Pascal Beucler, SVP & Chief Strategy Officer, MSLGROUP
Gaurav Mishra, Asia Director of Social Media, MSLGROUP
The Power of Crowdsourcing Insights and Innovation
According to the recent PwC CEO Survey of 1200+ business leaders across 69 countries, business leaders believe that crowdsourcing people’s insights are one of the main drivers for leading innovation and change.
Earlier this year, we launched the People’s Lab crowdsourcing platform and approach to help our clients crowdsource insights and innovation. People’s Lab forms the core of our distinctive insights and foresight approach, which consists of four elements: organic conversation analysis, MSLGROUP’s own insight communities, client-specific insights communities, and ethnographic deep dives into these communities. This four-part approach helps us distill a deep understanding of societal values, consumption behaviors and attitudes towards brands, not only in terms of insights that help explain our world today, but also foresights that give us a glimpse of future worlds.
As an example, 100+ thinkers and planners within MSLGROUP share and discuss inspiring projects on citizenship, crowdsourcing and storytelling on the MSLGROUP Insights Network. Every week, we pick up one project and do a deep dive into conversations around it — on the MSLGROUP Insights Network itself but also on the broader social web — to distill insights and foresights. We have been sharing these insights and foresights with you on our People’s Insights blog. Now, we have compiled the best insights from the network and the blog in the iPad-friendly People’s Insights Quarterly Magazine, as a showcase of our capabilities.
We started with the belief that some of the most inspiring projects that are shaping marketing and communications are at the intersection of citizenship, crowdsourcing and storytelling. Three months and thirteen weekly insights reports later, we feel validated that our intuition was right.
In the second issue of the People’s Insights Quarterly Magazine, we start off with a look at how brands are telling stories in streams of updates, and how brands can participate in social media conversations in a meaningful, human manner.
Then we look at thirteen inspiring projects at the intersection of these three drivers. Many of these projects build upon at least two of the three pillars of citizenship, crowdsourcing and storytelling and some leverage all three.
We hope that you will enjoy the magazine and subscribe to receive subsequent issues. We also hope that our magazine and blog will inspire you to start a conversation on how you can distill actionable insights and foresights from conversations and communities.