Shelley Kuipers, founder and CEO at Chaordix: In the past, large enterprises have expended significant capital on an inefficient group of activities in pursuit of market research, brand insights and innovation. Traditional methods in their service are flawed for a variety of reasons, particularly in their results, where they rarely drive at the scalability and predictability their typical capital investments demand. Notably, a recent Accenture survey indicated that 93 percent of CEOs see innovation as critical to their future success but only 18 percent believe their efforts in service to it are paying off.
When applied with effective methodologies and technology platforms, crowdsourcing communities bring together the ability to address all these areas in an integrated process that delivers an activated, engaged community of brand loyalists and/or employees and, most importantly, actionable predictive insights — all at a considerably lower cost than traditional methods.
Who is buying the services? Who are your typical customers?
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