About the Project
Among innovation experts crowdsourcing is considered to be a highly cost effective manner for businesses to connect with their customers, identify new design concepts and outsource work. Crowdsourcing can be particularly effective in markets which are undergoing rapid technological and/or cultural change, as is the case currently with the automotive industry. Crowdsourcing is also a powerful tool for enhancing customer experience due to the natural link which it provides to the customer base and due to the efficient means it provides for identifying existing and future customer expectations. Despite the current business environment for automotive products which is characterised by rapid changes in the form of hybrid, electrical and autonomous vehicles, no crowdsourcing models have yet been developed for specific use by the automotive industry. The proposed research will thus investigate the joint questions of how crowdsourcing can support new product development in the automotive industry and how it can be used by the industry as a platform for enhancing customer experience and customer loyalty.
Programme of work
Literature review of crowdsourcing models and best practice.
Literature review of new product development models and service support models and best practice.
Selection of the most appropriate crowdsourcing model(s) which can be deployed by automotive brands.
Identification of the process points where crowdsourcing can be deployed.
Development of criteria for building automotive crowdsourcing platforms with focus on issues of customer experience and customer loyalty.
Development and testing of a prototype design-led crowdsourcing model for automotive brands.
Value of the research both commercial and academic
Recent research suggests the existence of four elementary forms of crowdsourcing which involve substantially different policies in terms of information access, decision making and underlying business model. Unfortunately none of these forms of co-design have yet been attempted by an automotive brand. Systematic review of the opportunities, and prototype portal testing, would therefore prove valuable towards clarifying where the crowdsourcing opportunities exist in the automotive industry. Automotive brands involve a large number of activities in areas such as new product development, dealer network services and corporate social responsibility which could potentially benefit from crowdsourcing. The new research would extend the knowledge of the issues involved in crowdsourcing and would be expected to produce important clarifications regarding how, when and why such approaches might be applied by automotive brands. Further, the research would develop new evidence of the ability of crowdsourcing techniques to enhance customer experience and deepen customer loyalty. Finally, the development and testing of a prototype automotive platform will provide an important “case history” which could later be extended into a formal corporate tool.
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