Q. What is collective Intelligence?
Collective intelligence "is a form of universally distributed intelligence, constantly enhanced, coordinated in real time, and resulting in the effective mobilisation of skills" (P.Lévy, 1999).
Looking at the animal kingdom, this becomes tangible. Bees and ants use collective intelligence to forecast danger, explore potential feeding grounds and navigate through their territory (D.Seeley, 2010). Through the 4th industrial revolution and the rise of the internet we are at a point in time where technology is enabling human collective intelligence to function on a global scale. This is where crowdsourcing comes into play...
A. Crowdsourcing is the process of taking a task and briefing it to a large pool of highly skilled creators that either work individually or in teams to inspire and collaborate.
Q. What is a crowd platform?
A. A crowd platform is a service provider that has singed up creators with a specific skillset e.g. design and that can be accessed by third parties in order to source such crowd. This normally happens in a contest form where a specific amount of prize money is assigned to a specific challenge.
Q. What are the benefits of crowdsourcing?
A. By using crowdsourcing as a means to procure innovation & designs you will receive "more uniquely creative output in a shorter period of time!"
Even though we are dealing with creativity and innovation, it is still a numbers game. Through the sheer number of talented creators participating in projects the quantity and quality of submitted results will guarantee a range of 20-30 truly creative solutions. All independent of each other, all different, all exceptionally creative. Your only task is to pick the best. It is difficult to out-innovate, out-smart and out-create a crowd of 100.000 creators from all around the world.
Q. What do we mean by global creativity?
“Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn’t really do it, they just saw something. It seemed obvious to them after a while." (Steve Jobs)
Those five simple words -“creativity is just connecting things”- sound deceptively simple but hit the nail on the spot. Bringing creators with different experiences, different cultures, different viewpoints together and having them work towards a common goal is powerful.
This is where the magic happens.
Q. Who participates in crowdsourcing campaigns?
A. Depending on the platform and the work that is asked of the creators, profiles vary.
Who: Mostly university educated, full time employed males and females between the age of 23 and 48 with full geographical dispersion (C.Daren, 2015).
Who: Mostly freelancers and young thriving design school students mixed in with retired design professionals who want to keep their creative juices flowing.
Q. How are creators motivated?
A. We could go into Maslow's hierarchy of needs here, but let us cut to the chase. There are mainly five incentives that make creators participate.
$$$ "have money in your head but not in your heart"
Learning "portfolio building for personal design career & CV"
Inspiration "creators get to see the design work of other creators"
Fun "working on cool projects with other creators from around the world"
Community participation "recognition from others through rankings"
Q. How does the crowd get compensated?
A. The compensation of the creators varies from platform to platform but we have set our own code of conduct in order to...
Pay the creators fairly
Protect our clients reputation
Protect our own reputation
Q. How do you deal with brand protection?
A. There are two main ways to crowdsource without exposing client details in order to protect your brand.
1. Describing the brand without naming it. " A globally operating FMCG company wants to expand its product line and would like your creative input to figure out.."
2. NDA's. If you would like the creators to sign NDA's before starting the crowdsourcing process we will take care of that.
Q. Who secures IP rights?
A. We do. The only contract partner that you have is Collective Brain and we make sure that the IP rights issue is taken care of. We buy the rights from the creators and contractually transfer them from our legal entity to yours.
Q. What kind of client inputs are required?
This depends on the project but generally speaking we need to provide the creators with some basic working material in the form of research questions, ideas, drawings, short video clips, moodboards etc. in order to guide them into the right direction.
Q. How long does a common project take?
A. The length of our process depends on the innovation and design solution you seek. Here are some examples on what to expect:
1 week e.g. banners, GIFs, posters
2 weeks e.g. global brainstorming
3-4 weeks e.g. video productions