crowdsourcing | storytelling | citizenship | social data
People’s Insights: Volume 1, Issue 48
LEGO CUUSOO
What is LEGO CUUSOO? In 2011, LEGO opened up its Japanese crowdsourcing platform to global audiences, inviting adults to submit and vote for new product designs. Three co-created products have been launched to date.
1) legocuusoo.com 2) dexigner.com/news/23980
How does it work? Ideas that clear an initial review and receive10,000 votes are formally evaluated by a LEGO product team for Brand Fit, Business Case Development, Model Design and Final Review.
Via techhive.com
Challenges the LEGO business process Fan submitted ideas undergo the same scrutiny as internally developed ideas, and have pushed LEGO to consider new partnerships to bring projects to life and to stand by brand guidelines in rejecting projects.
1) digitaltrends.com 2) legocuusoo.posterous.com
Speed of innovation With LEGO fans eager to see the products they voted on in stores instantaneously, LEGO has cut down its typical product release cycle from two to three years to as little as six months.
fastcompany.com
Power of crowds Not only does the CUUSOO model help LEGO tap into the traditional benefits of crowdsourcing (creativity and diversity of many), it also helps individual ideas stand out and enter the spotlight.
1) bturn.com, 2) ideaconnection.com
Staying relevant and constantly innovating LEGO enthusiasts point out that LEGO’s agility and determination to staying relevant to changing demographics has helped turn the company around and establish a strong fan base.
corellianrun.com
Adult Fans of LEGO (AFOLs) CUUSOO caters to the adult LEGO fan base, a sizable population of people with a shared passion for and expertise in building things. Participants of CUUSOO include professional designers and engineers.
1) techhive.com 2) AFOL A Blockumentary via fastcompany.com, 3) brickish.org
Co-creating the next generation of products The passion people show for co-creating and shaping products around them, and the technology to harness their creativity and feedback has lead to a new generation of co-created products.
1) Jeremiah Owyang via web-strategist.com (April 2009) 2) Chris Anderson, via techcrunch.com (October 2010)
LEGO co-creation ecosystem LEGO nurtures the spirit of creation amongst adults and children alike with virtual tools LEGO Digital Designer and LDraw to create products, and social networks LEGO Club and ReBrick that encourage sharing.
1) LEGO Digital Designer, 2) ReBrick, 3) LEGO Club
More People’s Insights Weekly reports Every week, we dive into one topic for discussion on the MSLGROUP Insight’s Network and discuss insights and foresights, in four key areas: crowdsourcing, storytelling, citizenship and social data.
Crowdsourcing
Storytelling
Citizenship
Social Data
Mahindra Spark the Rise
@MarsCuriosity
#Kony2012
MTV Fantasy Election
For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/
Read People’s Lab insights and foresights The People’s Lab team shares the insights and foresights from the MSLGROUP Insights Network on the People’s Insights weekly blog and the People’s Insights Quarterly magazine.
MSLGROUP Insights Network
People’s Insights weekly blog
People’s Insights Quarterly magazine
50+ MSLGROUP planners share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling.
We deep dive into conversations around one project -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights.
Every quarter, we will compile the best insights from the network and the blog in the iPad-friendly magazine, as a showcase of our capabilities.
For more, visit http://peopleslab.mslgroup.com
People’s Insights Annual Report In January 2013 we will publish the ten-part People’s Insights Annual Report, in which we synthesize our insights from 2012 and provide foresights for business leaders and change-makers for 2013.
Now & Next: Future of Engagement
Part 1: Crowdfunding
Part 2: Behavior Change Games
(coming soon as an iPad app) Subscribe to the report at: http://peopleslab.mslgroup.com/peoplesinsights/annual-report/
People’s Lab: Crowdsourcing Insights & Innovation People’s Lab is MSLGROUP’s proprietary crowdsourcing platform and approach that helps organizations tap into people’s insight for innovation, storytelling and change.
For more, visit http://peopleslab.mslgroup.com
For People’s Lab solutions, contact pascal.beucler@mslgroup.com