The Power of an Enticing Problem — How to Attract More Ideas on Crowdsourcing Platforms

Wednesday April 21, 2021

Faculty members Claudia Kubowicz Malhotra, Arvind Malhotra and Barry L. Bayus were brought together around their mutual research interests in innovation, brands, strategy, creativity and crowdsourcing. Their latest research looks at crowdsourcing platforms, unpacking problem statements word by word to identify the characteristics that attract the most idea submissions. Their analysis shows that managers seeking innovative ideas from crowdsourcing platforms can attract more responses to their problem statements by engaging contributors’ imaginations while not limiting their creativity. Best practices include personalizing the problem, challenging solvers to surpass the status quo, explaining customer needs, asking engaging questions and highlighting tensions to be resolved.

Read the Full Paper from MIT Sloan Management Review

Barry Bayus
Roy O. Rodwell- Distinguished Professor of Marketing, UNC Kenan-Flagler Business School