Using Culturally

Diverse Crowds

To Source

Global

Ideas

@YannigRoth

PhD student @SorbonneParis1

Research Fellow @eYeka

2014 @BAQMaR Conference

November 26th, Ghent

C R O W D S O U R C I N G

Crowdsourcing:

“Obtaining services, ideas, or content by

soliciting a large group of people […]

rather than traditional employees or

suppliers“

Merriam-Webster Dictionary (since 2011)

C R O W D S O U R C I N G

BUSINESS BRIEF

COMMUNITY BRIEF

OPEN COMPETITION

MODERATION,

& ANALYSIS

WINNER SELECTION,

IP TRANSFER

1

2

3

4

5

I N N O VAT I O N

FOR INNOVATION IDEAS

Best used early in the Ideas Phase

67

IDEAS

RESULTS

› The eYeka community inspired P&G’s commercial and technical teams

with many ideas that will feed P&G’s « Initiative Master Plan ». Oral-B

launched the first connected toothbrush.

WE

GENERATEDFROM

28

COUNTRIES

3

WEEKSINFOR ORAL-B

Community output P&G product launch

233

IDEAS

WE

GENERATEDFROM

37

COUNTRIES

5

WEEKSINFOR HYUNDAI

FOR EXECUTION / TACTICS IDEASUse after the Campaign has been established

RESULTS

› The winning idea from an italian creator was adapated by

Hyundai into a series of print ads that ran in global publications

such as The Economist.

A D V E R T I S I N G I D E A S

Winning idea Print ad campaign

S O C I A L C O N T E N T

FOR SOCIAL CAMPAIGNS BY THE CONSUMERS, FOR THE CONSUMERS

RESULTS

› Videos from France, Belgium, UK & Portugal were used and

amplified by Eurostar in the « Stories are waiting » campaign.

27

VIDEOS

WE

GENERATEDFROM

11

COUNTRIES

5

WEEKSINFOR EUROSTAR

Winning videos

B R A N D C O N T E N T

RESULTS

› The « #ChangeDestiny » was brought to life by talended

creators. Videos from France and Ukraine are now used on SK-

II’s YouTube and Facebook channels across Asia

21 VIDEOSWE

GENERATEDFROM

7

COUNTRIES

7

WEEKSINFOR SK-II

FOR CAREFULLY CURATED FILMS WITH HIGH-PRODUCTION VALUES

Creativity:

“The production of ideas that are

simultaneously novel and useful“

(Amabile, 1983, 1996)

Culture:

“A set of shared knowledge, values,

norms, and beliefs that unite a collective

group, such as a country“

(Chiu and Hong, 2006)

R E S E A R C H : C R E AT I V I T Y

A C R O S S C U LT U R E S

« Rates of innovation are most

closely associated with the

cultural value of uncertainty

acceptance, but lack of power

distance and individualism also

are related to high rates of

innovation »

(Shane, 1993)

R E S E A R C H : C R E AT I V I T Y

A C R O S S C U LT U R E S

« English- and Chinese-

speaking basketball

communities differ with

regard to their structural

dimensions, the way

innovations are developed,

the innovative output, as

well as members’

underlying motives »

(Jawecki et al., 2011)

R E S E A R C H : C R E AT I V I T Y

A C R O S S C U LT U R E S

« Tight societies tend to

have greater order,

precision, cohesion,

stability, and resistance

to change [while] loose

societies tend to have

less order and cohesion,

and more deviance,

innovation, and tolerance

for change. »

(Gelfand, Nishii & Raver,

2006)

R E S E A R C H : C R E AT I V I T Y

A C R O S S C U LT U R E S

« Individuals from tight cultures

are less likely […] to engage in

and succeed at foreign creative

tasks. [However] we also found

that in the cases of individuals

innovating in their own or

culturally close countries,

cultural tightness increases the

likelihood of engagement and

success. »

(Chua, Roth & Lemoine,

forthcoming)

There’s much more

to explore…

Thank you for

your attention!