that makes the benefit compelling and believable

Optional element of proposition – may be absolute or relative

Gives product name and states benefit in as few words as possible

Product reference – show both trade and end-user formats; packaging and product, if relevant

Concept Example

 Nothing  beats  the  taste  of  draught  beer.  Unfortunately  a  tap  is  not  always  within  reach.  

Now  Heineken  introduces  the  DraughtKeg,  which  delivers  you  fresh,  high  quality  Heineken  draught  beer  anywhere  you  like.  

DraughtKeg  has  a  pressurized  CO2  system  inside,  which  releases  Tny  bubbles  that  deliver  smoothness  and  a  rich  layer  of  foam.    

 This  unique  5l  system  is  available  in  supermarkets  for  the  same  price  as  a  carton  

 DraughtKeg:  tap  your  own  draught  quality  beer  

page  24  

DraughtKeg  Concept name

Visual End User Insight

Reason to Believe

End User Benefit

Price reference

Tagline

That Concept Goes to Market

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1.  How to find the crowd patterns

2.  How to extract insights from your crowd

3.  How to test crowd ideas

What You Learned Today

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How do we know this works?

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The Proof: 5 of 7 insights in Top 20% globally

INSIGHT  STRENGTH  

136  I  see  discovery  in  life  as  a  game  that  I  like  to  play,  which  is  why  I  get  excited  when  I  discover  truly  new  tastes  in  drinks  

136  Technology  plays  an  important  part  in  my  life.  I  wish  there  was  a  drink  that  uses  technology  to  create  a  beher  drinking  experience.  

131  I  really  look  forward  to  the  weekend,  but  when  it  arrives  I  can  be  a  lihle  low  on  energy  from  the  week  gone  by.  I  would  like  to  have  a  drink  that  helps  me  ‘switch  gears’  at  these  moments,  giving  me  a  lik  for  the  good  Tmes  ahead.  

124  I  don’t  like  others  telling  me  what’s  good  or  not  good  to  drink.  I  like  to  try  and  decide  by  myself.  All  i  need  is  a  product  which  is  honest  and  open  with  me.  

124  Having  a  drink  by  myself  is  never  as  good  as  when  i  am  around  others.  When  I’m  with  others  it  turns  having  a  drink  from  just  drinking  alcohol  into  a  memorable  experience.  

120  I  enjoy  solving  problems  and  gelng  stuff  done.  So  ideally  i  want  a  drink  that  allows  me  to  keep  going  so  I  can  stay  ahead  of  the  pack.  

110  I  believe  the  best  things  in  life  are  really  simple.  That’s  why  i  like  simple  choices  like  beer,  but  i  realize  it  doesn’t  really  impress  anyone.  

92  It  someTmes  takes  a  long  Tme  to  order  drinks,  during  which  I'm  tempted  to  take  out  my  smartphone.  This  makes  me  feel  connected  but  it  also  increases  the  chances  of  me  missing  out  on  my  turn  to  order.  

Insights  are  overall  very  well  evaluated  by  the  Jay  group.  5  of  them  gather  top  terTle  scores  for  all  3  core  KPIs,  thus  achieving  the  status  of  Cra$ed  insights.  Also  noTceable  is  that  “Technology  in  life”  insight  (2nd)  acquires  a  very  high  score  for  this  group  and  becomes  one  of  the  two  best  scoring  insights    –  for  the  General  sample  same  insight  drops  to  6th  place.  On  the  other  hand,  last  insight  presents  poor  results  (in  both  subsamples,  meaning  it’s  indeed  a  weak  insight  overall).    

All 7 Concepts in Top 20% globally

•  Further evaluation for financial, manufacturability, environmental factors •  #1 concept not feasible technically yet; enviro issues •  #2 concept blocked for PR reasons •  #3 concept taken to market, now in 19 countries, became “Radler” under

Foster’s in AUS, Amstel in Greece, Kaiser in Brazil

Client confidential

The Proof: In-Market Performance

“Radler is one of our most successful volume innovations ever.” — Heineken

Suzan Briganti, CEO Totem Inc.

+1 415.290.2476 I suzan@totembrand.com Skype: TotemBrand I Twitter: @skuzin

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Thank you!