Crowdsourcing and consumer insights

Robin Pentecost, Mark T. Spence

Research output: Chapter in Book/Report/Conference proceedingChapterResearchpeer-review


Wired magazine introduced crowdsourcing to our lexicon in "The Rise of Crowdsourcing" (June 14, 2006). Jeff Howe, the writer of the article, defined crowdsourcing in a separate 2006 blog as "the act of a company or institution taking a function once performed by employees and outsourcing it to an undefined (and generally large) network of people in the form of an open call" (Howe, 2006a, p. 5). The job to be performed is to to resolve, or take steps toward resolving, a problem of a technical, creative, economic, or informational nature.
Original languageEnglish
Title of host publicationLeading edge marketing research
Subtitle of host publication21st century tools and practices
EditorsRobert J Kaden, Gerald Linda, Melvin Prince
Place of PublicationThousand Oaks
PublisherSAGE Publications Ltd
Number of pages17
ISBN (Print)9781412991315
Publication statusPublished - 2012


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