David Alan Grier - Macotarefas, Microtarefas e Inovação

Macrotasking,Microtasking,& Innovation

David Alan GrierCenter for International Science & Technology Policy

George Washington University

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March 2012

Crowdfunding

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Crowdfunding

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Improve Economy

Crowdfunding

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Crowd Innovation

Improve Economy

Crowdfunding

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Crowd Innovation

Improve Economy

Innovation

WORKMeans of producing

Goods and Services

Macrotasking

Microtasking

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Coordinating Human Activity

Illustrates Benefits

)

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Explains Innovative Power

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Long Term Trend

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Long Term Trend

(1757)© Djaghe LLC 2012

Claims for #crowdsourcingCrowdsourcing will make us:

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Claims for #crowdsourcingCrowdsourcing will make us:Innovative

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Claims for #crowdsourcingCrowdsourcing will make us:InnovativeWealthy

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Claims for #crowdsourcingCrowdsourcing will make us:InnovativeWealthySmarter

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Claims for #crowdsourcingCrowdsourcing will make us:InnovativeWealthySmarterHealthy

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Claims for #crowdsourcingCrowdsourcing will make us:InnovativeWealthySmarterHealthyArtistic

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Claims for #crowdsourcingCrowdsourcing will make us:InnovativeWealthySmarterHealthyArtisticMore Attractive to Members of

the Opposite Gender

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Crowdsourcing will:Fulfill the Promise of the

Information Economy

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Crowdsourcing will:

Overthrow the Bourgeoisie

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Crowdsourcing will:


Dictatorship of the Proletariat

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Crowdsourcing will:


Dictatorship of the Proletariat

Dominance of Markets

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And Finally:

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One Thing:Reduce Costs of Transactions

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Use of Markets

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Use of Markets

Digital Technology

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Why Organizations?

Benefits Collective Action

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Why Organizations?

Benefits Collective Action

Coase Thesis (1936): Hierarchies exist only because

they minimize certain transactions costs

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Crowdsourcing works:Only as it offers lower coordination costsCosts of

RecruitingEmployingManagingetc

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Replace Structure

CEO

COO

Exec VP VP

CTO

VP

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WithMarket

Programmatic Control

With Market

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With Market

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& Programatic Control

Innovation:What Forces are at play?

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Innovation:What Forces are at play?

New Approach to Task

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MacrotaskingWorkers for specific Tasks

Spot Task Market

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MacrotaskingWorkers for specific Tasks

Spot Task Market

Qualities:Like Free LancingWorkers see entire TaskMay be Responsible for Fitting it into Project

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Examples:Website developmentOffer skills:

Graphic DesignerCopywriterWeb ProgrammerApp DeveloperEtc

oDesk/eLance/Utest

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Reduce Structure

CEO

COO

Exec VP VP

CTO

VP

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InnovationBabbage’s Law (1831)

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Hire exactly skills needed for each job

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Hire exactly skills needed for each job

Minimized Labor Costs

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Limits of HeirarchyCan’t always hire on

task basis

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task basis

Have to take combined skills

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task basis

Have to take combined skills

Mediocre Skills at Expensive Price

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MacrotaskingBreak Hires to Task basis

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MacrotaskingBreak Hires to Task basisMore flexible organization

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MacrotaskingBreak Hires to Task basisMore flexible organizationRespond quicker to demands

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MacrotaskingBreak Hires to Task basisMore flexible organizationRespond quicker to demandsCapital not locked to hires

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Drawbacks?HistoryOrganizational knowledge

concentrated

No one ready to move up

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Drawbacks?HistoryOrganizational knowledge

concentrated

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Microtasks

Small Jobs

Often Repetitious

Isolated

Controlled by Manager

Amazon Mechanical Turk

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Microtask: ExampleMetadata for photographs


Microtask: ExampleMetadata for photographsPhotos on webCrowd develops descriptionsCrowd checks



Translation



Translation

Data cleaning



Translation

Data cleaning

Proofreading


Distinguish from Macrotasking

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Macrotasking Macrotasking

Macrotask Microtask

Repetition Low High

Qualification Before Each Before All & During

Control Light Comprehensive

Extension of ComputationAdd Market to

Determinimistic machine

Does Things hard for Computer

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Program

Data

Control

StorageProcessor

Computing Innovation

Plan

Data

Control

StorageProcessor

Adds non-determinism

Judgment Market

Human Judgment: Human Error

Two Results:



Two Results:

Babbage (1827)Two Workers



Two Results:


Doing the Same Computation



Two Results:



On the Same Data



Two Results:



On the Same DataUsing the Same Method



Two Results:



On the Same DataUsing the Same MethodAre susceptible to make

the same errors (1827)© David Alan Grier 2011

StrategyVariation of Shewhart CycleQuality Engineering

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Plan

Recruit Crowd

Quality Crowd

Run Process

Write Workflow

Assess Results

Serial TasksBusiness CardTranscribe name, pass it onCheck name, transcribe address, pass it onCheck prior info, transcribe email, …

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Macrotasking,Microtasking,& Innovation

David Alan GrierCenter for International Science & Technology Policy

George Washington University

© Djaghe LLC 2012

March 2012

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David Alan Grier - Macotarefas, Microtarefas e Inovação

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