Why Smart Dossiers Matter

from the thinking-things-through dept

Two weeks ago in New York, we announced our new Smart Dossiers product, that leverages the best members of the Techdirt Insight Community to provide multiple quick, cost effective analytical looks at any company. After launching it, I received an email from a reader asking for some of the thinking behind this product and why we launched it, as he noted that I often break down the business decisions made by other companies, I might as well do so for my own as well.

Fair enough. While obviously, we've been thinking about this quite a bit in designing the product, Kevin Kelly's recent discussion on the problems with bottom-up and top-down content creation models really comes into play here as well. While I'm a huge fan of bottom-up "crowdsource" models, I'll be the first to admit that they're not right for everything. And, while some people have referred to the Insight Community as "crowdsourcing analysis" that's not quite accurate either. Crowdsourcing, bottom-up, wisdom of the crowds models work well for any type of system where you are trying to zero-in on something that appeases a wider audience. Zeroing in on factual information, for example -- which is why Wikipedia works. Or, coming up with a set of stories that will appeal to a specific group, such as how Digg picks news stories. But there are times when you don't want the aggregate views of a large audience, but you want a few viewpoints from those who understand something best. These are cases when you're really looking for insight and analysis, not just data or facts. You want creativity and a spark of something different, but you don't want to be overwhelmed.

At the same time, the traditional means of getting such insight and analysis runs into trouble in that you're betting on the single "wise man on the hill" who you hire to provide that analysis. Long ago, companies realized that relying on just a single viewpoint was dangerous. There's much more to be learned by getting together a small group of very knowledgeable, experienced experts in a space who can weigh in directly based on that experience. By having multiple viewpoints you get to learn to important things beyond just the direct insights each participant generates. You get to see where those experts agree (which can be useful) but also where they disagree, which is where you can often pick up real pieces of wisdom in understanding why two knowledgeable people disagree over the same subject.

In our own experience, it's in those kinds of brainstorms, where you line up what insights people agree on and where they disagree, that produces the most useful output. So, the Smart Dossiers product (and the wider Techdirt Insight Community service itself) is an attempt to formalize that process and allow companies to easily, cost effectively and quickly tap into a diverse group of experts who can help provide those multiple viewpoints and help companies better understand themselves, their competitors, their customers, their partners, their investments and their investors. Since we launched the Techdirt Insight Community, companies have been rating and ranking the experts in the network based on the insights they provide. With the Smart Dossiers offering, some of the best ranked members of the community are guaranteed to take part in the analysis, making sure that you only get top notch analysis. It's not about the wisdom of the crowds, but about getting multiple perspectives from experts who know what they're talking about.


Reader Comments (rss)

(Flattened / Threaded)

  1.  
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    Anonymous Coward, Feb 19th, 2008 @ 10:27am

    You forgot to start this with "And Now a Word From Our Sponsors"

     

    reply to this | link to this | view in thread ]

  2.  
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    Derek Kerton (profile), Feb 19th, 2008 @ 10:38am

    Hypocrates

    Yeah, Mike. How dare you use something you give away for free (Techdirt) to promote something you charge for (Smart Dossiers)?

    Hypocrite!

    (/sarcasm)

     

    reply to this | link to this | view in thread ]

  3.  
    identicon
    Anonymous Coward, Feb 19th, 2008 @ 10:42am

    Yeah, I will write a email to Apple to thank them for the ads they put on TV too.

    Derek, you a buttboy or something?

     

    reply to this | link to this | view in thread ]

  4.  
    identicon
    Anonymous Coward, Feb 19th, 2008 @ 11:22am

    If one is to relie on the view point of those who know best, then we should let the delegates decide the Oboma/Hillary contest and bag the popular vote.

     

    reply to this | link to this | view in thread ]

  5.  
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    Mike (profile), Feb 19th, 2008 @ 11:44am

    Re:

    If one is to relie on the view point of those who know best, then we should let the delegates decide the Oboma/Hillary contest and bag the popular vote.

    Actually, that's not the case at all. As I tried (but apparently failed) to make clear in the post, there are situations where allowing *everyone* (the crowd) to take part makes sense -- specifically when you are trying to zero in on a fact or pick something that works best across a wide audience. I think elections qualify for that.

    However, there are situations where that's not what you want. You're not looking for factual information or for what works best across a wide segment (the lowest common denominator) but are looking for creative knowledge for a single user to think up useful solutions. In those cases, the "crowd" doesn't make sense.

     

    reply to this | link to this | view in thread ]

  6.  
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    Derek Kerton (profile), Feb 19th, 2008 @ 1:49pm

    Wha...?

    RE #1 and #3:

    Well, did you write to Apple and P&G to give them crap for putting ads up to pay for the free episodes of "Are You Smarter Than A Fifth Grader" that you watch? Because you wrote in here to complain.

    BTW, when Foxworthy asks, let him know that a few of us over here have our doubts.

    RE: "are you a buttboy", thanks for elevating the discussion. You bring a lot of value to the table here. The whole fifth grader thing, I suppose. Anyhow, it's not so much that I'm a Techdirt buttboy, but I can't deny a link to the site: http://www.techdirt.com/search.php?site=wireless&q=&tid=&aid=Derek&searchin=stories . That said, my #2 comment to you is more because I enjoy pointing out when people are ridiculous. Now that I've had my fun, I'll leave you the last word. Try to make it clever and clean.

     

    reply to this | link to this | view in thread ]

  7.  
    identicon
    Anonymous Coward, Feb 19th, 2008 @ 2:17pm

    Now Derek, hate to tell you, but I don't actually watch that show. Good to know that you have something to shoot for though.

    I guess you must be one of the "Techdirt Analysts" shilling for your cause.

     

    reply to this | link to this | view in thread ]

  8.  
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    Mike (profile), Feb 19th, 2008 @ 2:30pm

    Re:

    I need to point out a rather delicious irony, by the way. The Anonymous Coward who's been criticizing all of this, based on his IP address, actually works for a customer of Techdirt. Apparently your colleagues are fans of the service, Anon.

     

    reply to this | link to this | view in thread ]

  9.  
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    Anonymous Coward, Feb 19th, 2008 @ 5:24pm

    Aaaaaaaaaaadvertising. Not that there's anything WRONG with that, but it's an ad.

     

    reply to this | link to this | view in thread ]

  10.  
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    Anonymous Coward, Feb 19th, 2008 @ 6:06pm

    Re: Re:

    I lol'd.

     

    reply to this | link to this | view in thread ]

  11.  
    identicon
    Anonymous Coward, Feb 20th, 2008 @ 6:07am

    I need to point out a rather delicious irony, by the way. The Anonymous Coward who's been criticizing all of this, based on his IP address, actually works for a customer of Techdirt. Apparently your colleagues are fans of the service, Anon.

    Based on our stock price direction, you might not want to point that one out to future customers.

    That being said, I have nothing against the service at all, kind of like Verizon service, I like it. I don't like their ads though. I pointed it out kind of as a public service.

     

    reply to this | link to this | view in thread ]


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