Using crowdsourcing to get the right answer (not the most watered-down)
Higher Education
07.12.2010
In:
Education
I am not going to debate this isn’t true. One of the greatest strengths of a university is that its path isn’t dictated by one individual, but governed by many. However, when creating strategy and thinking creatively, how do you get from step 1 to step 2, and eventually a finished product, with a variety of input?
For the answer, you look for the tools a research student would use. By combining polls and surveys with Internet users you get a fast, cheap and effective way to gain mass response. And at a university you will get plenty of feedback, some good and some bad. But more times than not, it isn’t clear which to tune out and which to apply to your strategy.
Sometimes you realize it’s important to look at more than just numbers and to get creative with your research. Using other tools like brainstorms and blogs can help gather unfiltered comments. Combining the two gives both quantitative and qualitative insight. Now you are faced with spreadsheets and charts — but can you really calculate creativity? And if you did, would your university audience be pleased with the results or find a watered-down Frankensteined version of what you started with?
Solutions can come in the form of finding common voices and focusing your feedback. Each research tool has a common ability to present trends. Taking those trends and turning them into themes will shape your strategy.
However, one solution often creates another problem. Some outliers’ feedback hasn’t been taken into consideration, but you haven’t lost them yet. Layering your feedback and outreach to the audience helps reach them at varying points in your process. Using a blog can allow a university audience to do what they do best: discuss. Giving everyone full access to your strategy, creative assets and next steps will permit everyone to get thoughts “off their chest.” And, more importantly, to participate in the future of what they care about the most — their university.
University crowdsourcing doesn’t present cut-and-dry answers and to assume that it would will lead you down a long road. A road that sometimes can result in rework — opinions will always surface. Let the crowd give its opinion, but don’t let it dictate the direction.
Crowdsourcing has been receiving positive and negative press since Wired first introduced the term in 2006. Some designers say it’s the end of the creative process and others see it as an economic saving grace. But more and more universities are using services that specialize in crowdsourcing. Wisdom of the masses can be overwhelming, but accept it and give your academic audience every opportunity to give you their thoughts. With balance can come one conclusion, strategy and a strong solution. A solution that has the spirit of the university present throughout it.
