How to encourage the crowd?

Transcription

1 How to encourage the crowd? A Study about User Typologies and Motivations on Crowdsourcing Platforms Full paper available here: Daniel Schultheiss, Anja Blieske, Anja Solf & Saskia Staeudtner Institute for Media and Communication Science Ilmenau University of Technology, Germany

2 Agenda Introduction Relevance Crowdsourcing Related work RQs & Method Results Outlook

3 Relevance "Just as energy is the basis of life itself, and ideas the source of innovation, so is innovation the vital spark of all human change, improvement and progress. Theodore Levitt, Economist.

4 Relevance ideas and creativity as economic currency global competition Web 2.0 Earth Image: CC-BY 2.0 by DonkeyHotey Social Media Prisma: CC-BY-SA 2.0 by Ethority

5 Crowdsourcing is the practice of outsourcing corporate tasks to a larger group of voluntary helpers (crowd) via an open call in the Internet. (Howe 2006)

6 Crowdsourcing is the practice of outsourcing corporate tasks to a larger group of voluntary helpers (crowd) via an open call in the Internet. crowdvoting (cf. Howe 2006) Vote Image: CC-BY 2.0 by Alan Cleaver

7 Crowdsourcing is the practice of outsourcing corporate tasks to a larger group of voluntary helpers (crowd) via an open call in the Internet. crowdvoting, wisdom of the crowd (cf. Howe 2006) Wikipedia Image: CC-BY 3.0 by Wikimedia

8 Crowdsourcing is the practice of outsourcing corporate tasks to a larger group of voluntary helpers (crowd) via an open call in the Internet. crowdvoting, wisdom of the crowd, crowdfunding (cf. Howe 2006) US Dollar Image: Public domain

9 Crowdsourcing is the practice of outsourcing corporate tasks to a larger group of voluntary helpers (crowd) via an open call in the Internet. crowdvoting, wisdom of the crowd, crowdfunding, microwork (cf. Howe 2006)

10 Crowdsourcing is the practice of outsourcing corporate tasks to a larger group of voluntary helpers (crowd) via an open call in the Internet. crowdvoting, wisdom of the crowd, crowdfunding, microwork, creative crowdsourcing (cf. Howe 2006) Brain Image: CC-BY-NC-SA by Giulia Forsythe

11 Crowdsourcing is the practice of outsourcing corporate tasks to a larger group of voluntary helpers (crowd) via an open call in the Internet. crowdvoting, wisdom of the crowd, crowdfunding, microwork, creative crowdsourcing and prize contests, (cf. Howe 2006)

12 Related work social scientific approach existing studies: on single platforms (case studies) motivational findings (intrinsic vs. extrinsic) Magnifier Image: CC-BY-NC by 姒儿喵喵喵喵

13 Related work 12designer (N=718) 99designs (N>2300) istockphoto (N>620) (N=139) Amazon Mechanical Turk (N=431, N=158)

14 Research Questions 1. What motivational factors influence Internet users to participate in crowdsourcing projects? 2. What kinds of user groups can be identified in crowdsourcing?

15 Method & Data Online survey: motivations, expectations, usage, sociodemographics N=67 participants 32 male (48%), 20 female (30%) mean age: 31 years (SD=12; min.=20; max.=73) over 75% between 18 and 34 years

16 Results: RQ1 Motivations extrinsic Helpfulness Incentives Empathy Sense of duty intrinsic Ambition Fun Excitement Interest

17 Results: RQ2 Variables: usage behavior & sociodemographic data -> hierarchical cluster analysis Four groups of crowdsourcing participants

18 Results: RQ2 Cluster 1: female creatives (n=5) Platform: CS-platforms, companies websites, Facebook Tasks: voting, commenting, surveys, creative ideas Category: creative Gender: mostly female Age: Relationship: yes Children: no Woman Image: CC-NC-ND by Chris Neal 喵喵

19 Results: RQ2 Cluster 2: male technicians, (n=12) Platform: CS-platforms Tasks: voting, content, writing, commenting, surveys, software tests, complex problems, creative ideas Category: technology Gender: male Children: yes Man Image: CC-BY by Elvert Barnes 喵喵

20 Results: RQ2 Cluster 3: academics, (n=14) Platform: CS-platforms Tasks: content, commenting Category: education, science Couple Image: CC-BY by NCACOM

21 Results: RQ2 Cluster 4: alternative all-rounders, (n=7) Platform: CS-platforms Tasks: voting, digitalization, extract data, tagging, content, writing, commenting, surveys, software tests, creative ideas Man Image: CC-BY-ND by Ryan Ritchie

22 Outlook Larger sample necessary How to target the right group to solve my problem? What reward is adequate for what kind of task? European funded project Real-time user analysis Collaboration vs. competition

23 Thank you for your attention! Daniel Schultheiss, Anja Blieske, Anja Solf & Saskia Staeudtner Institute for Media and Communication Science Ilmenau University of Technology, Germany

24 LOLCat Image: CC-BY-NC-ND by pinprick