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WHAT QUESTIONS CAN YOU ASK THE CROWD?
IDEASCALE


What  Ques*ons  Can  You  Ask  the  Crowd?  How  to  
Get  the  Conversa*on  Started  
Common  Ques*ons  
IdeaScale  and  Innova*on  
3  
4  
8
What Questions Can You Ask The Crowd?


Open  Innovation    
Crowdsourcing, network intelligence, customer or employee engagement – these are the
different names that we put to a very basic process called “open innovation.”
Crowdsourcing.org defines open innovation as sourcing “outside of the entity or group to
generate, develop and implement ideas. In a world of widely distributed knowledge, where the
boundaries between a firm and its environment have become more permeable, companies cannot
afford to rely entirely on their own research and ideas to maintain a competitive advantage.1”
Certainly this has remained true for numerous companies that begin by reaching out to those
on their frontlines: their employees and their consumers. They are able to find the edge of their
companies and industries by asking people for new paths towards developing great products
and great brands.
However, the difficulty for many that are looking to start a conversation with a new open
innovation platform is not knowing what sort of questions they should ask and what sort of
questions are most impacting businesses.
IdeaScale has surveyed numerous clients to discover what sorts of questions they have been
asking their network and also which questions have yielded the most meaningful results. We’ve
included a list of them below.
What Questions Can You Ask the Crowd?
How  to  Get  the  Conversa5on  Started
3WHAT  QUESTIONS  CAN  YOU  ASK  THE  CROWD?
“In  a  world  of  widely  distributed  knowledge,  where  the  boundaries  
between  a  firm  and  its  environment  have  become  more  permeable,  
companies  cannot  afford  to  rely  entirely  on  their  own  research  and  
ideas  to  maintain  a  competitive  advantage.”


One  of  the  most  common  business  concerns  today  is  operating  with  
a  minimal  carbon  footprint.  It  is  also  one  of  the  best  ways  to  endear  
consumers  to  a  product  or  a  line  of  products.
4
Common Questions
How  Can  We  Improve?    
This is often one of the most broad questions that begins the discussion with the crowd,
because an interested network is usually carrying a vast array of thoughts about how a
company might improve. The initiative usually kicks off with a high level of engagement because
of so much pre-existing content.
What  Do  We  Need  to  Know  About  Our  Industry  or  Our  Product?  
Oftentimes, the crowd can help direct market research by feeding information about what they
think is relevant to growth and the needs that are not yet met for the consumer. Connections
about competitors, product needs, new possibilities can come from unexpected places, especially
when those connections can be made by anyone and collaborated on by the community.
How  Can  We  Make  My  Business  More  Sustainable?  
One of the most common business concerns today is operating with a minimal carbon footprint. It
is also one of the best ways to endear consumers to a product or a line of products. Sometimes
surprising ways to conserve energy and materials can also lead to surprising savings.
How  Can  We  Better  Align  to  Our  Mission?  
Every business has a mission, but it is difficult (especially as a company is rapidly and successfully
growing) to manage a company in parallel to that mission - asking a more objective audience with
insight into all the moving parts is perhaps one of the most meaningful questions about which you
can engage the crowd.
WHAT  QUESTIONS  CAN  YOU  ASK  THE  CROWD?
Who  Is  Willing  to  Work  on  Which  Projects?  
At last, we are in the age of the micro-volunteer (made easier due to an always-on digital
environment). Perhaps there are those in your network who would like to take part in the work that
you have to do (the work that they are already discussing). Reaching out to the crowd and assigning
ownership to specific tasks is a great way to keep the whole network working with you.
How  Can  We  Save  Money?  What  Potential  Opportunities  Do  We  Have  to  
Increase  Revenue?  
This is the question that effects every business and one that almost every company addresses at
some point. Identifying new opportunities to make or save money can not only be a savings for you,
but a savings to your end users who will appreciate new levels of affordability. Some repeat this
question as a contest on an annual basis.
What  New  Products  Should  We  Offer?  
Differentiation is an important factor in continuing to grow as a business. Companies that look to
their consumers first to not just develop a product, but let their network know what is happening
during each stage of development, will also have a powerful marketing tool on their hands. But
remember: communication is key.
What  Online  Content  Do  You  Have  to  Share?  
A company’s network usually has multiple pieces of collateral that they are going to share digitally
anyways. They might as well share them with you so that you take their feedback or promote them
if they help spread a valuable message. Sometimes it’s video, sometimes it’s information, sometimes
it’s just the voice of your customer or employee - but it can lead to very important materials that
become part of the life of your business.

