Un
dersta
nd
ing
C
ro
wd
co
urin
g
© Logica 2010. All rights reserved
1.Crowdsourcing defined
2.Research on motivation – rewards –performance in crowdsourced activities
Agenda
Crowdsourcing defined
© Logica 2010. All rights reserved
The act of taking a task traditionally performed by an employee or
contractor, and outsourcing it to an undefined, generally large group of people, in the form of an open call
Jeff Howe, 2006
Definition
No. 5© Logica 2009. All rights reserved
Positioning of crowdsourcing
Crowdsourcing
Online communities
Open source
No. 6© Logica 2009. All rights reserved
Types of activities crowdsourced
Co-creation / user innovation
Viral marketing
Folksonomy
User generated content
Crowdfunding
Crowd intelligence
© Logica 2010. All rights reserved
•Extension of firm’s resources:
=Knowledge
=Creativity
=Hands (many ‘vain’ resources)
=Trust
=Money
• Time benefits (shorter time-to-market)
• Cost savings
Benefits of crowdsourcing
No. 8© Logica 2009. All rights reserved
Drawback of crowdsourcing Effectiveness & Efficiency
Crowdsourcingresearch
© Logica 2010. All rights reserved
Theoretical model
Rewards•Presence•Absence
Performance -Participation
•Decision to contribute•Quantity•Usefulness•Novelty
Motivation•Intrinsic: pleasure & challenge•Extrinsic: desire for compensation & recognition
© Logica 2010. All rights reserved
Hypotheses
Low High
Extrinsic motivation
Intr
insic
motivation
Low
Hig
h
Enthusiasts Professional volunteers
Reward seekersAmotived
Positive effects of intrinsic motivation (excluding usefulness)Effects of extrinsic motivation dependent on absence /presence of rewardsInteraction effects intrinsic – extrinsic motivation
© Logica 2010. All rights reserved
Cases researched
Reputation rewards,no financial rewards
Reputation rewards, small financial rewards
Reputation rewards, extreme money rewards
© Logica 2010. All rights reserved
•Websurvey for measuring individual’s motivation
Over 1900 respondents
•Participation and performance data from crowdsourcing firm
Responses to news items, number of page views, rating
Newsphoto’s, number of page views
Business plans, assessments
•Expert panel assessing performance
750 news photo’s
85 business plans
•Statistical analysis
Methodology
© Logica 2010. All rights reserved
Conclusions
Which individuals show optimal performance? Enthusiasts in absence of rewards
Does it make sense to offer rewards?Yes, since there are more professional volunteers than enthusiastsThrough reward criteria, a firm can better indicate which performance is preferred
Do I have to offer financial or reputation rewards?Reward criteria from financial rewards appear to be more effective
Does performance increase when I offer bigger money rewards?Extreme money rewards have negative side-effects: a substantial ‘idols’ effect
Logica is a leading IT and business services company, employing 39,000 people across 36 countries. It provides business consulting, systems integration, and IT and business process outsourcing services. Logica works closely with its customers to release their potential – enabling change that increases their efficiency, accelerates growth and manages risk. It applies its deep industry knowledge, technical excellence and global delivery expertise to help its customers build leadership positions in their markets. Logica is listed on both the London Stock Exchange and Euronext (Amsterdam) (LSE: LOG; Euronext: LOG). More information is available at www.logica.com
dr. Irma [email protected]
Top Related