New agency uses crowdsourcing to shape offering, concludes: ‘forget about awards’
Campbell
A digital design agency which launches in Melbourne this week has used crowd sourcing to shape its brand, website and service offering.
Navy is being launched by the user experience director of DTDigital Ollie Campbell and three DTDigital colleagues – design director Marc Clancy, UX designer Brett Warren and group account director Michael Trounce.
Before launch, they ran a series interviews among senior staff from companies such as Telstra, Lonely Planet and ANZ , asking them what they thought of early versions of the agency’s visual identity, messaging and presentations.
Proud
Didn’t this used to be called “Market research” ? Not sure exactly what they’ve “sourced” from the crowd here – other than an opinion…
Totally agree, confused.
“Avoiding industry jargon and giving users personal details about staff were also key findings.”
I’d have thought saying “crowdsourcing” when you mean “market research” wouldn’t tick the “avoiding industry jargon” box but maybe that’s just me.
Perhaps it’s a journalist error, or confusion on the part of the interviewees… this isn’t Crowd Sourcing. Title has spoiled an otherwise engaging article. ??
‘Crowd sourcing’… someone’s playing a cruel joke or this is a mistake by an intern, ha