Crowdsourcing Model 5: Community reporting

This form of Crowdsourcing organizes a large number of registered internet users, who form a ‘community’, and report on existing and mostly new products and services, and often even on trends (Kleemann, Günter and Rieder, 2008). An example of this would be a website called which provides a platform for consumers to make informed product and service experience by rating it and writing a review about it. This information is accessed by potential buyers to make an analysed decision as they can see what people have to say about what he/she is about to purchase (Mouthshut website).

In the above example it can be seen that this model demands more than a single computer click from the crowd, hence the campaign that uses this model are said to be ‘high involvement’ campaigns, however if this campaign would have asked the crowd to only vote for a product or if the crowd were given an option to vote and rate a review; and would have provided the crowd with a system where this could have been achieved then it could have been achieved by a single or few clicks of the crowd. This forms the next model, i.e. Model 6, that we will discuss. The campaigns adopting model 6 are hence ‘low involvement’ campaigns.

What are the crowdsourcers motives to adopt this form of Crowdsourcing: Create user-generated content.

What do they offer to the crowd to encourage participation? Recognition and sometimes no rewards.

Continue on page 6 for Model 6: Product rating by consumer and consumers profiling.