Crowdsourcing ideas: Involving ordinary users in the ideation phase of new product development (original) (raw)
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The different roles of users in new product development (NPD) have been extensively described. Currently online idea crowdsourcing, via long-term open idea calls, is increasingly being used by companies to collect new product ideas from ordinary users. Such open idea calls can result in thousands of suggested ideas and detecting the ones that a company wants to implement can be problematic. Empirical research in this area is lacking. We therefore investigate which ideator and idea-related characteristics determine whether an idea for NPD is implemented by a crowdsourcing company. To answer this question, we use a cross-sectional research design to analyse publicly available data from an open idea call, run by an internationally active beverage producer. Our results reveal that ideators paying major attention to crowdsourced ideas of others, the idea popularity, as well as its potential innovativeness positively influence whether an idea is implemented by the crowdsourcing company. Counterintuitively, the motivation of an ideator, reflected in the number of ideas suggested, does not influence the likelihood of an idea being implemented.
Generating ideas for new products used to be the exclusive domain of marketers, engineers, and/or designers. Users have only recently been recognized as an alternative source of new product ideas. Whereas some have attributed great potential to outsourcing idea generation to the "crowd" of users ("crowdsourcing"), others have clearly been more skeptical. The authors join this debate by presenting a real-world comparison of ideas actually generated by a firm's professionals with those generated by users in the course of an idea generation contest. Both professionals and users provided ideas to solve an effective and relevant problem in the consumer goods market for baby products. Executives from the underlying company evaluated all ideas (blind to their source) in terms of key quality dimensions including novelty, customer benefit, and feasibility. The study reveals that the crowdsourcing process generated user ideas that score significantly higher in terms of novelty and customer benefit, and somewhat lower in terms of feasibility. However, the average values for feasibility-in sharp contrast to novelty and customer benefit-tended to be relatively high overall, meaning that feasibility did not constitute a narrow bottleneck in this study. Even more interestingly, it is found that user ideas are placed more frequently than expected among the very best in terms of novelty and customer benefit. These findings, which are quite counterintuitive from the perspective of classic new product development (NPD) literature, suggest that, at least under certain conditions, crowdsourcing might constitute a promising method to gather user ideas that can complement those of a firm's professionals at the idea generation stage in NPD.
Crowdsourcing: An alternative idea generation approach in the early innovation process
Intermediary mediated crowdsourcing (CS) has become a widely adopted open innovation approach for idea generation in various companies of different industries. Despite many success stories and a large body of literature in the fields of idea generation, online competition and open innovation, little is known about the intermediary mediated CS process in the early stage of the innovation process. An explorative, qualitative and quantitative multi-case study research design was applied to extract the longitudinal data that were analysed in this research. Based on 12 CS projects executed by nine Swiss companies from four industries on the Swiss intermediary CS platform atizo.com, five important phases of the intermediary mediated CS process were identified and described. Additionally, important tasks within each phase which ought to be considered by companies when engaging in an intermediary mediated CS project for idea generation were elaborated.
Identifying New Product Ideas: Waiting for the Wisdom of the Crowd or Screening Ideas in Real Time
Journal of Product Innovation Management, 2017
Crowdsourcing ideas from consumers can enrich idea input in new product development. After a decade of initiatives (e.g., Starbucks' MyStarbucksIdea, Dell's IdeaStorm), the implications of crowdsourcing for idea generation are well understood, but challenges remain in dealing with the large volume of rapidly-generated ideas produced in crowdsourcing communities. This study proposes a model that can assist managers in efficiently processing crowdsourced ideas by identifying the aspects of ideas that are most predictive of future implementation and identifies three sources of information available for an idea: its content, the contributor proposing it, and the crowd's feedback on the idea (the "3Cs"). These information sources differ in their time of availability (content/contributor information is available immediately; crowd feedback accumulates over time) and in the extent to which they comprise structured or unstructured data. This study draws from prior research to operationalize variables corresponding to the 3Cs and develops a new measure to quantify an idea's distinctiveness. Applying automated information retrieval methods (latent semantic indexing) and testing several linear methods (linear discriminant analysis, regularized logistic
Generating Ideas on Online Platforms: A Case Study of “My Starbucks Idea”
The objective of this study is to explore the factors that are keys for an idea to be implemented on an online crowdsourcing platform. A data set of 320 implemented ideas from My Starbucks Idea – an online crowdsourcing platform – has been analyzed. We find that only one out of 500 users’ submitted ideas are selected for implementation. The number of implemented ideas increases significantly at the early stage of the platform. At the mature stage, even though an increasing number of ideas are submitted, implemented ideas are proportionately low. Among the three categories of ideas – product, experience, and involvement – ideas of the product category are implemented with lower values of some associated variables than that of the experience category whereas those values in the involvement category are higher. Linked ideas need lower scores than sole ideas to get implemented. The chance that an idea to be implemented largely depends on votes received by and points earned on that idea.
