Short answer
Incorporate mechanisms within design projects that allow for the collection of data and feedback from a wider potential user base, not just current users.
- Field
- Innovation & Markets
- Source
- Journal of Knowledge Management (2022)
- Method
- Conceptual analysis and framework development
- Evidence
- Moderate effect
Organizations can gain a competitive advantage by actively collecting and analyzing big data from non-customers through crowd-based initiatives. This innovation & markets research insight is drawn from a 2022 study published in Journal of Knowledge Management. Using Conceptual analysis and framework development, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Incorporate mechanisms within design projects that allow for the collection of data and feedback from a wider potential user base, not just current users.
Leveraging Non-Customer Data via Crowdsourcing Enhances Market Insight
Organizations can gain a competitive advantage by actively collecting and analyzing big data from non-customers through crowd-based initiatives.
Journal of Knowledge Management · 2022
Key Findings
- 01Non-customers represent a valuable, often overlooked, resource for big data collection.
- 02Crowd-based phenomena (crowdsourcing, citizen science, crowdfunding) are effective channels for engaging non-customers.
- 03Integrating data from customers and non-customers through these phenomena can significantly enhance organizational performance.
Application
Design takeaway
Incorporate mechanisms within design projects that allow for the collection of data and feedback from a wider potential user base, not just current users.
How to apply
When developing a new product or service, consider how to engage potential users through online platforms to gather insights and data before or during the initial launch.
Project actions
- 01Consider how your design project could gather feedback from a wider audience, not just your immediate target users.
- 02Explore online platforms that allow for user contributions or idea generation to gather diverse perspectives.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Addresses an under-researched area of big data collection.
- +Provides a novel conceptual framework.
Limitations
It can be challenging to motivate non-customers to participate and provide meaningful data.
Reliability & validity
The conceptual nature of the study means reliability and validity are based on the logical coherence of the proposed framework rather than empirical testing.
Think critically
What are the ethical considerations when collecting data from non-customers, and how can these be addressed?
Design Principles
"Expand data collection strategies beyond existing user bases to include potential customers through accessible crowd-based platforms."
Understanding the needs and behaviors of potential customers, not just existing ones, provides a more comprehensive market view. This broader data pool can inform product development, marketing strategies, and identify untapped market segments.
What This Means for Your Design
Companies can learn a lot about what people want by asking them through online projects, even if they don't buy anything yet.
How to use in your project
- 1.Reference this research when discussing how to gather market insights or user feedback for your design project, especially if you are considering a new market segment.
Add to My Project
Quick Cite
Paragraph starter
This research highlights the strategic value of engaging non-customers through crowd-based phenomena like crowdsourcing and crowdfunding to gather essential big data. By expanding data collection beyond existing user bases, design projects can achieve a more comprehensive understanding of market needs and potential, thereby informing more effective product development and market strategies.
Source
Journal of Knowledge Management
Big data from customers and non-customers through crowdsourcing, citizen science and crowdfunding
journal · 2022
View sourceQuestions About This Research
- What does the research say about leveraging non-customer data via crowdsourcing enhances market insight?
- Incorporate mechanisms within design projects that allow for the collection of data and feedback from a wider potential user base, not just current users. Evidence: Journal of Knowledge Management (2022).
- Why does "Leveraging Non-Customer Data via Crowdsourcing Enhances Market Insight" matter for design?
- Understanding the needs and behaviors of potential customers, not just existing ones, provides a more comprehensive market view. This broader data pool can inform product development, marketing strategies, and identify untapped market segments.
- How can designers apply this research?
- Incorporate mechanisms within design projects that allow for the collection of data and feedback from a wider potential user base, not just current users.
- What were the main findings?
- Non-customers represent a valuable, often overlooked, resource for big data collection.. Crowd-based phenomena (crowdsourcing, citizen science, crowdfunding) are effective channels for engaging non-customers.. Integrating data from customers and non-customers through these phenomena can significantly enhance organizational performance.
- What research method was used?
- Conceptual analysis and framework development.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2022 journal from Journal of Knowledge Management.
- What should I do differently in my next project?
- When developing a new product or service, consider how to engage potential users through online platforms to gather insights and data before or during the initial launch.
- What are the limitations?
- The study is conceptual and does not provide empirical evidence of the framework's implementation or specific performance gains.