5
What  Questions  Have  You  Already  Answered  for  Us?  Of  What  Are  You  the  
Expert?  
A company’s network is often their most valuable knowledge base, building a responsive,
collaborative audience will often create a living archive of knowledge not just for you, but for
your whole community. It eliminates redundancies and helps to generate positive feelings
among your subscribers.
WHAT  QUESTIONS  CAN  YOU  ASK  THE  CROWD?


6WHAT  QUESTIONS  CAN  YOU  ASK  THE  CROWD?
7
How  Can  We  Be  More  Healthy?  
In addition to meeting green mission standards, many companies are looking to source new
ways to create a healthier environment for their employees or end product for their
consumers. Asking what to do in order to make things healthier is a great line of questioning
to begin the discussion.
What  Do  You  Have  In  Common  with  Each  Other?  
Building a profile of the network of employees or consumers is also great for marketing
specialists and product developers. It allows companies to identify talent and better
understand what they have to offer. Allowing a clustered network to form around
particularly innovative ideas makes it possible to generate an environment of collaboration.
What  Questions  Should  We  Be  Asking?  
Perhaps this actually could be the first and best question to ask: allow the crowd to set the
agenda. After all, they’re going to be the ones that want to talk and want to share their ideas -
let them tell you where to begin.
But really, these are all just starting points, common business questions that have a wide
variety of approaches and moving parts - that’s what makes them ideal for the crowd; the box is
already about to burst open. Perhaps the better question is “what can’t you ask the crowd?”
IdeaScale and Innovation
Businesses that use an online tool capable of not just prioritizing ideas and inspiration, but
also generating a community around those ideas are the ones that are leading their industry.
They are considering engagement, their brand reach, what the costs of innovation are and
what the gains of innovation are.
IdeaScale has been providing a flexible platform for numerous businesses since 2008. From
the beginning the guiding principles have been those of engagement and collaboration. It’s
not just a list of ideas, it’s a community around those ideas. These are just a few of the
metrics to consider as you help build your community.
WHAT  QUESTIONS  CAN  YOU  ASK  THE  CROWD?
1. "Open Innovation." Crowdsourcing.org. MassSolution, n.d.
Web. 06 July 2013.
FOR  MORE  INFORMATION  
sales@ideascale.com
Global  /  Americas  
+1  800-­‐549-­‐9198
New  Zealand  
+64-­‐080-­‐099-­‐5088
Australia  
+61-­‐02-­‐9037-­‐8414
United  Kingdom  
+44-­‐0-­‐808-­‐189-­‐1476

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White Paper: What Questions Can you Ask the Crowd?