A framework to discover potential ideas of new product development from crowdsourcing application
In this paper, we study idea mining from crowdsourcing applications which encourage a group of people, who are usually undefined and very large sized, to generate ideas for new product development (NPD). In order to isolate the relatively small number of potential ones among ideas from crowd, decision makers not only have to identify the key textual information representing the ideas, but they also need to consider online opinions of people who gave comments and votes on the ideas. Due to the extremely large size of text data generated by people on the Internet, identifying textual information has been carried out in manual ways, and has been considered very time consuming and costly. To overcome the ineffectiveness, this paper introduces a novel framework that can help decision makers discover ideas having the potential to be used in an NPD process. To achieve this, a semi-automatic text mining technique that retrieves useful text patterns from ideas posted on crowdsourcing applica...
The effects of task instructions in crowdsourcing innovative ideas
Technological Forecasting and Social Change, 2018
The existing literature offers conflicting advice regarding the types of task instructions that increase the quality of ideas during idea generation. Our research examines three types of task instructions: unbounded (participants are asked to generate any ideas they want), suggestive (participants are asked to propose ideas that improve current product benefits), and prohibitive (participants are asked to propose ideas that do not involve current product benefits). We explore the effectiveness of these three types of task instructions in a field study involving 6406 ideas from eYeka, a global crowdsourcing platform. As compared to unbounded task instructions, we find that suggestive task instructions are significantly related to lower idea originality, feasibility, and value. In addition, we find that idea originality and value are statistically equivalent for unbounded and prohibitive task instructions. Together, our results suggest that either unbounded or prohibitive task instructions should be used when crowdsourcing innovative ideas.
International Journal of Entrepreneurship and Innovation Management, 2011
Intermediary mediated crowdsourcing (CS) has become a widely adopted open innovation approach for idea generation in various companies of different industries. Despite many success stories and a large body of literature in the fields of idea generation, online competition and open innovation, little is known about the intermediary mediated CS process in the early stage of the innovation process. An explorative, qualitative and quantitative multi-case study research design was applied to extract the longitudinal data that were analysed in this research. Based on 12 CS projects executed by nine Swiss companies from four industries on the Swiss intermediary CS platform atizo.com, five important phases of the intermediary mediated CS process were identified and described. Additionally, important tasks within each phase which ought to be considered by companies when engaging in an intermediary mediated CS project for idea generation were elaborated.
Journal of Business Economics, 2014
Crowdsourcing has been demonstrated to be an effective strategy to enhance the efficiency of a firm's innovation process. In this paper, we focus on tournament-based crowdsourcing (also referred to as "broadcast search"), a method to solve technical problems in form of an open call for solutions to a large network of experts. Based on a longitudinal study of six companies piloting this application of crowdsourcing, we identify barriers and sources of resistance that hinder its implementation in firms. Our paper contributes to the state of research by analyzing crowdsourcing on the level of pilot projects, hence providing a workflow perspective that considers the creation of dedicated processes and operations of crowdsourcing. This project level analysis enables the identification of specific challenges managers face when implementing crowdsourcing within an established R&D organization. Following a design science approach, we derive suggestions for organizational interventions to overcome these barriers. We find that dedicated promoter roles strongly contribute to a successful implementation of crowdsourcing, turning pilot projects into an organizational routine.
2017
Crowdsourcing introduces new perspectives in = innovation, allowing for new products and services to shift away from the traditional manufacture-centric model to a more user-centric one. In order for businesses to reap the benefits of open innovation, it is necessary to understand the factors that motivate ideators to contribute valuable ideas. Equally, there is an urgency to identify the challenges faced by ideators in crowdsourcing for open innovation to retain the participants of crowdsourcing communities. This paper presents a structured review to address the aforementioned issues. Our findings reveal that the intrinsic factors that drive participation in open innovation are related to the learning experience that results from sharing ideas. Extrinsic factors like social motivation are frequently mentioned in different studies. This study also highlights the need for organisations to develop strategies for interacting with their contributors in order to sustain their participati...