Presentation at Crowdsourcing Week 2013 by Shelley Kuipers of Chaordix.

1. Shelley Kuipers, Founder & CEO
Crowdsourcing Week Asia, Singapore
June 4, 2013
Growing Global Brands
through Crowdsourcing

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Help your crowds authentically engage with
your brand & product innovation teams.
They’ll thank you with actionable market
insights & loyalty.
“Participation is the
new brand.” ─ Chaordix

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Meaning
[kay-or-dix]
New market winners will synthesize chaos and order.
– Dee Hock, VISA® credit card founder, and author of the book:
One from Many, VISA® and the Rise of the Chaordic Organization

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Our Experience
 Canada HQ, UK, USA
 Crowdsourcing since 2006 (Chaordix 2009)
 Crowd Intelligence™
 Enterprise-class, responsive software platform
& applications
 Deep product experience & marketing bench
 200,000+ participants worldwide
 Recognized thought leader

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Crowdsourcing Market Insight
Iterative, distillation of people & insights from the crowd
Facebook Fans Brand Loyalty Group(s)
Employee Experts & Brand
Prosumers Co-creation
e.g.

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Success Factors for Crowdsourced
Brand & Product Innovation
 Seamless, branded experience important
 It’s not just about a mob’s popular feedback &
ideas; it’s about thoughtful, actionable insight
 Engaged crowds, community = better data
 Mixed methods research, qual + quant data
 Persistent, on-demand community for insights
 Role of experts in brand & product innovation
 Rich software toolset for participant activities, data
analytics, enterprise integration

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“Consumer market knowledge (CMK) might
be Procter & Gamble's best "secret
weapon," because this is the organisation
that builds the company's renowned gut-
level understanding of "what consumers
think and what they want.” http://www.pg.ca/en_CA/
careers/looking_for/cmk.shtml
Case Study: CPG Innovation Fund Challenge

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CPG Marketing Innovation Fund at P&G
Crowdsourced R&D Challenge for the Global CMK Group
Innovation
Awards $$

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“Technology. Entertainment. Progress.
These things people really feel are
American attributes,” Futurebrand’s
Chief Creative Officer Sven Seger later
answers. “We didn’t make this up. It’s
from people all over the world.”
Case Study: Brand & Product Innovation
http://www.fastcodesign.com/1671677/american-airlines-
rebrands-itself-and-america-along-with-it#6

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Transportation Industry Brand Development
Crowdsourced Brand & Product Communities
1968
2013

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What’s Next?
Brand & Product Innovation
 Co-mingling of peer brand crowds
 Prosumer talent pools
 Evergreen idea-to-insight applications
 Expansion of mobile research integration,
e.g. quantified self & customer journey apps
 Funded incentive & sponsorship programs
 Seed and scale micro-funding competitions
for internal R&D budgets
 Pre-buy innovation communities expand …

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Your Opportunity Today:
Crowd Intelligence™
 Predictive market insights
 Engage hard-to-reach, influencers and taste-
makers directly in brand & product innovation
 De-risked product marketing path
 Reach emerging markets with scaleable,
multilingual, mobile research process
 Enterprise integration with social enterprise &
back office systems
 Increased customer loyalty and retention
through brand participation …