How netnography can be used to unlock the full potential of crowdsourcing contests: The case of the Mondelez chocolate lovers contest

This paper describes a project for Mondelez International, the food manufacturer, which combined crowdsourcing and netnography methods to generate insights.

How netnography can be used to unlock the full potential of crowdsourcing contests: The case of the Mondelez chocolate lovers contest

Gregor Jawecki, Johannes Gebauer and Susanne Mathis-Alig

Introduction

In recent years the efficient execution of market research projects is challenged by the decreasing interest of consumers to participate in such initiatives. For instance, the response rate in telephone interviews has fallen from 36% in 1997 to 9% in 2012 (Isaacson 2012). Similarly survey response rates are declining both in the United States and in Europe (Anseel et al, 2010; Fan and Yan 2010). Today it...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands