Abstract:
Until now crowdsourcing contests (idea generation via online platforms) and netnography (ethnography adapted to the internet) have been understood as two distinct approaches. A first example of an intertwined crowdsourcing/ netnography project, more precisely the Chocolate Lovers Contest by Mondel?z International (formerly Kraft Foods), is detailed in this presentation. By conducting a netnography-based content analysis of all contest output, an understanding of consumersâ needs and preferences underlying the submitted ideas were gathered. In addition netnographic validation in independent online communities provided insights into the ideasâ relevance for the general market as well as hints for further improvement. The presenters outline the research process and provide an understanding of generated results.
Research Papers
How netnography can be used to unlock the full potential of crowdsourcing contests
Catalogue: Qualitative 2013: Brilliant Transformations
Authors: Gregor Jawecki, Susanne Mathis-Alig, Johannes Gebauer
 
November 20, 2013
Research Papers
Reader selection
Catalogue: Seminar 1985: Quality In Publishing
Author: Guy Consterdine
 
November 27, 1985
Videos
From change management to change leadership
Catalogue: Insights Festival 2020
Author: Michelle Gansle
Company: Mars Wrigley
September 16, 2020