  • 1. 
 WHAT QUESTIONS CAN YOU ASK THE CROWD? IDEASCALE
  • 2. 
 What  Ques*ons  Can  You  Ask  the  Crowd?  How  to   Get  the  Conversa*on  Started   Common  Ques*ons   IdeaScale  and  Innova*on   3   4   8 What Questions Can You Ask The Crowd?
  • 3. 
 Open  Innovation     Crowdsourcing, network intelligence, customer or employee engagement – these are the different names that we put to a very basic process called “open innovation.” Crowdsourcing.org defines open innovation as sourcing “outside of the entity or group to generate, develop and implement ideas. In a world of widely distributed knowledge, where the boundaries between a firm and its environment have become more permeable, companies cannot afford to rely entirely on their own research and ideas to maintain a competitive advantage.1” Certainly this has remained true for numerous companies that begin by reaching out to those on their frontlines: their employees and their consumers. They are able to find the edge of their companies and industries by asking people for new paths towards developing great products and great brands. However, the difficulty for many that are looking to start a conversation with a new open innovation platform is not knowing what sort of questions they should ask and what sort of questions are most impacting businesses. IdeaScale has surveyed numerous clients to discover what sorts of questions they have been asking their network and also which questions have yielded the most meaningful results. We’ve included a list of them below. What Questions Can You Ask the Crowd? How  to  Get  the  Conversa5on  Started 3WHAT  QUESTIONS  CAN  YOU  ASK  THE  CROWD? “In  a  world  of  widely  distributed  knowledge,  where  the  boundaries   between  a  firm  and  its  environment  have  become  more  permeable,   companies  cannot  afford  to  rely  entirely  on  their  own  research  and   ideas  to  maintain  a  competitive  advantage.”
  • 4. 
 One  of  the  most  common  business  concerns  today  is  operating  with   a  minimal  carbon  footprint.  It  is  also  one  of  the  best  ways  to  endear   consumers  to  a  product  or  a  line  of  products. 4 Common Questions How  Can  We  Improve?     This is often one of the most broad questions that begins the discussion with the crowd, because an interested network is usually carrying a vast array of thoughts about how a company might improve. The initiative usually kicks off with a high level of engagement because of so much pre-existing content. What  Do  We  Need  to  Know  About  Our  Industry  or  Our  Product?   Oftentimes, the crowd can help direct market research by feeding information about what they think is relevant to growth and the needs that are not yet met for the consumer. Connections about competitors, product needs, new possibilities can come from unexpected places, especially when those connections can be made by anyone and collaborated on by the community. How  Can  We  Make  My  Business  More  Sustainable?   One of the most common business concerns today is operating with a minimal carbon footprint. It is also one of the best ways to endear consumers to a product or a line of products. Sometimes surprising ways to conserve energy and materials can also lead to surprising savings. How  Can  We  Better  Align  to  Our  Mission?   Every business has a mission, but it is difficult (especially as a company is rapidly and successfully growing) to manage a company in parallel to that mission - asking a more objective audience with insight into all the moving parts is perhaps one of the most meaningful questions about which you can engage the crowd. WHAT  QUESTIONS  CAN  YOU  ASK  THE  CROWD?
  • 5. Who  Is  Willing  to  Work  on  Which  Projects?   At last, we are in the age of the micro-volunteer (made easier due to an always-on digital environment). Perhaps there are those in your network who would like to take part in the work that you have to do (the work that they are already discussing). Reaching out to the crowd and assigning ownership to specific tasks is a great way to keep the whole network working with you. How  Can  We  Save  Money?  What  Potential  Opportunities  Do  We  Have  to   Increase  Revenue?   This is the question that effects every business and one that almost every company addresses at some point. Identifying new opportunities to make or save money can not only be a savings for you, but a savings to your end users who will appreciate new levels of affordability. Some repeat this question as a contest on an annual basis. What  New  Products  Should  We  Offer?   Differentiation is an important factor in continuing to grow as a business. Companies that look to their consumers first to not just develop a product, but let their network know what is happening during each stage of development, will also have a powerful marketing tool on their hands. But remember: communication is key. What  Online  Content  Do  You  Have  to  Share?   A company’s network usually has multiple pieces of collateral that they are going to share digitally anyways. They might as well share them with you so that you take their feedback or promote them if they help spread a valuable message. Sometimes it’s video, sometimes it’s information, sometimes it’s just the voice of your customer or employee - but it can lead to very important materials that become part of the life of your business.
 5 What  Questions  Have  You  Already  Answered  for  Us?  Of  What  Are  You  the   Expert?   A company’s network is often their most valuable knowledge base, building a responsive, collaborative audience will often create a living archive of knowledge not just for you, but for your whole community. It eliminates redundancies and helps to generate positive feelings among your subscribers. WHAT  QUESTIONS  CAN  YOU  ASK  THE  CROWD?
  • 6. 
 6WHAT  QUESTIONS  CAN  YOU  ASK  THE  CROWD?
  • 7. 7 How  Can  We  Be  More  Healthy?   In addition to meeting green mission standards, many companies are looking to source new ways to create a healthier environment for their employees or end product for their consumers. Asking what to do in order to make things healthier is a great line of questioning to begin the discussion. What  Do  You  Have  In  Common  with  Each  Other?   Building a profile of the network of employees or consumers is also great for marketing specialists and product developers. It allows companies to identify talent and better understand what they have to offer. Allowing a clustered network to form around particularly innovative ideas makes it possible to generate an environment of collaboration. What  Questions  Should  We  Be  Asking?   Perhaps this actually could be the first and best question to ask: allow the crowd to set the agenda. After all, they’re going to be the ones that want to talk and want to share their ideas - let them tell you where to begin. But really, these are all just starting points, common business questions that have a wide variety of approaches and moving parts - that’s what makes them ideal for the crowd; the box is already about to burst open. Perhaps the better question is “what can’t you ask the crowd?” IdeaScale and Innovation Businesses that use an online tool capable of not just prioritizing ideas and inspiration, but also generating a community around those ideas are the ones that are leading their industry. They are considering engagement, their brand reach, what the costs of innovation are and what the gains of innovation are. IdeaScale has been providing a flexible platform for numerous businesses since 2008. From the beginning the guiding principles have been those of engagement and collaboration. It’s not just a list of ideas, it’s a community around those ideas. These are just a few of the metrics to consider as you help build your community. WHAT  QUESTIONS  CAN  YOU  ASK  THE  CROWD? 1. "Open Innovation." Crowdsourcing.org. MassSolution, n.d. Web. 06 July 2013. FOR  MORE  INFORMATION   sales@ideascale.com Global  /  Americas   +1  800-­‐549-­‐9198 New  Zealand   +64-­‐080-­‐099-­‐5088 Australia   +61-­‐02-­‐9037-­‐8414 United  Kingdom   +44-­‐0-­‐808-­‐189-­‐1476