Short answer
When designing crowdsourcing platforms or contests, focus on building elements that foster intrinsic enjoyment, a sense of agency, and community, as these are more powerful motivators than purely extrinsic rewards.
- Field
- Innovation & Design
- Source
- Lund University Publications Student Papers (Lund University) (2012)
- Method
- Qualitative research, specifically phenomenological interviews.
- Sample
- 7 participants
- Evidence
- Strong effect
Consumers are primarily motivated to participate in crowdsourcing contests by intrinsic factors like enjoyment and a desire for self-determination, rather than solely by external rewards. This innovation & design research insight is drawn from a 2012 study published in Lund University Publications Student Papers (Lund University). Using Qualitative research, specifically phenomenological interviews. with 7 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: When designing crowdsourcing platforms or contests, focus on building elements that foster intrinsic enjoyment, a sense of agency, and community, as these are more powerful motivators than purely extrinsic rewards.
Intrinsic Motivation Drives Consumer Engagement in Crowdsourcing Contests
Consumers are primarily motivated to participate in crowdsourcing contests by intrinsic factors like enjoyment and a desire for self-determination, rather than solely by external rewards.
Lund University Publications Student Papers (Lund University) · 2012
Key Findings
- 01Intrinsic motivations, particularly 'Fun,' are the strongest drivers of consumer participation.
- 02Other intrinsic motives include 'Co-determination' and 'Joining the Mainstream.'
- 03Extrinsic motives such as 'Prize' and contributing to one's 'Community' also play a role.
- 04Crowdsourcing experiences can positively influence consumer attitudes towards the brand, though participants often differentiate between the experience and the brand itself.
Application
Design takeaway
When designing crowdsourcing platforms or contests, focus on building elements that foster intrinsic enjoyment, a sense of agency, and community, as these are more powerful motivators than purely extrinsic rewards.
How to apply
When developing a crowdsourcing contest, ensure the platform is user-friendly and offers clear opportunities for participants to express creativity and influence decisions, alongside any prize incentives.
Project actions
- 01Consider how to make your design project engaging and enjoyable for users.
- 02Think about how users can feel like they have control or influence over the outcome.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Provides a consumer-centric perspective on crowdsourcing.
- +Highlights the importance of intrinsic motivations.
Limitations
The findings are based on a small number of participants and a specific type of contest, so they might not apply to all situations.
Reliability & validity
The qualitative nature of the study provides rich data but may have limited generalizability. Reliability could be enhanced through triangulation of data sources or methods.
Think critically
To what extent do cultural differences influence the balance between intrinsic and extrinsic motivations in crowdsourcing participation?
Design Principles
"Design for intrinsic engagement by prioritizing user enjoyment, autonomy, and social connection."
Understanding the core drivers of consumer participation is crucial for designing effective crowdsourcing initiatives. Focusing on fostering intrinsic motivations can lead to more authentic engagement and higher quality contributions, ultimately benefiting the innovation pipeline.
What This Means for Your Design
People like to join contests where they can have fun and share their ideas, more than just winning prizes.
How to use in your project
- 1.Use this research to justify focusing on user experience and engagement in your design project's co-creation or ideation phase.
Add to My Project
Quick Cite
Paragraph starter
Research indicates that intrinsic motivations, such as the enjoyment derived from participation and the desire for self-determination, are more significant drivers for consumer engagement in crowdsourcing contests than extrinsic rewards like prizes. This suggests that design projects aiming to leverage crowdsourcing should prioritize creating engaging, fun, and empowering user experiences to foster deeper and more meaningful contributions.
Source
Lund University Publications Student Papers (Lund University)
Consumer Participation in FMCG Crowdsourcing Contests
journal · 2012
View sourceQuestions About This Research
- What does the research say about intrinsic motivation drives consumer engagement in crowdsourcing contests?
- When designing crowdsourcing platforms or contests, focus on building elements that foster intrinsic enjoyment, a sense of agency, and community, as these are more powerful motivators than purely extrinsic rewards. Evidence: Lund University Publications Student Papers (Lund University) (2012).
- Why does "Intrinsic Motivation Drives Consumer Engagement in Crowdsourcing Contests" matter for design?
- Understanding the core drivers of consumer participation is crucial for designing effective crowdsourcing initiatives. Focusing on fostering intrinsic motivations can lead to more authentic engagement and higher quality contributions, ultimately benefiting the innovation pipeline.
- How can designers apply this research?
- When designing crowdsourcing platforms or contests, focus on building elements that foster intrinsic enjoyment, a sense of agency, and community, as these are more powerful motivators than purely extrinsic rewards.
- What were the main findings?
- Intrinsic motivations, particularly 'Fun,' are the strongest drivers of consumer participation.. Other intrinsic motives include 'Co-determination' and 'Joining the Mainstream.'. Extrinsic motives such as 'Prize' and contributing to one's 'Community' also play a role.. Crowdsourcing experiences can positively influence consumer attitudes towards the brand, though participants often differentiate between the experience and the brand itself.
- What research method was used?
- Qualitative research, specifically phenomenological interviews. with 7 participants.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2012 journal from Lund University Publications Student Papers (Lund University).
- What should I do differently in my next project?
- When developing a crowdsourcing contest, ensure the platform is user-friendly and offers clear opportunities for participants to express creativity and influence decisions, alongside any prize incentives.
- What are the limitations?
- The study involved a small sample size and focused on a single contest, limiting generalizability to all crowdsourcing scenarios.